How to Create a Stand-Out New Business Pitch – Video

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Introduction: How to Create a Standout New Business Pitch

This video explains how to win new business by building empathy with your prospect and showing clear problem-solving value. You’ll learn why understanding your audience, their issues and their motivations is essential, and how strong preparation helps you answer the only question that really matters: “What’s in it for me?”

What you’ll learn: Creating a New Business Pitch That Lands

• Why empathy is at the heart of any effective pitch
• How to show that you understand your prospect’s challenges
• Why problem solving matters more than product features
• How to link your offer directly to business impact
• Why careful preparation separates strong pitches from weak ones
• How to answer “why should we choose you?” with clarity

Summary: Build Empathy, Solve Problems and Prepare Thoroughly

A standout new business pitch rests on two pillars: empathy and problem solving. Empathy means understanding the person or company you’re pitching to — their pressures, priorities and frustrations — and making them feel you’re on their side. Problem solving means positioning your service or product in terms of what it does for the client, not what it is. Strong pitches also show clear preparation. When you’ve thought carefully about who the audience is and why your offer benefits them, your message becomes sharper. When prospects feel understood and can see how you help, your pitch becomes far more powerful.

Mini FAQ: Improving Your New Business Pitch

Why is empathy so important?
It shows you understand the client’s world, which builds trust and relevance.

What do prospects want most?
A clear answer to “what’s in it for me?” — the real business benefit.

Should I pitch features or solutions?
Solutions. Clients care about outcomes, not product details.

How does preparation help?
It sharpens your message and ensures every point speaks to the client’s needs.

Transcript (edited)

Benjamin Ball – Partner:
“If you want to create a standout new business pitch, you’ve got to get two things right. First, it has to be empathetic. You need to understand the person or company you’re talking to, their problems and their issues, and show that you’re on the same page. The second part is problem solving. Even if you’re selling a product, it’s about what it does for the client and how it helps their business. If you get those two things right — and that’s the hard bit — you’re much more likely to create a powerful new business pitch.”

David Bond – Senior Advisor:
“When we work with people pitching for new business, it’s obvious when it’s going to be effective. What stands out is the preparation. They’ve thought carefully about who the audience is and exactly why the offer will benefit them. It’s answering the question ‘what’s in it for me?’.”

Suggested Links

• Create client-centred messaging
• Build stronger empathy in your pitches
• Turn features into meaningful business benefits
• Prepare a new business pitch that wins clients

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