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.

Makes sense.

But just because your client bought once doesn’t mean you’ll skate through the renewal process.

In many instances, you’ll need to prove yourself all over again. And you’ll need to be even more strategic and smart about how you prove your value.

When your customer is ready to make another decision, they’ll know much more about how your company services them and how your performance meets their objectives.

This means your questions and probing must go deeper to learn more about what they think about your value. Don’t forget, the competition is now banging down their door harder than before too.