Time and again, analysts outline how much cheaper it is to keep and grow an existing customer than acquire a new one, especially in more challenging economic environments.
Yet, marketing and sales teams still over-invest in demand generation from net-new prospects, with limited focus on the easiest source of growth – your current customers. Pair that with a lack of differentiated messaging for customer acquisition and customer expansion conversations, and it is likely many organizations are unknowingly harming their retention and growth efforts.
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 Doug Hutton, EVP Customer Experience at Corporate Visions, to discover new research and science-backed techniques to skillfully execute four must-win conversations with your existing customers, including:
- Why Stay: Renewing your customers;
- Why Pay More: Communicating price increases;
- Why Evolve: Convincing your customers to expand; and
- Why Forgive: Regaining trust after a service failure.
