Why Deals Stall
Your sales team is working the right deals. Something else is blocking them.
The problems behind almost every stalled deal
Some deals are lost to competitors, but many are stalled by the approval process.
The customer wants the product. The technical proposal make sense. But somewhere between the sales conversation and the signed contract, three structural problems surface – and most sales teams have no answer for any of them.
Capital constraints block the decision. Performance risk kills confidence. And in-house maintenance expertise is an unresolved question.
That is The Approval Problem.
of manufacturers lose deals due to financing challenges
– Automate UK, 2025
of lost B2B deals cite risk rather than price
– Basis Global, 2026
"When the project is complete, the expertise to maintain or maximise value from the investment has not taken root in the business."
– Prof. Sam Turner, High Value Manufacturing Catapult
Every one of these challenges has an answer. Unfortunately, most companies never get to hear it.
Why It Works
on funded, long-term service contracts
from start-up to scaled business across 3 continents
In 2010 we founded a business to solve The Approval Problem in the energy efficiency space.
An OEM with a strong product and a full pipeline – but deals that wouldn't close because the customer wouldn't take the performance risk or couldn't secure the funding.
We weren't advising from the outside. We were inside the business – building the case, negotiating with funders, rewriting contract terms until all three parties could say yes. Deal by deal, for over sixteen years.
That experience applies whether you are closing a single deal with a strong business case or building a recurring revenue model from the ground up.
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The Solution
You know The Approval Problem is costing you deals. The question is how far you want to go.
Turn your customers' CAPEX into cash-positive OPEX.
One deal, stuck at commercial approval.
You have a deal stuck at commercial approval. The customer wants it. Finance won't approve the capex. Traditional funders won't touch it.
This is The Approval Problem. We solve it.
One deal. Closed. Your customer gets what they needed. You get proof this works. Your team gets confidence to do it again.
You pay only when it's done.
No Fix. No Fee.
We solve the deposit and residual value challenge by working with funders who understand your market and your product.
We reframe the proposal to be value-based: from capex to monthly payment, structured to be cash-positive for the customer from month one.
We work alongside your sales team, joining calls and negotiations directly, through to signature and the funded close.
A 3-month pipeline intervention.
You have deals stuck in your pipeline. Not one – several. Same pattern repeating: customer wants it, finance blocks it.
Three months. Three deals closed using the same methodology. Your team trained to close the pattern themselves.
Three wins. One permanent shift: your sales team now knows how to close what finance once blocked.
3 Deals. 3 Months.
We review your live pipeline, isolate the deals blocked by finance or risk concerns, and prioritise the three with highest close probability and impact.
We address commercial, technical and funding concerns – building a decision-ready business case, amending SLAs or warranties, and structuring the finance, as needed.
We push each deal to a clear yes or no – training your sales team on value selling, joining sales calls to present the commercial case, leading the negotiation to close, and debriefing at each stage.
You sell equipment. They want to buy outcomes.
That shift from product to service feels like a multi-year transformation. It is not. You likely have the customers, the capability, and the revenue stream already – you just haven't organized them into a defensible model.
The Recur Pathway shows you how. You move from competing on price to owning the relationship. From one-time deals to lifetime value.
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This is what separates leaders from competitors.
