---
title: "Field Report: Focus on Highest Paying Customers to Reduce Churn"
description: Holden Advisors success story. Address the low-hanging fruit and creating visibility via a dashboard to be reviewed monthly to improve profitability. We turned a client's attention to the high paying, loyal, Relationship-buying, outliers also. Why?
image: https://blog.holdenadvisors.com/hubfs/field-report-holden.png
---
[](https://www.holdenadvisors.com/)
- About
- [Overview](https://www.holdenadvisors.com/about/overview/)
- [Core Values](https://www.holdenadvisors.com/about/core-values/)
- [Leadership](https://www.holdenadvisors.com/about/leadership/)
- [Partners](https://www.holdenadvisors.com/about/partners/)
- [Careers](https://www.holdenadvisors.com/about/careers/)
- [Solutions](https://www.holdenadvisors.com/about/overview/#)
- [Sales](https://www.holdenadvisors.com/about/overview/#)
- [Overview](https://go.holdenadvisors.com/solutions/sales/improve-sales-performance)
- [Negotiating With Backbone](https://www.holdenadvisors.com/solutions/sales/negotiating-with-backbone/)
- [Selling With Backbone](https://www.holdenadvisors.com/solutions/sales/selling-with-backbone/)
- [Coaching](https://www.holdenadvisors.com/solutions/sales/coaching/)
- [Pricing](https://www.holdenadvisors.com/about/overview/#)
- [Overview](https://go.holdenadvisors.com/solutions/improve-pricing-performance)
- [Audit](https://www.holdenadvisors.com/solutions/pricing/audit/)
- [Analytics](https://www.holdenadvisors.com/solutions/pricing/analytics/)
- [Value-Based Pricing](https://www.holdenadvisors.com/solutions/pricing/value-based-pricing/)
- [Insights](https://www.holdenadvisors.com/about/overview/#)
- [Blog](https://www.holdenadvisors.com/blog/)
- [Video Series](https://www.holdenadvisors.com/about/overview/#)
- [Pricing with Confidence](https://go.holdenadvisors.com/pricing-with-confidence)
- [Publications](https://www.holdenadvisors.com/about/overview/#)
- [Books](https://www.holdenadvisors.com/insights/publications/books/)
- [White Papers](https://www.holdenadvisors.com/papers)
- [Newsletter](https://blog.holdenadvisors.com/tag/newsletter)
- [Case Studies](https://www.holdenadvisors.com/studies)
- [Events, Webinars & Podcasts](https://www.holdenadvisors.com/insights/events-webinars-podcasts/)
- [Reed’s Bookshelf](https://www.holdenadvisors.com/bookshelf)
- [Contact](https://www.holdenadvisors.com/contact-us/)
- About
- [Overview](https://www.holdenadvisors.com/about/overview/)
- [Core Values](https://www.holdenadvisors.com/about/core-values/)
- [Leadership](https://www.holdenadvisors.com/about/leadership/)
- [Partners](https://www.holdenadvisors.com/about/partners/)
- [Careers](https://www.holdenadvisors.com/about/careers/)
- [Solutions](https://www.holdenadvisors.com/about/overview/#)
- [Sales](https://www.holdenadvisors.com/about/overview/#)
- [Overview](https://go.holdenadvisors.com/solutions/sales/improve-sales-performance)
- [Negotiating With Backbone](https://www.holdenadvisors.com/solutions/sales/negotiating-with-backbone/)
- [Selling With Backbone](https://www.holdenadvisors.com/solutions/sales/selling-with-backbone/)
- [Coaching](https://www.holdenadvisors.com/solutions/sales/coaching/)
- [Pricing](https://www.holdenadvisors.com/about/overview/#)
- [Overview](https://go.holdenadvisors.com/solutions/improve-pricing-performance)
- [Audit](https://www.holdenadvisors.com/solutions/pricing/audit/)
- [Analytics](https://www.holdenadvisors.com/solutions/pricing/analytics/)
- [Value-Based Pricing](https://www.holdenadvisors.com/solutions/pricing/value-based-pricing/)
- [Insights](https://www.holdenadvisors.com/about/overview/#)
- [Blog](https://www.holdenadvisors.com/blog/)
- [Video Series](https://www.holdenadvisors.com/about/overview/#)
- [Pricing with Confidence](https://go.holdenadvisors.com/pricing-with-confidence)
- [Publications](https://www.holdenadvisors.com/about/overview/#)
- [Books](https://www.holdenadvisors.com/insights/publications/books/)
- [White Papers](https://www.holdenadvisors.com/papers)
- [Newsletter](https://blog.holdenadvisors.com/tag/newsletter)
- [Case Studies](https://www.holdenadvisors.com/studies)
- [Events, Webinars & Podcasts](https://www.holdenadvisors.com/insights/events-webinars-podcasts/)
- [Reed’s Bookshelf](https://www.holdenadvisors.com/bookshelf)
- [Contact](https://www.holdenadvisors.com/contact-us/)
# Holden Advisors Blog
# Field Report: Focus on Highest Paying Customers to Reduce Churn
Posted by [Saad Shahzad](https://blog.holdenadvisors.com/author/saad-shahzad) on Apr 18, 2018 12:53:36 PM
.jpg)
Find me on:
[LinkedIn](https://www.linkedin.com/in/saad-shahzad-b822b034/)
- [Tweet](https://twitter.com/share)
Recently we performed a pricing outlier analysis for one of our clients. Like any good pricing analyst would do, the team started with identifying customers receiving heavy discounts, or what we call “low hanging fruit." We realized that after addressing the low-hanging fruit and creating visibility via a dashboard, we needed to turn the organization’s attention to the high-paying, loyal, Relationship-buying outliers also. Why?
These high paying outliers were in churn danger.
When your highest paying customers churn, it’s particularly painful because they are often the most profitable customers. This means the cost of replacing these customers is especially high and they have a disproportional impact on your profitability. With this type of customer, their risk of churn tens of millions of dollars a year. That’s a risk worth addressing - pronto.
We recommended supporting the higher prices by:
- Augmenting their products with value-added services
- Spending time to uncover the value customers see in your products and services
- Identifying problems they are trying to solve in their markets.
Even if they reduce the churn risk by 25%, that is a big impact on their bottom line.
Topics: [Pricing with Confidence](https://blog.holdenadvisors.com/tag/pricing-with-confidence)
### **Search the Holden Advisors Blog:**
This is a search field with an auto-suggest feature attached.
- There are no suggestions because the search field is empty.
### Subscribe Below:
### Recent Posts
### Posts by Tag
- [Pricing with Confidence (68)](https://blog.holdenadvisors.com/tag/pricing-with-confidence)
- [Negotiating with Backbone (63)](https://blog.holdenadvisors.com/tag/negotiating-with-backbone)
- [Selling with Confidence (43)](https://blog.holdenadvisors.com/tag/selling-with-confidence)
- [Newsletter (41)](https://blog.holdenadvisors.com/tag/newsletter)
- [Uncovering your Value (26)](https://blog.holdenadvisors.com/tag/uncovering-your-value)
- [Celebrating 10 Years of Pricing with Confidence (12)](https://blog.holdenadvisors.com/tag/celebrating-10-years-of-pricing-with-confidence)
- [value selling (9)](https://blog.holdenadvisors.com/tag/value-selling)
- [Selling with Backbone (8)](https://blog.holdenadvisors.com/tag/selling-with-backbone)
- [value (8)](https://blog.holdenadvisors.com/tag/value)
- [pricing (6)](https://blog.holdenadvisors.com/tag/pricing)
- [Commercial Transformation (5)](https://blog.holdenadvisors.com/tag/commercial-transformation)
- [Setting Price (4)](https://blog.holdenadvisors.com/tag/setting-price)
- [customer experience (4)](https://blog.holdenadvisors.com/tag/customer-experience)
- [actionable insights (3)](https://blog.holdenadvisors.com/tag/actionable-insights)
- [procurement (3)](https://blog.holdenadvisors.com/tag/procurement)
- [sales (3)](https://blog.holdenadvisors.com/tag/sales)
- [Pricing Strategy (2)](https://blog.holdenadvisors.com/tag/pricing-strategy)
- [big data (2)](https://blog.holdenadvisors.com/tag/big-data)
- [buying center (2)](https://blog.holdenadvisors.com/tag/buying-center)
- [customer loyalty (2)](https://blog.holdenadvisors.com/tag/customer-loyalty)
- [pricing metrics (2)](https://blog.holdenadvisors.com/tag/pricing-metrics)
- [winning proposal (2)](https://blog.holdenadvisors.com/tag/winning-proposal)
- [Driving Accountability (1)](https://blog.holdenadvisors.com/tag/driving-accountability)
- [Silos (1)](https://blog.holdenadvisors.com/tag/silos)
- [b2b pricing (1)](https://blog.holdenadvisors.com/tag/b2b-pricing)
- [bundling (1)](https://blog.holdenadvisors.com/tag/bundling)
- [gatekeeper (1)](https://blog.holdenadvisors.com/tag/gatekeeper)
- [jump the shark (1)](https://blog.holdenadvisors.com/tag/jump-the-shark)
- [on demand (1)](https://blog.holdenadvisors.com/tag/on-demand)
- [peloton (1)](https://blog.holdenadvisors.com/tag/peloton)
- [pricing models (1)](https://blog.holdenadvisors.com/tag/pricing-models)
- [product portfolio (1)](https://blog.holdenadvisors.com/tag/product-portfolio)
- [rabbit (1)](https://blog.holdenadvisors.com/tag/rabbit)
- [revenue (1)](https://blog.holdenadvisors.com/tag/revenue)
- [rolling stone (1)](https://blog.holdenadvisors.com/tag/rolling-stone)
- [subscription (1)](https://blog.holdenadvisors.com/tag/subscription)
- [tidying up (1)](https://blog.holdenadvisors.com/tag/tidying-up)
See all
### Newsletter and Blog
### About Us
Holden Advisors are experts in the pricing and sales performance development space. We help our clients take control of their differential value and use it to transform their business.
## [Learn More](https://www.holdenadvisors.com/negotiation-value-pricing-consultants/)
- Quick Links
- [Contact](https://www.holdenadvisors.com/contact-us/)
- [About](https://www.holdenadvisors.com/about/overview/)
- [Blog](https://www.holdenadvisors.com/blog/)
- [Books](https://www.holdenadvisors.com/insights/publications/books/)
- [Case Studies](https://www.holdenadvisors.com/studies)
- [Negotiating With Backbone](https://www.holdenadvisors.com/solutions/sales/negotiating-with-backbone/)
- [Value-Based Pricing](https://www.holdenadvisors.com/solutions/pricing/value-based-pricing/)
- [Privacy Policy](https://www.holdenadvisors.com/privacy-policy/)
- [Home](https://www.holdenadvisors.com/)
Copyright © 2018 Holden Advisors. All Rights Reserved.