If you can demonstrate that you add value for your customer—over and above what your competition adds—then, again, you are more likely to get more business from that customer. In your customer's view, the additional value that you provide may be the deciding factor that causes you to stand out from the competition.

Your business will retain more customers and grow more over time when you use services to retain them. Your organization will not only realize more services renewal sales and increased profitability, but will experience an improved relationship with your customers, helping ensure a higher level of loyalty, thus driving the ability of your organization to grow.