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Section 14 · Business Dev
Business Development: upsells, cross-sells, retention, expansion
The cheapest customer is the one you already have. Expand revenue without new logos.
Agency
Consulting
Sales
Why it works
Acquiring a new client costs 5-7x retaining one. Expansion revenue is pure margin.
Connects to
Agency
Consulting
Sales
When to use it
Every client review — quarterly minimum.
When NOT to use it
Don't upsell before the current scope delivers results. Earn the right.
How to use it
- Quarterly business review with every client — show wins, identify gaps.
- Map every client to: services they use vs services you offer (gap = upsell).
- Build a referral incentive: 10% credit or one free month for each referral.
- Annual renewal with a price increase of 5-10% baked in.
- Document a 'land and expand' playbook for the team.
Examples
Upsell
Client buys SEO → add Content Production (3x revenue per client).
Cross-sell
Client buys Ads → add Landing Page CRO (margin booster).