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Sales Warrior Lesson 15: New Accounts

The point here is economic and important. In general, it costs less to defend and build up existing positions than it does to expand into new areas. In terms of sales, it costs less to sell to existing accounts and markets, building on existing relationships, than it does to sell to new accounts, especially in new markets.

However, every existing account or market reaches a point of diminishing returns. Putting more time and effort into those current accounts and markets will not get you anything more in sales. At this point, you must find a way to expand your position and move into new areas.
 

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