What should you avoid doing when a customer goes dark?

When a customer goes dark, it's important to maintain consistent communication to demonstrate your commitment to their success and to keep the relationship active. Choosing to only contact them during renewal periods creates a transactional interaction rather than a proactive partnership. This approach could make the customer feel neglected, as they may perceive a lack of interest from your side when they are not in a renewal stage.

Reaching out regularly, changing your approach, and offering additional insights are all strategies that foster engagement and show that you are invested in their ongoing success. Regular outreach helps maintain the relationship, adapting your approach can make your initiatives more relevant, and sharing insights positions you as a valuable resource. Focusing solely on renewals misses opportunities to identify and address potential issues or questions the customer may have, leading to a disconnect in the customer relationship.