“If all you do is to reduce price, then all you do is not get paid a lot of money. As you think about expanding footprint in a customer's account, you want to consider how you can create barriers to switching from your company to someone else's (pre-payment, rebates, exclusivity, and embeddedness), how you can know more about the customer's business than others (embeddedness and exclusivity), and how you can incent the customer to give you more work (volume incentives in the form of volume discounts and rebates).”