Build the positioning for lapsed customer recovery around a claim competitors cannot honestly make.
Building Strategies to Recover Customers Who Have Stopped Buying
Move lapsed customer recovery from general awareness to a repeatable, reviewable practice.
📍 Tunis🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Attribution in lapsed customer recovery is imperfect; that is not a reason to stop measuring it. A message about the marketing and commercial practice discipline that tries to reach everyone reaches nobody. Participants gain a clear basis for measuring what this strand of marketing and commercial practice has actually achieved. The programme takes participants through lapsed customer recovery end to end, from framing the problem to closing it out. It is designed for mixed groups, so that this part of marketing and commercial practice is examined from more than one functional angle. Practitioner evidence points the same way: the wider marketing and commercial practice agenda improves fastest where responsibility for it is named and owned. Most organisations already have a policy on lapsed customer recovery; far fewer can show it working. Exercises escalate in difficulty, ending with the ambiguous situations that make the marketing and commercial practice discipline hard in practice. Participants leave with a plan for this strand of marketing and commercial practice sized to what their organisation can realistically absorb.
Expected Learning Outcomes
Set a realistic target state for lapsed customer recovery and a defensible route to it.
Set the minimum documentation for lapsed customer recovery that is genuinely necessary, and stop there.
Protect the brand while pursuing short-term targets in lapsed customer recovery.
Set measurable objectives for lapsed customer recovery tied to revenue rather than reach.
Align lapsed customer recovery with the wider objectives of the commercial team rather than optimising it in isolation.
Plan expansion of lapsed customer recovery into new segments or markets deliberately.
Who Should Attend
Managers in small and medium organisations who own lapsed customer recovery alongside other duties.
Founders and owner-managers running lapsed customer recovery personally.
Account managers responsible for retention within lapsed customer recovery.
Brand and communications specialists shaping lapsed customer recovery.
Sales managers leading teams that deliver lapsed customer recovery.
Members of committees that take decisions affecting lapsed customer recovery.
Course Modules
Lapsed customer recovery: the customer journey and decision points
2 sessions · 8 pointsSession 1The decisions in lapsed customer recovery that cannot be delegated
- Compare the cost of lapsed customer recovery with the cost of its absence.
- Decide what will be stopped to create capacity for lapsed customer recovery.
- Compare cost of acquisition against value in lapsed customer recovery.
- Structure pricing for lapsed customer recovery against perceived value.
Session 2Closing out lapsed customer recovery and capturing what was learned
- Prepare the response for the most likely failure in lapsed customer recovery.
- Set objectives for lapsed customer recovery in revenue terms with a timeframe.
- Define the handover point between marketing and sales in lapsed customer recovery.
- Script the three most common objections in lapsed customer recovery and the responses.
Lapsed customer recovery: audience definition and segmentation
2 sessions · 8 pointsSession 1Handling the objection to lapsed customer recovery that ends most conversations
- Establish the boundary of lapsed customer recovery and record what sits outside it.
- Build the content that answers the buyer's real question about lapsed customer recovery.
- Choose the next segment for lapsed customer recovery and state why it is next.
- Build the internal briefing that explains lapsed customer recovery to those affected.
Session 2Where the buyer actually decides on lapsed customer recovery
- Agree the smallest change to lapsed customer recovery that would be visibly useful.
- Build the report on lapsed customer recovery that answers whether to spend more or less.
- Anticipate the objections lapsed customer recovery will raise and prepare the answers.
- Write the positioning claim for lapsed customer recovery and test whether a competitor could say it too.
Lapsed customer recovery: retention, loyalty and lifetime value
2 sessions · 8 pointsSession 1Qualifying out of lapsed customer recovery early and without guilt
- Test the procedure for lapsed customer recovery against a realistic scenario.
- Identify the data already collected that bears on lapsed customer recovery.
- Review whether short-term tactics on lapsed customer recovery are damaging the brand.
- Map the decision journey for lapsed customer recovery and mark where the choice is actually made.
Session 2Protecting the brand while hitting targets on lapsed customer recovery
- Assign responsibility for keeping documentation of lapsed customer recovery current.
- Document the sales process for lapsed customer recovery so a new joiner can follow it.
- Design the retention action triggered when a customer of lapsed customer recovery goes quiet.
- Agree the attribution model for lapsed customer recovery and state its known limits.
Lapsed customer recovery: positioning and the honest claim
2 sessions · 8 pointsSession 1Defining the audience for lapsed customer recovery narrowly enough to matter
- Establish who is informed, consulted and accountable in lapsed customer recovery.
- Rehearse the briefing on lapsed customer recovery that would follow an incident.
- Describe the buyer for lapsed customer recovery specifically enough to name who is excluded.
- Set the discount authority for lapsed customer recovery and require justification.
Session 2The paperwork for lapsed customer recovery that is actually needed
- Prepare the summary of lapsed customer recovery that senior management will read.
- Set out the decisions in lapsed customer recovery that require sign-off and by whom.
- Close out actions on lapsed customer recovery rather than leaving them open indefinitely.
- Set the review interval for lapsed customer recovery and who attends.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.