The Journey: #82 Competitors Don't Need Permission
Think about the last five renewals that closed clean. Not the ones that slipped, not the ones that went sideways, the ones that just renewed, no drama, nothing to see here. Now ask yourself honestly, do you actually know if your customer looked at anyone else first, or did you just assume the relationship was strong enough that it didn't matter. Most of you don't know. And that gap, the space between what you assume and what's actually true, is where you're losing more than you think.