In this section, you’ll learn the brain science behind developing effective communications for the four must-win commercial moments in customer expansion: getting your customers to renew with you (Why Stay); asking them to accept a price increase and stick with you (Why Pay More); convincing them to upgrade or buy more from you (Why Evolve); and getting them to accept your apology for a service problem (Why Forgive).

Whether you’re a marketer, a seller, or a customer success professional, these must-win customer conversations all too often happen by accident rather than on purpose. But if you follow the frameworks in the following chapters, you will be able to build messages that have been tested and proven to increase your chances of keeping and growing your existing customers.