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

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit thegrowthlabfm.substack.com

You’re winning 3 out of 10 deals. Your competitor is winning 6 out of 10. Same service. Same market. You can’t explain the difference.

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

In this episode, I break down why inconsistent win rates are always a symptom of unclear ICP — and what the clarity decision actually is.

You’ll learn:

* Why 10 of your 15 pipeline opportunities were never winnable (and how to identify the pattern)

* The four compounding problems created by serving construction, housing, and property services buyers with the same value proposition

* Why “adjusting the pitch” doesn’t work — and what it actually requires

* The ICP clarity framework: how to identify which buyer environment you’re built to dominate

* What improves when you force the decision (win rates, discounting, founder dependency, operations)

The decision you’re avoiding: Choose one primary buyer environment to serve. Not “be flexible.” Choose one.

This episode forces that decision.

For £3–10m Soft FM operators:

If you recognise this pattern — inconsistent win rates, constant discounting, founder in every deal — the fix is forcing one clarity decision: which buyer environment are you built to dominate?

That’s what we do in an ICP & Value Prop Diagnostic. One session to identify your core buyer environment and how to articulate value in their procurement language.

📧 Contact: [email protected]

📝 Weekly commercial intelligence: thegrowthlabfm.substack.com

🔗 LinkedIn: linkedin.com/in/iam-mattharris

🔗 X/Twitter: @iam_mattharris

About The Growth Lab:

Commercial intelligence for £3–£10m founder-led Soft FM businesses (cleaning, waste, grounds maintenance). We help operators stop competing on price and start controlling pipeline through ICP clarity, buyer-aligned value propositions, and procurement-ready systems.

Episode Timestamps:

[0:00] The lost deal pattern

[0:45] Why win rates feel random

[3:00] The 60% BD capacity burn

[5:30] Four compounding problems of unclear ICP

[8:00] Why you can’t “adjust the pitch”

[10:30] What improves when you choose one buyer environment

[12:00] Your next move: the 20-opportunity audit

Subscribe for weekly episodes on:

* ICP clarity and qualification frameworks

* Value proposition design for Soft FM

* Procurement-ready commercial structures

* Outbound strategy for £3–10m operators

New episodes every Monday.

Remember: Systems only work when you use them.

Get full access to The Growth Lab at thegrowthlabfm.substack.com/subscribe

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/

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit thegrowthlabfm.substack.com

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

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit thegrowthlabfm.substack.com

In this episode of The Growth Lab podcast, I discuss the intricacies of navigating the tender process for government contracts with Samantha Read.

Samantha shares her journey from domestic contracts to successfully bidding for tenders. We discuss the importance of learning from rejections and developing a robust document management system to streamline future tender applications.

Samantha also touches on the costs of hiring bid writers and the time investment required to prepare substantial bids.

Listen to the full episode here:

Key Takeaways

* Know the strengths of your business before tendering

* Ask for feedback for every unsuccessful tender.

* Tender’s are a big investment of time and money.

* The success rate for tendering is typically very low - between 25-40$

Chapters

00:00 Intro

00:19 Navigating Government Tenders

01:29 Tendering Experience

03:28 The Learning Curve of Tender Writing

05:09 Building a Document Management and Bid Writing Strategies

05:27 How to navigate Tender Opportunities

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/

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit thegrowthlabfm.substack.com

In this episode of The Growth Lab podcast, I explore the evolving landscape of the home services industry with Matt Ricketts of Better Life Maids.

Matt highlights the increasing demand for convenience and the role of technology in shaping customer experiences.

We also discuss the industry's trend of consolidation, the potential for home management companies to emerge, and the importance of operational foundations for success.

Listen to the full interview with Matt Ricketts here:

Key Takeaways

* Convenience is driving the direction of home services.

* Cleaning services are the least profitable in the home service sector.

* The industry is moving towards consolidation and home management.

* Technology will level the playing field for smaller players.

* Operational foundations are crucial for tech companies in home services.

* Amazon and Google have previously tried to enter the home services market.

* Speed and convenience are key factors for customers today.

* Big cleaning companies may evolve into home management companies.

Chapters

00:00 Intro

00:19 The Evolution of Home Services

02:08 Residential Facilities Management

04:21 The Role of Technology in Home Services

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/

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit thegrowthlabfm.substack.com

In this episode of The Growth Lab podcast, I discuss the foundational elements of a successful business model with business coach Martin Riley.

Martin emphasises the importance of strategic priorities, sales and marketing, financial management, and building a strong team for sustainable business growth.

We also discuss how businesses can identify barriers to growth and take a more streamlined and practical approach to achieving business goals.

Listen to the whole episode here:

Key Takeaways

* Identifying strategic priorities is crucial for business growth.

* Sales and marketing are essential components of a successful business.

* Customer feedback is vital for continuous improvement.

* Hiring the right people and building a strong team is key to business success.

* Setting high-impact priorities can lead to significant growth.

* Year-on-year growth can be achieved through focused efforts.

Chapters

00:00 Intro

00:19 Foundations of Business Growth

01:11 Business Systems

02:07 Product Market Fit

02:37 Sales + Marketing

03:35 Pricing Strategy

04:32 Building the Right Team for your Business

06:29 Strategic Priorities for Success

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/

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit thegrowthlabfm.substack.com

In this episode of The Growth Lab podcast, I discuss the importance of tracking sales metrics, building a solid foundation for sales processes, and the significance of effective follow-up strategies with the DayPorter team (James and Angel).

We emphasize the need for personal touches in prospecting and the role of attention in sales success. We also discuss the importance of brand recognition and how to position oneself effectively in the market.

Listen to the full interview with the DayPorter team here: https://thegrowthlab1.substack.com/p/how-to-sell-more-commercial-cleaning

Key Takeaways

* Track sales metrics effectively

* Building a strong foundation with CRM is crucial.

* Follow-up procedures can significantly impact sales success.

* Personal touches in communication can set you apart.

* Engaging with clients on multiple channels is beneficial.

* Attention is the first step in the sales process.

* Utilizing video summaries can enhance client engagement.

* Sales success often comes from consistent engagement and follow-up.

Chapters

00:00 Intro

00:17 Understanding Sales Processes and the importance of a CRM

03:04 Effective Follow-Up Strategies and Personal Touches

05:46 Leveraging Attention in Sales and Marketing

06:28 Outro

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/

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit thegrowthlabfm.substack.com

In this episode of The Growth Lab Podcast, I break down a powerful but simple outbound sales technique that generated 11 sales opportunities in under 60 days, leading to three scheduled calls and two new contracts. The best part? It all started with a Google Doc.

I walk through how I discovered this method, how to implement it for LinkedIn and email outreach, and the exact structure to create a persuasive sales letter that pre-qualifies prospects and overcomes objections before you even get on a call.

If you’re looking for a scalable way to improve your outbound sales process, this episode is a must-listen.

Key Takeaways

* Cold Outbound with a Purpose

* The Google Doc: Your Secret Weapon

* Tracking & Optimizing

Chapters

00:00 Intro

00:25 The power of the Google Doc method

00:55 How I learned this strategy

01:28 The Google Doc Breakdown

02:12 Social Proof & Case Studies

02:58 Handling Objections

03:08 Tracking & Iteration

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/

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit thegrowthlabfm.substack.com

In this episode of The Growth Lab podcast, I discuss the importance of prospecting with Kristy Davies-Sumpter.

We emphasise the need for a blend of traditional and digital prospecting methods, including the significance of understanding your target audience and effectively utilizing platforms like LinkedIn.

We also discussed using technology in prospecting, such as direct messaging, voice notes, and video messages, to stand out in a crowded inbox.

Kristy stresses the importance of resilience in sales and the need to maintain a positive mindset in the face of constant rejection.

Key Takeaways

* Understanding your Ideal Client Profile is crucial. Building a contact list takes time and persistence.

* LinkedIn is a powerful tool for prospecting.Voice notes and videos can enhance outreach efforts.

* Confidence is essential in sales communication.

* Rejection is part of the process; don't take it personally.

* Set clear targets for your prospecting efforts.

Chapters

00:00 Intro

00:44 Multithreading

01:19 LinkedIn prospecting tactics

02:29 What not to say on cold calls

03:19 LinkedIn engagement tactics

04:19 Sending LinkedIn voice notes

06:16 Building resilience in sales

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/

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit thegrowthlabfm.substack.com