As this is written, it is the interminable period of time before the Super Bowl, and those of us who are sports fans have doubtless heard the truism “defense wins championships.” As I pondered this, it came to me that there is a defensive side to selling benefits, one we might overlook as we arm our offense with products, services, and PowerPoint presentations.

The defensive side is managing to retain and build on our current client base. This is not just a matter of delivering renewals. Defensive thinking starts with a strategy for client management and continuing development. Elements of a customer management strategy might include:

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