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Also known as: land & expand, wedge and expand

Land and Expand

ConceptualSalesStrategies

Definition

Land and Expand: Land and expand is a sales strategy where you first win a small deal or single team, then grow the relationship over time into larger deployments and additional departments. The initial 'land' creates a foothold and proves value; the 'expand' grows the account as success spreads. This approach reduces initial friction and builds internal champions.

Example Usage

“We landed in one marketing team for $20K, expanded to 5 departments over 2 years, now worth $250K annually.”

Common Misconceptions

Small lands aren't worth it. Today's small deal can become tomorrow's largest customer.
Expansion happens automatically. Active account management and champion development drive growth.
Land with discounts to expand later. Land at fair value to set appropriate price expectations.

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