Re-engagement
Reopening a conversation with a customer who went quiet weeks or months ago, with a reason that is about them.
Use this definition in team training or when clarifying a sales note.
Definition
Re-engagement works an old list: customers who met with you last quarter and did not buy, leads that never answered, customers who said the timing was wrong. It differs from follow-up because the thread is cold, so the opening has to stand on its own rather than referring to a conversation the customer has forgotten.
What makes it land is specificity. The plan they asked about is available again, their current contract renews in two months, the price they objected to has changed. A general message asking whether they are still interested is a message asking to be ignored.
Why it matters
Your old lists are the cheapest source of opportunities you have, already paid for and mostly untouched. The work is finding the reason to call, which is why the useful version starts from what each customer actually said rather than from a blast to everyone who did not buy. Handled badly it burns the list; handled well it fills a slow week.