Kept
The Kept Loop
Run it when: customers leave quietly, or never say anything where buyers and AI can read it.
Kept is where the best evidence, the repeat work and most new work come from. At Kestrel, 22 of 31 fit calls came from referrals.
The signal
Kept is the lowest broken rung: no results review, no account owner, no reviews from the people who decided.
What the client seesRenewals, and what customers say in public.
The re-readEach quarter, against the extend moments.
The play, step by step.
It starts with a Score read and ends with a re-read.
- Write a handover note for every customer: each person’s question, fear and what they were promised.
- Book a results review where the customer’s own decision-maker presents the figure.
- Name one owner for every relationship.
- Ask for the reference and the review after the confirmed result, separately.
- Thank every referral within a week.
The playbooks it needs
The how-tos inside it
The trap
Selling at every touch. One offer, at the review, after the customer’s own figure.