SOW refers to the percentage of a customer’s total spending that goes to your company. Compare similar customers using Share of Wallet (SOW) to identify low-spending customers.

Example:
A customer of yours has a revenue of 100 million, and they spend 1 million on your services or products. 1 million is 1% of their total revenue, equaling a Share of Wallet (SOW) of 1%.

Now compare that to similar customers, perhaps in the same industry or with similar characteristics. You will probably find that some spend a lot less than others.

The ones spending less might be a good opportunity for upselling by increasing your share of their wallet.  

Where can I analyse SOW in Upsales?

• Upsales supplies a dedicated analysis for finding upsell in the Customer portfolio (Sales & CRM → Customer portfolio → Upsell potential). One type of upsell recommendation is SOW. The tab is shown to users who can see reports for all users.
• Inside the Company group page, you'll find the Upsell potential widget, which uses SOW as one parameter.
• The company list in Upsales comes ready-made with an Account growth list which lets you compare the customer's Purchase vs revenue. If your sales model is ARR, MRR or contribution margin, the column is ARR vs revenue, MRR vs revenue or CM vs Revenue.

The Upsell potential tab and the Company group page are not included in every Upsales plan.

How to increase a customer's SOW?

Of course, there are many approaches to increasing customer purchase value. But to recommend one, comparing what products a customer with a low SOW has bought with what similar customers have bought might bring you a few steps ahead.

Upsales supplies the Customer growth grid (Report Centre widget), which lets you compare what products your customers have bought. The widget requires Report centre PRO. Try it out.