Make no mistake. The ability to bring forward all that is relevant and important to a buyer in terms of her reasons for buying is powerful indeed! And that is also where the pitfall lies. It is a two headed dragon. One head fries you if you didn't get them all (!). The other head grills you because since you said it, they can still back away. Combine the two and your troubles have just begun.

Why do we say 'struggle'? Listen. You are not just a seller. When you spend money you are a buyer as well. So the next time you are in that role, listen to You. Notice the effect that pitching has on you. What thoughts pop up? Which emotion gets triggered? How do you see yourself reacting to that? And finally, what is the probable outcome of that in terms of the sale? Experience first hand that pitching doesn't work the magic that is attributed to it. Pitching tends to trigger resistance and resistance implies struggle.

Then how do we suggest you get them to buy in or agree? The 'how to do' is not part of this website, at least not for free. We will share the 'what to do', though. Limit yourself to what they state as important and relevant. In other words, you don't pitch but ask. If their requirements are what you can deliver, confirm that much. In case you feel they overlook something that seems relevant as well, bring your experience forward as a question.

Let your confirmations do the pitching for you. The 'Pitch' then becomes 'them acknowledging the relevance of your offering to themselves'. Remember how the saying goes? "If you say it, they can still doubt it. If they say it themselves, it must be true!"