How to Identify & Stop At-risk Customers from Cancelling

About this video

Martell shares a five-step strategy he says helped his businesses and coaching clients lose less than 1% of customers to cancellation during the COVID shutdown, using what he calls the Crisis Navigator roadmap. Step one is Measure Health Score: bucket customers as red (not using or engaged), yellow (were engaged, now not), green (using well), or purple (referenceable ambassadors giving testimonials and reference calls), then run a red playbook to move red accounts toward green or purple. Step two is Review Sales and Customer Success notes to understand why the customer bought, what job they hired the product to do, and how they said they would measure success, before reaching out. Step three is Multi-Channel Communication: do not rely on email alone, but also call and leave voicemail referencing the email, and use LinkedIn, text and Facebook Messenger, keeping messages short to get a micro-commitment, and delicately checking with other registered team members if a contact has gone silent. Step four is Re-sell Vision on the call: lead with help not renewal, understand their world, and stretch the gap between where they are and the outcome tied to their critical event and its emotional impact, a concept he credits to Jacco at Winning by Design. Step five is Set Milestones: agree a 90-day plan with clear projects, resources, timelines and commitments you hold them accountable to. He closes offering his Executive Business Review (EBR) flow planner for retention and expansion revenue.

Key takeaways

• Score customer health into red, yellow, green and purple buckets and run a specific red playbook for at-risk accounts
• Before outreach, review original sales and onboarding notes so you know the customer’s stated problem and success measures better than they remember
• Use multi-channel follow-up — email, phone/voicemail, LinkedIn, text and Messenger — instead of email alone to get at-risk customers on a call
• On the save call, re-sell the vision by reconnecting the customer to the gap between their current state and the outcome and critical event that made them buy
• Lock in recommitment with a 90-day milestone plan, clear timelines and accountability follow-up to move accounts from red to green

Episode details: published September 14, 2020 · 10:25 long. Summary written by Self Growth Videos from the episode itself. Business results and any income figures mentioned are Dan Martell’s own claims, shared for education — they are not typical or guaranteed.

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