The Underrated Skill That Will Save Your Next Renewal

Customer Success isn’t just about delivering value. It’s about hearing what your customer really needs, even when they are not saying it directly. In this episode of the Customer Success Pro Podcast, Anika Zubair dives deep into a powerful but often overlooked commercial skill: active listening.

If you’ve ever walked out of a customer call thinking “that went nowhere” despite answering every question, this episode is your wake-up call. You are not losing customers due to poor products. You are losing them because they don’t feel heard.

Why Most CS Pros Get Active Listening Wrong

Let’s face it. Most CS professionals believe they’re good listeners. But there’s a world of difference between hearing and truly listening.

Anika breaks down the four most common mistakes:

1. Listening to reply, not understand 

   You’re already thinking about the next slide or your QBR talking points instead of absorbing what’s being said. This habit derails conversations before they start.

2. Ignoring tone and body language 

   Crossed arms, silence, or distracted behavior on Zoom are red flags that you can’t afford to overlook.

3. Filling silence too quickly 

   Many CSMs feel pressure to speak continuously. But silence is powerful. It invites honesty, emotion, and trust.

4. Failing to confirm understanding 

   Nodding along isn’t enough. If you don’t summarize and validate what your customer is saying, you risk solving the wrong problem entirely.

Turn Passive Listening into Strategic Revenue Opportunities

To become a revenue-generating CS pro, you need to actively shift how you listen. Anika shares five game-changing techniques:

1. Use Reflective Listening

After a customer shares something important, pause and reflect it back. Use phrases like:

• “Just so I understand correctly, you’re saying…”

• “Did I summarize that right?”

This builds instant trust and shows that you’re not just ticking boxes. You’re truly invested.

2. Let Silence Do the Heavy Lifting

Ask a strong question, then say nothing. That’s right. Wait. Don’t offer answers or suggestions. Give your customer space to reflect, think, and open up.

Silence uncovers risks, growth opportunities, and the real story behind a stalled renewal.

3. Layer Your Discovery Questions

Don’t stop at the first answer. Ask follow-ups like:

• “Tell me more about why that’s a challenge right now.”

• “What’s been blocking progress on that goal?”

Digging deeper reveals hidden decision-makers, misalignments, and expansion opportunities that surface-level questions miss.

Mirror Emotion and Show You’re Listening

When a customer uses emotional language like “frustrated” or “disappointed,” repeat it back exactly as they said it. Mirroring their language builds empathy and reinforces that you’re aligned.

It’s not about sugarcoating their frustration or spinning it with company jargon. It’s about validating their experience so they feel heard and respected.

Anika’s bonus tip is to take structured notes in real time. Open a live doc during your call and share your screen. This signals active engagement and gives your customer visibility into your understanding.

Follow it up with a summary email using this format:

• “Here’s what I heard”

• “Here’s what we’re doing”

• “Here’s what success looks like based on our conversation”

This level of clarity earns you credibility and positions you as a strategic partner, not just another vendor.

A Real Example: How Listening Saved the Renewal

Early in her CS career, Anika walked into a renewal meeting prepared with a polished QBR deck. Halfway through, the customer said, “We’re not sure we need this anymore.” Instead of defending the product, she asked a simple question: “Can you walk me through what’s changed?”

Then she closed her slides, opened a blank doc, and just listened.

What followed was a conversation about team misalignment, internal enablement issues, and a new board mandate. That moment of real listening saved the renewal.

This story proves that revenue is not won through flashy decks or rehearsed pitches. It is won through strategic listening.

Key Takeaways: Practice Listening Like a Pro

Here’s your active listening challenge, straight from Anika:

1. Pause for 3 full seconds after your customer finishes talking. Count in your head: one, two, three.

2. Reflect what they said in their own words.

3. Layer your questions to get to the real story.

4. Let silence work in your favor.

5. Take live notes and follow up with a clear summary email.

Active listening is a skill you need to practice like a muscle. Done well, it builds trust, unlocks revenue, and makes you the CSM your customers actually want to talk to.

Listen Now & Build Data-Driven CS Strategies

This episode with Anika Zubair is a must-listen for CSMs, CS leaders, and anyone looking to have more meaningful, revenue-generating customer conversations.

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