One of my favorite stories
A Gallon of Glue, a Mug, and $10K
The offer is permission to come back.
At Häfele America, our national sales manager wanted to win back an 18-month-inactive list with a discount on a gallon of wood glue. I argued that wasn’t enough, a lapsed customer needs a reason bigger than one product. We extended the discount to the whole order instead. It closed north of $10,000 in sales, and our corporate trainer handed me a mug that said “Coffee is for Closers.” I still have it.