Why Customer Renewals Feel So Hard—And the Simple Shift to Fix It

Hi

Ever notice how renewal conversations can feel like you're starting from scratch, even after a year of hard work? It's like running a marathon and then realizing there's another lap. But what if renewals weren’t just about keeping the client but growing the relationship?

This week, we’re diving into how to turn those "ugh, here we go again" renewals into opportunities to strengthen bonds and boost revenue.

Ready to make the finish line feel like a victory lap, not mile 27? Let’s get into it!

Skill Builder: Starting Renewal Conversations Early (and Winning Them!)

Renewals shouldn’t feel like starting from scratch. The trick? Start early and focus on value, not just the contract.

Most companies wait until the last minute to bring up renewals—don’t be that person. Kick things off 3–6 months before the contract ends. This gives you time to address concerns, uncover new goals, and position yourself as a partner, not just a vendor.

Here’s how to make renewal talks smooth and strategic:

💡 1. Open the Conversation—Before They Do

Start with a simple check-in:
“Hey [Client Name], as we approach the end of our current agreement, I’d love to review how our work is aligning with your evolving goals. Is there anything new on the horizon we should plan for?”

This keeps it client-focused, not contract-focused.

🎯 2. Focus on Value, Not Just Terms

• Highlight wins: “Over the past year, we helped reduce your costs by 18%. How can we build on that?”

• Ask about future goals: “What’s your top priority for the next 12 months?”

• Position growth opportunities: “Would a 3-year term help streamline budgeting? We offer added savings for multi-year deals.”

⚡ 3. Avoid These Common Pitfalls:

• Waiting until the last minute – You lose control.

• Jumping straight to pricing – Clients care about outcomes, not paperwork.

• Forgetting decision-makers – Confirm who signs off early on.

✅ Quick Wins for This Week:

• Identify 2–3 upcoming renewals.

• Schedule a proactive check-in.

• Prepare 2–3 client wins to spotlight.

• Draft a potential upsell or long-term offer.

🎧 Want more examples? Listen to this week’s KAM Club episode—I break down the full conversation flow.

Featured Article: How to Crush B2B Customer Retention with Capture Planning

Did you know that a 5% increase in customer retention can boost profits by up to 95%? Wild, right? That’s where capture planning comes in. This article breaks down a 12-step process to:

• 🔍 Identify client needs and key decision-makers.

• 📊 Create a roadmap to secure renewals before competitors even get a shot.

• 🛠️ Build a team and timeline that keeps you ahead of the curve.

The best part? There are free templates—available in Excel and Google Sheets—to make capture planning super simple.

📥 Read the article & grab the templates

🎬 Sneak Peek: Building a KAM Team with AI + Taskade

AI is everywhere right now, and many of you have been asking how to use it in your day-to-day. I’m working on a video that dives into Taskade—a killer tool for creating an AI-powered Key Account Management team. I’ll show you how to set it up, automate workflows, and use AI for everything from account planning to client communications.

👀 Check out the video for a preview of what’s coming—you won’t want to miss it.

🌟 This Week’s Finds

👂 10 Tips to Become a Better Listener
Listening isn’t just about waiting your turn to talk—trust me, I’ve learned that the hard way. Since focusing on truly waiting until someone’s finished speaking, I’ve realized how often I used to cut people off. This article shares six easy tips that can seriously improve your client conversations.

🌍 Outsite – Work Remotely, Live Globally
I’m still on my French-learning journey (btw, click here for 3 months free on Babbel) and planning to spend a few weeks at an Outsite location this year—maybe Bordeaux 🇫🇷 in May or September. Outsite has 50+ co-living spaces worldwide at super affordable rates. Perfect if you want to travel solo but still be part of a community.

⚡ 5 ChatGPT Prompts to Feel Unstoppable at Work
If you’re into AI, this one’s gold. These prompts help you:

• ✅ Review work more efficiently

• 💡 Get motivating feedback

• 🔍 Analyze tasks you could automate

• 🎯 Set achievable goals

• 🙌 Align your daily tasks with your purpose

✅ Your Action Plan for This Week

1. Start a renewal conversation early—even if it feels too soon.

2. Download the capture planning templates and map out your top 3 upcoming renewals.

3. Test an AI tool (like Taskade or ChatGPT) for a simple work-related task.

4. Vote in the AI poll and share your thoughts!

5. Pick one resource from "This Week’s Finds" and dive in.

Renewals don’t have to be a grind—they can be a chance to solidify trust and grow your client relationships. Contract and connection, I like to say.

Keep thriving and if anything in this newsletter resonated with you, hit reply and let me know. I’d love to hear from you.

Until next time,

P.S. When you're ready, here are some ways I can help you:

1. Join The KAM Club: Get access to unmatched training, open office hours, exclusive templates, and a community of experts.

2. Try KAM Fundamentals: My 6-week training journey to build trusted advisor relationships and boost client revenue.

3. Get Career Coaching: Whether you need interview prep, first 90-day support, or help at any career stage, I offer tailored coaching programs.

4. KAM Training and Consulting Advice: If you could like to discuss key account management training programs, consulting projects and group coaching, book a 1:1 discovery call and let’s talk

5. Sponsor the Newsletter: If you like the newsletter and thought your product might be a good fit for my audience, learn more about how to feature in the newsletter.