Episode 134

6/29/23

Topic: Why Cancels Are the Key to Growth

Guest: Dan Gordon & Donnie Shelton

Click here to listen.

Click here to watch.

In this episode we discuss:

• What prompted this episode

• Why it becomes difficult to "outsell" your cancels as you grow

• How you will reach a point where you can't grow any more unless you reduce your cancel rate

• How Donnie measures cancels and an average cancel rate

• Another way to measure cancels according to Dan

• The most common reasons for cancellations and why it's important to track them

• Strategies for managing cancels

• Why you should empower your front line to retain clients

• How to implement a "proactive save"

• Not giving clients reasons to cancel with unnecessary communication

Resources mentioned:

• The YouTube version of this episode

• Donnie's "Why You Can't Outgrow Cancels" spreadsheet example

Notable: "As your accounts go up, if you maintain a standard cancel rate, eventually you will hit a size where you simply cannot outsell your cancels." —Donnie Shelton

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