Suburban Propane: Holistic Retention Strategy Cuts Churn by 50%

ASLAN didn’t show up with a one-size-fits-all fix. We built training for each team to help every rep keep customers from walking, no matter what the competition threw at them.

• Other-Centered® Selling: Helped field account managers lead value conversations and show customers why staying with Suburban Propane is the smart choice, even when price was on the table.

• DEFEND™: Gave inside sales the tools to move from reacting to price objections to confidently communicating Suburban Propane’s unique advantages.

• Experience+™: Enabled service reps to turn routine calls into loyalty-building moments, listening for real needs and reinforcing Suburban Propane’s value.

• Catalyst™: Equipped leaders to coach, assess, and support their teams so new skills stick and every customer touchpoint delivers a consistent experience.

With this approach, every part of the organization played a role in turning retention into a team sport, helping Suburban Propane compete on more than just price

Suburban Propane didn’t just reduce churn. They redefined how nearly 1,000 reps protect relationships, defend value, and drive loyalty across 700+ locations.

• 50% drop in customer churn: Teams learned how to lead conversations that focused on what mattered most (not just price)making it harder for competitors to win on cost alone.
• Double-digit retention gains across business units: From sales to service, every team adopted a shared approach. Instead of reactive service, customers experienced consistent, proactive engagement.
• Expansion beyond Consumer Services: The strategy worked so well, Suburban extended the program to other divisions, including Business Services.
• Six-figure exclusive partnership with ASLAN: Suburban didn’t treat this as a one-time fix. They locked in a long-term strategy to embed ASLAN’s methodology across the business.

This wasn’t a surface-level initiative. It was a cultural change, built to scale and designed to last. Service reps learned to reinforce trust in routine interactions. Sales teams led with value. Managers were trained to coach and sustain the shift, ensuring impact far beyond the classroom.