Refine your pursuit strategy, align your team, and win the work that truly drives growth.
By Matthew Neuberger
Most contractors approach growth the same way: bid more, win more, build more.
But the smartest firms are rethinking that model.
They’re asking tougher questions. Clarifying what kind of work actually grows the business. Aligning their pursuit strategies across leadership. And building positioning that’s so clear and credible, buyers stop comparing them to everyone else.
For firms that want to grow with focus and purpose, these four questions are a critical starting point.
What’s our real value to the client—besides price and reputation?
Being able to clearly and credibly explain the specific results and advantages you bring—especially under pressure—is what sets trusted firms apart.
Why it matters:
Knowing the answer to this question changes the conversation from “What’s your number?” to “What’s the value of working with your team — as opposed to anyone else’s?”
Where should we invest energy—on existing relationships or new ones?
Not all clients are created equal. Knowing which ones to protect, grow, or replace helps you build a more predictable pipeline.
Why it matters:
Knowing the answer to this question gives your team a focused game plan for growth instead of chasing everything.
Where are we exposed internally—and where can we confidently lead?
A clear understanding of your organization’s strengths and weaknesses—alongside outside threats and inside opportunities—helps you lead more intentionally.
Why it matters:
If your team isn’t aligned on the answer to this question, your strategy will always be inconsistent.
Who do we actually compete against—and how do we outperform them?
Understanding how your top competitors position themselves, win jobs, and interact with clients is key to gaining a strategic edge.
Why it matters:
The answers to this question show you where to play offense—and how to avoid sounding like everyone else.
Clarity Requires More Than Gut Feel
Each of these questions can be answered through structured research and hard data, not just opinions. In Sandler’s work with contractors, we use methods like competitive impact analysis, business snapshots, ideal customer profile design, SWOT, KARE, and value proposition development to get there.
What matters most is getting to clear, tested answers that help you win more of the right jobs and avoid the wrong ones.
