Account Management
Renewal Conversation
A renewal conversation is a structured talk with a customer ahead of the end of their contract. Its purpose is not to push a signature but to check that the customer has seen value, learn what must change and agree on what the next term should look like. These questions are written to be asked aloud, by an account manager or by an AI agent, in the order that keeps the conversation natural.
17 questions
When to use this template
- Two to three months before the renewal date, early enough to fix problems before the customer starts comparing alternatives.
- For accounts on annual or multi-year contracts where the decision is made by someone who is not in daily contact with your team.
- After a change of contact, of plan or of usage at the customer, when you can no longer assume the relationship is as healthy as before.
Questions to ask
Looking back on the year
- 01Looking back over the last twelve months, how has working with us gone for you?
- 02What has been the most useful thing we did for you?
- 03Was there a moment when we let you down?
- 04Did anything change on your side this year that affected how you use us?
Results and value
- 05What were you hoping to achieve when you signed with us?
- 06How far do you feel you have got towards that goal?
- 07Who in your company benefits most from what we provide?
- 08How would you explain the value we bring to your manager or your finance team?
Expectations for the next term
- 09What will matter most for you over the coming year?
- 10Is there anything you would like us to do differently from now on?
- 11Are there people or teams who should be using us and are not yet?
Decision and budget
- 12Who else will be involved in the renewal decision on your side?
- 13Is there anything that could stop you from renewing, such as budget, priorities or another option?
- 14How do you see the cost compared with the value you receive?
Closing
- 15What would make this renewal an easy decision for you?
- 16What would you like us to send you, and by when, to move forward?
- 17Is there anything we have not covered that you would like to add?
Tips for a useful conversation
- Open with the customer's results, not with the contract: renewal is easier when the customer has just heard their own success described.
- Ask who decides and who signs early, because the person on the call is not always the one who renews.
- Treat a hesitation as information: ask what is behind it instead of answering with a discount.
- Write down any commitment made during the call and confirm it in a short message the same day.
- Keep the renewal conversation separate from any price negotiation so that the customer talks about value first.
Mistakes to avoid
- Starting the conversation too late, when the customer has already decided to look elsewhere.
- Talking about price before understanding what the customer got from the service.
- Speaking only to the day-to-day contact when the budget belongs to someone else.
- Hearing a concern and moving on without recording it or following up.
Let Passisto Clients hold these conversations
The AI agent calls your clients, asks the right follow-up questions and gives your team a clear report with the actions to take.