B2B Technology Businesses and Business Coaches


We teach B2B technology companies and consultants to implement systems that grow repeat business… customer retention and expansion programs.


Sales & Product Marketing Professionals

 Learn How To Secure Renewals,  Up-Sell, Cut Churn, Without Pitching and Secure Renewals


Learn How To Stand Out, Command High Pricing, Gain Repeat Projects,  Expand Existing Customer Business … Without Pitching … To Grow Revenue


System To Stay In Touch Without Being A Pest

Gain Visibility Into Accounts


System To Keep The Customers That You Already Have



 System To Sell More To Existing Customers … And Gain Referrals

WHO  Is It For ?

Sales Professionals That Want To Exceed Their Numbers

 The “Life-Long Customer Formula” flips the sales process on its head, by delivering relevant communication on an ongoing basis, plus connection pieces and thought-provoking content that gets rid of the customer’s limiting beliefs and objections,  drawing them closer to you.

Niche down with a short online training and communication sequence that drives new business directly into your sales funnel.  The training doubles up as a way to identify new opportunities within an existing customer account.

So why does it work?  It develops trust, authority and customer commitment. It does this by taking advantage of 3 psychological influence triggers.  Reciprocity (people buy from those that gave to them in the past) , Liking  (help and thought-provoking content gain trust) and  Authority   (the training and thought-provoking content brings customers closer to believing that you get who they are and can fix their problem, making you the go-to person to buy from)

The result? Your customer is excited about your offering, before you even pick up the phone to talk to them. 

 “Retention Secrets” and “Expansion Secrets”  show you how to sell more to existing customers, streamline renewals, and keep customers for the long-term

Marketing Professionals That Want To Grow Profitability And Brand Awareness

You’ve probably realized that the easiest customer to sell to is your existing customer.  And that it costs 5x less to keep a customer than to acquire a new one.   “Retention Secrets” and “Expansion Secrets” implement a customer retention and expansion plan, so that customer lifetime value goes up, and your business can scale … because you can now cut churn and sell more to existing customers

“Life-Long Customer Formula” launches your company and products with a clear message and  key business stories. 

Add an online educational series that shows the transformation that your product or service provides …..and how you are different..

Use this content to generate excitement, start conversations with your customers and drive them into your sales funnel, while not appearing salesy.

Implement a 3-tier communication plan that automatically touches customers with relevant thought-provoking content that gets rid of their objections while connecting with them – and their identity on a deeper level.  Niche down to show them the exact solution and ecosystem that you have built to solve their problem with the lowest risk.

In doing so, become a thought leader,  to gain more business, retain existing customers …. and command higher pricing.

Technology Companies That Need To Demonstrate A Scaleable Business Model, Avoid Churn, Get Launched, Stand Out

You’ve probably realized that the easiest customer to sell to is your existing customers.  And that it costs 5x less to keep a customer than to acquire a new one.   “Retention Secrets” and “Expansion Secrets” implement a customer retention and expansion plan, so that customer lifetime value goes up, and your business can scale … because you can now cut churn and sell more to existing customers

“Life-Long Customer Formula” launches your company and products with a clear message and  key business stories.  Add an online educational series that shows the transformation that your product or service provides …..and how you are different.  Whether your content is email, a masterclass, an article or a social media post, it’s crafted to remove the customer’s objections while connecting with them.

Showcase ecosystem partnerships, apps and solutions that get your customer to market sooner, with lower hassle and risk

Grow conversions using online sales funnels and beta programs

WHY  Does It Work ?

 The “LIFE-LONG CUSTOMER FORMULA”  shifts sales focus from the discomfort of pitching features and services to the joy of frequently helping and serving customers … with relevant information that they welcome.

How?  First, by SOLVING A PROBLEM that the customer cares about.  By delivering free value that helps them not only solve but instead MASTER THE PROBLEM … in the form of a short, automated teaching sequence …  A sequence designed to deliver mastery.

But this alone is not enough.

Which is why the LIFE-LONG CUSTOMER FORMULA builds out thought-provoking content that questions the customer’s beliefs about the best way to fix their problems…….  and connection content that establishes a deeper relationship with the customer.

It steers you away from selling product features (which your competition can replicate, turning you into a commodity)  into instead making a DEEPER CONNECTION with the customer’s needs and their identity.  

It  focuses on REMOVING OBJECTIONS BY CHANGING CUSTOMER BELIEFS —  persuading them that their problem can be solved… by you

You establish commitment, authority, reciprocity and trust.

You position yourself as different

The Life-Long Customer Formula is then used to STAY IN TOUCH with existing customers and prospects without pitching, allowing you to better serve them.

The result?  You get the visibility needed to identify up-sell opportunities. A more lucrative sales cycle.  And customers stick around for the long-term, fueling growth in your business

“RETENTION SECRETS”  orients your sales, marketing and internal activities toward being customer-centric, and your product offering toward being “more sticky” so you keep the customers that you have  

Because, if you want to scale your company, your customer lifetime value needs to exceed by about 3x the cost of acquiring a customer.  And because it costs 5-6x less to keep a customer than to replace them with a new one.

It all starts with a Retention Audit, that generates Retention Blueprint and Playbook, covering how to onboard customers, re-ignite customers to get them see that you make them competitive and efficient, rescue customers that are thinking about leaving, and showing customer that you care.  It lets you create ongoing product stickiness and reliance, so that customers are far less likely to switch 

“EXPANSION SECRETS” shows you how to make more money from …. and how to be more useful to …. the customers that you already have.

Because it is easier to sell more to a customer that you already have than to sell to a new one. 

It starts with a Expansion Audit that generates a Customer Expansion BluePrint and Playbook, covering how to know when you are ready to scale your business, building an up-sell “value ladder” process, how to inject offers into your communications without appearing salesy, pricing strategies, problem-solving mastery, and  ecosystems to sell more and avoid discounting, how to gain better account visibility so that you can find new opportunities in the account, and how to get referrals.

About Me

My name is Angela Sutton.  For over 20 years, I managed hardware and software businesses in Silicon Valley.

Have you ever paid premium pricing for something that you really wanted and then bought more ?

…  Even when alternatives were available for less … or free?

People do this all the time and there’s a good reason. 

You see, I ran an 8-figure software business that competed successfully with FREE products, retaining customers for well over 10 years.

Selling against free products and keeping my existing customers was painful at first. 

The competition to my software would try to match me on features –  One large company started to compete with me, giving their software away for FREE with the hardware that they sold.   

Another competitor bundled their competing software with the other software that they sold, creating an attractively-priced deal.

But what I realized was that trust and getting the job done on time,  was what customers needed the  most.

I needed to change their beliefs … To show that I could lower the customer’s risk. I had to demonstrate how I made customers like them more competitive. 

So I would outflank and outsell the free and bundled products by “niching down”… That is .. train and show customers how to solve the one specific problem that mattered the most to them … to their niche …  in their words… Very specifically.

I focused on their success, and showing them that my company cared about them.

I went on to create and market an ecosystem, not a product.  An ecosystem around my product that made my customers more competitive in their niche.

… and made them want to stick with my products over time.

The result?  The solution gave them value and made them successful.  They became invested in my products.

I did the same thing for a hardware chip-set business that I managed.

What I realized was that the difference between life and death for my customers was schedule risk…. The need to get their own products that were built from mine, up and running and on retail shelves in time for Christmas sales. 

I needed to focus on their belief that I could make this happen.  Connect with their identity.  I needed to show them that I understood their problems because I had been there.

I then stacked an ecosystem of enabling technologies around my chip-set.  An ecosystem that got the customer to market in half the time.  And that was sticky.

Instead of pitching chip hardware features, I focused on their challenges and limiting beliefs.  I showed them how the complete ecosystem helped  customers  just like them … Helped them get their specific product to market on time.

The result?

I lowered the perceived risk.  And painted an opportunity for my customer – My solution enabled my customer to stay differentiated and make more money. 

Customers could visualize their own path to success … before they purchased.

And this strong belief and commitment drove their purchase.

We developed a company culture in which the sale only started with the purchase.  We put systems in place to keep customers happy.  These systems ensured that renewals went smoothly, and that we had account visibility, so that we could expand the account.

So if you ever doubted that you could get customers to pay a premium and stick around for years  …   Now you know that you can.  I have codified what I did over 20 years into 3 products.

With the Life-Long Customer Formula, you will have sales conversations in which the customer sees you as repeatedly helping them, instead of pitching, so that the customer views you as a friend and you gain visibility into what they need. 

With Retention Secrets you will keep existing customers in order to increase revenue per customer because it’s 5-6x cheaper to sell to an existing customer than to replace them with a new one.

With Expansion Secrets, your can sell more and grow revenue from existing customer accounts because it’s easier to sell to an existing customer than to a new one. 

Much of this approach can be automated … allowing you to streamline a sales channel … and monetize.

Do you ever wonder if there is a way to consistently surpass your sales numbers.?  Contact me to create your blueprint.

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