The #1 Mistake Professionals Make When Pitching Their Business (And How to Fix It)

What if I told you that the reason your business pitch isn’t landing has nothing to do with your credentials, your expertise, or even your idea?

What if the problem isn’t that your audience doesn’t get it—but that they don’t feel it?

This happens more often than you think.

Meet Alex: An Expert Who Struggles to Close the Deal

Alex is a seasoned professional—sharp, experienced, and confident. When she pitches her services to potential clients, she is meticulously prepared.

Well designed slide deck? Check.

Lots of facts and details? Check.

A well-rehearsed explanation of what she does? Double check.

But frequently, Alex walks away from meetings feeling like something is missing.

The responses are polite—"Sounds interesting," or "We'll think about it"—but no commitment to buy or even to come back for a second meeting. 

Alex knows she’s doing something wrong, but she’s not sure what.

What Alex doesn’t realize is that she’s making the #1 mistake professionals make when pitching their business: She’s leading with logic instead of emotion.

Why Many Pitches Fail to Motivate

Most people believe that if they explain their solution clearly enough, their audience will automatically see the value. They lead with their impressive qualifications and pack their pitch with data, and facts —thinking this will be enough to convince their audience to buy.

But here’s the truth: As humans, we are not motivated by facts. We are motivated by feelings.

Think about your own behavior—when was the last time you made a big decision (whether it was hiring someone, signing up for a class, or buying a service) based purely on the numbers?

Chances are, something about the solution clicked emotionally—it solved a problem, relieved a frustration, or offered a vision of a better future, either for you or others.

Your clients are no different.

If your pitch doesn’t make your audience feel something—curious, excited, relieved, inspired—it’s just another forgettable presentation.

How to Make Your Pitch Irresistible

1️⃣ Focus on their problem first, not your solution. Before you dive into what you offer, show them you understand what they’re struggling with.

Instead of: "Our software helps streamline workflow automation.”

Try: “Is your team is drowning in emails and manual tasks, and not getting to the work that will move your business forward? Imagine what it would look like if your team members saved X hours each day and were able to get much more done.” 

2️⃣ Tell a story, not just stats. Facts inform— stories persuade.

Stories can be used to paint a graphic picture  of the problem you solve, the consequences and the pain it causes. A robust problem story gives your solution a place to land in the mind of your listener and also gives you lots of benefits to talk about.

Instead of: “We help companies reduce turnover by 20%.”

Try: “One of our clients was losing top talent at an alarming rate. This meant they were also losing knowledge. Within months their sales numbers had started falling and they were looking at the possibility of having to close their doors.

3️⃣ Your clients are the heroes of the story, not you. Your pitch shouldn’t be about how great you are—it should be about how great your clients will feel with your help. 

Frame your product or service as the bridge that gets them where they want to go.

Instead of: “We’re the leading experts in our field. Trust us.”

Try: “Once you have used our solution, you will be able to achieve your goal and leave the frustration you have been feeling behind.”

Why This Matters 

Because potential clients are flooded, no, let’s be honest, overwhelmed with so much information and so many offers, a pitch that lacks persuasive punch just won’t cut it anymore.

If you’re relying solely on credentials and facts, you risk not being noticed.

If you can appeal to your listeners’ emotions and make them feel something—if you can show them you understand their struggles, by inviting them into a compelling story that paints a picture of their current situation AND a better future—you’ll stand out.

And that’s what wins business.

What’s the best pitch you’ve ever heard, a pitch that really moved you?

Tell us in the comments.

If you’re tired of feeling like something is missing when you pitch, if you’re not getting the results you want and need, let’s chat.

Schedule a discovery call and let's discuss takeing your pitch to the next level.

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