How to Stop Coming Second in a Pitch

Nicola Cook // September 30 // 0 Comments

The Problem: Close But No Win

This week’s question came from a marketing agency that’s been pitching regularly, but keeps coming second:

“Nicola, we’re tired of coming close but not winning. What can we do differently?”

It’s a common frustration. You’re doing the work, showing up, presenting well, but something’s not landing. So let’s unpack it.

1️⃣ Sharpen Your Sales Execution

First, look at your sales skills. Are you qualifying properly? Are you opening the conversation with the right questions? Are you assuming too much and presenting too soon?

Shadow your team. Coach them. And don’t just analyse your losses, study your wins. Success leaves clues. What did you do differently in the deals you won? Was it speed, tone, timing, or something else?

2️⃣ Build a Unique Differentiating Proposition (UDP)

Most small businesses rely on two things to win: relationships and price. Neither is scalable. So you need a UDP, a brand-level proposition that makes you incomparable.

Here’s how to build one:

Differentiation

What do you do, or how do you do it, that others can’t copy? It could be IP, a proprietary process, or a unique service model.

Market Defensibility

Protect it. Trademark it. Copyright it. Make it tangible. Give it a name, a logo, a diagram, something that can’t be replicated.

Tangibility

It can’t just be a strapline. It must be a real, demonstrable asset or process that adds value.

Proof Point

Attach a number. ROI, time saved, margin gained, whatever proves your value. This is what holds your price and wins the pitch.

When you have a UDP, you’re no longer being compared like-for-like. You’re in a category of one.

3️⃣ Reassess Your Market Fit

If you’re consistently losing pitches, it might not be you; it might be the market. Is your niche oversaturated? Are clients too price-sensitive? Is the cost of sale too high?

If so, consider pivoting. Look for underserved sectors, emerging markets, or adjacent niches where your offer is more compelling.

Want the Full Breakdown?

I unpack all of this in my latest video: “How Do I Stop Coming Second in a Pitch?”

Let’s make second place a thing of the past.

About the Author Nicola Cook

Nicola Cook is an award-winning entrepreneur and twice published international best-selling author on professional selling and personal & business growth. She is CEO of Company Shortcuts, a business devoted to improving business results by injecting skill, passion and strategy to help those entrepreneurs and sales enthusiasts achieve the sales results they desire.

Enjoyed this article?

Find more great content here:

>