The Customer Deciding Journey, part two: Expand. Acquisition vs. Expansion are complete opposite messaging, and we must treat them as it.
Tim Riesterer, author of The Sales Expansion, and Chief Strategy Officer of Corporate Visions is back! We dive into part two of our two-part series, the Expanding portion of the Customer Deciding Journey. The expanding portion's methodology is: "Keep them happy from the beginning to end." Tim walks us through his new book and why acquisition is not the only lifeblood of organizations. We learn if you give an existing customer the same messaging you would give to prospective customers; you can have them questioning if they should stay. Reinforce and remind them of the impact you have made by showcasing the value and demonstrating their ROI.
Tim Riesterer is responsible for leading the strategic direction of Corporate Visions in thought leadership, positioning, and product development. He also leads the company’s consulting team globally, including staff and certified contractors. Tim has more than 20 years of experience in Marketing and Sales. Before joining Corporate Visions, Tim co-founded Customer Message Management, LLC (CMM Group), where he was CEO until Corporate Visions acquired it in 2008. Before CMM Group, Tim was CMO and VP of Strategic Services for Ventaso. Additionally, Tim was President and CEO of Brady Marketing Group and has worked in marketing, communication, and sales support for world-class technology manufacturers such as Rockwell Automation and GE Medical Systems.
Tim is co-author of Customer Message Management: Increasing Marketing’s Impact on Selling (Thomson/AMA), Conversations that Win the Complex Sale: Using Power Messaging to Create More Opportunities, Differentiate Your Solution, and Close More Deals (McGraw Hill), and The Three Value Conversations: How to Create, Elevate, and Capture Customer Value at Every Stage of the Long-Lead Sale (McGraw Hill) and has a degree in Mass Communications and Journalism from the University of Wisconsin-Milwaukee.