Every sales manager has experienced it: a once-active customer suddenly goes quiet. Emails aren’t returned. Orders dry up. The relationship that once felt solid now feels like radio silence. In the steel and building materials sector, this happens more often than most like to admit—and letting those accounts go cold is one of the most avoidable forms of revenue loss.

Dormant accounts represent untapped opportunity. You’ve already done the hard work of acquisition. They know your name, your products, and your team. But if you don’t have a strategy to bring them back into the fold, you’re leaving money—and relationships—on the table.

First, Understand Why They Went Quiet

Before you jump into reactivation mode, take a step back. Ask: Why did this customer go dormant?

The reasons can vary widely:

A change in project volume or timelines

Price concerns

Poor service or a delivery issue

A switch to a competitor

New leadership or procurement contacts

Dig into CRM notes, past order history, and account communication. Talk to the reps who previously handled the account. The more context you have, the more tailored and effective your outreach can be.

Segment and Prioritize

Not all dormant accounts are worth the same effort. Some may have high potential for return, while others have moved on for good.

Use data to prioritize:

Order frequency and volume before the drop-off

Profitability of previous business

Industry alignment with current market demand

Engagement level prior to dormancy

Focus your time on the accounts that show signs of being recoverable—those where the door is slightly ajar rather than firmly closed.

Make the First Move—But Make It Personal

A generic “We miss your business” email won’t cut it. If you’re serious about re-engagement, make your outreach specific and human.

Reference past orders. Acknowledge the gap in communication. Offer an update on what’s new with your company—products, services, capabilities—and ask what’s changed on their end. Be curious, not pushy.

Better yet, pick up the phone. A quick call, even if it goes to voicemail, shows that you’re invested. And if the client has changed hands, it gives you a chance to connect with the new decision-maker.

Reintroduce Value, Not Just Product

Dormant accounts rarely return because you remind them of your SKUs. They come back when they see how your company can solve a problem.

Use the re-engagement moment to bring something new to the table:

Share a case study relevant to their business

Highlight a recent project that aligns with their needs

Offer a limited-time support package, training, or service enhancement

The goal is to rekindle interest with relevance and impact—not a one-size-fits-all discount.

Listen Harder Than You Talk

Once you get a customer back on the line, resist the urge to go into sales mode. Ask questions instead:

What’s changed in your business since we last worked together?

What are you looking for in a supplier today?

What’s been challenging in your recent projects?

Then listen. Really listen. Your goal is to uncover what matters to them now, not what mattered six months ago.

Loop in the Right Support

A dormant account revival isn’t always a solo act. Sometimes a quick call from your operations lead or service team can make all the difference—especially if the account went quiet due to a past issue.

Don’t let ego get in the way. If someone else on your team can smooth things over or bring fresh insight, use them.

You might also consider involving product managers, logistics coordinators, or even finance if extended payment terms or a billing clarification could help reestablish trust.

Track, Learn, Repeat

Not every dormant account will come back. But every attempt to re-engage should teach you something.

Document every outreach, response, and result. Over time, you’ll build a playbook:

Which messages resonate most?

Which offers or channels lead to reorders?

How long do reactivations take to ramp up?

This data helps you create more efficient, scalable dormant account strategies going forward.

Prevent Future Dormancy

The best way to handle dormant accounts? Stop them from going dormant in the first place.

Use this experience to examine your ongoing customer engagement model. Are you:

Following up regularly beyond the sale?

Monitoring drop-offs in activity proactively?

Offering periodic value touches that keep your company top of mind?

Dormancy often starts with silence. Don’t let the quiet become permanent.

Final Thought: Lost Doesn’t Mean Gone

In steel sales, a dormant customer isn’t a lost customer—it’s an opportunity waiting to be reawakened.

The secret is structured follow-up, genuine curiosity, and a clear understanding of their evolving needs. These aren’t cold calls—they’re warm reintroductions.

Make the time. Make the call. And turn that quiet account into your next big comeback.