Provocative messaging approaches may work wonders when you’re the outsider trying to acquire new customers, but research shows they’re not universally applicable, and that they could even backfire in a renewal selling context.

A previous study confirmed that reinforcing the decision-making factors that fuel the “status quo bias” is essential to delivering an effective renewal message. This study builds on that finding by seeking to test and confirm a specific renewal messaging framework that encourages decision-makers to renew with (rather than switch away from) a current business partner. Download the research brief to learn more about the study.