Tech founders, if you’re losing deals to competitors, it’s time to take a hard look at your sales pitch. Even the most innovative products can struggle to close deals if the messaging doesn’t resonate, objections aren’t handled effectively, or the outreach strategy isn’t right. The good news? Small changes to your pitch can yield big results.

The Problem: Rising Competitive Losses

If your company is consistently coming in second place, there’s a reason. Buyers might not see your differentiation, your pitch may not be addressing their real concerns, or your outreach could be missing the mark.

In my Wisdom from Wizards episode with Jordan Rahtz, we highlight a crucial aspect of winning deals — handling objections in real time and building stronger relationships with prospects.

How to Strengthen Your Sales Pitch

If you’re seeing competitive losses pile up, here are four ways to improve your sales pitch and start closing more deals:

1. Ditch the One-Size-Fits-All Approach

Your sales pitch isn’t a script — it’s a conversation. Founders and sales teams often rely on generic messaging, but buyers want to feel like you understand their unique needs. Research your prospects, customize your pitch, and speak directly to their pain points.

2. Master Objection Handling

Jordan Rahtz emphasizes a key difference between email and direct calling: handling objections. A well-crafted email can warm up a prospect, but real-time conversations allow you to address concerns on the spot. If your team isn’t prepared to navigate tough objections, you’ll continue losing deals to competitors who are.

3. Blend Your Outreach Strategies

Relying solely on one outreach channel — whether it’s cold emails or direct calls — limits your impact. Instead, use email to educate and nurture prospects, then follow up with a direct call to qualify leads and engage them in deeper conversations. This multi-touch approach builds trust and improves conversion rates.

4. Sell the Vision, Not Just the Product

Founders often focus too much on features. Buyers don’t just care about what your product does — they want to know how it transforms their business. A winning sales pitch paints a compelling vision, showing prospects how your solution helps them achieve their goals and stay ahead of competitors.

Closing More Deals Starts With a Better Pitch

If your competitors are winning deals you should have closed, it’s time to rethink your approach. Implement these strategies, refine your pitch, and focus on building meaningful connections with your prospects.

For more insights on sales, messaging, and winning go-to-market strategies, check out my Amazon bestseller Product Marketing Wisdom.