Account Management and Renewals

Who it's for

Account managers, customer success managers and renewals specialists who hold a book of accounts, and founders who still handle their own renewals.

Output

• A scored report after every room, with the moment that earned each score and one recommended focus
• A next conversation with an owner and a date for every at-risk account in the participant's book
• A trajectory across every attempt, and for the manager a Ren summary of each participant and a team report
• Scored against published frameworks: the Service Recovery Paradox and a structured recovery arc, principled negotiation (BATNA and ZOPA), anchoring and concession theory, high-stakes dialogue, and care and challenge

Program contents

1. Keeping the customer · Recovering the relationship — Renewal and Save Call · Customer Complaint
2. Growing the account · Reaching the sponsor — Upsell and Cross-sell · Executive Access
3. Holding the terms · Delivering hard news — Negotiation · Difficult Conversation

How the program works

A three-week program for account managers, customer success and renewals staff, assigned by a sales or customer success manager, built on Renatus. Six simulation rooms · Three weeks, two rooms a week · Unlimited attempts · Ongoing thereafter.

The rooms

Why this program exists

An account manager takes the call that decides whether a customer renews: the champion has left, finance has the contract on a cost-cutting list, or the customer has gone quiet. The same person handles the complaint that lands a month before renewal, has one moment to offer the expansion, and holds the terms when procurement asks for the discount nobody planned. This program prepares them through simulation. Ren builds each scene from the participant's real role in the account, their industry and their book, and plays the customer in it, so every room is new and moves with each decision the participant makes.

What you'll achieve

1. Rehearsal of the six conversations that decide an account, as often as they want it: the save call, the complaint, the expansion offer, the sponsor, the renewal terms, and the hard news
2. A scored report after every room: each dimension with the moment that earned its score, strengths, development areas, blind spots, and one recommended focus
3. A next conversation, with an owner and a date, for every at-risk account in their book
4. Unlimited attempts at every room, each a different customer calibrated to their current role, scored on the same dimensions and charted against every attempt before it

At a glance

Who it's for

Account managers, customer success managers and renewals specialists who hold a book of accounts, and founders who still handle their own renewals. Every room calibrates to the participant's role in the account, so one team can hold a customer success manager in their first year and a renewals specialist measured on retention. It is assigned by the sales manager or the head of customer success; the **Manager** lines in this guide are written for whoever that is. It assumes participants already know the product and own their accounts, and rehearses the conversations that keep, grow and recover them.

Cadence

3 weeks

1

Keeping the customer · Recovering the relationship · Renewal and Save Call · Customer Complaint · Read Re-anchoring and Outcome; read Listening and Judgement; check the at-risk account has a next conversation and a date

2

Growing the account · Reaching the sponsor · Upsell and Cross-sell · Executive Access · Read Timing and Reading the No; read Insight Led and Next-step Proposal; read the Ren summary across four rooms

3

Holding the terms · Delivering hard news · Negotiation · Difficult Conversation · Read Concession Pattern and Pressure Response; read What Fell Short and Follow-through; read the team report; check the account list; set the ongoing plan

Session by session