Early Termination Fee

I know this subject has been posted many times. I am sorry but to ask about again. I needed to close my business this month because my company decided to terminate my contract.  I called to cancel my service. The Retention Department said I needed to pay an early termination Fee. When I signed the contract, I have every intention to fulfill the contract but circumstance changed. Is there anyway to not pay the Early Termination Fee? Is this like pouring salt on an open wound? Any advice is welcome, thank you.