recent report by the Chief Marketing Officer (CMO) Council found that 76% of senior marketing executives are not realizing the full revenue potential of their existing customers. Only 46.5% report that they have a good handle on the overall lifetime value of their customers.

For companies that have the potential to sell upgrades or additional products, it is important to keep your current customers in mind as one of your best potential audiences. Since you already have a relationship with the client, they are more likely to trust your advice and judgment than when you are starting off with a new prospect.

In addition to following up with by phone with your clients, you can use automated programs to continue to keep in touch with clients, even after you make the deal. Sending updates, newsletters or product announcements can be a good way to leverage your relationships and uncover new opportunities within existing accounts.

Laura Horton

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