The Expansion Sale by Erik Peterson

Author:Erik Peterson
Language: eng
Format: epub
Publisher: McGraw-Hill Education
Published: 2020-04-15T00:00:00+00:00

I WANT TO EXPAND INTO A NEW DIVISION OF AN EXISTING CUSTOMER. IS THAT WHY EVOLVE OR WHY CHANGE?

Sellers and marketers talk about upselling and cross-selling together; but through the lens of the status quo, they are different things. Upselling is selling more to the same customer contacts or stakeholder groups, which means that you are part of their status quo and have an Incumbent Advantage. Cross-selling means selling your solutions to new business units. You might have a relationship with the company, but that doesn’t mean you have an Incumbent Advantage with that new buying center. If the new group you’re targeting doesn’t work with you, doesn’t use your solutions, or doesn’t benefit from the solutions directly, then you aren’t part of that group’s status quo. In this case, using you means the group has to change, and you need to use the Why Change framework. Your existing relationship still helps. You can get a warm introduction and/or a reference, but you still have to disrupt the unit’s status quo. Putting the last two questions together, you can use a general rule of thumb:

• Selling the same things to the same people = Why Stay

• Selling new things to the same people = Why Evolve

• Selling new things to new people = Why Change

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