Getting Ahead of Renewals: The 90-Day Playbook

Renewals aren’t won in the final weeks before a contract ends—they’re built months in advance. If you wait until the last minute to secure a renewal, you’re already at a disadvantage. Clients need to see ongoing value, clear ROI, and a compelling reason to stay well before renewal discussions even begin.

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That’s why the 90-day renewal playbook is a game-changer. By structuring your renewal process into clear, proactive steps, you can eliminate last-minute scrambling, reduce churn risk, and position yourself as a trusted partner—not just another vendor.

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Here’s how to take control of renewals with a structured approach.

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90 Days Out: Set the Stage for a Successful Renewal

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Three months before renewal is when you lay the groundwork. This is the time to assess the relationship, gather insights, and ensure you’re aligned with your client’s evolving needs.

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Key Actions at 90 Days:

✔ Review client health: Analyze usage data, engagement, and past feedback to identify risks and opportunities.
✔ Schedule a strategic check-in: Get ahead of potential concerns by initiating a renewal-focused discussion.
✔ Understand evolving goals: Have business priorities shifted? Are there new challenges you can help solve?

By getting ahead of the conversation early, you eliminate surprises and ensure clients feel heard before they need to make a decision.

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60 Days Out: Strengthen Value and Address Risks

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At the 60-day mark, it’s time to reinforce why staying with you is the best decision. This is when you highlight measurable impact, handle objections, and deepen client engagement.

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Key Actions at 60 Days:

✔ Showcase ROI: Present clear data on how your solution has helped achieve key business objectives.
✔ Tackle objections proactively: If there are concerns about pricing, competition, or internal buy-in, address them now.
✔ Expand your champion network: Strengthen relationships with multiple stakeholders to prevent a single point of failure.

Renewals are rarely about price alone—they’re about value. Ensure clients see the long-term benefits of staying with you.

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30 Days Out: Lock in the Renewal Commitment

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One month before renewal, your goal is to finalize the agreement and avoid unnecessary delays. At this stage, clarity and urgency are key.

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Key Actions at 30 Days:

✔ Confirm decision-makers: Ensure you’re engaging the right people who have sign-off authority.
✔ Secure verbal buy-in: Before sending paperwork, get a verbal confirmation to minimize back-and-forth.
✔ Offer incentives for early signing: If needed, provide small incentives (discounts, added features, extended terms) to close faster.

When handled right, renewals should feel like a natural continuation of the relationship—not a rushed, last-minute discussion.

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The best account managers don’t chase renewals—they guide them. By following a structured 90-day renewal playbook, you ensure clients see ongoing value, reduce last-minute risk, and make renewals a seamless process.

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Want to take your renewal strategy even further? Learn how to time renewal conversations perfectly and approach them with confidence.

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‍Read next: The Art of Timing: When and How to Approach Clients for Renewals and Upsells