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How can you train sales and customer service teams to handle renewals?

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Renewals are a vital source of revenue and customer loyalty for any business that offers subscription-based products or services. However, renewing customers is not always easy, especially in a competitive and dynamic market. To ensure that your sales and customer service teams can handle renewals effectively, you need to train them on the best practices, tools, and skills for this specific task. In this article, we will share some tips on how to train your teams to handle renewals and increase retention rates.

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1 Understand the renewal cycle

The first step to train your teams to handle renewals is to understand the renewal cycle of your customers. This means knowing when their contracts or subscriptions expire, how often they need to renew, and what triggers or motivators influence their decision to renew or not. By understanding the renewal cycle, you can plan ahead and create a timeline for your outreach, follow-up, and negotiation activities. You can also segment your customers based on their renewal status, such as at-risk, loyal, or upsell candidates, and tailor your communication and offers accordingly.

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2 Use a CRM system

A CRM system is a powerful tool that can help you manage and optimize your renewal process. A CRM system can help you track and monitor your customer data, such as contact information, purchase history, feedback, preferences, and satisfaction levels. It can also help you automate and streamline your tasks, such as sending reminders, alerts, invoices, and contracts. Moreover, a CRM system can help you analyze and measure your renewal performance, such as retention rates, churn rates, renewal rates, and revenue growth. By using a CRM system, you can improve your efficiency, accuracy, and visibility of your renewal process.

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3 Train on soft skills

Soft skills are essential for any sales or customer service professional, especially those who handle renewals. These interpersonal and communication skills enable you to build rapport, trust, and loyalty with customers. Therefore, it is important to train your teams on active listening, questioning, negotiating, and closing. Listening actively and empathetically to customers' needs helps you understand and value them. Asking open-ended and probing questions helps uncover their pain points, goals, and expectations. Negotiating confidently and respectfully with customers allows you to offer them solutions that match their needs and budget while maximizing your value and profit. Lastly, closing the renewal deal effectively and smoothly ensures that customers understand the terms and conditions, payment methods, and delivery dates.

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Melanie Davis

Happily connecting dots and people.
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Building rapport, trust, and loyalty can begin with team culture. As a leader, demonstrate active and empathetic listening by example, uncover goals and ask probing questions within your team. Consider tactile learners, who benefit from participation, and demonstrate the value added with these soft skills by implementing it in all professional relationships. This way, communication habits can be encouraged, formed, and monitored as a built in, ongoing process.

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4 Provide incentives and value

Training your teams to handle renewals can be done by providing incentives and value to your customers. Discounts, freebies, loyalty programs, testimonials, and education are all effective ways to motivate customers to renew or upgrade their contracts or subscriptions. Discounts can be offered for early renewal or referrals, while freebies could include additional features, services, or support. Loyalty programs can reward customers with points, badges, or tiers that can be redeemed for discounts or other benefits. Testimonials and case studies are also useful for showcasing the positive outcomes of renewing or upgrading. Finally, education is important for teaching customers how to use your products and services more effectively. All of these tactics can help you create an effective renewal strategy and ensure customer satisfaction.

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5 Seek feedback and improvement

The final tip to train your teams to handle renewals is to seek feedback and improvement. Feedback is the information that you get from customers, managers, or peers about your renewal performance, strengths, and weaknesses. Improvement is the action taken to enhance skills, knowledge, and results based on the feedback. Surveys, reviews, coaching, and training are all effective ways to seek feedback and improvement. Surveys can help you gauge customer satisfaction, loyalty, and expectations. Reviews can provide opinions, suggestions, and testimonials about your products and services. Coaching or mentoring from managers or senior colleagues can give guidance and advice on how to improve renewal skills. And training courses or programs can help learn new skills, tools, or techniques for handling renewals more effectively.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you train sales and customer service teams to handle renewals?

1

2

3

4

5

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1 Understand the renewal cycle

2 Use a CRM system

3 Train on soft skills

4 Provide incentives and value

5 Seek feedback and improvement

6 Here’s what else to consider

Customer Relationship Management (CRM)

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How can you train sales and customer service teams to handle renewals?

1

2

3

4

5

6

1 Understand the renewal cycle

2 Use a CRM system

3 Train on soft skills

4 Provide incentives and value

5 Seek feedback and improvement

6 Here’s what else to consider

Customer Relationship Management (CRM)

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