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Tactics and plays

How do I sell into a second business unit at an existing customer?

Sell into another business unit by finding a relevant problem, understanding its decision process and using the existing customer relationship to establish credibility. Ask your current sponsor for guidance and an appropriate introduction. The new unit may have separate needs, budget and procurement; an existing contract does not automatically create permission or demand for expansion.
October 8, 2026

Confirm value in the current deployment

Work with customer success to understand outcomes and unresolved issues. Expansion requests are stronger when the existing relationship is healthy, but do not assume success in one team guarantees fit elsewhere.

Research the second unit

Identify responsibilities, relevant stakeholders and the problem you can solve. Check whether budget and buying authority are centralised or local. Build hypotheses, then validate through customer conversations.

Choose an appropriate introduction

Ask the existing sponsor who would benefit from a discussion and how to approach them. Research other confirmed professional paths where useful, while coordinating with the account owner.

Treat the new conversation as discovery

Use relevant evidence from the current deployment with permission. Let the new stakeholders assess fit, implementation and value in their own context. Avoid treating an introduction as an expansion commitment.

Orbb can help research people and potential paths inside the account. Record meaningful new engagement and qualified expansion separately from simply adding contacts to the customer map.

Related questions

Orbb researches the relationships your company already has — across customers, employees, investors and partners — then runs the introduction end to end, from finding the path to the meeting in the calendar.
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