Acquiring customers is expensive. Keeping them is where margins improve. What would happen if none of your customers left? Build feedback loops, long-term relationships, retention programmes that reduce churn, and upsell frameworks that grow account value without being pushy.
Most B2B teams obsess over acquisition and ignore the goldmine in front of them: existing clients. The easiest growth is the one you’ve already earned.
In this guide, I’ll show you how to keep clients longer and make them worth more over time. You’ll learn how to design retention loops, create natural upsell moments, and track client health before it’s too late.
When you build customer value into your growth model, every client becomes an asset that compounds.
Strategy and systems before execution. Framework and infrastructure that everything else depends on.
Core deliverables targeting specific metrics. Each playbook improves one performance indicator systematically.
Retain customers longer by identifying at-risk accounts early, addressing concerns proactively, and continuously demonstrating value that prevents churn before it happens.
Expand account value through systematic identification of upsell opportunities, properly timed offers, and clear presentations of additional value customers actually want.
Increase prices without losing customers by communicating value clearly, segmenting appropriately, and timing increases to minimise churn whilst improving margins.
Ongoing improvement systems. Experimentation and automation that compound results over time.
Run tests across all growth engines using proper hypothesis formation, test design, and statistical significance. Build learning loops that compound improvements over time.
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Identify repetitive tasks draining time and build workflows that run without you. Use HubSpot and Zapier to automate lead routing, follow-ups, notifications, and data entry.
Live documentation of running these frameworks for Solid Growth. What works, what doesn't, what I'm learning.
Freshchat provides live chat, chatbots, and customer messaging across web, mobile, and social channels for support and sales teams.
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Gorgias centralises customer support for e-commerce with Shopify integration, macros for common questions, and revenue-tracking analytics.
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Customer support with ticketing and automation solid for teams needing organised support without enterprise complexity.
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The average number of invoices issued per customer contract, reflecting contract length and billing frequency.
Mike Michalowicz
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A simple system for selective growth. Identify winners, cut distractors and nurture the right segments.
Alex Hormozi
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A practical guide to shaping offers that convert. Translate ideas into pricing, guarantees and copy you can test this quarter with real customers.
David H. Maister
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A classic on leading expert teams. Balance sales, delivery and culture with numbers that keep the firm strong.
Design presentation slides that guide discovery and demo conversations whilst reinforcing key messages visually so prospects retain information after meetings end.
Calculate the total revenue a customer relationship generates over its entire duration to guide acquisition spending and retention priorities.
Calculate what percentage of customers renew subscriptions to measure product-market fit and customer success effectiveness at delivering ongoing value.
Arm sales reps with competitive intelligence on one-page sheets covering competitor strengths, weaknesses, and effective counter-positioning for common objections.
The average number of invoices issued per customer contract, reflecting contract length and billing frequency.
Provide formal pricing for requested solutions to move qualified prospects toward purchase decisions with clear costs and terms they can review and approve.
Create single-page summaries of solutions or case studies that busy decision-makers can quickly scan to understand value without reading long documents.
Proactively help customers achieve desired outcomes to drive retention and expansion by ensuring they extract maximum value from your solution.
Measure customer loyalty by asking how likely they'd recommend you to gauge satisfaction and identify promoters who drive referrals versus detractors risking churn.
Determine how to charge for products and communicate value to maximise willingness to pay whilst remaining competitive and supporting desired positioning.
Track how customers interact with your product to identify power users, detect at-risk accounts, and guide feature development toward actually valuable capabilities.
Survey customers about satisfaction with specific interactions or products to catch problems early and identify what drives positive experiences worth replicating.
Collect specific customer quotes about results achieved to provide social proof that overcomes scepticism more effectively than marketing claims buyers discount.
Follow structured selling frameworks that provide consistent processes for qualifying, demonstrating value, and advancing opportunities through each pipeline stage.
Combine usage, engagement, and satisfaction signals into one metric that predicts churn risk so customer success teams prioritise accounts needing intervention.
