The video explains how to build an effective customer renewal process using CRM automation and client tiering. Key steps covered: pick the trigger day to start renewals (examples: 120/90/60/45 days), tier your book of business (recommended split: top 20% VIPs, middle 50%, bottom 30%), and create automated, tier-specific checklists and email cadences (including a day-of-renewal thank-you). The focus is on consistency, preserving recurring revenue, and maximizing client interactions via CRM-driven automation.
Companies count on renewal sales for predictable recurring revenue, which is extremely important for the stability of a business. In addition, because you're providing value over time, renewal business fosters higher lifetime value and a greater opportunity for customer loyalty. But what should your renewal process look like and what steps should you take to ensure complete customer satisfaction? Keep watching this video and you'll find out if we're meeting for the first time. I'm Mick Hunt, CEO of Premier Strategybox and lover of all things RevOps, sales ops, producer development, and of course my North Carolina Tar Heels. If you haven't already, make sure that you hit the like, the subscribe and for instant notifications, hit that bell as well. To have an effective renewal process, you should be using a CRM because everything we're about to discuss should be automated to ensure consistency and give you the opportunity to focus on your client. In the Description section, I have a link to a video on the importance of CRMs. I recommend checking out that video to learn all the wonderful things that you should be doing with your CRM. The first thing you need to do when setting up your renewal process is determine what day you're starting your renewal process. By day, I mean, are you starting commercial renewals 120 days out, 90 days out on personal lines, are you starting 60 days out, 45 days out, et cetera? This is important because this will be the trigger for all of your renewals. Remember I just said this should be done in your CRM. This allows you to throw away all the spreadsheets and eliminate missing a renewal. It's 120 days for someone right now in your agency. How cool would it be to receive an alert versus trying to scroll through a spreadsheet to find that person? Determine the day that you want to start the process, and then the next thing you want to do is determine your client tiering. Wait, what to do Tiering your clients? Yes, your book of business should be tiered. You should have a top 20% or VIPs, a middle 50% and then finally a bottom 30%. You can personally use whatever criteria you want to define those tiers, but for me and my agency, it was split by revenue. For some, it could be split by a combination of revenue, policy count or referral partners. The key is you want to define your renewal process. Buy those tiers. Your VIPs should get a very specific process. Maybe they get a couple of calls prior to renewals. Maybe you remarket them every year. Maybe they just get a couple of correspondences throughout the journey. The point is since these are VIP clients, do whatever it takes to ensure that they renew within your CRM, you should create a checklist that outlines what should be done for them and how it's done specifically for your VIPs. Make sure that you have tasks automatically set up to match the days that you want those things done. For your middle tier, you want to make sure that you communicate with them, ask for any changes and updates about the risk, but maybe you only want to re quote them if their premium increases by a certain percentage. Just like your VIPs, you should have a checklist with tasks and follow ups. Also, the email that you're going to send for changes should be automated and maybe that email goes out 60 days or 45 days ahead of renewal, but it's consistent and done every single time. For your bottom 30%, you don't want to ignore them, but maybe they just get an email 45 days out ahead of renewal asking for any changes. And if there are no changes, maybe they just auto renew. If your bottom 30% is a monoline book, then I would recommend utilizing a cross sell email marketing campaign that starts 120 days ahead of renewal and again make sure it's automated. The last thing that I want to mention about the renewal process is that you should have an email go out the day of the renewal thanking them for renewing with you. Don't take that for granted. Your customer wants to feel appreciated and it's a nice way to ask for a review and a referral. You want to maximize every client interaction. Speaking of client interactions, that's the next process that we're going to tackle. But before we go there, don't forget to share this video with a friend or colleague. And as always, hit that bell for instant notifications in the comment section. Tell me how you currently tier your clients within your agency. Let's go to Client Interactions. I'll see you there shortly.
