According to the book Marketing Metrics, you have a 60 to 70% chance of selling to an existing customer and a 5% to 20% probability of selling to a new prospect.
However, just because your client bought once doesn’t mean you’ll skate through the renewal process. Often, you’ll need to work harder to secure a second contract.
Your renewal strategy should include the following:
1. Examine the data on how your client used your product or service,
2. Talk to your account managers to learn what they learned from interacting with the client,
3. Dust off your probing and qualifying skills…
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