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I Need To Make A Letter To Win Back A Customer.

Posted by Anonymous on 125 Points
Can you help me how to do a letter of appeal to a customer to not drop our products from their list of items in their furniture department. They are one of the biggest customers we have and 40% of our sales are coming from them. can you help me? Thanks in advance

  • Posted by mgoodman on Accepted
    Sounds like a pretty important letter. Why not show up in person to plead your case?

    Do you know WHY they are dropping you? Is it a service issue, or product quality, or price? Or did a competitor make them an offer they can't refuse?

    I've done several of these "appeal" letters for clients. It's always a joint effort, of course, because there are issues that only you know. I'm not clairvoyant. But I can review, comment, polish and make suggestions.

    The fee would depend on timing, your participation, etc. If you're interested, let me know via email, using the contact information in my profile.
  • Posted on Author
    Thanks for giving your valued time in answering my query.

    It's a mix of your given reasons why we were dropped but the real reason here is they are inclined to get a sole supplier for all their distribution outlets. Is there still a way for us to go aroung this?

    Can you kindly share your ideas and help me formulate a letter by sending a sample?

  • Posted by michael on Accepted

    I'm all for going in there in person also. If they are switching to a sole provider, why isn't you?

    Don't go there by yourself. Bring a truck load of new stuff with you. Tell them you are willing to give them first order priority on anything they need. Tell they you'll have one of your staff at their store whenever they have a big sale....all help them sell.

    It really depends on how important 40% is to you.

  • Posted by Jay Hamilton-Roth on Accepted
    What can/do you offer that your competition doesn't? Perhaps it's the ability to do customizing, use non-VOC finishes, sustainable wood, locally-sourced wood/labor, etc. Focus on what your company can do that your competition can't/won't (and with proof that the consumer cares about).
  • Posted by mgoodman on Moderator
    You ask:

    Can you kindly share your ideas and help me formulate a letter by sending a sample?

    My response:

    No. I would never send a work product created confidentially for a client to anyone other than that client. And there is no "standard template" for letters like this. Each situation is unique, and the letter should reflect the uniqueness of your situation.

    Why wouldn't you show up in person to discuss this with your customer? A letter could make it seem like this isn't very important to you. ("Why are you hiding behind your computer screen?")
  • Posted on Accepted
    Alex, I think Jay and both Michaels are right.

    Show up in person. Offer them (and your other customers) something your competition can't match. Don't try to compete on cost. Compete on unique product or service instead. Give them something they can't easily get elsewhere.

    Throwing out ideas (don't know if these apply, but to get you brainstorming):

    1) check order status online
    2) delivery straight to customers (in three days or scheduled whenever they like - waiting for furniture all day is annoying)
    3) a dedicated service rep
    4) peace of mind (what if the other company has a problem? a flood? a computer meltdown?)


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