In an economic downturn we naturally tend to focus more on existing customers.
This reasoning behind the action is quite logical: companies will buy less and it will be more difficult to establish relationships with new customers, so it's more effective to the existing ones to achieve our goals.
After all, a relationship already exists and the sale will be safer and less difficult.
Fortunately or not, this doesn't work in real life.
Selling to existing customers requires the same effort, commitment and respect (in some cases even more) as selling to new customers.
I had the opportunity to discuss the topic with Brent Adamson, researcher, speaker and author of 2 best-selling books that changed the world of sales: 'The Challenger Sale' and 'The Challender Customer'.
