5 Ways to Win More High-Value Clients in The Trade Industry

There was a time when I struggled to land high-value contracts for my trade business.

I’d put in countless hours preparing quotes, tweaking proposals, and following up with potential clients.

But more often than not, I’d hear the same old line: “We’ve decided to go with someone else.”

It was a gut punch every time.

I’d see competitors landing the kind of clients I wanted, and I’d wonder what I was missing.

Why did their pitch seem to resonate more? Why were they getting the big jobs while I was stuck with smaller gigs that barely moved the needle?

I remember one project in particular—a big commercial job that could’ve transformed my business.

I thought I had it in the bag.

But when they chose another company, I realised that something had to change.

I was tired of playing small and losing out to competitors.

That’s when I decided to dig deep, learn from my mistakes, and refine my approach.

I made some mistakes along the way, but eventually, I found the strategies that worked.

If you’re struggling to win those big contracts and high-value clients, you’re not alone.

But the good news is, you don’t have to keep struggling.

With the right approach, you can start landing the kind of work that makes a real impact on your business.

Here are five strategies that turned things around for me and helped me start winning the jobs that matter.

1. Understand Your Ideal Client Inside and Out

At first, I thought casting a wide net was the way to go.

I’d pitch my services to anyone and everyone, hoping something would stick.

But this approach meant I was wasting time on clients who weren’t the right fit.

I learned that to win high-value clients, you need to be laser-focused on who you want to work with.

It’s not just about knowing what they need—it’s about understanding their pain points and how your service can make their life easier.

Start by asking yourself:

  • Who are my best clients right now?

  • What do they value most about our service?

  • What problems can we solve that others can’t?

When you know your ideal client inside out, you can tailor your pitch to speak directly to their needs, making it much harder for them to say no.

2. Sell Solutions, Not Services

I used to lead with the technical details—talking about the specifics of our work and how good we were at it.

I thought clients would be impressed by the nitty-gritty.

But the truth is, most high-value clients don’t care about the details.

They care about the results you can deliver.

I learned that winning big contracts means selling solutions, not just services.

Instead of saying, “We’re the best at what we do,” I started focusing on how we could solve their specific problems.

For example:

  • Instead of “We offer 24/7 emergency services,” I’d say, “We make sure your site stays operational, even during emergencies, so you don’t lose time or money.”

  • Instead of “We use top-of-the-line materials,” I’d say, “We use materials that extend the life of your project, saving you money on maintenance.”

When you shift the conversation to the outcomes you can achieve, you become a solution-provider, not just another service provider.

3. Build Relationships Before the Sale

I used to think that selling was all about the pitch.

But I’ve learned that high-value clients aren’t just looking for a service—they’re looking for a trusted partner.

In the past, I’d send off my proposal and hope for the best.

But now, I take the time to build relationships before I even think about pitching.

This means reaching out, asking questions, and understanding their challenges before jumping into the sales conversation.

Here’s what I do differently now:

  • Connect on LinkedIn and engage with their posts.

  • Offer insights and advice on industry challenges without expecting anything in return.

  • Invite them to a coffee chat or a quick Zoom call to discuss their needs.

By building a relationship before the sale, you position yourself as a trusted advisor.

And when the time comes to submit a proposal, you’re no longer a stranger—you’re the partner they trust to deliver.

4. Create a Standout Proposal

When I first started, my proposals looked just like everyone else’s.

Pages of text, standard pricing, and a list of services.

But I soon realised that if you want to stand out, your proposal needs to be more than just a document—it needs to tell a story.

Now, I focus on creating proposals that are:

  • Visually engaging: Include images of past projects, testimonials, and infographics that break down the benefits.

  • Personalised for each client: Use the client’s language and address their specific concerns directly in the proposal.

  • Value-focused: Highlight the long-term value of working with you, not just the cost.

A well-crafted proposal isn’t just about looking good on paper—it’s about showing that you understand the client’s needs and have the skills to meet them.

5. Follow Up Like a Pro

This is where I used to drop the ball.

I’d send a proposal and just wait.

But high-value clients often have a lot on their plate, and following up is key to staying top of mind.

Now, I make sure to follow up consistently—without being pushy.

Here’s what I’ve found works best:

  • Send a quick email a few days after sending the proposal to see if they have any questions.

  • Share a case study or success story that relates to their industry.

  • Follow up with a phone call to discuss their thoughts and next steps.

Most people worry that they’ll seem too eager by following up, but I’ve found that clients appreciate the extra effort.

And often, it’s that final follow-up that turns a maybe into a yes.

Winning High-Value Work Is Within Your Reach

I’ve been where you are—struggling to land those big contracts and wondering if things will ever turn around.

But I’ve also seen how a few key changes can make all the difference.

When you focus on understanding your clients, building relationships, and positioning yourself as a solution-provider, you’ll start winning the work that moves your business forward.

Ready to Win Bigger Jobs and Better Clients?

Join our High-Value Business Sales Masterclass and learn step-by-step strategies to land the contracts you’ve been dreaming of.

Let’s turn your sales challenges into success stories—together.