Why Winning Back Old Customers Beats Chasing New Ones
As a small business owner in Manchester, you’re probably always thinking about how to bring in more customers. Many businesses focus almost all of their energy on finding new leads — but the numbers tell a different story.
On average, businesses have only a 5% to 19% chance of converting a new lead into a paying customer. Compare that to the 25% to 45% chance of winning back a previous customer. That’s at least double — and in some cases, nine times better odds.
Why are the odds so much better with old customers?
- They already know you – Trust has been built. You don’t need to start from scratch.
- They’ve bought before – If your product or service met their needs once, there’s a good chance it will again.
- It’s cost-effective – Reconnecting with an old customer usually costs less than generating a brand-new lead through advertising, networking, or cold outreach.
How to win back old customers
- Follow up personally – A quick email, phone call, or message can remind them of your business.
- Offer something tailored – A discount, loyalty reward, or a reminder of a service they used previously.
- Stay visible – Keep posting updates on social media and sending useful content so you remain on their radar.
Why chasing only new leads can slow your growth
Of course, finding new customers is still important. But if you’re ignoring your past buyers, you’re working harder for fewer results. Imagine the impact on your revenue if you focused even 30% of your effort on bringing back people who’ve already trusted you before.
At Business Coaching Manchester, we help local small business owners put practical systems in place to re-engage old customers while still building a healthy flow of new leads. Often, just a small change in focus can make a huge difference to sales.
📞 Call Business Coaching Manchester on 0161-881 2213 to discuss how we can help you increase your customer retention and grow your business.