A short YouTube segment by Bill Gallagher recounting an anecdote in which sales leadership expected 2024 to be slow and planned to chase new logos, but voice-of-customer interviews revealed that ~30% of existing customers planned to buy another machine in 2024. The speaker notes this finding was absent from the company's strategic plan and uses it to emphasize the importance of calling existing accounts.
30%
They were getting ready to go into 2024. I says, look, I want to talk to your customers. Well, we know our customers. Really? Who knows your customers? Our salespeople. Our salespeople are supposed to know our customers. As I want to talk to your customers. What are your salespeople telling you? Oh, 2024 is going to be a tough year. 2024 is going to be so slow. I'm like, okay, well, let's just talk to your customers. Yeah. Their plan before I did the voice of customer research was we were going to chase new logos. Right. We were going to go out and try to find new business. Yeah. After the research, 30% of their current customers plan to buy another machine in 2024. I helped them with their strategic plan, and nowhere on their plan did they have calling our existing accounts and.
