Selling Through Tough Times: Grow Your Profits and Mental Resilience Through any Downturn

CHAPTER 12

Leverage

Gravity is the force by which a planet or other heavenly body draws objects toward its center. An object with more mass attracts more objects. When objects are closer to a planet or heavenly body, there is a stronger gravitational pull toward the planet or body. Are your customers gravitating toward you or the competition? Who is likely to attract more opportunities, you or the competition? To keep your prospects within your orbit and not the competitor’s, increase your mass by expanding your offerings with your existing customers.

Sales organizations obsess over growth. Growth is a two-part process: acquiring new customers and growing existing customers. Why do some sellers prioritize new-account revenue over existing-customer ...