How to Consistently Win New Business Pitches
After 15 years working with agencies and observing teams win—and sometimes lose—new business, I’ve noticed a clear pattern. Talented teams often miss out on deals they absolutely could have secured. The key issue? It’s rarely their skills. More often, it’s how they communicate what they do.
If you’ve ever seen a stellar proposal fall flat because the message didn’t resonate, or watched a smaller team win just because they connected with the client, you know exactly what I mean.
First impressions matter—more than we like to admit. Clients make snap judgments in those crucial first few minutes, often deciding whether they trust you before you even get to slide three. That’s the hard truth. But here’s the good news: there’s a framework to give you the edge. It’s not about flashy gimmicks or high-pressure sales tactics. It’s about being honest, prepared, and clear about your value.
Let’s break it down.
Preparation Is Everything
Build a Master Presentation Template
Stop reinventing the wheel for every pitch. Too many teams waste time starting from scratch with each new opportunity. Instead, create a master deck—a comprehensive, go-to template that houses everything you need: case studies, team bios, services, pricing strategies, and more.
When a new pitch arises, you won’t be staring at a blank slide deck at midnight. Instead, you’ll simply tailor your existing assets to meet the client’s specific needs. This approach not only saves time but ensures consistency and professionalism.
Choose a Lead Presenter
One of the most common pitfalls? Too many voices during a pitch. When everyone speaks, the message gets muddled, and the client is left wondering who’s leading.
Assign a single lead presenter to carry 60–70% of the narrative. They set the tone and maintain the flow. And don’t assume this has to be your head of sales. Pitching to a technical audience? Put your best technical expert front and center. Clients can spot a generic sales pitch a mile away—they want someone who understands their challenges and speaks their language.
Practice Like Revenue Depends on It (Because It Does)
Run through your pitch as a team—before the big moment. Better yet, present it to someone outside your industry. Watch their reactions and listen for areas where your message feels unclear or lacks confidence.
Recording yourself is another powerful tool. Play it back to catch places where you’re stumbling, rambling, or failing to stick your points. Practice until your delivery is polished, natural, and impactful.
The Pre-Pitch Huddle
Hold a quick team check-in before the pitch begins. This isn’t just about calming nerves; it’s your chance to address any last-minute surprises, like unexpected client requests or role adjustments.
Confidence is contagious. A focused, upbeat huddle can set the tone for your entire team and ensure you’re all on the same page.
During the Pitch
Start with something small. Acknowledge a recent client achievement, reference their latest company news, or simply ask how their day is going. These little moments humanize the interaction and build rapport.
Set expectations early. Outline the structure of your pitch, how long it will take, and when clients can ask questions. Providing a clear roadmap keeps the conversation smooth and predictable.
When presenting your solution, focus on what you know. If a question arises that you can’t answer, don’t wing it. Be transparent—let them know you’ll follow up with the details. Honesty builds trust far more effectively than guesswork.
Make It About Them
Here’s the harsh truth: if your pitch is mostly about you, you’re missing the point. The real key to winning lies in doing your homework. Know who’s in the room, what challenges they face, their goals, and the obstacles standing in their way.
Tailor your pitch to their unique needs. Generic solutions and canned speeches won’t cut it. Ask thoughtful questions to confirm your understanding of their priorities. Reflect their language and goals back to them. By aligning your message to their world, you’ll build trust and credibility faster than you ever thought possible.
After the Pitch
Never let a pitch end with a vague, “Any questions?” and then disappear. Clearly outline the next steps before the meeting closes. Are you sending follow-up materials? Scheduling another call? Sharing a detailed proposal? Be proactive and leave no room for uncertainty.
And here’s a golden rule: send your pitch deck immediately. Decision-makers often deliberate after you leave, so make sure they have everything they need to keep you top of mind.
Turn Your Pitch Process Into a Winning Strategy
Winning new business isn’t about luck or charm—it’s about preparation, clarity, and confidence. By following a proven process, you’ll not only deliver better pitches but also significantly increase your close rate.
Ready to transform the way you pitch? At Schmidt Consulting Group, we specialize in helping teams master every stage of the process, from preparation to follow-up. Check out our website or reach out directly—I’d love to help your team go from hoping for the win to expecting it.
