KPN, a Dutch telecom provider, called me again. "A really great deal." I do the math, and I'm simply paying more.
Yet that's exactly the question clients ask themselves regularly: shouldn't we just run more promotions and campaigns to grow? In this episode I show why that mostly gets you short clients, and why a handful of long clients takes your business much further.
Short clients, XS clients, come for one deal and are gone again. Long clients stay for years, and with them you grow from supplier to partner. Because an indispensable partner can't be swapped out; a supplier can. And right now, with AI, those long clients are exactly the ones you need to keep innovating.
In this episode
- Why KPN's "great" promotion is actually more expensive at its base
- What short clients (XS) are, and whether they fit your company
- What long clients (XL) give you: partner position, predictable growth, more company value
- Why long clients are exactly who you need to innovate alongside AI
- Where campaigns do belong: on top of the relationship, not instead of it
Chapters
- 0:00 — The question: more campaigns to grow? (KPN)
- 2:02 — Short clients (XS): why they come and go
- 3:10 — Long clients (XL): from supplier to partner
- 5:58 — Why long clients are your AI advantage
- 6:54 — What it brings you: revenue, stability, company value
- 8:37 — Where campaigns do belong
- 9:54 — Working on expansion? (book an XL Clients Talk)
Watch time: about 10 minutes.
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Working on expansion and want more lasting profit from your existing client relationships? Book a free XL Clients Talk.