If your small to midsize B2B services firm is struggling to attract clients, it is tempting to over-represent your capabilities to win the business.
From claiming “we” instead of “I” to counting freelancers as full-time staff, or inflating the range of services and locations you cover, there are many ways (some subtle, some not) that small to midsize companies act bigger than they are. But if you’re overpromising and under-delivering, you’re skating on thin ice.
Sure, you might think you can promise big and scale up quickly to meet expectations, but that’s a risky game. Yes, there’s value in ambition and pushing your company into new territory, but there’s a fine line between stretching for growth and flat-out misrepresentation.
Ask yourself: why are you chasing customers that seem out of reach? If it’s just for the income, maybe your pricing is off or your conversion rate isn’t strong enough to sustain your business.
As a marketer, my role is to shine a positive light on what your company does best. So I know there are many ways to highlight your strengths and minimize your weak spots, before crossing a line and putting your company in a compromising position. Many small to mid-sized B2B service companies hide their true value. They fail to put their best foot forward, and often their marketing is overly modest or even negative. There’s plenty of room to improve how you present your business without resorting to exaggeration or misleading claims.
So, firstly, two reasons not to pretend to be a bigger firm:
If they see through your pitch, you’ll lose more than just the RFP
Pitching for new business is time-consuming, expensive and for new or small/midsize B2B firms that need the work, emotionally draining because so much hangs on the outcome. If the pitch is ultimately doomed because you simply are not representing yourself accurately, the entire operation wastes your resources.
Big pitches also tend to skew your view of the sales funnel. You ease up on chasing other potential clients because this one, big pitch will solve all the sales goals for this quarter. You ignore your sales conversion rate and your own lead rating system and assume that because you worked hard on the proposal, that guarantees a win. It doesn’t.
And even if you were to get the job (see below) the whole experience has been fraught with worry that you’ll get caught out unless, of course, you’re a narcissist and can just shrug it off.
If you get the gig and can’t keep up with demand
Once you land a client who expects you to operate at a higher level—whether in volume, speed, or capacity—you’re immediately on the back foot. You’ve promised a bigger operation, but now you’re scrambling to deliver without the resources to back it up.
The result is missed deadlines, sloppy work, and strained relationships. The client will sense when you’re struggling to keep up. Even if they don’t know the details, they’ll feel the delays and, ultimately, start doubting your capability. When expectations are set high and you fall short, the damage goes beyond just losing that client—you risk burning bridges and tarnishing your reputation. It’s a short-term win with long-term consequences.
Instead, focus on what you can deliver. There’s nothing wrong with scaling slowly and taking on clients you can serve well. It’s better to have fewer clients singing your praises than more clients questioning your reliability. Consistency and quality will grow your reputation much more effectively than trying to play at a level you’re not ready for.
If you need to look bigger, you’re pitching to the wrong clients
If you feel the need to exaggerate your size, it’s a sign you’re chasing the wrong clients. You’re targeting businesses that fall outside your Ideal Customer Profile (ICP). These are clients that require more resources, services, or infrastructure than you can currently provide. When you stretch to meet their needs, you end up out of your depth, constantly playing catch-up instead of excelling at what you do best.
Build your ideal customer profile around those who benefit most from your core strengths, and whose pain points match the services you provide best. These are the clients who will benefit the most from your expertise and who are more likely to give you repeat business, referrals, and long-term partnerships.
By chasing larger clients, you’re neglecting the very clients who are looking for the kind of service and attention you can deliver. These opportunities go underserved or unnoticed.
Be honest: build trust, not a facade
When you’re upfront about what your B2B service can and cannot do, you set realistic expectations, leading to more satisfied customers and long-term relationships. Transparency makes you more approachable, helping prospects feel confident in your ability to deliver.
Build that honesty into your marketing from the very beginning. It is not so difficult to turn the truth into a strength. There are plenty of ways to turn the limitations of your B2B service into strengths, beyond a blunt “We don’t do that”.
Reimagine the gig: focus on what you’re best at
Rather than trying to be a jack-of-all-trades, reframe the project to fit the services you excel at. If you’re not comfortable handling a client’s entire request, focus on the areas where you can add the most value and make that your pitch. This does not increase your chances of winning but does increase your chances of successful delivery of services.
By narrowing your focus, you can build a reputation as a specialist rather than a generalist. Don’t be afraid to define your niche if the client is willing to work with multiple providers, in order to get your expertise in a certain area.
Partner with services that complement yours
If you are going to specialize and force clients to consider multiple providers, at least solve the problem for them and partner with other providers.
Partnerships allow you to scale without having to invest in expanding your resources. You can offer more comprehensive services by collaborating with other experts, without diluting your capabilities.