Renewal conversations often come with intense pressure to maintain revenue and prove long-term value, especially as contracts near expiration. Rushed last-minute engagements can leave clients feeling undervalued and can jeopardize the renewal outcome.

By proactively engaging customers 6 months out– addressing potential concerns early and showcasing the value your product brings– renewals shift from a focus on closing a deal to reinforcing partnership and delivering on your commitment to the customer’s success.

Here are some tips and best practices for making the most of this timeline:

1. Set up a 6-Month Renewal Cadence

A 6-Month Renewal Cadence allows you to engage strategically appx. 180 days before the contract end date to encourage customers to renew. 

The six-month timeline gives your team time to strengthen relationships and address any client needs before renewal time. This helps avoid a rushed experience, creating more value for the customer.

This cadence is comprised of email, call, and LinkedIn engagement steps over appx. 129. It also includes time for strategic planning. 

To learn more about setting up a 6-Month Renewal Cadence, check out our List of Cadence Frameworks article. 

2. Address Concerns Early

Start by checking in on any unresolved issues, such as service gaps or unmet expectations. Addressing these concerns upfront not only helps prevent dissatisfaction but also demonstrates a proactive commitment to the client’s success.

3. Prioritize Personalization

With a well-paced cadence, you can take a highly personalized approach. Use each touchpoint to address specific client goals, recent achievements, or relevant product features. Tailored messages show clients that you’re invested in their success, strengthening the case for renewal.

4. Stay on Track with Process Reminders

Intermittent steps within the cadence act as reminders to assess where you are in the renewal process. These reminders help you stay mindful of how much time remains, so you can adjust messaging and engagement to align with each phase of renewal.

5. Automate with your CRM Integration

By leveraging renewal dates stored in your CRM, you can trigger this cadence automatically. With automation rules, any account nearing renewal can seamlessly enter this workflow, making it easier to keep renewal conversations top-of-mind without manual tracking.

Sample Renewal Cadence Timeline:

• 6 Months Out: Initial renewal engagement; assess client goals and satisfaction.
• 5 Months Out: Share relevant success stories and impact metrics.
• 4 Months Out: Schedule a review meeting to discuss client progress.
• 3 Months Out: Address any concerns and provide insights on future product plans.
• 2 Months Out: Share pricing options and renewal incentives if applicable.
• 1 Month Out: Finalize renewal details and sign the agreement.

Initiating renewal engagement well before the contract expiration date enables a smoother and more proactive renewal process. The extra time allows you to nurture the relationship thoughtfully, mitigate risks early, and set the stage for a successful renewal outcome.