How One Sales Decision Took Win Rates from 20% to 65% with Erik Haas

What if the secret to closing more deals isn't speeding up your sales process but slowing it down? In Episode 59 of Built by Margin, Laurie Chen sits down with Erik Haas, Founder and Principal Consultant of Fieldline Consulting, to explore why so many founder-led businesses struggle to scale sales and what it takes to build a repeatable, profitable growth engine. Erik shares how he helped an IT services company break through a $10 million revenue plateau and grow to $25 million by transforming its approach to sales, customer relationships, and value creation. One of his most impactful decisions was surprisingly counterintuitive: adding an extra step to the sales process. By introducing a collaborative solution review before the final proposal, his team increased proposal win rates from 20% to 65% while making price less of a deciding factor. Laurie and Erik also discuss the financial side of scaling, including customer acquisition cost (CAC), net revenue retention, client profitability, and why revenue growth doesn't necessarily translate into better margins. In this episode, you'll learn: Why founder dependency becomes a major barrier to scaling sales How one additional sales step increased proposal win rates from 20% to 65% Why identifying your most profitable customers matters more than simply generating more leads How to connect sales performance with financial KPIs and sustainable margins Why customers often choose the least risky option rather than the cheapest How founders can build a business around a clear vision instead of chasing revenue targets Erik leaves us with a powerful reminder: revenue is a measurement of growth, but it isn't necessarily the goal. The real objective is building a business that creates meaningful value, delivers sustainable profitability, and can grow beyond its founder. Laurie Chen Instagram: https://www.instagram.com/lauriechencpamba/ LinkedIn: https://www.linkedin.com/in/lauriechen/ Risk Worthy: https://www.riskworthy.co/   Erik Haas LinkedIn: https://www.linkedin.com/in/erikhaas/ Fieldline Consulting: https://fieldlineconsulting.com/