LAER stands for Land, Adopt, Expand and Renew. The LAER model describes the steps or phases within the relationship with a customer as it matures over time, as described from the perspective of the supplier (or seller). The relationship starts by "landing" an (usually small and lower risk) initial sale with the customer, which can then be "adopted" by the customer once they have tried it out. The size of the sale can then be "expanded" over time as the customer grows in confidence and need, and ultimately the customer becomes loyal to the product and renews it on an ongoing basis.