Times are changing. The old sales idea of courting and closing a customer in a single effort and considering their value “bagged” from a one-off transaction is as antiquated as dial-up modems.
After all, the digitization of business has empowered customers to seek long-term gains from short-term investments. Customers in the B2B and SaaS markets are inclined toward subscription options where they pay on a monthly or annual basis for a service they can discontinue at any time. This shift means there is far more value to be generated after the sale through repeated renewals, as well as possible upsells and cross-sells.