Handling cancellation requests with empathy

As part of this process, there will inevitably be some clients that request to have their membership cancelled or suspended. Some will be due to the closure, and others because of circumstances entirely beyond your control.

This conversation is both the last chance to save a client, and an opportunity to strengthen bridges, should the client go forward with his or her request.

Remember: the client may be cancelling for personal reasons outside of your control, and may be just as likely to return to your business once their circumstances have changed. Attempting to convince a client to stay with your business is an incredibly delicate affair, and your persuasions should never go so far as to leave the client with a negative last impression.

Listen & Empathize

If the client is comfortable sharing, ask why they’re choosing to cancel. Repeat this information back to the client to show that you’re listening. Express your understanding and respect for the client’s feelings.

Emotions can be particularly heightened in this kind of situation, which makes it all the more important that you not take this request personally. A client asking to cancel their membership can feel like an attack, especially when your business is in a difficult situation such as a temporary closure.

Do your best to approach the conversation from the client’s perspective, and work together with the client to find a solution that benefits both parties.

Approach the request as an unaddressed need

For many clients, the decision to cancel a membership comes from an as-yet unaddressed need. It could be related to the business, like a necessary accommodation, or unrelated, like financial hardship. This is an opportunity to find an alternative solution to cancellation, and to create a win-win scenario for both your business and your client.

If the client is choosing to cancel due to financial hardship, you can offer to temporarily suspend their membership for a specific period of time, or offer a discounted rate on a case-by-case basis.

If the client is cancelling due to a lack of access to certain services or facilities, verify their knowledge of the additional benefits you’ve added to the membership, and offer your assistance in getting these benefits to the client.

If the new benefits still don’t appeal to the client, gather their feedback, and ask the client for their permission to be notified if you’re able to implement the service they need. This way, you can monitor trends in cancellation reasons, and potentially gain back those members if / when you’re able to address those needs.

Don't push too hard

If the client still wants to cancel at the end of the conversation, let it go with grace and respect. While losing one member is a blow to your business, pushing back in ways that create an uncomfortable or hostile situation can create negative word of mouth that could push more clients to cancel in the future. Leave things on a positive note, and keep the door open for the client to return in the future.