TL;DR - This daily email series - 7 ways to take control of churn - is what we'll cover in the "Save Customers" workshop this Wed Jan-15 (Thurs 16 in Australia). It's good stuff on its own; it's better if you come to the workshop and get the details.

On Friday, I sent you an email with the subject Stop Churn using Tactical Timing, so go find that if you missed it.

Today, I’m going to talk about how to use psychology to trigger immediate customer action and stop churn when it matters most.

When churn is threatening your job—or even your business—and every account feels like it’s slipping away, you need tools that deliver instant results.

This is where Behavioral Engineering comes into play. By tapping into core human psychology—biases like loss aversion, urgency, and the sunk cost fallacy—you can drive decisions that protect revenue at the exact moment it matters most.

For example, framing a renewal conversation around what the customer stands to lose—instead of what they’ll gain—can flip hesitation into immediate action.

It’s not manipulation; it’s about understanding what drives your customer to act now, not later, and actively tapping into that motivation.

Here’s the catch: these tactics only work when tailored to the specific dynamics of the customer relationship. Use the wrong psychological lever—or apply it at the wrong time—and it can backfire in ways that cost more than the churn itself.

In the workshop, we’ll break down these psychological levers and show you exactly how to deploy them to protect revenue while maintaining trust.

And there’s one surprisingly simple bias you’ve probably never considered—once you know it, you’ll wonder how you ever managed churn without it.

​Learn more and sign up for the workshop here.​

Tomorrow, I’ll send you an email on the next tactic: Run Effective Save Meetings. Stay tuned!

~ Lincoln

BTW: We're doing two sessions this Wed Jan-15 (Thurs Jan-16 in Australia) that cover most time zones. So you don't have an excuse to not join live. Learn more and Sign-up today.​

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