# How to Create Expansion Revenue Playbooks for Existing Customers
For many Brisbane small businesses, the focus is often on finding the next new lead. However, the most profitable revenue doesn't come from strangers—it comes from the people who already trust you. Expansion revenue (upselling, cross-selling, and add-ons) allows you to grow your bottom line without the high cost of customer acquisition.
In this guide, we will walk through how to build a repeatable "Playbook" that your team can use to consistently identify and close expansion opportunities.
Prerequisites
Before you start, ensure you have the following:- A basic CRM (like HubSpot, Pipedrive, or even a well-kept spreadsheet).
- A list of your current products/services and their pricing.
- Access to customer usage data (how often they buy or use your service).
- A clear understanding of your ideal customer profile (ICP).
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Step 1: Segment Your Existing Customer Base
You cannot send the same offer to everyone. Start by categorising your customers based on their current spend and their potential for growth. What you should see: Open your CRM or spreadsheet. Create a view that shows "Total Lifetime Value" (LTV) alongside "Last Purchase Date". Identify those who are using your basic package but have the business size to support your premium offering.Step 2: Identify "Expansion Triggers"
An expansion playbook shouldn't be executed at random. You need triggers—specific events that signal a customer is ready for more.Common Australian business triggers include:
- The Anniversary: 12 months since they signed on.
- Capacity Limits: They’ve reached the limit of their current plan (e.g., storage, users, or volume of goods).
- New Financial Year (July 1st): When many Aussie businesses reset their budgets.
- Regulatory Changes: New ATO requirements or industry-specific laws that require your premium services.
Step 3: Map Your "Upsell" and "Cross-sell" Paths
Define exactly where a customer goes next.- Upsell: Moving from a 'Basic' lawn maintenance package to a 'Premium' monthly grooming package.
- Cross-sell: A customer who buys coffee beans from your roastery also buying barista training or equipment maintenance.
Create a simple table: If they have Product A, they should be offered Product B.
Step 4: Audit Customer Health Scores
Never try to expand a customer who is unhappy. Before running a playbook, check their "Health Score." Have they complained recently? Are they paying their invoices on time? Pro Tip: If an account has an outstanding debt or a pending support ticket, pause the expansion playbook for that customer until the issue is resolved.Step 5: Draft the "Value-First" Outreach Script
Your outreach should never feel like a "sales pitch." It should feel like a recommendation.- Bad: "Do you want to buy more from us?"
- Good: "We noticed your business has grown by 20% this year. To ensure your deliveries stay on schedule, most businesses at your scale move to our Priority Logistics tier. Would you like to see how that would look for your next quarter?"
Step 6: Create the Internal Process Map
Who does what? A playbook needs clear roles.- The Monitor: Who identifies the trigger? (e.g., The Account Manager).
- The Messenger: Who reaches out? (e.g., The Sales Rep or Owner).
- The Closer: Who handles the paperwork/ABN verification?
Step 7: Set Up Automated Alerts
If you use a CRM like HubSpot, set up a notification. For example, "If a customer hits 90% of their monthly usage limit, send an email alert to the Account Manager." What you should see: A notification settings screen where you can toggle 'Internal Email Notifications' based on property changes.Step 8: Develop a "Trial" or "Teaser" Offer
Sometimes, the jump to a higher tier feels risky. Reduce the friction by offering a 14-day trial of the premium features or a discounted first month for the new service. In the Australian market, "no-obligation" trials work exceptionally well to build trust.Step 9: Design Your Sales Collateral
Ensure you have a simple one-page PDF or a hidden page on your website that explains the benefits of the upgrade. Don't just list features; list outcomes. Feature:* 24/7 Support. Outcome:* Peace of mind knowing your Brisbane warehouse is monitored even on public holidays.Step 10: Launch a Pilot Program
Don't roll this out to 500 customers at once. Pick 5-10 loyal customers who fit the trigger criteria. Run the playbook, record their objections, and see where the process stalls.Step 11: Review and Optimise
After the pilot, look at the data. If customers are saying "It's too expensive," your value proposition isn't clear enough. If they are saying "I didn't know you offered that," your initial marketing failed. Adjust the script and go again.---
Pro Tips for Success
- The 80/20 Rule: Usually, 80% of your expansion revenue will come from the top 20% of your customer base. Focus your manual efforts there.
- Timing is Everything: Avoid sending expansion offers during the busy Christmas/New Year period unless your product is specifically seasonal.
- Leverage Reviews: Use testimonials from other customers who upgraded in your outreach. "Other local tradesmen found that adding the automated invoicing module saved them 5 hours a week."
Common Mistakes to Avoid
- Ignoring the 'Churn' Risk: Pushing an upgrade on a customer who is already considering leaving will only speed up their departure.
- Lack of Personalisation: Sending a generic bulk email to your entire list. This feels impersonal and can damage the relationship.
- Forgetting the 'Why': Always tie the expansion to the customer's business goals, not your sales targets.
Troubleshooting
Issue: Customers aren't responding to my emails. Solution:* Try a different medium. If you usually email, try a quick phone call or a LinkedIn message. Sometimes a physical 'thank you' card with a handwritten note about the new service can break the ice. Issue: My team feels "pushy" asking for more money. Solution:* Reframe the mindset. You aren't asking for money; you are offering a solution to a problem they might not have realised they have yet. If the upgrade truly helps them, you are doing them a service. Issue: We don't have enough data to track triggers. Solution:* Start simple. Use time-based triggers (e.g., 6 months after purchase) until you have the systems in place to track usage-based triggers.---
Next Steps
Now that you have your playbook structure, it's time to put it into action. Start by identifying your top 10 most successful customers and reviewing their current packages.Need help setting up the automation or CRM workflows to make this happen? Our team at Local Marketing Group specialises in Revenue Operations for Australian businesses.
Contact us today to book a strategy session and let's grow your revenue from the inside out.