Find new business opportunities

Small businesses can win contracts with major clients by showing preparation and professionalism. Follow these eight tips to stand out and secure high-value deals.

Research thoroughly

Research the client before contact. Check their annual reports and accounts for revenue growth, major costs and any expansion plans. Scan news for recent contracts or leadership changes, and use market research tools to analyse competitors and industry trends. You want to show that you understand their unique needs and pain points, and that you offer more than just a generic pitch.

Look professional

First impressions often decide if clients take you seriously. You will want to create a positive impression with your appearance, behaviour and communication. Dress smartly, arrive early and present a reputable brand, supported by testimonials and endorsements. Ensure your premises, printed materials and website all present a professional image.

Find decision-makers

In larger organisations, buying decisions are rarely made by one person. Look for budget holders, procurement leads and technical evaluators. Focus on reaching the right senior contacts early, and tailor your approach to the client's procurement practices. Follow up if necessary, but respect gatekeepers and communication preferences.

Tailor your pitch

Focus your pitch on the outcomes that matter most to the client, such as reducing costs, increasing revenue, improving efficiency or managing risk. Support your claims with clear evidence (eg measurable data). During discussions, listen carefully, take notes and respond directly to what is asked. Be prepared to adapt your proposal if you're asked to revise your ideas.

Stay confident

Be confident in what your business offers and do not feel intimidated by the client's size or reputation. Be clear about your needs, such as pricing, payment terms and what you can deliver. Stay flexible, but do not agree to terms that are not fair or sustainable. A calm, confident approach helps build trust and shows you are a reliable partner.

Highlight your strengths

Focus on what makes your business different and relevant to the client. Highlight your unique selling points, especially where they offer advantages over other competitors (eg flexibility, faster service or expertise). Keep your message simple and relevant, and link your strengths directly to the outcomes the client wants.

Find your niche

Focus on a niche where you can offer clear, specialist value. Target areas where your business has strong expertise or can meet specific needs better than others. Look for gaps in the market and position your offer around them. Smaller businesses can often respond more quickly and adapt to change, which can be a clear advantage when serving specialist or emerging needs.

Demonstrate social or ethical value

Highlight the wider value your business brings, such as supporting local employment, reducing environmental impact, or contributing to the community. Larger organisations often look for suppliers with strong ethical and responsible practices. Make these benefits clear and relevant, and show how you can offer value in ways larger competitors may struggle to match consistently.

For more tips and practical advice, see how to compete to win business.