The renewal was decided long before the renewal conversation

By the time a renewal looks doubtful, most of the deciding has already happened, and the evidence usually sits in the first few weeks of the relationship.

By Steve 5 min read
Abstract bridge artwork for The renewal was decided long before the renewal conversation

Most businesses put their retention effort at the end of the contract. Reminders go out ninety days ahead, an account manager books a call, a concession is prepared in case one is needed. It feels like the responsible thing to do. It is also, in a large share of cases, theatre, because the customer’s disposition towards renewing was settled months earlier, in a period nobody was measuring. The uncomfortable version of the claim is this: a renewal conversation rarely changes an outcome. It reveals one. The interesting question is what…

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