In many sales organization it's important to (1) sell new customers and also (2a) keep your existing customer from canceling or reducing their spend with you. It's also important to (2b) present and sell your current customers additional products and services. It sounds like common sense to sell new customer and to keep the customers you currently have and potentially sell them more. But a third and critical component that is sometimes overlooked is (3) giving credits back to customers for issues. Make sure that you review and figure out why you are crediting back customers, because it will typically help you improve your customer experience while saving you money. You could be great at selling new customers and keeping them, which is awesome, but if you credit a lot back to customers it will eat into your profits. So sell new, keep your customers and watch your credits to truly grow your company and improve your customer's experience. Plus, it's the right thing to do and it models the way for others.