You lost a deal last month that should have been yours. Same scope. Better relationship. They went cheaper. And you still don’t know why.

This isn’t a sales execution problem. It’s an ICP problem — and it’s costing you 60% of your BD capacity every single month.

In this episode, I break down why inconsistent win rates happen when you’re pursuing three incompatible buyer environments with the same pitch deck.

Construction buyers assess programme risk.

Housing buyers assess compliance risk.

Property buyers assess operational risk.

Your pitch deck says “reliable service, experienced team, competitive pricing” — and none of that maps to their decision framework.

Key Takeaways

* Why 10 of your 15 opportunities were never winnable (not because of pricing)

* The real cost of an unclear ICP: wasted BD capacity, founder dependency, constant discounting

* Why “we can serve all three buyer types” is keeping you stuck at £3–10m

* The one diagnostic exercise that reveals your actual ICP in 20 minutes

* What improves when you stop chasing misaligned work: win rates, discounting, operations, positioning

This is the clarity decision that changes everything. Not “how do we win more deals?” but “which deals should we stop chasing?”

Resources

* Substack: https://thegrowthlabfm.substack.com/p/the-180k-problem-why-youre-winning?r=1fx8p5

* Connect on LinkedIn & X: @iam_mattharris

In this episode of The Growth Lab podcast, I discuss with Martin Riley the importance of identifying an ideal client and finding a competitive edge for your Cleaning, Waste, or Maintenance business.

Martin emphasises the need to avoid competing solely on price and instead focus on unique value propositions.

We also discuss strategies for narrowing business focus and leveraging existing client relationships for growth.

Listen to the full episode here:

Key Takeaways

* Having an ideal client is crucial for business success.

* Competing on price can lead to a race to the bottom.

* Understanding your client's needs is key to pricing.

* Finding your unique perspective can set your business apart.

* Not all clients prioritise low prices; value matters.

* The 80-20 rule helps identify valuable clients.

* Customer feedback and referrals are essential for growth.

Chapters

00:00 Intro

00:19 Identifying Your Ideal Client

01:33 The Pricing Problem

03:25 Finding Your Competitive Edge

06:13 Pricing Strategies and Market Positioning

Connect with me

LinkedIn: https://www.linkedin.com/in/iammattharris/

X/Twitter: https://x.com/iam_mattharris

TikTok: https://www.tiktok.com/@iam_mattharris

Instagram: https://www.instagram.com/iam_mattharris/

Facebook: https://www.facebook.com/iammattharris/

My website: https://www.iammattharris.co.uk/

In this episode of The Growth Lab podcast, I discuss why you need a robust sales process with Kristy Davies-Shumpter.

Kristy explains the importance of automation and why client engagement strategies must include tailoring your communication and marketing materials to different client types.

We also discuss the role of testimonials, case studies, and the effectiveness of video in enhancing client interactions.

This episode highlights the need for a structured sales approach that incorporates technology and personalised engagement to improve outcomes.

Listen to the full episode here:

Key Takeaways

* Sales processes vary by customer needs.

* Automation can streamline follow-up communications.

* Automation is key to managing multiple opportunities.

* Tailor marketing materials to the client's size and sector.

* Video can enhance communication with decision-makers.

* Testimonials and case studies build credibility. Understanding the client is crucial for success.

Chapters

00:00 Intro

00:19 Understanding the Sales Process

02:20 CRM Automation

03:18 Using Sales Assets Wisely

04:16 Starting from Sales Process Zero

05:18 LinkedIn Video

06:46 Selling Your Story