Land-and-expand

A growth motion: land the client on one service (an SEO retainer, or a paid audit), prove value, then expand the account by attaching more work — such as the AEO/GEO upsell — once trust exists. It’s cheaper and more reliable than cold new-client acquisition because the hardest part of any sale, trust, is already done.

First used in: 4.7 · The AEO/GEO upsell