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Winning new customers is only half the story.

The real commercial advantage comes from helping customers achieve the outcomes they were promised, long after the contract has been signed.

In this episode of Sales Today, Fred Copestake is joined by customer success expert Anika Zubair to explore what sales professionals can learn from one of the fastest-growing disciplines in modern business.

Together they discuss why customer success isn't simply account management, why discovery remains the most valuable commercial skill, and how focusing on outcomes rather than products creates stronger customer relationships and longer-term growth.

Whether you work in sales, account management or customer success, this conversation is packed with practical ideas you can apply immediately.

In this episode you'll discover:

• What Customer Success really means and why it is much more than post-sales support

• Why keeping existing customers is often far more valuable than constantly chasing new ones

• The importance of selling outcomes rather than features and functionality

• Why discovery remains the foundation of every successful commercial conversation

• How customer success teams proactively create value instead of reacting to renewal opportunities

• Why executives don't buy products, they buy business improvement

• How "value amnesia" causes organisations to forget why they purchased solutions in the first place

• Why connecting the dots is one of the most valuable commercial skills today

• How sales and customer success should work together to create better customer experiences

• Why AI makes human curiosity and commercial conversations even more valuable

One idea worth remembering

Customers don't wake up thinking about your product.

They wake up thinking about their business.

The organisations that consistently win are those that help customers understand their problems more clearly before explaining their solutions.

About Anika Zubair

Anika Zubair is the CEO of Customer Success Pro, an international customer success consultant, coach and podcast host. She helps organisations improve customer retention, drive growth and build customer success teams that create measurable business value.

Connect with Anika

· LinkedIn linkedin.com/in/anikazubair

· Website: https://www.thecustomersuccesspro.com

Follow Fred: https://linktr.ee/fredcopestake

Watch this episode on YouTube: https://youtu.be/Ja_mTyZjTCQ

Watch Fred's FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers

Useful resources

Take the Collaborative Selling Scorecard – free Check how well your sales approach fits today's buying environment https://collaborativeselling.scoreapp.com/