How to Wow Customers and Grow Your Business
Posted on 10/27/2025 in Prospecting and Business DevelopmentWe're excited to announce that our book titled "How to Wow Customers and Grow Your Business" will be available by January 1. A series of blogs will be released between now and then to give a preview of some of the key concepts from the book. As always, we welcome your suggestions and questions so reach out by email after reading this blog.
Consider as a starting point: A company either grows their business or fails. As such, the most important actions by your sales force are to learn how to grow business effectively, meaning they win the best sources of growth and do so in a timely fashion.
The best place to begin is to sell more to existing customers. Why? Because your existing customers already are familiar with the value and benefits that your company, products, and/or services can provide. The highest Win Ratios come from selling more to existing customers.
Since not all existing customers are created equally, you need to divide your customers into three categories:
- Category 1: Existing customers who have growth opportunities. This includes selling more of your products or services that they currently buy and also refers to selling additional products/services.
- Category 2: Existing customers where there aren't more growth opportunities. Customer retention is the most critical action for these accounts.
- Category 3: Existing customers for which you are at risk of losing some or all of the business. Customer attrition offsets your growth from other accounts so you must do everything possible to avoid losing a customer. Or, in a worse case, when you do lose a customer, you must develop a win-back strategy.
Our book focuses mostly on Category 1 and also addresses how to win new accounts. Subsequent blogs will highlight the critical skills and competencies to grow business.