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How do you manage, maintain and engage *individuals* within your account?
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The second sale is the one in which we convince users to attend trainings, share information and ultimately USE our product.
When it comes to misusing terminology, I’m among the world’s worst. But words matter, especially customers vs. users.
While we spend a lot of time talking about “customer onboarding” in SaaS, we often lose sight of the fact that we actually need to win over users and on board people successfully.
You see, the close of a sale – the commercial contract – is just the beginning of a two-sale process. The second sale begins immediately after the commercial win and is a key factor in determining whether we’ll retain a customer for one contract term or many.
The second sale is the one in which we convince users to attend trainings, share information and ultimately USE our product.
The more engaged your users, the better the recurring usage. The better the recurring usage, the better chance we have of surviving champion turnover, a customer selling the business, or other circumstances that carry high probability of churn.
So I’m curious…
How is your Customer Success team aligned against the goal of driving user adoption of your product?
I've spent my career working in technology companies to build customer-centric teams, processes and technology platforms. In 2017, I founded Customer Imperative, a consulting firm that helps fast-growing B2B SaaS companies improve renewals, increase expansion sales and scale customer engagement. See full bio ›
