When do you start working on a client’s renewal?
If your answer is, “A couple weeks before the contract ends,” you may already be too late.
Especially if you want more dollars.
Waiting until the last minute usually creates one of two outcomes:
“Let’s just do what we did last year.”
Or…
“Can we talk about this in a few weeks?”
Congratulations. You’ve successfully scheduled another meeting. I’ve done it more than once – and kicked myself every time.
A renewal shouldn’t begin with a contract. It should begin with a conversation – preferably 60 to 90 days before the current agreement ends.
And don’t walk in saying, “It’s renewal time!” Nothing gets the blood pumping quite like those three words.
Instead, start talking about next year.
What does the client want to accomplish?
What could be working better?
What should you change?
What new idea could help them grow?
Then go back to work.
Create a better campaign. Bring them a promotion. Develop a new ad idea, slogan, testimonial campaign, sonic identity – something that gives them a reason to get excited about spending more money with you.
That’s the difference.
An advertiser rarely gets excited about paying more for the same thing.
But they might get very excited about a better idea.
Starting earlier also makes you less pushy, not more. There’s time to think, adjust, create, discuss budgets and get other decision-makers involved without the expiration date breathing down everyone’s neck.
So, pull up your account list. Who expires in December? January? February?
Don’t wait for the renewal date.
Start earning the renewal now.
Want a useful Radio sales idea like this every week?
ENS on Sales is free and written for Radio salespeople and managers who want to sell smarter, create better advertising, and grow more revenue.
Subscribe to ENS on Sales →
Would your sales team benefit from having a better reason to contact advertisers every single week? SoundADvice gives your entire radio sales team practical, advertiser-focused content designed to help open more doors, protect more clients, and create more revenue.
Email me at [email protected] and I’ll send you the important details about our SoundADvice program. It costs less than three lattes a week.