In a distributor’s day-to-day life, it’s normal for some customers to stop buying: they change suppliers, reduce their activity, or simply grow cold over time.
But recovering inactive customers can be much more profitable than attracting new ones.
And the best part: there are simple strategies that are working very well in the Horeca channel.
The first step is to know who they are.
Analyze your sales data and create a list of customers who haven’t purchased in the last 3, 6, or 12 months.
Then, prioritize: start with those who were previously most profitable or most loyal. Often, a simple reminder or personalized message can reignite the relationship.
And if among those inactive customers there are some who used to order personalized tablecloths or napkins, you have a great opportunity! Write to them reminding them of the designs you used to make, show them new options, or suggest renewing their pieces with a special promotion. This type of personalized attention shows that you know them and may be just the push they need to buy again.
Avoid generic messages.
Make them feel like you know them: mention their type of business, products they used to buy, or how long they’ve trusted you.
An example: “It’s been a while since we last spoke, and we wanted to know how the season is going at your restaurant. We’ve launched a new line of tablecloths that might be a great fit for you.”
The goal isn’t to sell on the first contact, but to reopen the conversation.
A well-thought-out incentive can make all the difference:
The important thing is that the customer perceives value and closeness.
If some customers still don’t respond, take advantage of the opportunity to understand why.
A brief survey or call can provide very useful information for adjusting prices, ranges, or service.
Sometimes, a small improvement in customer service or logistics can reactivate many dormant accounts.
Regaining a customer is just the beginning.
Automate reminders, share relevant updates, and make sure you maintain constant and useful contact.
It’s not about insisting, it’s about being present.
At La Pajarita, we believe that loyalty begins with listening.
That’s why we support our distributors with tools, materials, and sales support to help them maintain all their customer relationships.
