Selling for "Non-Salespeople"
The New B2B Sales Game
How Sales Coaching is Meant to Work
Managing The Pipeline (All)
Getting Your Sales Pitch to Echo
Opportunity Creation (All)
Reviving Stalled Deals [Part 1]
Opportunity Capture (All)
Think "Warm Up" Versus "Call Planning"
Opportunity Creation (All)
The Sales Pipeline Gamechanger
Managing The Pipeline (All)
What is an "Income-Producing" Opportunity?
Managing The Pipeline (All)

B2B Brands Grow Mainly Through Customer Acquisition - Not Customer Loyalty

From a frontline sales perspective, I have always been of the opinion (based on practical observation), that customer loyalty comes from growth more than growth comes from customer loyalty. Serious research seems to be now on my side.

Ask most marketers, salespeople, consultants and investors where growth comes from, and 90%+ will say "existing customers". Hence the obsession with retention, churn, loyalty programs, account management and customer success. All comfort-zone areas. Or as my colleague Steve Bookbinder at DMTraining puts it, account management is what you do when you want to get out of sales. Luckily, even in sales and marketing we now have increasingly more data-based evidence of what works and what doesn't work in terms of answering this question: what grows a business over time? So, rather than use personal opinion any longer, here are two starting articles that are research-based - about what drives growth at existing accounts (it's not "service"!) and how new customer acquisition trumps all other options. The findings are contrary to currently accepted majority opinion, which further increases my confidence that they are on the right track.

Why Accounts Aren’t Growing, and What to Do About It
Customer acquisition is the only viable growth strategy in B2B

Michael McGowan | Founder Sales Virtual

Any queries, contact me directly | +353-87-9449521 | +44-207-1830165 | +1 (929) 214 1072 |

Want To Be Notified When New Content is Released?

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Selling for "Non-Salespeople"
The New B2B Sales Game
How Sales Coaching is Meant to Work
Managing The Pipeline (All)
Getting Your Sales Pitch to Echo
Opportunity Creation (All)
Reviving Stalled Deals [Part 1]
Opportunity Capture (All)
Think "Warm Up" Versus "Call Planning"
Opportunity Creation (All)
The Sales Pipeline Gamechanger
Managing The Pipeline (All)
What is an "Income-Producing" Opportunity?
Managing The Pipeline (All)

B2B Brands Grow Mainly Through Customer Acquisition - Not Customer Loyalty

From a frontline sales perspective, I have always been of the opinion (based on practical observation), that customer loyalty comes from growth more than growth comes from customer loyalty. Serious research seems to be now on my side.

Ask most marketers, salespeople, consultants and investors where growth comes from, and 90%+ will say "existing customers". Hence the obsession with retention, churn, loyalty programs, account management and customer success. All comfort-zone areas. Or as my colleague Steve Bookbinder at DMTraining puts it, account management is what you do when you want to get out of sales. Luckily, even in sales and marketing we now have increasingly more data-based evidence of what works and what doesn't work in terms of answering this question: what grows a business over time? So, rather than use personal opinion any longer, here are two starting articles that are research-based - about what drives growth at existing accounts (it's not "service"!) and how new customer acquisition trumps all other options. The findings are contrary to currently accepted majority opinion, which further increases my confidence that they are on the right track.

Why Accounts Aren’t Growing, and What to Do About It
Customer acquisition is the only viable growth strategy in B2B

Michael McGowan | Founder Sales Virtual

Any queries, contact me directly | +353-87-9449521 | +44-207-1830165 | +1 (929) 214 1072 |

Selling for "Non-Salespeople"
The New B2B Sales Game
How Sales Coaching is Meant to Work
Managing The Pipeline (All)
Getting Your Sales Pitch to Echo
Opportunity Creation (All)
Reviving Stalled Deals [Part 1]
Opportunity Capture (All)
Think "Warm Up" Versus "Call Planning"
Opportunity Creation (All)
The Sales Pipeline Gamechanger
Managing The Pipeline (All)
What is an "Income-Producing" Opportunity?
Managing The Pipeline (All)

B2B Brands Grow Mainly Through Customer Acquisition - Not Customer Loyalty

From a frontline sales perspective, I have always been of the opinion (based on practical observation), that customer loyalty comes from growth more than growth comes from customer loyalty. Serious research seems to be now on my side.

Ask most marketers, salespeople, consultants and investors where growth comes from, and 90%+ will say "existing customers". Hence the obsession with retention, churn, loyalty programs, account management and customer success. All comfort-zone areas. Or as my colleague Steve Bookbinder at DMTraining puts it, account management is what you do when you want to get out of sales. Luckily, even in sales and marketing we now have increasingly more data-based evidence of what works and what doesn't work in terms of answering this question: what grows a business over time? So, rather than use personal opinion any longer, here are two starting articles that are research-based - about what drives growth at existing accounts (it's not "service"!) and how new customer acquisition trumps all other options. The findings are contrary to currently accepted majority opinion, which further increases my confidence that they are on the right track.

Why Accounts Aren’t Growing, and What to Do About It
Customer acquisition is the only viable growth strategy in B2B

Michael McGowan | Founder Sales Virtual

Any queries, contact me directly | +353-87-9449521 | +44-207-1830165 | +1 (929) 214 1072 |

Want To Be Notified When New Content is Released?

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.