If you have a good relationship with a customer in one area there’s always the potential to win more business from them. But they will often have other suppliers who are competing for that same wallet. They are probably all saying “how can we increase our wallet share” just like you are.
From your perspective, the customer is your customer. But from your competitor’s perspective the customer is their customer. And from the customer’s perspective, you’re probably just one of several suppliers.
From the perspective of a department or person who currently doesn’t use your products or services, but potentially could, you aren’t the incumbent – whoever they currently deal with is the incumbent.
You can use your status as an existing supplier to schedule a meeting but you still need to educate and build trusted relationships with people in other departments that aren’t currently using your products or services.
We help our Clients to increase their footprint in their customers and win a greater wallet share by building trusted relationships with people who you aren’t currently working with.