How to Sell More: Tools and Techniques from Harvard Business Review

To Sell More, Focus on Existing Customers

By Rick Reynolds

Rick Reynolds is a cofounding partner and CEO of AskForensics, a sales consultancy focusing on customer retention and growth.

Strengthening your relationship with your existing customer base is one of the best ways to increase sales. Your company’s account management and operating teams play critical roles in making this happen. If they’re not performing at their peak, the door opens for competitors to step in.

Seeking new sales without strong account management and operating teams is like pouring water into a bucket with a hole in it. Identifying and fixing the holes—the gaps in customer satisfaction—can help your company retain existing accounts and increase new sales. ...