Table of Contents

Research Note

Foreword
Nick Mehta, Chief Executive Officer, Gainsight

Acknowledgments

Introduction

PART I
DEVELOPING THE EXPANSION MESSAGE

1 Acquisition Does Not Equal Expansion

2 Expansion Messaging—Mission Critical,
but Missing in Action

3 Why Stay and the Psychology Behind Renewals

4 Cracking the Code on the
Price Increase Conversation

5 Why Pay More—A Framework for Improving
Your Price Increase Conversations

6 Messaging for the Upsell—The Why Evolve
Conversation

7 The Winning Why Evolve Message Framework

8 “Sorry” Shouldn’t Be the Hardest Word—
Apology Science and the Expansion Sale

9 The Winning Why Forgive Message Framework

PART II
DELIVERING THE EXPANSION MESSAGE

10 The Right Message at the Right Time—Mastering
Situational Fluency

11 Delivering the Message—Essential Skills
for the Expansion Seller

12 Navigating the Conversation—Advanced Skills
for the Expansion Seller

13 Expansion Messaging as a Commercial Strategy

14 Parting Thoughts

Appendix: Real-World Examples

Index

About the Authors

About the Author

Erik Peterson is CEO of Corporate Visions, a $70 million customer conversation consulting and training company. He has delivered consulting engagements, keynotes, and messaging skills workshops to more than 10,000 marketing and sales executives in over 13 countries, and his teams have executed this work in 56 countries around the world.

Tim Riesterer, Chief Strategy Officer of Corporate Visions conducts original, exclusive research in the area of decision-making science and its use in B2B marketing, sales and customer success. He partners with leading academic researchers in the area of behavioral science, persuasion and negotiations to test and develop the concepts that are then proven with clients in real-world application.