Don’t Treat Clients Like Raw Eggs

This is a weird phenomenon I keep seeing.

The “logic” behind it:

“If I don’t talk to my client, I don’t remind them of our contract.

Therefore, they won’t cancel the contract so it auto-renews.”

Oh boy. 

We did this at Groupon, where we had clients on auto-renewal. 

Some never changed their campaigns and kept earning us $$.

To avoid losing the account, but not call, we logged fake activities.

(I’ve seen this in both B2C and B2B companies.)

Here’s the big lesson though:

You’re leaving SO much potential money (+ insights) on the table.

By not talking to them, you’re cutting off your discovery bloodflow.

If you’re not in constant “disco mode”, you can’t up- or cross-sell.

(Which is exactly what happened in a lot of cases.)

PLUS: You’ll have zero substance if THEY call and want to cancel.

Therefore: Reach for that egg in your basket.

Chances are, that it won’t crack.

Have you ever been tempted?