Sales Archives - Air Marketing

Inbound Plateaued? Here’s How Outbound Can Restart Your Growth Curve

Posted on 28 July 202528 July 2025 by Hannah Sanders

Inbound has had a good run.

It’s consistent, measurable, and when it works, it works well. But for many B2B businesses, especially in competitive markets, the growth curve eventually starts to flatten. Content takes longer to convert. SEO rankings stabilise. Paid campaigns become less efficient. And despite best efforts, pipeline momentum begins to stall.

If this sounds familiar, you’re not alone. We speak to growth-focused leaders every week who tell us, “We’ve hit a ceiling with inbound.”

So what’s the next move?

It might be time to take outbound seriously.

Why outbound — and why now?

Outbound today is a different beast. It’s not about scripted calls or generic outreach. When done properly, it’s a scalable, insight-led growth channel that drives proactive pipeline. It targets the right personas at the right time with the right message.

Crucially, outbound doesn’t replace inbound. It enhances it. When layered into your demand engine, it turns inconsistent interest into consistent opportunity.

1. Outbound gives you control

Inbound relies on timing. Buyers need to be looking for your solution when they find you. Outbound changes that. It lets you choose who to target and when, based on strategic priorities rather than search traffic.

You’re not waiting for the right leads to come to you. You’re going to them.

2. It builds predictable pipeline

With outbound, you can model volumes, track conversions, and forecast with far greater precision. This makes it much easier to report with confidence, plan with clarity, and justify investment.

It also speeds up pipeline generation. You’re not reliant on how well a blog performs or whether this month’s paid campaign hits.

3. It complements inbound, not competes with it

Some of your best-fit prospects may never engage with inbound. They’re not searching for your solution. They’re not reading your whitepapers. Outbound lets you reach these audiences directly and spark commercial conversations earlier.

In many cases, outbound turns passive prospects into active pipeline.

4. When it’s informed by insight, it works

Modern outbound is powered by data — intent signals, firmographics, technographics, and buyer behaviour. This allows for highly relevant messaging that feels timely rather than intrusive.

When it lands well, it doesn’t feel like a cold outreach. It feels like you’ve read the room.

5. It tightens the sales and marketing loop

Outbound brings marketing and sales closer together. Sales teams benefit from the awareness marketing has already built. Marketing gets real-time feedback on what messages are landing with decision-makers.

This insight makes every part of your demand strategy sharper.

Time to restart your growth curve?

If your inbound activity is no longer moving the needle, outbound can help you break the plateau. It brings structure, accountability, and commercial urgency into your pipeline strategy.

But outbound only works when it’s done properly:

Dedicated, experienced resource
Accurate, segmented data
Sharp, pain-led messaging
Consistent, multi-touch follow-up
Continuous testing and refinement

That’s exactly what we deliver at Air.

If your current approach isn’t cutting it, let’s build one that does. Talk to us today.

Your pipeline shouldn’t depend on who finds you.

At Air, we help businesses reignite growth by designing and executing outbound strategies that work in the real world. We uncover where opportunity is being missed — whether that’s in targeting, messaging, cadence or conversion — and build outbound engines that generate consistent, qualified pipeline.

Our approach surfaces what’s holding you back and unlocks faster, more predictable revenue.

Is Your Sales Process Quietly Costing You Revenue?

Posted on 16 July 202516 July 2025 by Hannah Sanders

Your sales team might be putting in the hours. The effort might be there. But if your sales process is misaligned, outdated, or poorly defined, that effort could be going to waste—and costing you serious revenue.

Misfires in the sales process rarely make noise. They don’t show up as flashing red alerts. Instead, they creep in: through inconsistent deal progression, disjointed messaging, underused tech, or a growing reliance on top performers just to hit target. Left unchecked, they compound into missed opportunities, inefficiencies, and eventually, stagnation.

So how do you spot the silent killers, and what can you do to fix them?

The Hidden Ways Your Sales Process Is Undermining Performance

Let’s start with the telltale signs we see most often in underperforming or plateaued sales teams.

1. Reps Are Working Hard, But Not Effectively

Without a clear, modern framework to follow, reps default to personal preference. Some chase leads aggressively, others take a consultative approach—neither necessarily wrong, but without structure, it’s inconsistent. Messaging varies. Follow-up slips. Deal cycles stretch out unnecessarily.

2. Deals Stall—And No One Knows Why

A process without well-defined stages, exit criteria or qualification standards leads to unpredictable pipelines. Opportunities linger indefinitely. Forecasting becomes guesswork. Leadership loses visibility, and the business pays the price.

3. Your Tech Stack Isn’t Working For You

You may have invested in CRM, automation, and sales enablement tools, but if they’re not fully embedded into your process, they’ll be underused or misused. Reps avoid clunky systems. Data becomes patchy. And automation? That becomes an opportunity missed, not maximised.

4. Discovery Is Shallow—and It Shows

Great discovery should uncover pain points, motivations, buying dynamics and urgency. But too often, teams still run through surface-level questions and lead with features. This results in generic proposals that fail to resonate, and a much higher likelihood of deals going cold.

5. No One Can Define What ‘Good’ Looks Like

If high performance in your team is anecdotal rather than systematic, you have a scalability problem. Without a shared understanding of best practice—supported by data, benchmarks, and coaching—you’re relying on a handful of stars, rather than building a strong, repeatable machine.

6. Sales and Marketing Aren’t Pulling in the Same Direction

A misaligned sales process can disconnect your GTM engine. If marketing is generating leads that sales doesn’t know how to convert, you’ll see friction, finger-pointing, and funnel leakage. The buyer experiences inconsistency, and conversion suffers.

7. Top Reps Are Getting Frustrated

If your strongest performers are weighed down by admin, inefficient processes, or inflexible tools, they’ll disengage. Worse, they might leave altogether. Talent retention isn’t just about culture, it’s about whether they can do their best work.

8. Coaching Becomes Firefighting

When there’s no clarity or visibility into what’s working (and what’s not), managers are left reacting to missed targets, rather than proactively supporting their teams. Coaching becomes inconsistent. Underperformance becomes harder to diagnose, and even harder to turn around.

How to Know If Your Sales Process Needs an Intervention

You don’t need a full-blown pipeline collapse to know something’s wrong. Look for these early indicators:

Inconsistent win rates across reps or teams
Low adoption of CRM or sales tools
Too many prospects ending in “no decision”
Stalled deals with unclear next steps
Difficulty forecasting or hitting targets
High rep turnover or disengagement
A vague understanding of your ICP or sales playbook
A culture of ‘gut feel’ over data-driven decisions

The Fix: Clarity, Consistency and Commercial Focus

At Air Marketing, we work with B2B sales leaders to remove the guesswork. Our Sales Process Assessment & Audit gives you a clear picture of how your sales process is performing: what’s working, what’s not, and what’s costing you deals.

We analyse:

Process design and deal stages
Sales-to-marketing alignment
Discovery and qualification techniques
CRM structure and adoption
Use (and misuse) of sales tools
Rep productivity and coaching cadence

Then we deliver practical recommendations to help you build a sales operation that works at scale—grounded in data, driven by best practice, and built to convert.

Ready to stop the silent revenue drain?

At Air, we specialise in helping businesses optimise their sales performance through a detailed review of their sales and marketing processes.

Our assessment highlights strengths, uncovers gaps, and identifies opportunities for improvement, enhancing conversion rates, shortening sales cycles, and driving sustainable growth.

How To Increase Qualified B2B Sales Leads

Posted on 16 June 202516 June 2025 by Hannah Sanders

In B2B sales, the real challenge isn’t generating leads—it’s generating the right leads.

If you’re looking to improve your sales pipeline quality and increase conversion rates, the solution lies in strategic preparation, not just volume. At Air Marketing, we’ve seen time and again that the single most effective tactic for boosting lead qualification is pre-call research.

By understanding the prospect before you ever pick up the phone, you equip yourself with the insights needed to have meaningful, relevant conversations that open doors—not shut them.

These insights were originally explored in our Calling Masters webinar – watch the full session here.

Why Pre-Call Research Is Key to Better Lead Quality

Cold calling, when done without context, is often met with indifference. When done with insight, it becomes a powerful tool for starting qualified sales conversations.

Pre-call research helps shift your approach from generic outreach to tailored messaging. It increases credibility, improves rapport, and ensures you’re targeting people and businesses with the highest potential to convert.

Start with a Clear Ideal Customer Profile (ICP)

High-performing sales teams don’t treat every prospect equally—they prioritise the ones that match their Ideal Customer Profile.

Understanding your ICP allows you to filter by relevant industry sectors, company size, and decision-making roles. That clarity ensures you’re speaking to organisations that not only need what you offer, but are structurally and strategically aligned to act on it.

This is a fundamental step in every outbound campaign we run at Air. It keeps messaging sharp, outreach relevant, and lead qualification rates high.

For a deeper dive into defining and leveraging your ICP, read our guide: Swipe Right: How to Match with Your Ideal Customer Profile.

Solve Specific Problems, Don’t Deliver Generic Pitches

The most successful sales calls start with a solution-focused mindset. But you can’t offer a solution if you don’t understand the problem.

By taking a few minutes to explore recent company activity, sector trends, and likely challenges, you’re better positioned to demonstrate value. That preparation allows you to speak directly to the pain points that matter most, making your proposition immediately more compelling.

Use Insight to Build Trust

Tailored calls that reference specific details about the prospect’s business stand out. Whether it’s a recent funding round, industry recognition, or a strategic initiative—they signal that you’ve done your homework.

This builds trust early in the call and positions you as someone who respects the prospect’s time. In a crowded market, that kind of credibility makes all the difference in moving a lead from cold to qualified.

What to Research Before You Call

Here’s how to prepare efficiently and effectively:

1. Company Information

Industry trends and challenges
Company size and structure
Press coverage, funding, partnerships
Website content and service lines

2. Decision-Maker Context

Job title and responsibilities
LinkedIn activity and content
Career milestones or professional interests

It’s about surfacing the information that can enrich the conversation—not overwhelming the prospect with a data dump.

3. Business Triggers

Expansion into new markets
Hiring trends or leadership changes
Regulatory pressures or sector innovation
ISO or ESG ambitions

These are often signs that an organisation is navigating change—and may be more receptive to new solutions.

4. Tools to Make It Easier

Our team leverages tools that cut through the noise, including:

BuiltWith – to assess technology stacks
Google News – for timely updates
LinkedIn – for individual signals and social proof
CRM history and intent data – for deeper context across previous interactions

Stay Focused: Efficient Research Yields Faster Results

Pre-call research doesn’t need to take hours. When done with discipline, it can take just 5–10 minutes and yield much higher-quality conversations.

The key is to find the balance: not so much research that it delays outreach, but not so little that it results in unqualified leads.

To maintain momentum, set clear time limits per prospect, segment your research by persona or vertical, and focus only on details that will genuinely support your conversation.

Putting Research Into Action

Research is only useful when it’s applied. Here’s how to bring it into the conversation without overwhelming the prospect:

Start With Relevance

Mention a recent update or known challenge to demonstrate that you’ve prepared. Then link that insight directly to how your solution can help.

Avoid Information Overload

Use just enough detail to demonstrate understanding. The goal is to create a sense of familiarity and relevance, not to show off how much you know.

Ask Smarter Questions

Guide the conversation by referencing industry context or common pain points. Asking “Is that something you’re seeing as well?” opens the door to discussion and deepens the prospect’s engagement.

Common Cold Calling Challenges – and How Research Helps

Cold Call Anxiety

Preparation builds confidence. Knowing your value proposition, understanding the audience, and being ready for objections makes each call more manageable.

Staying grounded in facts and insights also keeps the call professional, even when a prospect isn’t receptive.

Engaging Senior Stakeholders

Executives expect relevance and impact. Research allows you to cut to what matters—commercial results, risk mitigation, or strategic growth.

By speaking their language and demonstrating domain knowledge, you elevate the conversation and increase your chances of success.

Research + Relevance = Better Leads

If your goal is to increase qualified B2B sales leads, pre-call research is one of the most impactful habits you can adopt.

It improves call quality. It raises conversion rates. It helps you stop wasting time on the wrong leads and start focusing on the right ones.

At Air Marketing, we embed this thinking into every sales campaign we deliver—because preparation isn’t a luxury in outbound sales. It’s a performance advantage.

Ready to Improve Your Lead Quality?

Air Marketing helps businesses generate more qualified B2B leads through targeted, insight-led outbound sales campaigns. From strategy and messaging to SDR execution and reporting, we manage the full process—so you get results without guesswork.

📞 Request a quick discovery call and learn how our outsourced SDR teams can build your pipeline with precision.

How to Fix Your Reactive Pipeline Before It’s Too Late

Posted on 3 June 20253 June 2025 by Hannah Sanders

Sales leaders often don’t realise their pipeline is reactive until it’s already hurting performance. Deals start slipping, forecasts become fiction, and the team is stuck in a cycle of chasing rather than closing.

By the time most sales teams acknowledge there’s a problem, it’s already critical. And while quick fixes might keep things afloat in the short term, they won’t build predictable revenue.

If your pipeline relies on luck, last-minute heroics, or one or two key accounts coming in ‘just in time’, you’re already at risk.

The good news? It’s fixable – if you act fast.

First: Do you have a reactive pipeline?

Here are five warning signs:

Peaks and troughs in monthly pipeline value
Inbound-heavy strategies with minimal outbound activity
Late-stage pressure to “find” deals before quarter-end
No structured prospecting rhythm across the team
Sales forecasts based on gut feel, not verified data

If any of these feel familiar, your pipeline isn’t futureproof – and it’s time to take control.

Why reactive pipelines happen

Most reactive pipelines are the result of one thing: neglecting top-of-funnel activity. When prospecting is inconsistent or deprioritised, pipeline coverage becomes patchy. Add in over-reliance on marketing or referrals, and you’ve got a pipeline vulnerable to external market shifts.

There’s also a cultural factor. Sales teams often fall into ‘delivery mode’ – focused on closing or servicing existing deals, rather than fuelling the funnel for future months. By the time attention returns to new business generation, it’s already too late.

Fixing it: A practical playbook for regaining control

Diagnose the gaps

Analyse your pipeline by source, stage, and age.
Look for bottlenecks, drop-offs, or channels delivering diminishing returns.

Reset the prospecting culture

Daily outbound activity must be non-negotiable, not optional.
Equip the team with clear messaging, targeted data, and accountability frameworks.

Build an outbound motion that scales

Relying on individual effort alone won’t cut it.
Invest in a systematic outbound engine combining automation, personalisation, and multi-channel outreach.

Rebuild forecasting from the ground up

Start with pipeline coverage and conversion rates – not wishful thinking.
Hold regular, realistic pipeline reviews that focus on progression, not just volume.

Align sales and marketing on pipeline goals

Marketing should be focused on generating demand, not just leads.
Shared ownership over pipeline health drives consistency across channels.

The mindset shift: from reactive to repeatable

Fixing a reactive pipeline isn’t about finding a silver bullet. It’s about building a machine – one that prioritises daily pipeline activity, empowers your team with the right tools and insight, and aligns every effort to a consistent revenue rhythm.

Don’t wait for the next dry month to take action. The earlier you fix the foundation, the sooner you gain predictability – and the confidence that comes with it.

Ready to futureproof your pipeline?

Discover how Air Marketing helps sales leaders build sustainable, repeatable outbound strategies that deliver results.

Explore our sales services.

Ep. 2 | The Resilient Seller: Lessons Beyond the Sales Floor (with Dan Brown) | ON AIR With O & J

Posted on 23 May 20253 June 2025 by Hannah Sanders

“I’m constantly pushing to find points of failure. Because if you’re not failing, you’re not trying hard enough.”

Introducing our 2nd episode of ON AIR: With Owen & Josh – the podcast where two founders who’ve done their time in the sales trenches share refreshingly honest insights on what genuinely moves the needle when scaling revenue.

Meet Your Hosts: Owen Richards and Josh Smith

Owen Richards hails from Kent and began his sales career at Forrest Marketing Group (now Forrest Contact) in Sydney. After an 8-year stint, Owen returned to the UK and co-founded Air Marketing Group, growing it into a powerhouse offering specialist B2B sales and marketing solutions to businesses across the globe. Known for his relentless positivity and strategic foresight, Owen brings a wealth of experience and a knack for big ideas to the podcast.

Joshua Smith is the founder of CRO Connected, a fast-growing network on a mission to democratise the insight and experience Chief Revenue Officers need to scale. From startup scrappiness to boardroom strategy, Josh has seen the full spectrum on his professional journey. He brings sharp commercial acumen and a dry wit to the podcast, fuelled by a real-world understanding of what it takes to build, lead, and scale.

What to Expect in this Episode

In Episode 2, Owen and Josh are joined by Dan Brown, Executive Director at CDM Media – a sales leader with a personal story that challenges the conventional ‘hustle’ narrative.

This episode goes beyond sales frameworks and pipeline talk. Dan opens up about how his experiences outside of work – from adversity to mindset coaching – have shaped a stronger, more grounded approach inside the world of sales. Expect reflections that hit deeper than your average sales podcast.

Together, Owen, Josh and Dan explore:

🔸 Why resilience is the most underrated sales skill
🔸 The power of self-awareness in driving performance
🔸 Lessons from outside the office that build commercial strength
🔸 How to balance ambition with wellbeing
🔸 Why authenticity wins more than bravado in modern sales

This is a refreshing, real-world conversation for revenue leaders who know that mindset and mental stamina are as critical as sales tactics.

🔔 New episodes drop monthly – subscribe and follow the journey as we speak to the experts who are actually doing the work.

Watch: On YouTube or via Air Marketing’s Knowledge Hub.

Listen: On Spotify, Amazon Music, Apple Podcasts, TuneIn + Alexa, Deezer, and more.

Warning: Contains swearing

How to Sell EV Charging to Businesses That Don’t See the Financial Benefits (Yet)

Posted on 9 May 20253 June 2025 by Hannah Sanders

It’s easy to assume that selling EV charging into businesses should be straightforward. The market’s growing. The need is rising. The future is electric. But here’s the reality: if the financial case isn’t immediately obvious, most businesses won’t move.

And for many, it still isn’t.

That’s the challenge sales teams are up against. You’re not selling an EV charger. You’re selling future value – in a market where short-term pressures dominate decision-making. So how do you get through to a business that doesn’t yet see EV charging as commercially viable?

Reframing the Conversation

The problem isn’t that they don’t care. It’s that they’re not connecting the dots between EV charging and business impact. Your job is to reframe the narrative – from a ‘green tick box’ to a commercial lever. That starts with repositioning the value in ways that resonate with your buyer’s priorities.

Talk in commercial language, not carbon
If your buyer is measured on cost, revenue, or operational efficiency, lead with that – not emissions. Show how EV charging can reduce fleet fuel costs, increase footfall, or open new revenue streams.

Make the intangible, tangible
Sustainability might not sit on a P&L, but reputation does. Position EV charging as a signal of innovation and leadership that attracts top talent, investors, and customers alike.

Anchor to data, not hype
Generic trends won’t cut it. Use sector-specific stats, real case studies, and ROI models tailored to their environment. Help them see themselves in the opportunity.

Get ahead of regulation
If they’re not feeling pressure now, they will. Build urgency by highlighting upcoming legislation and market shifts – then position them as a first mover, not a late adopter.

Sell simplicity, not complexity
The tech might be clever, but your pitch shouldn’t be. Break down the operational lift, make the rollout feel doable, and remove any perceived barriers.

Sales is About Translating Vision Into Value

At its core, this is about connecting future-facing solutions with present-day business pressures. That requires empathy, commercial insight, and the confidence to challenge assumptions.

You don’t need your prospect to become an EV evangelist overnight. You just need them to see that this isn’t just a nice-to-have. It’s an investment – in efficiency, differentiation, and future readiness.

And with the right approach, that’s a far easier sell than it looks.

Need support converting cautious prospects into confident buyers?

At Air Marketing, we help growth-focused EV brands build high-performance sales strategies that cut through hesitation and accelerate adoption.

Get in touch and let’s talk about your sales goals.

Ep. 1 | Professionalising Sales in SMBs (with Adam Philpott) | ON AIR With O & J

Posted on 11 April 20253 June 2025 by Hannah Sanders

Introducing our 1st episode of ON AIR: With Owen & Josh – the podcast where two founders who’ve done their time in the sales trenches share refreshingly honest insights on what genuinely moves the needle when scaling revenue.

Meet Your Hosts: Owen Richards and Josh Smith

What to Expect in this Episode

In our very first episode, Owen is joined by Adam Philpott (CEO, Fingerprints). With co-host Josh unexpectedly out of action, the conversation doesn’t hold back. From leading sales in global enterprises to transforming sales operations in a small business, Adam shares unfiltered insight from both sides of the scale spectrum.

Together, Owen and Adam explore:

🔸 What it really means to professionalise sales in SMBs

🔸 The key differences between enterprise and startup sales culture

🔸 Building sales processes without stifling individuality

🔸 Balancing operational rigour with entrepreneurial flair

🔸 Why forecasting is not about reading the news—but creating it

This is an honest, sharp-edged chat for sales leaders, founders, and revenue professionals who want more than the same recycled advice.

🔔 New episodes drop monthly – subscribe and follow the journey as we speak to the experts who are actually doing the work.

Watch: On YouTube or via Air Marketing’s Knowledge Hub.

Listen: On Spotify, Amazon Music, Apple Podcasts, TuneIn + Alexa, Deezer, and more.

Warning: Contains swearing

The Power Pitch Pack: Proven Scripts to Win More B2B Contracts in the Utilities Sector

Posted on 1 April 20253 June 2025 by Hannah Sanders

Struggling to break into the utilities sector? This free pack delivers proven cold outreach scripts, objection handling techniques, and follow-up strategies – built specifically to help B2B sales teams accelerate results, secure meetings, and close more deals in a complex market.

Why Traditional Sales Approaches No Longer Work in Utilities – And What to Do Instead

Posted on 1 April 20253 June 2025 by Hannah Sanders

“The best salespeople today act more like consultants than traditional reps.”

For years, the utilities sector has been powered by tried-and-tested sales tactics: cold calls, bulk mailers, and lengthy procurement cycles that move at the speed of a slow-charging EV battery. But times have changed. Customers are savvier, markets are evolving, and the old-school playbook is no longer fit for purpose.

So, if traditional sales approaches no longer work, what should utilities companies do instead? Let’s take a closer look at why the shift is happening – and how forward-thinking firms can adapt.

The Problem with Traditional Sales in Utilities

Customers Have More Control

Once upon a time, utilities companies could dictate terms. Now, digital platforms have put power (literally and figuratively) in the hands of customers. Whether it’s comparing energy providers or choosing a new smart home solution, today’s buyers expect transparency, speed, and self-service options. If they have to jump through hoops to get information, they’ll simply go elsewhere.

Procurement is No Longer a Slow Game

Historically, sales in the utilities sector involved long RFPs (Request for Proposal), multiple stakeholder approvals, and decisions that took months, if not years. But automation and AI-powered procurement tools have sped things up. Customers don’t have time for drawn-out pitches and old-school sales cycles.

The “Push” Model is Dead

Hard-selling tactics and aggressive pitches feel out of place in today’s utilities market. Customers don’t want to be “sold to” – they want to be educated, advised, and empowered to make their own choices. The companies that focus on value, rather than just selling, will win the race.

The New Sales Playbook: What to Do Instead

Shift to a Consultative Approach

Modern sales isn’t about convincing someone to buy; it’s about guiding them to the right decision. Utilities firms should act as advisors, helping customers navigate options, regulatory changes, and emerging technologies. Whether it’s sustainability, efficiency, or cost-saving strategies, the best salespeople today act more like consultants than traditional reps.

Embrace Digital-First Sales

If customers are searching for solutions online, why are so many sales teams still relying on cold calls alone? Digital marketing, content strategies, and self-service portals allow buyers to do their own research before ever speaking to a salesperson. However, a well-timed, strategic cold call can still be an effective tool to engage decision-makers, clarify needs, and drive meaningful conversations. Companies that integrate digital-first sales strategies alongside personalised outreach will be the ones capturing demand, rather than chasing it.

Focus on Personalisation

No one wants a one-size-fits-all pitch. With AI-driven insights and customer data analytics, utilities companies can personalise their outreach, ensuring customers receive relevant recommendations based on their specific needs. Whether it’s a tailored energy efficiency report or a predictive maintenance schedule, personalisation makes sales efforts more effective.

Build Trust, Not Just Pipelines

The utilities sector is built on trust. Customers aren’t just buying a service – they’re making a long-term commitment. Sales teams need to focus on credibility, transparency, and customer education rather than quick wins. By offering valuable insights, engaging in thought leadership, and being upfront about costs and benefits, utilities firms can foster stronger, longer-lasting relationships.

The Bottom Line

Traditional sales methods in utilities are fading fast. Customers now expect seamless, digital-first interactions, personalised recommendations, and value-driven conversations. Utilities companies that shift away from outdated sales tactics and embrace a more consultative, tech-enabled approach will be the ones that thrive.

The future of sales in utilities isn’t about pushing harder – it’s about making it easier for customers to buy.

Now, who’s ready to rethink their sales strategy? Our sales and marketing experts can help. Speak to us on 07884 185911, or enquire here.

Winning B2B Contracts in Utilities: How to Stand Out Without Slashing Prices

Posted on 18 February 20253 June 2025 by Hannah Sanders

In the highly competitive utilities market, many sales teams feel pressured to lower prices just to secure contracts. Procurement departments often prioritise cost-cutting, making it difficult to showcase the true value of a service. However, competing on price alone erodes profitability and turns services into commodities. Instead, utility providers must adopt smarter sales strategies – focusing on value-based selling, service excellence, and long-term partnerships. At Air Marketing, we help sales teams win more contracts without sacrificing margins.

Value-Based Selling: Shifting the Conversation

Price-driven sales often overlook the bigger picture: the long-term benefits a provider can offer. Value-based selling shifts the conversation from cost to impact.

Highlight Total Cost of Ownership (TCO) – Instead of focusing on the upfront price, emphasise the long-term savings your service provides, such as efficiency gains, reduced downtime, or sustainability benefits.
Showcase ROI – Use case studies and data-driven insights to demonstrate how your services have delivered measurable results for similar businesses.
Customise Solutions – Tailor your proposal to address the prospect’s unique needs, proving that your offering provides more than just basic utilities.
At Air Marketing, we train sales teams to craft compelling value propositions that resonate with B2B decision-makers.

Service Excellence: A Key Differentiator

Utility contracts are about more than just price – they’re about reliability, customer support, and operational efficiency. Many B2B buyers are willing to pay more for a provider they can trust.

Guarantee Reliability – Highlight your track record for service uptime, response times, and proactive issue resolution.
Offer Superior Customer Support – Show how your dedicated account management, fast response times, and proactive service can reduce operational stress for the buyer.
Use Client Testimonials – Leverage existing happy clients to reinforce your reputation for quality and dependability.
By emphasising service excellence, utility providers can create a strong case for why their offering is worth the investment.

Strategic Negotiation: Controlling the Sales Process

Effective negotiation isn’t about conceding on price – it’s about steering the conversation toward mutual benefit.

Anchor on Value, Not Cost – Open negotiations by reinforcing the benefits of your service rather than justifying your price.
Offer Tiered Pricing Models – Providing flexible solutions with different service levels can help prospects find an option that meets their budget without requiring heavy discounts.
Leverage Differentiators – Use exclusive benefits (e.g., energy efficiency solutions, compliance support, analytics) as negotiation tools to justify your pricing.
At Air Marketing, we equip sales teams with the skills to navigate procurement conversations confidently, ensuring they retain control of the sales process.

Relationship Building for Long-Term Success

Winning contracts isn’t just about closing a deal – it’s about securing long-term partnerships that drive recurring revenue.

Invest in Account Management – A strong post-sale experience leads to renewals and referrals, reducing the pressure to chase new business.
Provide Ongoing Value – Regular check-ins, market insights, and proactive recommendations strengthen your position as a trusted advisor.
Build Stakeholder Relationships – Engage multiple decision-makers within an organisation to ensure broader buy-in and reduce dependency on a single point of contact.

In a market dominated by price wars, utility providers must stand out through value-driven sales strategies. By focusing on value-based selling, service excellence, strategic negotiation, and long-term relationship building, sales teams can win more contracts without sacrificing margins. At Air Marketing, we provide expert sales support, coaching, and lead generation to help utility providers secure high-value contracts. If you’re ready to elevate your sales approach, get in touch with our team today.

Opinion piece by Account Director, Alex Burgess.