The Challenge
We recently partnered with a well-established B2B business that although had a loyal customer base, was also battling with a long buying cycle. On average, customers only placed an order every two years. While this gave them predictable repeat business, it also left large gaps where revenue potential was being missed.
The client had hundreds of customers who hadn’t ordered in over two years. These were considered “dormant”, unliked to purchase again without a proactive push. They were unsure how to approach these customers without being seen as instructive or damaging their long standing relationship.
That’s where Norstead Consulting stepped in.
Our Approach
During an audit of the client’s sales data, we noticed the dormant segment was far larger than expected. Instead of filing this away for later, we saw an opportunity for immediate action.
1. Spotting the Gap
- Analysed order history and identified the dormant segment
- Flagged it as the underutilised and high-potential revenue stream
2. Immediate Action
- On the same day, we worked with the client to launch a structure phone call plan
- Calls were personalised and service-led, focused on value rather than hard selling
- At the same time, we set up an email outreach sequence to support the campaign and reinforce the message
3. Executed With Speed
- Outreach began within hours of identifying the opportunity.
- Combining phone and email ensured we achieved both personal connection and broad coverage.
The Results
The campaign delivered as fast and measurable impact:
- £60,000 in new sales revenue generated in just two weeks.
- Re-engaged customers who had been inactive for 2+ years
- A pipeline of renewed customer relationships and repeat orders
- Strengthened loyalty through personal, service first communication
By turning the audit insight into immediate action, what looked like a stagnant database quickly became a powerful sales engine.
Key Takeaways
- Speed Matters – insights are most value when acted upon quickly
- Dormant customers represent a hidden revenue stream, especially in industries that have long buying cycles.
- A blended phone + email approach outperforms single channel campaigns
- re-engagement build both short-term sales and long-term loyalty
How Norstead Consulting Can Help You
If your business has customers who haven’t ordered in months, or even years, they may not be lost. With the right strategy, dormant customers can become one of your most profitable growth opportunities
Want to see what this could look like for your business? Book a free Discovery Call today or contact us.
