A common and well-established truth in sales is that “it’s easier to increase your sales with existing customers.”
But is that really true?
Because from a sales perspective, you suddenly have two jobs: to increase the value of the account AND to retain it at the same time.
It also becomes a paradox for the customer; they are supposed to remain in their status quo, but at the same time change something; they are supposed to buy something new!
In other words, it becomes a balancing act between driving change and maintaining the status quo.
And it’s not that simple.
So, fundamentally, “growing the account” involves the same challenge as acquiring new customers.
We have to show that our solution is better than what the customer has today.
