Keeping what you have.
WHY IT MATTERS
Losing a customer costs more than winning one.
WHEN TO START
Long before the renewal date.
WHY
A renewal conversation at the deadline is a negotiation; earlier, it is a review.
WHAT TO DO IN ADVANCE
Establish whether they are getting value Address anything unresolved Ask what has changed for them
WHAT TO AVOID
Automatic renewal with no contact Renewal contact that is only an invoice
WHY
It signals that you appreciate nothing about the relationship.
WHAT TO PRESENT
What they received during the term What you propose for the next
WHY THE FIRST
Value delivered is forgotten.
WHAT TO DO ABOUT PRICE INCREASES
Communicate early, with the reason.
WHAT TO NEVER DO
Increase quietly Increase without notice
WHAT TO EXPECT
Negotiation, particularly if the increase is substantial.
WHAT TO PREPARE
What you will concede, and what you want in return.
WHAT TO ASK FOR
A longer term, in exchange for holding price.
WHAT TO DO IF THEY ARE CONSIDERING LEAVING
Ask why, and listen.
WHAT THAT REVEALS
Usually something fixable and previously unmentioned.
WHAT TO DO WITH THAT INFORMATION
Fix it, for everyone.
