Practical Sales Training™ > How To Convert > Accelerated Usage
What Is Accelerated Usage?
Accelerated Usage is a marketing and growth strategy where you encourage customers to use your product or service more frequently or more fully, leading to increased demand, faster repurchase cycles, and higher customer lifetime value.
Rather than waiting for customers to come back when they’re ready, you create experiences, content, or systems that prompt them to use what they’ve already bought—so they need more, sooner.
This approach isn’t about being pushy—it’s about being smart. It’s about creating value that drives usage, and usage that drives growth.
How Does Accelerated Usage Work?
The principle is simple: the more people use what you sell, the sooner they’ll need to buy again.
Here’s how businesses apply it:
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Solve for friction: Help customers get started and stay engaged.
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Reward repeat use: Create habits, track progress, show achievements.
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Guide the next step: Offer content, training, or reminders to deepen usage.
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Create complementary content: Like Michelin did with their restaurant guide, build value that indirectly drives more use of your product.
Example: Michelin
Michelin sold tyres. But in 1900, few people drove long distances. So they created the Michelin Guide to encourage travel—which led to more driving, more worn-out tyres, and more sales. It’s one of the earliest and most famous examples of Accelerated Usage.
How Can You Use It in Your Business?
Accelerated Usage applies to almost every product or service. Here’s how you can apply it:
1. Education
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Create tutorials, onboarding, or training to help customers get the most from what they’ve already bought.
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Example: A CRM platform offering daily tips to explore more features.
2. Content Marketing
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Build guides, challenges, or checklists that encourage daily or weekly usage.
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Example: A fitness brand offering 30-day usage plans for their equipment.
3. Product Design
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Add streaks, unlocks, achievements, or other incentives to keep people using your tool or service.
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Example: An app that rewards consecutive logins or usage milestones.
4. Automation
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Use reminders, triggers, or smart notifications to nudge usage.
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Example: A meal delivery company sending recipes and prep tips to encourage daily cooking.
5. Create Your “Michelin Guide”
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Ask: What would encourage your customers to use your product more often?
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Then build that. Even if it’s not directly about your product.
Example
The Michelin Guide was created in 1900 by the Michelin tyre company in France as a free travel guide to encourage more driving – and thus more tyre sales. It included maps, mechanics, fuel stations, and restaurants to make road travel easier. Over time, its restaurant reviews became so trusted and influential that the guide evolved into a prestigious standard for fine dining. By promoting travel and dining out, Michelin subtly increased demand for cars and tyres, turning a marketing idea into a global brand asset.
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