How to Respond to a Cancellation Request

Responding to a cancellation request is an important part of managing your publication and maintaining a positive client relationship. A cancellation request may be driven by a change in the client’s business, budget, expectations, or circumstances and does not necessarily mean the client is dissatisfied with your service.

The goal is to understand the reason for the request, address the client’s concerns, identify whether there is a solution that meets their needs, and preserve the relationship when possible. If the client ultimately chooses to cancel, follow the appropriate corporate process to ensure the agreement is handled correctly.

Cancellation Checklist

1. Start With the Right Mindset

Before responding to the client:

• Understand the value of every advertising agreement, regardless of size. Each client contributes to the overall health and revenue of your publication.
• Remember that a cancellation request may be related to the client’s business circumstances rather than your relationship or the service provided.
• Approach the conversation as a business consultation. Your role is to understand what is happening in their business and determine whether there is a solution that makes sense for both sides.
• Stay professional, confident, and solutions oriented.
• Remember that the client entered into an advertising agreement and that any early termination must follow the terms of that agreement and City Lifestyle’s established process.

2. Respond to the Cancellation Request

Use the Cancellation Email Template in ARC to acknowledge the request and schedule a conversation.

The initial response should:

• Acknowledge the client’s request.
• Reinforce that the advertising agreement is with City Lifestyle.
• Avoid confirming a cancellation before the appropriate process has been completed.
• Request a meeting to understand the client’s concerns.
• Let the client know their advertising will continue according to the existing agreement while the request is being reviewed.

Example:

{{recipient.fName}},

I’m sorry to hear that you are wanting to end our partnership. Your advertising agreement is ultimately with my franchising company, City Lifestyle, and any early termination must be processed through the proper channels. Let’s see how I can help you. I have availability to meet _____ or _____. What works best for you?

Your ads will continue to run as scheduled until we discuss this further and determine the appropriate next steps.

Thanks,

Signature

3. Consult Your Leadership

Before meeting with the client, contact your Sales Coach or Regional Sales Director.

Discuss:

• The client’s current agreement and advertising investment.
• The reason for the cancellation request, if known.
• The client’s history and relationship with the publication.
• Any recent concerns, performance issues, or changes in their business.
• Potential solutions that may address the client’s specific situation.

Use this conversation to establish a retention strategy before meeting with the client.

4. Meet With the Client to Understand the Why

The most important part of the conversation is understanding what is driving the cancellation request.

Ask open ended questions such as:

• What has changed in your business that led you to this decision?
• How has your business been performing recently?
• What would you need to see to continue advertising?
• What were you hoping to accomplish through your advertising?
• How are you currently measuring the return on your advertising investment?
• Have you noticed changes in website traffic, social media engagement, inquiries, or new customers?
• Are there specific aspects of the advertising that you feel are not meeting your expectations?
• If we could address the primary concern, would you be open to continuing the partnership?

The goal is not to argue with the client. The goal is to identify the underlying issue and determine whether there is a reasonable solution.

5. Address the Client's Concern

Once you understand the reason for the cancellation, focus the conversation on the specific issue.

If the Client Says, "It's Not Working"

Ask how they have determined that the advertising is not producing a return.

Discuss:

• What results they expected.
• How they are currently tracking those results.
• Website traffic and engagement.
• Social media growth and engagement.
• New inquiries or customers.
• Editorial exposure and community visibility.
• Events, promotions, or other opportunities connected to their publication.

Help the client distinguish between not seeing the results they expected and not receiving any value from the partnership.

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If the Client Is Experiencing Cash Flow Challenges

Consider whether temporary payment relief may be appropriate.

• A one month payment pause may be available within a 12 month rolling period.
• The paused balance can be distributed across the remaining months of the agreement.

Confirm eligibility and process before presenting the option to the client.

If the Client Is Experiencing a Seasonal Slowdown

Consider whether temporarily reducing the advertising commitment could help.

• Discuss a smaller ad size during slower months.
• Review whether the client can maintain visibility while reducing their short term investment.

If the Client Wants to Exit the Agreement

If retention solutions do not address the client's concern, explain the options available under the agreement.

Depending on the circumstances, options may include:

• Continuing the advertising until the applicable cancellation balance is satisfied.
• Refer another business to take their advertising position, when permitted.
• Restructuring the agreement with a lower monthly investment and smaller ad size for a longer term, when available.

Any exception, fee adjustment, or alternative arrangement must follow City Lifestyle policy and receive the appropriate approval before being offered as a confirmed option.

6. If the Client Still Wants to Cancel

If the client remains committed to cancellation after the retention conversation:

1. Remind the client that their advertising agreement is with City Lifestyle, not with the publisher personally.
2. Request the cancellation payoff amount from Corporate through the appropriate process.
3. Use ARC to generate and send the cancellation email.
4. The cancellation email is generated from the City Lifestyle email domain, but should be sent by the publisher.
5. Clearly communicate the next steps to the client and avoid making commitments outside of the approved cancellation process.

7. After the Cancellation Email Is Sent

If the client responds to the cancellation email, continue the conversation and address any remaining questions or concerns.

If the client does not respond, avoid repeatedly reaching out solely to revisit the cancellation. Follow the established corporate process and allow the cancellation process to proceed.

Retention Solutions at a Glance

When appropriate and permitted by City Lifestyle policy, consider:

Remember

Understand the reason. Address the concern. Explore appropriate solutions. Follow the contract and corporate process.

The objective is to preserve the client relationship when a reasonable solution exists while ensuring that every cancellation is handled consistently and professionally.

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