As a CSM, I've saved accounts worth $$$. I've also lost some I shouldn't have.
The difference? Learning to read between the lines.
Your customers aren't trying to mislead you. They're just being human.
They say "everything's fine" when they're overwhelmed with bigger issues.They say "we'll think about it" when they need time to build internal consensus.They say "just checking in" when they're feeling forgotten.
Most CSMs take these phrases at face value. The best ones dig deeper.
So I created this decoder for you.
You can scroll past this now... OR you can learn what your customers are really trying to communicate (and how to respond in a way that strengthens the relationship).
Because understanding the story behind the words is what separates good CSMs from great ones.
Ready to become a better listener?
"Everything's fine"
What they're really saying: "I'm swamped with a million priorities right now. This isn't broken, so it's not getting my attention. I know there's probably more value I could be getting, but honestly? I don't have the bandwidth to figure out what I'm missing."
How to help:
- Check their usage data before the call
- Ask about specific features they haven't explored
- Focus on their business outcomes, not your product
- Make it easy for them to see quick wins
Example: "Glad to hear things are running smoothly! I noticed your team hasn't tried the workflow automation yet. Most customers see immediate time savings there. Want me to set that up for your specific process so you can see the impact?"
"We'll think about it"
What they're really saying: "This sounds interesting, but I need to think through how to make this work internally. Either I need to convince other people, figure out the budget, or just wrap my head around how this fits into our current setup. Give me some space to process this."
How to help:
- Get specific about what they need to consider
- Ask who else is involved in the decision
- Offer smaller commitment options
- Provide concrete examples from similar customers
Example: "I appreciate you taking time to consider this. To help when I follow up, what aspects are most important for you to think through? And who else needs to weigh in on this decision?"
"Just checking in on that request"
What they're really saying: "Hey, I'm following up on something that matters to me. I don't want to be pushy, but this request is still on my radar. I'm hoping you haven't forgotten about it because I really do need this resolved."
How to help:
- Acknowledge their patience
- Give them a clear timeline for resolution
- Escalate internally to prioritize their request
- Keep them updated on progress
Example: "Thanks for following up on this. Let me check on the status right now and get back to you within the hour with an update. I want to make sure this gets the attention it deserves."
"It's not what we expected"
What they're really saying: "There's a gap between what I thought would happen and what's actually happening. I'm not trying to be difficult, but I need help understanding if we're on the right track or if we need to adjust something to get the results we're looking for."
How to help:
- Ask specific questions about the expectation gap
- Create a clear path forward with timeline
- Be honest about what's possible
- Focus on getting them to their desired outcome
Example: "I want to make sure we're delivering the right value for you. Can you share what specific outcomes you expected that aren't happening yet? This will help me create the best path forward."
"We're happy with the basic package"
What they're really saying: "What we have is working for us right now. I'm not necessarily opposed to doing more, but I need to understand the real value before I can justify spending more. Show me what I'm missing and why it matters for my specific situation."
How to help:
- Show specific examples of what they could achieve
- Offer a limited trial of premium features
- Create a roadmap for when upgrades make sense
- Share success stories from similar customers
Example: "That's great that you're getting good value! I noticed your team does a lot of manual work that our automation could handle. Would it be helpful if I showed you exactly how that would work for your process?"
"Can you send me something in writing?"
What they're really saying: "I need to share this with other people who weren't in our conversation. I want to make sure I represent this accurately and have the details they'll ask about. Help me tell your story to the rest of my team."
How to help:
- Create a summary that connects to their specific goals
- Suggest meeting with key stakeholders directly
- Include relevant success metrics
- Follow up with a conversation, not just an email
Example: "I'll get that summary to you today. Should I include ROI projections based on your team size? And would it be helpful to schedule time with your stakeholders to answer their questions directly?"
"Let's circle back next quarter"
What they're really saying: "The timing isn't right for us to move forward now. Our priorities have shifted, or we need to get through some other initiatives first. I'm not saying no forever, but I need some time before this makes sense."
How to help:
- Understand what's driving their timeline
- Create a plan that aligns with their priorities
- Stay connected without being pushy
- Look for ways to add value in the meantime
Example: "I understand timing is important. What would need to happen for this to be a good fit next quarter? Let's create a plan so we're ready when the timing aligns."
"Support hasn't gotten back to us yet"
What they're really saying: "I submitted a request and I'm wondering about the status. I'm not trying to cause trouble, but this is important to my team and I want to make sure it's being handled. Can you help me understand what's happening?"
How to help:
- Take ownership of the experience
- Check on the issue immediately
- Give them a clear timeline for resolution
- Create a better communication process
Example: "Let me look into this right away. Can you share the ticket number so I can check the status and make sure it gets prioritized? I'll also set up a follow-up to ensure it's resolved to your satisfaction."
"We're re-evaluating our tech stack"
What they're really saying: "We're looking at all our tools to make sure we're getting the best value. It's not personal, but we need to be smart about our investments. Help me understand why we should keep working together instead of trying something else."
How to help:
- Connect your value to their key business metrics
- Show concrete results, not just features
- Understand their evaluation criteria
- Make sure you're talking to the right decision-makers
Example: "That's a smart approach. I'd love to understand what success looks like for your evaluation so I can show you exactly how we support those specific goals."
The Bottom Line
Your customers aren't trying to make your life difficult.
They're juggling priorities, managing stakeholders, and trying to make smart decisions with limited time and budget.
The CSMs who get this? They don't just manage accounts.
They become trusted advisors.
And when you're a trusted advisor, renewals aren't a battle.
They're a conversation.
.png)
