Market Dominance Guys

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All Churn is Not Created Equal

February 3, 2021

All Churn is Not Created Equal - Market Dominance Guys

Our Market Dominance Guys, Chris and Corey, are back this week with an episode about “churn.” No, they’re not talking about butter-making here. They’re addressing business churn — a measurement of cancellations or non-renewals of your company’s product or service. Are you thinking, “Churn: What can I do about it?” If you’re like many people, you may look at your company’s churn rate, give a philosophical shrug, and go back to hunting for more prospects to replace those MIA customers. But is it really easier to find new customers than it is to figure out what went wrong? As the folk-rock band, The Byrds, might have sung in the 60s, “To every cancellation (churn, churn, churn), there is a reason (churn, churn, churn).”

Corey points out that some churn is inevitable, but not all churn. Examination of cause and effect is needed! In a spirit of solidarity, Chris comes clean about what unexamined churn cost ConnectAndSell, the company he works for. He explains that he had to put arrogance aside and face the fact that their customers weren’t getting the full benefit from ConnectAndSell’s sales- acceleration platform simply because reps didn’t know how to successfully conduct a cold call. And, thus, a training program was born. Yes, it’s shine-a-bright-light-on-the-problem time on the Market Dominance Guys in today’s episode, “All Churn Is Not Created Equal.”

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