How to Win New Clients in 2026: Sales & Marketing Advice From 3 Founders | Backed by Funding Circle

How do you win new clients when every competitor is shouting the same thing? Three founders who have built businesses from nothing give you their best sales and marketing advice in one room. No theory. Just what actually brings in new business.

James Martin started cutting grass as a boy, moved into tree surgery and has built, bought and sold companies ever since. He now owns Baddow Park House in Essex, runs a group of businesses and a property portfolio, hosts the Entrepreneur Conversations podcast and mentors business owners through the Baddow Park Mastermind. He joins Jack Frimston and Zac Thompson, co-founders of We Have A Meeting, the Manchester outbound sales agency that books meetings for B2B companies every day, and co-authors of the bestselling Sales Is Therapy.

Between them they cover the full journey of winning a client. Where to find them. How to get the first conversation. What to say when you get it. How to price without flinching. How to keep the client once you’ve won them.

In this panel you’ll learn:

Why being the most expensive option can win you more clients than being the cheapest, and how to say it out loud

How to find new business through outbound, referrals and your own network without feeling like a pest

What makes a prospect actually want to talk to you, and why sales works best when it feels like a conversation, not a pitch

How to build a marketing message that sounds like a human, not a brochure

Why cutting what you sell can grow what you earn

The small details that separate businesses that win work from businesses that chase it

The one thing all three would tell a founder trying to land their next big client tomorrow

If you run a small business, lead a sales team or you’re trying to grow a UK company in a crowded market, this is your playbook for winning new clients and building a pipeline that doesn’t dry up.