Session Abstract

Analysts estimate that existing customers now account for 70-80 percent of company revenue and profits. Yet, very little purposeful effort has been aimed at customer expansion as a growth engine. In fact, almost 60 percent of B2B organizations don’t see any need to differentiate their customer expansion messaging from customer acquisition messaging. They simply use the same approach, regardless of customer relationship. But new research proves that the buying psychology in renewal and expansion conversations is 180 degrees different than in acquisition conversations. And if you don’t tailor your sales and marketing conversations to meet these unique pressures and demands, you’re putting most of your revenue at risk. Join this session with Tim Riesterer, Chief Strategy Officer at Corporate Visions, to discover new research and proven messaging strategies to skillfully win four must-win conversations with your existing customers:

  • Why Stay – Renewing your customers
  • Why Pay More – Communicating price increases
  • Why Evolve – Convincing your customers to expand
  • Why Forgive – Regaining trust after a service failure


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