What if the fastest path to growth isn’t finding new customers, but reactivating the ones you already had? In this episode, Dan Pfister shares the surprising math behind winback programs, why dormant accounts are a hidden revenue engine, and how enterprise teams can turn trust and tribal knowledge into a repeatable expansion strategy. Packed with research, practical examples, and sharp insights, this one’s a blueprint for account growth in 2025.
Key takeaways:
- Why winback and reactivation are underutilized in enterprise account strategy
- 26% average return rate of lost customers (up to 31% per Harvard study)
- Reactivated customers have 2x lifetime value
- Cost of winback is drastically lower (as low as $5k per SMB campaign)
- Peak-end rule & Pratt-Fall effect: psychological science behind winback success
- Strategic segmentation: not all “lost” accounts are the same—some are dormant
- Winback Propensity Model and Customer Journey Mapping for program design
- Internal referrals as the most powerful path to account expansion
- Using trust, tribal knowledge, and insights to reactivate and expand accounts
- Tactical advice: how to build a scalable, repeatable program inside large enterprises
Guest:
Dan Pfister, Founder of WinBack Labs
LinkedInWhat is Selling What's Possible?
Welcome to Selling What's Possible, the podcast that's pushing the boundaries of modern account sales. I'm your host, David Irwin, CEO of Polaris I/O and a veteran with 30 years of experience in successful account sales programs.
In each episode, we'll dive deep into the world of strategic account development, uncovering innovative approaches and fresh perspectives that you may not have considered before. We'll be joined by top sales professionals, revenue leaders, and dynamic innovators who are reshaping the landscape of account sales.
Whether you're navigating the complexities of key accounts or seeking to expand value-driven outcomes for your customers, this podcast is your guide to consistently growing your strategic account relationships.
Get ready to challenge conventional wisdom, explore new methodologies, and unlock the full potential of your account sales strategies. This is Selling What's Possible - where we turn potential into reality.