Renewals are the lifeblood of sustainable growth. It’s always more efficient (and profitable) to keep existing clients than to chase new ones constantly. But renewals don’t happen by accident. They require intentional strategy, consistent communication, and strong relationship management. Below are best practices to help you increase your renewal success, supported by insights from the Ten-Minute Trainer Network video library. 

1. Start Early! Don’t Wait Until Renewal Season – One of the most common mistakes salespeople make is waiting until the contract is about to expire before discussing renewals. By then, it’s often too late.
   • Best Practice: Begin renewal conversations months ahead of time by scheduling quarterly or mid-year check-ins. Use these touchpoints to review performance, address challenges, and plan seeds of growth.
   • Video Tie-In: In “The Sales Cycle,” Speed Marriott emphasizes the importance of staying proactive in each stage of the client journey. Renewals are no different.
2. Show Ongoing Value, Not Just Results at the End – Clients don’t want to feel like you’re only showing up when it’s time to ask for money. They need to see value throughout the year.
   • Best Practice: Provide regular updates, usage reports, and success stories that demonstrate how your product or service is meeting their goals.
   • Video Tie-In: Chris Lytle’s “Let’s Talk Money Series” reminds us that when you position value consistently, prices become less of a barrier and renewals become more natural.
3. Strengthen Relationships, Don’t Just Manage Accounts – Renewals are rarely about the paperwork, they are about the relationship. If your client sees you as a trusted partner instead of just a vendor, renewals become almost automatic.
   • Best Practice: Invest time in building trust and rapport with multiple stakeholders inside the organization, not just your primary contact.
   • Video Tie-In: Ryan Dearbone’s “The Breaking the Communication Code” explores how intentional communication builds lasting trust which is crucial for renewal conversations.
4. Address Problems Before They Become Deal-Breakers – Unresolved issues can quietly kill a renewal. The best sales professionals proactively seek out to solve problems before the client voices dissatisfaction.
   • Best Practice: Ask clients directly about challenges they’re facing and work with them to solve these pain points.
   • Video Tie-In: In “Handling Tough Clients” Derron Steenbergen highlights strategies for turning difficult situations into opportunities for loyalty. This is especially important for renewals.
5. Expand the Relationship During the Renewal Process – Renewals don’t just have to be about maintaining status quo. They’re a chance to grow the account.
   • Best Practice: Use the renewal as a natural opportunity to upsell or cross-sell. Frame the conversation around how expanded services will help the client achieve their goals.
   • Video Tie-In: Brandeis Hall’s “Getting the Appointment” series demonstrates how preparation and confidence open doors for deeper conversations. These skills can be used in the renewal process as well.
6. Be Clear, Confident, and Comfortable Talking About Money – Money conversations can feel uncomfortable but if you try to avoid them you will undermine your chance for a successful renewal.
   • Best Practices: Be transparent, clear, and confident when discussing pricing. Tie costs back to value, results, and outcomes.
   • Video Tie-In: “Let’s Talk About Money, Part 2” tackles overcoming timidity around pricing. This is a skill if learned will help develop strong renewal conversations.

Renewals are not a onetime event. They are the result of everything you have done leading up to that moment. By being proactive, showing ongoing value, strengthening relationships, addressing problems early, and confidently leading financial discussions, you can transform renewals from a stressful obligation into a growth engine for your business.

Want to dive deeper? Explore the Ten-Minute Trainer Network video library, where trainers like Speed Marriott, Derron Steenbergen, Chris Lytle, Ryan Dearbone, and Brandeis Hall share actionable strategies to help you win more renewals and grow stronger client relationships.