How do you sell more to an existing customer? What kind of message works best for the traditional upsell or solution upgrade conversation, when you need to convince existing customers to migrate to higher-value solutions and services—either in the event of a significant upsell opportunity or due to a material change in a base product?

New research conducted by Emblaze (formerly B2B DecisionLabs) in partnership with Dr. Nick Lee, a Professor at the Warwick Business School, takes aim at these questions. This research briefs covers the results, revealing the optimal message framework for succeeding in this critical conversation.