Why Losing Customers Costs More Than You Think

The Wholesale Change Show · Mar 28, 2022 · 43m

Most distributors know that losing customers costs them money. Despite this, few have specific plans for reducing defection – and even fewer have someone in charge of this important task. But losing customers costs more than you think for one very important reason: Customers that defect can only drop to zero sales dollars. Customers you retain tend to grow over time. That means when you improve retention, you not only keep the sales you would have lost, but you also add growing accounts over time. The multiplier effect of retaining more accounts means distributors should invest more in…