What is Expand Selling?

Posted by Steve Frost on 4/12/18 5:00 AM

TSIA Expand Selling research provides clear guidance on how to utilize Services and Customer Success teams in the Sales process for cost-effective revenue growth from existing customers. The name “expand selling” is derived from the third stage in TSIA’s Land, Adopt, Expand, Renew (“LAER”) customer engagement model. It is rooted in TSIA’s belief that selling can be the natural, helpful outcome of a Services conversation, as long as it is taken within the mindset of helping the customer solve their problem, achieve their goals, and drive value from their technology investment.

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Topics: services, sales, expand selling, LAER, collaboration, cross-sell, upsell, trusted advisor, touchpoint calculus

4 Phases of Becoming LAER Efficient, Summarized

Posted by Thomas Lah on 4/10/18 5:00 AM

TSIA’s LAER model is a framework that breaks the supplier’s perspective of the traditional customer engagement journey into four distinct phases: Land, Adopt, Expand, and Renew. As more companies begin to make the pivot to managing annual recurring revenue streams, there’s an industry-wide increase in the creation of LAER initiatives in order to follow a customer engagement plan that works with a subscription-based business model. I recently wrote an upcoming paper for TSIA members called, “4 Phases of Becoming LAER Efficient” that aims to help them assess where they are in efforts to creating a customer engagement model that cost-effectively works with customers in each of the four phases of LAER. Here’s a quick look at those four phases that can help you start thinking about where your company is in this process and where you need to be.

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Topics: renewal, customer adoption, expand selling, LAER, TSIA Research, contract renewal

Learn How to Get Services Involved in the Sales Process in This Virtual Summit

Posted by Nicole Dornsife on 3/6/18 5:00 AM

Mark your calendar for Thursday, March 29, for a free virtual summit all about how to cost-effectively grow your revenue by getting your Services teams more involved in the sales process. During this 3-hour event, you’ll learn from industry experts about when, where, and how Services teams should (and should not) be involved in revenue generation.

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Topics: services, sales, expand selling, summit, webinars

Sales, Services, and a New Year’s Resolution That Sticks

Posted by Steve Frost on 1/2/18 5:00 AM

In my role as head of TSIA’s Expand Selling line of research, I’ve talked to dozens of companies who have tried to more tightly integrate their Services and Sales efforts. In some cases, they have attempted to utilize their Support or Customer Success teams to capture low-cost leads. In other cases, they’ve tried to involve their Professional Services or Managed Services delivery teams in the pre-sales process in order to more effectively sell services or increase margins. Most of the time, even with the best intentions and sometimes with substantial financial investments, these plans just don’t take root and flourish. They fizzle out after a few months.

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Topics: sales, expand selling, Blending Service and Sales Motions

What Sales and Services Can Learn from Your Local Mall Santa

Posted by Steve Frost on 12/12/17 5:00 AM

This past weekend, I found myself at the mall doing some unexpected Holiday shopping. It was relatively uncrowded, which serves as a testament to the impact that e-tailers have had on the retail landscape. But, while there wasn’t much of a line at Banana Republic or Wetzel’s Pretzels, there was still a 45-minute wait to talk to Santa. I’m sure some of those families were just looking for the photo op, but the majority of the people were there to give their kids access to the one person who just might bring them what they want, and from whom they don’t have to pretend that they want something practical.

Last December, I talked about the lessons your B2B tech company can learn from e-tailers on how to “grow the shopping cart,” so this year, let’s take a look at what your Sales and Services teams can learn from your local mall Santa.

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Topics: services, sales, data analytics, expand selling, cross-sell, upsell, relationship equity

Changing Engagement Models

Posted by Thomas Lah on 11/28/17 5:00 AM

In the first article of this series, I made the statement, “Selling technology is becoming a low-growth, low-margin endeavor,” and presented data to back up this sobering statement. In addition, we reviewed the fact that born-in-the-cloud computing companies are enjoying double-digit revenue growth, but they are struggling to be profitable.

So, how do technology companies get back on the track of profitable growth? TSIA’s prescription:

“Embrace as-a-service offers (this is where the revenue is going) that are anchored on business outcomes (not feature functionality, which is commoditizing) and supported by a customer engagement model that cost-effectively drives the adoption, expansion, and renewal of your offers (this is where most tech companies are failing).”

In this final article in my three-part series, we will explore how customer engagement models will need to evolve to better support subscription business models.

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Topics: XaaS (x-as-a-service), cloud, customer adoption, customer outcomes, expand selling, LAER, PIMO, cloud computing, Technology and the Subscription Economy

How to Free Up Time for Your Sales Team to Be Heroic

Posted by Steve Frost on 11/9/17 5:00 AM

TSIA’s CEO, J.B. Wood, has often stated that “Growing Annual Recurring Revenue is a process, not a heroic act,” and we at TSIA believe this to our core. We have seen that the process, rather than any one individual or team, “owns” the customer. But when it comes to big deals, especially with new customers or new groups within your customers, your company’s top salespeople are still the only ones for the job. Only they can accomplish the tough tasks of gaining stakeholder alignment, negotiating price and contractual terms, and casting strategic visions. No one else at your company can do what your best salespeople can do. Unfortunately at most companies, that’s not what your salespeople are doing. 
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Topics: sales, expand selling, cross-sell, upsell

Designing A Free-to-Fee Offer Strategy for Education Services

Posted by Maria Manning-Chapman on 11/7/17 5:00 AM

Getting your foot in the door of a prospective education services (ES) customer is often as simple as offering a free sample of the value you can bring to their organization. But, free offers shouldn’t just be given away without a strategy. While a free strategy is most commonly employed with new customers, free offers can be sprinkled throughout the customer lifecycle. In this post, I’m going to share some best practices to keep in mind when developing your free-to-fee strategy. 

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Topics: education services, training, expand selling, free offers

LAER Explained: A New Customer Engagement Model for a New Business Era

Posted by Thomas Lah on 10/17/17 9:14 AM

The act of selling technology has undergone a radical change. Purchases are no longer the large up-front investments they once were, but are instead made up of lower cost subscriptions and value-add services. As a result, the features and function of the technology are now less important when compared to the business outcome achieved by using the technology. In this new era of technology-as-a-service (XaaS), the ability to successfully deliver customer outcomes, keep customers on your platform, and get them to spend more money over time will be what determines your company’s profitability and success. 

In order to thrive in this changing marketplace, TSIA believes that today’s technology providers need to shift their focus from selling more assets to growing customers successfully. To aid in this transition, TSIA has developed the supplier view of a customer engagement model called LAER (pronounced “layer”). While we have discussed this in blogs, TSW conferences, and the new Technology-as-a-Service Playbook, here are the basics of LAER explained and its impact to the customer-supplier relationship.

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Topics: XaaS (x-as-a-service), customer-supplier relationship, customer adoption, customer outcomes, expand selling, LAER, customer engagement, Technology-as-a-Service Playbook

Learn TSIA Insights at These Upcoming Industry Events

Posted by Tom Anderson on 9/6/17 5:00 AM

Whenever a new trend emerges in the world of technology and services, TSIA is already active in developing new research, frameworks, and expertise around what that trend can mean for your business and the future of our industry. To share their latest findings in the areas of support services, expand selling, sales, marketing, improving customer journey, and creating profitable subscription offers, TSIA executives will be presenting at several upcoming conferences and speaking engagements, including: TSIA International Support Services Summit, Marketing Loves Sales, Technology Services World, and ProductNEXT. 

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Topics: XaaS (x-as-a-service), support services, sales, expand selling, summit, marketing, products, product leader

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