This CS skill closes renewals

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Hey CS Pro,

If your customer calls feel like dead ends even when you’ve answered every question, you’re not alone.

This episode breaks down the one skill that quietly drives retention, renewals, and expansion: active listening.

Let’s get into it…

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You’re not listening as well as you think

Most CSMs believe they’re great listeners. I used to think that too. But there’s a big difference between hearing and truly listening.

If you find yourself jumping to the next slide, filling in silences, or prepping your reply while your customer is still speaking, you’re probably missing the real reason behind churn or ghosting.

Here are the top mistakes I’ve made (and still see often):

• Listening to reply, not to understand. You’re already thinking about that CS plan before they finish their sentence.

• Ignoring tone or body language. Crossed arms, avoiding eye contact, distracted Zoom stares… they’re all telling you something.

• Filling the silence too quickly. Silence is not awkward. It’s an opportunity.

• Never confirming what you heard. Nodding and moving on isn’t enough. Recap what you heard or risk solving the wrong problem.

How to actually become a better listener

Listening is a skill. You have to practice it like anything else. Here’s what works:

Reflect back what they said

Say, “Just so I understand, you’re saying X, Y, Z…”

It shows them you’re paying attention and builds instant trust. Use their words, not your company’s.

Let silence do the work

Ask a real question, like “What’s blocking you from getting full value from our tool?”

Then pause. Don’t fill the gap. Let them share. That’s where the truth comes out.

Layer your questions

Don’t stop after the first answer. Ask a follow-up like, “Can you tell me more about why that’s a challenge right now?”

Go deeper. That’s where the upsell or renewal clues live.

Match their emotional language

If they say they’re frustrated, don’t rephrase it into softer words. Say, “I hear that it’s been frustrating. Can you share more about when that started?”

Use their language. That’s what makes them feel understood.

Take notes where they can see them

Open a blank doc during the call. Share your screen. Type as they talk.

Afterward, send a follow-up email with:

• What I heard

• What we’re doing

• What success looks like

It builds credibility and shows them you’re not just checking boxes.

The moment that changed everything for me

A few years ago, I was on a big renewal call with one of our biggest logos. I had the perfect QBR deck. I’d rehearsed every slide. I was ready.

But halfway through, their VP said, “We’re not sure we need this anymore.”

Instead of pushing forward, I closed the slides and said, “Can you walk me through what’s changed since we last spoke?”

Then I listened.

They opened up about internal misalignment, new board priorities, and missed enablement. None of that would’ve come out if I had powered through my deck.

That conversation saved the renewal. Not because I pitched better. Not because I showed off features. But because I listened better.

3 Takeaways

1. Practice the pause

Count to 3 after your customer finishes speaking. The real insights often come right after the silence.

2. Say what you heard

Reflect it back. Use their exact words. It shows you understand and builds trust.

3. Dig deeper

Don’t stop at the surface. Ask a follow-up or two. That’s where the good stuff lives.

That’s it for this week! This episode is a must-listen if your renewals feel shaky or your customers go quiet. Learn how to stop talking and start closing.

Have a listen to the latest podcast:

That's all for now.

If you have any questions or suggestions, please feel free to contact us.

Cheers to your CS success,

Anika

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