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    A sales process framework to regain B2B customers

    Liu, Anne and Leach, Mark and Chugh, Richa (2015) A sales process framework to regain B2B customers. Journal of Business and Industrial Marketing, 30 (8). pp. 906-914. ISSN 0885-8624

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    Purpose – The purpose of this study is to develop a sales process framework to facilitate business-to-business (B2B) customer reacquisition. A comprehensive CRM process needs to include reacquisition strategies. Yet, very few firms have formal procedures to guide reacquisition efforts. This gap in the sales process reflects the relatively sparse literature on B2B customer reacquisition models. The present research intends to fill this gap and creates a sales process model to guide salespeople to regain B2B lost customers. Design/methodology/approach – Using critical incident technique (CIT), this study conducted in-depth interviews with 54 B2B salespeople. Each salesperson reported one successful and one unsuccessful reacquisition incidents. A total of 108 critical incidents were collected for analysis. Findings – A four-step sales process model to regain B2B customers was developed and empirically supported, including: Segment lost customers; Assess reasons for loss; Develop reacquisition activities; and Implement reacquisition strategies. Research limitations/implications – This study is qualitative and exploratory in nature; future research should develop dyadic surveys to validate the results. Practical implications – This four-step reacquisition process allows sales firms to identify essential elements and establish protocols/policies to train and motivate salespeople. The framework can facilitate salespeople develop problem-focused solutions to correctly diagnose the situation and effectively re-negotiate with defected customers. Thus, this process may help reduce inefficiency in the reacquisition process and increase reacquisition ratios. Social implications – By considering justice/fairness from customer’s perspective, sales firm may properly recover lost business relationship, and do so in ways that are considered both just and ethical. Originality/value – This is one of the first studies to examine the reacquisition of lost B2B customers. It expands on the traditional sales process to include four steps that enable a sales reacquisition process.

    Item Type: Article
    Keywords: Attribution theory; B2B customer reacquisition; Justice theory; Lost customers; Sales process, Win back;
    Academic Unit: Faculty of Social Sciences > School of Business
    Item ID: 11323
    Identification Number:
    Depositing User: Richa Chugh
    Date Deposited: 17 Oct 2019 11:43
    Journal or Publication Title: Journal of Business and Industrial Marketing
    Publisher: Emerald
    Refereed: Yes
    Use Licence: This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here

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