Win back dormant accounts at scale. AI identifies at-risk customers, reaches out proactively, and brings them back before they're gone for good.
Your best prospects are customers who already bought from you. Let AI unlock that revenue.
Every distributor has them: customers who used to buy regularly, then stopped. They're sitting in your CRM — hundreds, maybe thousands of accounts that gradually went silent. Each one represents relationship equity you've already earned and revenue you're leaving on the table.
Your sales team knows they should reach out. But between servicing active accounts, chasing new business, and fighting fires, there's never time. The dormant list grows. Every week, more customers slip past the point where a simple phone call could have saved them.
The opportunity is significant: even a small percentage of reactivated accounts can represent substantial recovered annual revenue. But calling hundreds of dormant accounts to find the ones who are ready to come back? That's weeks of full-time work for a rep who has other priorities.
AI changes that math completely.
Cost to acquire new customer vs. reactivate existing
Of dormant accounts will buy again with outreach
Average annual value of a reactivated account
From dormant account to active customer in four steps. At scale.
AI analyzes purchase patterns to identify customers who've gone silent. Flags accounts based on days since last order vs. typical cadence.
AI calls with context — knows their purchase history, usual products, and relationship length. Asks why they've been away.
AI learns why they left — competitor, issue, budget, contact change. Logs insights and routes fixable problems to your team.
Interested customers get transferred to sales or booked for follow-up. AI handles the reorder directly for simple cases.
Personal, curious, and genuinely helpful — not a desperate sales pitch.
"Hi Mike, this is Sarah from Metro Electrical Supply. I noticed it's been a few months since your last order, and I wanted to check in. Everything going okay on your end?"
"Oh yeah, we've just been using another supplier. They offered better pricing on a few items we buy a lot of."
"That makes sense — everyone's watching costs these days. Do you mind me asking which items? We actually just updated our pricing on a lot of high-volume products, and I'd love to see if we can get competitive for you again."
"Mainly wire and conduit. We're still getting specialty items from you guys though."
"Good to hear! I'll flag that feedback for your rep Tom — he can pull together a quote on wire and conduit to see where we land. Would it be worth a call with him this week to go over it?"
Different reasons customers go dormant require different approaches.
AI captures which competitor and on what products. Routes to sales for competitive response. Tracks win-back rate.
Uncovers past problems that drove them away. Routes to customer service for resolution and potential win-back.
Discovers the buyer left the company. Gets new contact info and introduces your company to the replacement.
Company moved, downsized, or changed focus. AI captures the new situation and updates your records.
Proactive outreach to customers showing early warning signs — declining order frequency — before they go fully dormant.
Pre-season outreach to customers who buy at specific times of year. Catches them before they source elsewhere.
Workd connects to your ERP to analyze purchase patterns and identify dormant accounts automatically. AI knows each customer's history, typical products, and relationship length — context that makes outreach personal and relevant.
All call outcomes and intelligence sync back to your ERP and CRM. Your sales team sees what was learned without any manual data entry.
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Customer reactivation works alongside these solutions for maximum impact.
Once customers are reactivated, proactive reorder outreach keeps them engaged.
Sometimes dormant accounts have outstanding balances. Collections can run alongside reactivation.
Arm field reps with intelligence from reactivation calls for in-person follow-ups.
You define it based on your business. For some, it's 60 days without an order. For others with longer sales cycles, it might be 6 months. AI learns each customer's typical ordering pattern and flags them when they deviate significantly — not just against a blanket threshold.
AI respects opt-outs and do-not-contact requests. If a customer says they're not interested or asks not to be called again, that preference is logged and respected. You can also pre-exclude accounts you don't want contacted.
For simple cases — customer forgot about you, needs to place a routine reorder — yes, AI can take the order directly. For more complex situations like competitive losses or service issues, AI's job is to identify the opportunity and gather intelligence. Your sales team closes the deal.
When customers mention competitors, AI captures details: which competitor, what products, why they switched. Over time, you build a picture of where you're losing business and why. This intelligence helps you adjust pricing, improve service, and target competitive wins.
Reactivation rates vary based on how long accounts have been dormant, the reason they left, and your industry. But even modest win-back rates deliver significant ROI — these are customers with established credit, known history, and proven need for your products. The real value often comes from the competitive intelligence gathered during outreach.
Your dormant accounts are a goldmine of relationship equity. Let AI help you tap into it.