How to Drive Customer Growth Without Sounding Salesy

Let’s be real. Most Customer Success Managers didn’t get into CS to sell. You got into this role to help, guide, and support your customers. But what if I told you that you’re already selling every day, whether you realize it or not?

In this solo episode of The Customer Success Pro Podcast, Anika Zubair unpacks one of the biggest mindset shifts CS professionals need to make in 2025: embracing your role in revenue growth without becoming a traditional salesperson. It’s time to ditch the discomfort around expansion and adopt what Anika calls the Expansion Mindset, a practical, customer-first way of driving growth without losing trust.

You Are a CS Salesperson (But Not the Sleazy Kind)

Most CS professionals shy away from the word “sales.” Anika gets it. After all, she started her career in sales and moved into CS to focus on long-term customer success, not quotas or pressure tactics. But the reality is that CS is now a revenue driving function.

If you’re identifying upsell opportunities, showing customers new features, or even sharing success stories, you’re selling. You’re just doing it with empathy, strategic timing, and trust as your currency.

That means if you’ve ever told a customer about a new feature, introduced a use case, or helped them understand how they can get more value from your product, you’ve already sold to them.

And the key difference? You’re enabling their success, not pushing a product.

The Top 3 Expansion Mistakes Most CSMs Make

Let’s break down the most common mistakes CS professionals make when it comes to growth:

1. Thinking Expansion Belongs to Sales

Expansion doesn’t start with sales. It starts with you. While an AE might close the deal, you’re the one who built the trust, demonstrated outcomes, and showed value over time. Expansion is a continuation of success, not a cold pitch.

2. Waiting Too Long to Bring Up Growth

Expansion should not only happen during QBRs or right before renewal. It should be a constant undercurrent throughout the customer journey. Plant the seed during onboarding. Mention it during support calls. Keep the momentum alive.

If you wait too long, your customer’s focus and budget may have already shifted elsewhere.

3. Focusing on Features, Not Outcomes

Customers don’t care about features. They care about outcomes. Stop listing product bells and whistles. Start connecting those features to how they will make more money or cut operational costs. That’s what your customers actually want.

The Expansion Mindset: Selling Through Enablement

So how do great CSMs drive growth without becoming pitchy? By adopting the Expansion Mindset, which is rooted in enabling success, not pushing deals.

Here’s what that looks like in practice:

• Be a Strategic Advisor 

  Your customer doesn’t need another support rep. They need someone who understands their business and can guide them to success. Ask about long-term goals, not just product usage.

• Frame Growth as Enablement 

  Avoid asking, “Do you want to buy this feature?” Instead say, “Based on your goals, teams like yours have unlocked more ROI by adding this. Want to explore what that could look like for you?”

• Collaborate, Don’t Compete with Sales 

  The best NRR stories come from strong CS and Sales partnerships. Loop in your AE early when you identify growth potential. Work together to guide the customer to the next stage. It’s not about credit. It’s about outcomes.

• Track and Log Expansion Signals 

  Customers drop clues all the time. Comments like “We need more licenses” or “Other teams want access” are expansion signals. Log them. Use tools like Gong or Fathom. Don’t let these goldmines disappear into forgotten call notes.

Key Takeaways: How to Drive Revenue with Confidence

Let’s wrap this episode with the biggest takeaways:

• You’re not a traditional salesperson. But you are selling through trust, outcomes, and guidance.

• Expansion starts with CS. You build the relationship, gather insights, and are best positioned to spot opportunities.

• Don’t wait until a QBR or renewal to plant seeds of growth. Keep expansion top of mind throughout the journey.

• Ditch the feature pitch. Tie everything back to business goals like more revenue or operational efficiency.

• Enable, don’t pitch. Use language that positions you as a consultant, not a closer.

• Work hand in hand with your sales counterpart. When CS and Sales collaborate, revenue grows.

• Log all signals. Every conversation holds clues. Make tracking them part of your weekly routine.

Weekly Challenge: 

Pick one strategic customer. Find three expansion signals from recent interactions. Start a value-based conversation to guide them without pitching. You’ve already earned their trust. Now guide them to the next level of success.

Listen Now & Build Revenue Confidence in CS

This solo episode with Anika Zubair is a must-listen for CSMs who want to feel confident in commercial conversations and unlock the revenue that’s hiding in plain sight.

🎧 Listen on your favorite platform:

🔹 YouTube

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Want to take your CS career to the next level? 

✅ CSM RevUP Academy – My coaching program for ambitious CS professionals.

✅ AI Guidebook for CS – Learn how to use AI for smarter Customer Success strategies.