We've worked with this major client for many years. Why would they switch to a competitor?

Long-term cooperation does not mean the buyer's competitive position will remain unchanged. The article points out that buyers may have once surpassed competitors by leveraging your products and supply capabilities, while lagging competitors will also seek new supply chains. Market partnerships continue to shift as a result. Years of relationship cannot guarantee permanent contract renewal. The key is not to assume every customer will stay, but to ensure your company's next steps don't depend entirely on whether they renew. Prepare for the possibility that clients may leave.