How to close more deals by leveraging your existing customer base

by in Marketing, Sales


As a rep, you have a powerful weapon at your disposal which you’ve probably taken for granted, forgotten about, and left to gather dust: your existing customer base.

The ability to leverage your existing customer base should be core to your arsenal: You can better engage with new prospects and funnel them through the sales process more quickly. Remember to arm yourself with targeted intelligence when you prepare to make phone calls and attend meetings.

Don’t take it for granted—your existing customer base can be the key to advancing both marketing and sales activities.

Strategies for marketing

Mention marquee customers on your website

Include logos, testimonials, and case studies on your website. This enhances your credibility to people who may be hesitant to try your product. It’s also a great starting point for your sales team advance their sales conversations.

Here are a few examples (from left to right: Toutapp, Optimizely, and Box).


Email your success stories

Leveraging your existing customer base can help a marketing team prepare for battle. Marketing can share content such as case studies and customer launch stories via email to prospects. There are many ways to do this; I’ve seen entire emails focused on one customer and others that have included multiple customers.

This content can help warm up prospects and advance deals in an informative way. When deploying marketing emails, be sure to track engagement and tie this to your CRM via your marketing automation system or direct integrations.

Strategies for sales

Personalize your email outreach

If you are an SDR in charge of prospecting, an email will likely be your go-to source for grabbing your prospects’ attention and convincing them to take a meeting.

When crafting cold email, you should include enough relevance and context in your messaging that the prospect responds positively and you are able to move to the next step in your appointment setting process.

I’ve included a few examples below of email scripts that show how I would leverage my existing customer base. Take a moment to understand the psychology behind each sentence. Don’t blast every prospective client with one generic message—when you include extremely relevant information, you’ll see an increase in response rate. A great script provides context and value to prospects while prompting them to answer a question or perform a clear call-to-action.

Example #1

Subject line: Bill: FamiliMed & Greenhouse

Hi, Bill — Good day.

Great to see you’ve invested in Greenhouse for your HR team.  

At Node, we work with similar companies who also leverage Greenhouse in the health care and are based in Seattle, including  MetHealth, FamiliMed, and MedicalOne.

Would you be open to having a quick 15-minute chat on Thursday afternoon at 3pm? If you prefer an alternate time, please feel free to find a time that works for you here.



Example #2

Subject line: Congrats Sally!

Hi, Sally — Congrats on joining Widget Inc as new VP of sales!

A recent study by Xactly showed that on average only 68% of reps achieve their quota.    

At Node, we work with several Seattle-based healthcare companies such as MetHealth and MedicalOne, driving their teams to exceed quota for two consecutive quarters.

MetHealth and MedicalOne have also invested in ToutApp, DocuSign, and Salesforce.  Are you open to learning how Node could close the quota-gap? How does your calendar look for Wednesday at 9am? If you prefer an alternative time, please feel free to find a time that works for you here.



Painless phone conversations

Although we live in a digital world, phone calls are still very powerful way to get heard through the noise of automated email systems. It’s harder for prospects to ignore a phone call than an email, and therefore it’s more difficult to blow you off.  Side tip: I’ve learned to speak low and slow when making cold calls via phone.

It’s important to be clear in your communication and remember that your prospect might be uptight about your phone call, which can result in you having to repeat yourself. Most importantly, do not allow negative interactions to disrupt your conversation flow.

Below is my go-to phone script, in which I leverage my existing customer base.

Example #1

You: Bill—it’s Jorge from Node. We work with several Seattle-based healthcare companies such as MetHealth and MedicalOne, driving their teams to exceed quota for two consecutive quarters.

Would you be the right person to connect with regarding evaluating new sales tools for Salesforce?

Bill: Yes, that’s me. I’m swamped right now and don’t have time for this.

You: I totally understand. It’ll only take 20 mins. How about we sync in a few days—let’s say of Feb 18th at 10am?

Bill: Fine, that works.

You: Great, I’ll send you a calendar invite. Is there anyone else I should add to the call?

ProspectYeah, Sally Davis on my team.

You:  Great, will do! Have a great day!

Ultra-targeted in-person conversations

In-person presentations are by far the most effective method of persuading the prospect and advancing the deal. They are generally conducted by the AE or closing sales rep and can include multiple stakeholders from the target account.

Below are a few statements of how to integrate existing customer references in your presentations.

Example #1

“Thank you for meeting with us today. As you might know, many of my healthcare clients like MetHealth and MedicalOne are based in the Seattle area and have seen tremendous quarter-over-quarter increases using Node.”

Example #2

“One of my clients, MetHealth, has an organization that is very similar yours. They also use Greenhouse,, Yesware, and Marketo—and have exceeded their quota in record time after signing up for Node. Are you open to learning how Node could close the quota-gap?”

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About The Author

Falon Fatemi
Falon Fatemi - View more articles

Falon Fatemi is founder and CEO of Node, a stealth startup of ex-Googlers backed by NEA, Mark Cuban, Avalon Ventures, Canaan Partners, and more. Falon has spent the past five years as a business development executive doing strategy consulting for startups and VCs and advising a variety of companies on everything from infrastructure to drones. Previously, Falon spent six years at Google, starting at age 19. As one of the youngest employees in the company, Falon worked on sales strategy and operations focusing on global expansion,, and business development for YouTube.