You know the drill.
A lead comes in. They ask for a quote. You send it.
Next thing you know, it’s ghost town, or worse, you get told “someone else can do it cheaper.”
And you start doing the maths in your head:
👉 “Should I shave a bit off to win the job?”
👉 “Maybe I’ll throw in a little extra, just this once.”
👉 “That’s just how it is these days, right?”
But what if that is the reason you’re?
Not the economy.
Not the competition.
Not the market.
The way you’re framing your value is what’s keeping you in the grind.
Most businesses can tell you what they do.
The good ones can tell you how they do it differently.
But the ones that grow sustainably, win better clients, and stand out, they understand something deeper:
It’s not just the problem you solve. It’s what that problem really means for the person living with it.
That’s the layer most businesses skip and it’s the one that matters most when it comes to growth, sales, and why someone chooses you
over someone else.
If you’re running a business, chances are you didn’t start it because you love sales. You started it because you were good at your trade,
passionate about your craft, or saw a better way of doing things in your industry.
But here you are, leading the business and suddenly responsible for keeping the work flowing in. And when sales isn’t your first language,
that part can feel like a grind.
Most businesses don’t set out to misuse their CRM, but that’s exactly what ends up happening.
Instead of becoming a tool that helps sales teams sell better, many CRMs slowly morph into systems for managing activity, reporting upwards,
and creating the illusion of pipeline momentum. But let’s be honest: logging calls and shifting deal stages doesn’t equal progress.
When it comes to sales, not all approaches are created equal or equally suited to your business.
Too often, businesses try to apply a transactional model to the way they sell, even when their product or service isn’t a
simple, one-off decision. This mistake can cost far more than lost revenue. It can affect how customers experience your business, reduce
lifetime value, and make it harder to protect your margins over time.
So let’s unpack it.
Most businesses are sitting on a goldmine and don’t even realise it.
While chasing new logos often feels like the way to scale, the most immediate and profitable growth opportunities often lie with the clients
you already have. The question is: are you truly leveraging your client data, or are you leaving opportunity on the table?
This article explores how to mine insights from your existing client base, identify patterns of success, and use that clarity to drive
smarter cross-sell, upsell, and expansion strategies, all while refining your ideal client profile (ICP).