Acquire more customers

Turn Stalled Deals into Signed New Business

If your B2B customer acquisition strategy isn’t converting, buyers see too much risk in change. Build urgency, differentiation, and a business case that stands up to scrutiny.
+20%
Increase in Win Rates
+25%
New Opportunities Created
+10%
Increase in Deal Size
-15%
Decrease in Time to Close

What Your Team Needs To Win New Customers

To turn more prospects into customers, your team has to change how buyers see their problem, your solution, and the risk of moving forward.
Make the Case for Change
Show buyers what “do nothing” really costs. Surface unseen risks, quantify impact, and connect the problem to their strategic priorities.
Differentiate Your Solution
In crowded categories, similarity stalls deals. Lead with sharp contrasts: what only you solve, how you’re different, and why alternatives fall short.
Justify the Decision
Deals die when scrutiny starts. Give champions simple value math, credible proof, and talk tracks they can use with finance, IT, and executives.
Build Consensus and Urgency
Consensus is where deals stall and discounts become the shortcut. Navigate competing priorities, reduce perceived risk, and protect your profit margin.
WHAT IT LOOKS LIKE

Your Evidence-Backed Path to Customer Acquisition

Diagnose Skill Gaps

Identify where acquisition conversations fail and what to coach next. Benchmark skill gaps by individual, role, or cohort and get a targeted plan to improve performance

Fix Your Story

Equip your sellers with powerful messaging based on research—not opinion—so they lead with stories buyers recognize as urgent, credible, and different.

Train Your Sellers

Give your sellers the science-backed skills to challenge assumptions, create urgency, and differentiate your approach in the moments that make or break your deals.

Prove What’s Working

Use win-loss, competitive intelligence, and direct buyer feedback to pinpoint what’s helping or hurting new business acquisition across your team.
“For the first time…we had something that all levels of the organization could share together and believe in.”
Kelly Lewis, VP, Revenue Enablement, Highspot
FAQs

Frequently Asked Questions About Acquiring More Customers

Why aren’t our acquisition efforts translating into more wins?

Because activity doesn’t equal decisions. When a B2B customer acquisition strategy stalls, buyers usually can’t justify the risk of change—so deals drift into no decision. Look for signals like late-stage “interest” without next steps, champions who go quiet, or discounts used to force momentum. The fix starts by identifying which buyer decision is breaking down and coaching to that moment.

Your messaging is helping when buyers can repeat your problem in their words, explain why you’re different, and take your story into internal conversations. If they can’t, it’s hurting conversion. Use win-loss and buyer feedback to test whether your B2B customer acquisition strategy is creating urgency and contrast or sounding like everyone else.

Based on data from over 150,000 B2B deals, we’ve identified the sales competencies that are most predictive of whether you win, lose, or get stuck in no decision. We call them the Great 8 for Acquisition. It’s a set of observable competencies tied to the buyer experiences that matter most in new-business deals, from building a buying vision to proving value and closing strong. Learn more about our Great 8 sales competency framework.

Alignment usually breaks when marketing and sales are telling different versions of your story. Your buyers are doing their own research and vetting vendors before talking to sales. You need a clear, consistent, and differentiated story that helps your buyers build confidence that you’re the best choice to meet their goals.

Get Clear on What’s Stalling New Business
Identify the decision friction slowing down conversion—and equip your team to win more customer acquisition conversations.