Why Stay and the Psychology Behind Renewals
When you’re messaging to new prospects, you’re trying to disrupt their status quo. That means that before you can make the case for choosing you, you must first make the case for change. But as you saw in the previous chapters, that edgy, disruptive message you used to bring them in the door undermines your primary advantage when it comes to existing customers—your incumbency.
So what is the best way to capitalize on your Incumbent Advantage and deliver a message that reinforces, rather than ...