The #1 Mistake CS Pros Make When Driving Expansion

Are your customers telling you they’re happy—but still not expanding?

You’re not alone. This episode of The Customer Success Pro Podcast with Anika Zubair dives deep into the single biggest mistake CSMs make when it comes to growth: waiting for the QBR to bring up expansion.

Spoiler alert: if you’re relying on a slide deck and a “growth” slide at the end of a quarterly call, you’ve already missed the boat. But don’t worry—Anika shares a powerful framework for flipping this reactive approach on its head.

Expansion Isn’t a Moment—It’s a Process 

One of the biggest myths in Customer Success is that expansion is a moment. Many CSMs are taught that upsell conversations should be saved for QBRs, renewals, or formal milestones. But by the time those meetings roll around, the budget’s been finalized, decisions have been made, and your chance to influence growth has already passed.

Expansion isn’t a one-time pitch. It’s a continuous conversation.

Think about it: every email, every meeting, every Slack message is an opportunity to guide your customer toward the next stage of value. And when you start treating expansion this way, it stops being awkward—and starts being natural.

Real-Life Examples of Missed Opportunities 

Anika shares two powerful examples:

 1. The QBR That Was Too Late 

A CSM had a solid relationship with a top-tier account. Usage was strong. But every QBR ended with, “Let’s revisit this next quarter.” Why? The decision-maker had already locked in budget—two weeks before the QBR. The CSM wasn’t part of the internal convo, so the window was missed.

 2. The Passive Champion 

Another CSM had a dream customer—eager to scale, engaged, exploring features. But the CSM never proactively guided them. No roadmap, no next steps. Just, “Let me know when you’re ready.” That customer ended up expanding with a competitor who offered a clearer path.

Moral of the story? Customers need a guide, not just a product expert.

Symptoms of a Reactive Expansion Strategy 

If any of the following sound familiar, you might be making the same mistake:

•  You rely on QBRs or renewals to bring up growth.
•  Expansion convos feel forced, awkward, or always end with “not now.”
•  You drop hints instead of having direct conversations.
•  You hope the AE will handle the upsell.
•  There’s no repeatable playbook or framework.

Don’t worry—none of this is your fault. Most CS playbooks skip over this nuance. But now that you’re aware, you can shift from reactive to proactive.

Expansion ≠ Selling. Expansion = Solving Bigger Problems 

Many CSMs avoid growth conversations because they don’t want to sound salesy. But here’s the truth:

Expansion is not about pushing a product—it’s about helping your customer solve bigger, higher-stakes problems. 

Great CS pros don’t wait for customers to be ready—they guide them to value. That value often requires growing their investment. So let’s reframe expansion into something your customer wants, not something you’re trying to force.

The 4-Step Proactive Expansion Framework 

Ready to build a scalable, repeatable approach to expansion? Here’s Anika’s proven framework:

1. Spot Triggers Early 

Look for key signs that a customer is ready to grow:

•  New hires or team changes
•  Cross-functional adoption
•  Frequent product feedback
•  New goals or strategic initiatives

These are all green lights to start planting seeds.

2. Plant the Seed Continuously 

Don’t wait for a formal meeting. Mention other customers who use advanced features. Offer to send a resource. Ask curious questions like:

“I’ve seen other teams at your stage adopt X—would it be helpful if I shared how they approached it?”

Growth convos don’t start with a slide deck. They start with curiosity.

3. Build an Expansion Pathway 

Be a guide, not a salesperson. Use a success plan or simple roadmap to show:

•  Where they are now
•  Where they could go next
•  What steps they need to take
•  What success looks like

Make it visual. Make it clear. Make it actionable.

4. Reframe Expansion Around Outcomes 

Your customer doesn’t want more seats. They want faster onboarding. Greater efficiency. Higher revenue. Every growth convo should tie directly to their business goals and why they bought your product in the first place.

Your Weekly Challenge 

Put this into action today. Choose one account and do the following:

 1. Spot a Trigger – Identify a signal that growth is possible.

 2. Plant a Seed – Start a small, value-based conversation. Even a Slack message works!

 3. Build a Simple Pathway Slide – Show them where they are and where they could go.

 4. Tie It to an Outcome – Make sure the “why” connects to their business goals.

And once you’ve done it? Send Anika a message on LinkedIn to share how it went!

Listen Now & Build Data-Driven CS Strategies 

This episode with Anika Zubair is a must-listen for CSMs, CS leaders, and anyone looking to shift from reactive to proactive growth strategies.

🎧 Listen on your favorite platform:

🔹 YouTube

🔹 Spotify

🔹 Apple Podcasts

Want to take your CS career to the next level? 

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