A sales representative is aware of an upcoming end-of-contract period for a key customer.
How should the sales rep adapt their sales activities to address this change?
A. Wait for the contract to expire before engaging with the customer.
B. Focus on finding new customers to replace the potentially last contract.
C. Proactively engage with the customer to renew or expand the contract.
C. Proactively engage with the customer to renew or expand the contract.
Explanation: Proactively engaging with the customer to renew or expand the contract is how the sales rep should adapt their sales activities to address the upcoming end-of contract period for a key customer. Proactively engaging means reaching out to the customer before the contract expires, and initiating a conversation about their satisfaction, needs, and goals. This helps to build trust and loyalty, demonstrate value and differentiation, and identify opportunities to renew or upsell the contract.