The old adage goes that it’s far better to sell another dollar of service to an existing customer than it is to do so to a new customer. Existing customers know your business and your product and hence are an attractive group to look to expand revenue from.
Software-as-a-Service (SaaS) companies, in particular, spend lots of time trying to intuit from witnessed customer behavior what that customer’s intentions are, and in doing so avoid any churn or make a pitch at a point when a customer is ready to expand their business.
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