10 Overlooked Customers in Direct Sales—and How to Care for Them

It’s easy to focus on finding your next new customer. But what about the person who ordered once and never heard from you again? Or the former regular who hasn’t placed an order in months?

On The Other 99%, Lisa and I talked about ten customer groups that direct sellers often overlook. The good news is that you don’t need a complicated sales strategy to reconnect with them. You need to notice what matters to each person and follow up in a way that’s actually helpful.

Prefer to watch? Catch the full episode of The Other 99% below.

1. The One-Time Customer

Someone bought from you once, perhaps at a friend’s party, and never ordered again. That doesn’t necessarily mean they disliked the product. They may have forgotten about it or been unsure how to use it.

A skincare serum can easily sit unopened if the customer doesn’t know when it belongs in their routine. A simple follow-up can make all the difference.

Try this: Check that their order arrived, ask whether they have questions, and share one useful tip for the product they purchased. Customer care shouldn’t end at checkout.

2. The Former Regular

You know the person: they used to order all the time, and then they stopped. Before assuming you lost them, remember that life and shopping habits change. They may have stocked up, adjusted their budget, or simply found that they need less.

I’ve had customers with shelves full of products. They didn’t need another big order, and I didn’t want to push one. Staying in touch gave them room to come back when they were ready for a favorite body wash or soap.

Try this: Reach out as a person first. A birthday message or a genuine “How have you been?” can mean more than a discount offer.

3. The Customer Who Buys Consumable Products

Some products are meant to run out: skincare, body wash, food, seasonings, and other everyday favorites. Your customer may love what they bought but forget to reorder until the container is empty.

Try this: Keep a simple record of the products they use regularly and check in around the time they might need more. If your company offers a recurring order option, explain how it works and let them decide whether it would make life easier.

Even customers on an automatic restock still deserve personal care. Send a helpful idea, ask how the product is working for them, or make sure their needs haven’t changed.

4. The Customer Whose Purchase You Can Build On

Sometimes the best recommendation comes after the first purchase. A customer who is just starting a skincare routine may be happy with three basic products. A few months later, they might be ready to consider a serum or eye cream.

The key is timing. More products aren’t automatically better; the right next step should fit what the customer is already doing.

Try this: Ask, “How is that routine working for you?” Then recommend an add-on only if it would solve a real problem or make the product they already own more useful.

5. The Customer Who Engages but Rarely Buys

They comment on your posts, share your content, and cheer you on—but seldom place an order. Their support matters. It helps your business, and it deserves appreciation even when it doesn’t lead to a sale.

Lisa raised another possibility in our conversation: maybe they love the products, but buying isn’t in their budget right now. If they’ve shown interest, a hosting opportunity that helps them earn product could be useful. Some people may even want to hear about the business opportunity. The only way to know is to have a respectful conversation, without making assumptions or pressure.

Try this: Thank them for showing up. Get to know what they enjoy about the products before suggesting anything else.

6. The Customer Who Shops at Certain Times of Year

Not every great customer orders monthly. Some wait for a seasonal collection, Black Friday, or Christmas gifts. Others save up and place one larger order because that works best for them.

I have customers who shop my Black Friday event each year and stock up on what they need. Their schedule is different, but they are still valued customers.

Try this: Remember the events and products they look forward to. Give them a helpful heads-up when the right time comes, and stay connected throughout the year without turning every conversation into a sales pitch.

7. The Customer Who Loves One Specific Product

Maybe she only buys pumpkin products. Maybe she waits for the jumbo body wash. Maybe she and her husband both use the same vitamin C serum and love to stock up when it’s on sale.

You don’t have to convince these customers to love your entire catalog. Pay attention to what they already love.

Try this: Make a note of their favorite product and let them know when it returns, changes size, or goes on sale. A customer relationship management tool, or even a simple organized list, can help you remember those details.

8. The Customer Who Refers Someone to You

A personal referral is a big vote of trust. Someone liked their experience enough to tell a friend or family member about you.

When a new customer orders, I like to ask how they found me. If someone referred them, I can thank that person directly.

Try this: Send a handwritten note, a small gift, or a personal thank-you message. Make sure the person knows their recommendation meant something to you.

9. The Customer Who Had a Problem

A leaking product, missing item, or delivery mix-up can leave a customer frustrated. Even when you didn’t cause the problem, you can help them feel supported while it gets resolved.

Try this: Acknowledge what happened, explain the next step, and follow through. Let them know when you’ve contacted the company or shipping carrier, then check back to make sure the issue was fixed. How you handle a problem can shape whether that customer feels comfortable ordering again.

10. The Customer You Haven’t Talked to in a While

This one can be easy to miss, especially when your customer follow-up system has an end point. Months pass, and someone you once spoke with regularly slips off your radar.

Sometimes reconnecting has nothing to do with an order. One of my customers became a friend, and I care much more about how she’s doing than whether she ever buys another product.

Try this: Review your customer list every so often and notice who you haven’t heard from. Send a genuine check-in. You don’t need a special, a flyer, or a reason to care about someone.

The 10 Customer Challenge

This week, choose one person from each of these ten groups and reach out. That’s ten personal connections with people who are already part of your business story.

Keep it natural. Ask about the trip they took, the family news they shared, or how they’re doing. If a product comes up, you can help. If it doesn’t, you’ve still had a worthwhile conversation.

Your customers are people first. When you remember what they love, respect how they shop, and show up when they need help, you build the kind of direct sales business people want to stay connected to.