CHAPTER 1
Why The Need To Land And EXPAND
“Instead of focusing on the competition, focus on the customer.”1 —Scott Cook, CEO, Intuit
Land and Expand has been a best practice for a long time. Given recent events, it is now more vital for your company’s success than ever before.
In the first two decades of the twenty-first century, we have experienced several significant events that upended customers’ buying patterns and impacted the economy in unprecedented ways. Consider September 11, 2001, when airlines were grounded, the New York Stock Exchange was frozen, and customer confidence was badly shaken. Recall the Financial Crisis of 2008, leaving mortgage holders upside-down, commercial credit hard to obtain, and the stock market taking an extended nosedive. These difficult events caused many buyers to put orders on hold or take longer to make purchasing decisions.
Another significant event was the pandemic of 2020. Customers’ buying patterns were impacted in ways that had never been seen before. Schools were closed, travel was canceled, and people hunkered down. Large companies sent employees to work from home or went into hibernation. Small businesses were temporarily closed or scaled back their products and services. Businesses, large and small, teetered on the edge of extinction. Millions of workers were laid off or furloughed. Confidence cratered, people stayed home, and the old axiom, “business as usual,” lost its meaning.
So, what happened? Many companies survived, some did not. A primary factor that ensured survival were loyal customers who continued to purchase from companies during this unprecedented time. Think of the many small businesses, such as restaurants, that were kept afloat by their loyal customer base.
In every significant event, those companies who not only survived but thrived were those who treasured their customers and served them well. Well-served customers reciprocate with loyalty.
During the past, current, or future significant events, your customers are what make the difference in your success.
Existing customers and loyal customers are the foundation of a successful business. You need to have loyal customers to have a solid base to build
