The Expansion Sale: Four Must-Win Conversations to Keep and Grow Your Customers

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Acquisition Does Not Equal Expansion

Sometimes we joke that people get into marketing, sales, or customer success to avoid science and math. Yet it turns out you need a lot of science (and, sadly, quite a bit of math) to truly understand how to influence people’s buying decisions.

There’s even an entire area of study devoted to the topic. It’s called “Decision Science,” and it explores the invisible forces that shape how human beings frame value and make choices. If you’ve read our previous books, Conversations That Win the Complex Sale ...