Most sales teams are laser-focused on landing new accounts. And why not? Their commission structure tells them to.
When compensation plans prioritize new business over account expansion, sales reps chase fresh logos while ignoring the goldmine sitting inside existing accounts.
This happens often in manufacturing and distribution. A sales rep works hard to secure a new account. Once the deal is closed, they move on. No follow-ups about additional product lines. No discussions about evolving needs. No effort to deepen the relationship.
The result is simple: high-margin revenue opportunities are left on the table.
The Irony of Easy Revenue
The irony is that selling to existing customers is easier and more profitable than chasing new business. These customers already trust you. They already know your products and services. And they likely have unmet needs that could be addressed with minimal effort.
Yet if your compensation model does not incentivize this type of expansion, it rarely happens.
Why Compensation Models Matter
Compensation structures shape behavior. If incentives reward only new business, reps will prioritize hunting over farming. But this approach limits growth and leaves account expansion opportunities untapped.
A more balanced commission structure should:
- Reward new customer acquisition
- Incentivize expansion within existing accounts
- Recognize margin growth, not just revenue volume
- Align sales behavior with long-term customer value
When incentives align with the bigger picture, sales teams focus not only on landing accounts but also on growing them.
How CRM Helps Capture Expansion Revenue
Even with the right incentives, sales teams need tools to identify and act on expansion opportunities. That is where a modern CRM system like SalesNOW plays a critical role.
Complete Customer Visibility
SalesNOW organizes every detail of an account in one sales database. Reps can see past purchases, track open opportunities, and log customer interactions. This makes it easier to identify where additional revenue opportunities exist.
Sales Activity Tracking
With tools for sales lead tracking, sales call logs, and log meetings, SalesNOW ensures that customer touchpoints are captured consistently. This prevents missed follow-ups and highlights accounts that need attention.
Workflow Automation
SalesNOW’s CRM workflow automation reminds reps to schedule reviews, check in with customers, and explore upsell or cross-sell opportunities. Automated alerts keep expansion opportunities front and center.
Mobile CRM Access
Whether using iPad CRM, CRM for iPad, or Android CRM, sales reps can update account information in real time. This ensures no opportunity is lost simply because the team is on the move.
Turning Relationships Into Revenue
When sales incentives balance hunting and farming, and when tools like SalesNOW provide visibility into customer needs, companies unlock a more predictable growth engine. Benefits include:
- Higher margins through cross-selling and upselling
- Stronger customer relationships and loyalty
- Reduced churn through consistent engagement
- More predictable revenue streams across the sales pipeline
The real win is not just more revenue. It is building trust and retention that sustain long-term profitability.
Conclusion
If your sales team is constantly chasing new business while ignoring easy expansion opportunities, it is not always a sales problem. More often, it is a compensation problem—combined with a lack of visibility into existing accounts.
SalesNOW helps solve both challenges. By providing the best CRM software for tracking opportunities, automating follow-ups, and giving leadership real-time insights, SalesNOW empowers teams to expand accounts as effectively as they win new ones.
Is your business leaving easy revenue on the table? Connect with the SalesNOW team today to learn how our CRM management software can help align incentives, strengthen relationships, and drive growth from the customers you already have.