How We Won a $75M Contract – Lessons from a Winning Pitch

Pitch for 75 Million

Earlier this year I received the email I had been waiting for: “We did it Sharon, we won the contract.”

This was the third tender I had helped this company win. It’s a testament not only to their service and delivery, but also to the growth in their leadership and communication skills.

Here are some tips for you to apply in your next pitch.

One size does not fit all

Previously I’ve written about the four pitches you need. But even within those four groups, there are layers. A VC pitch is different from a client pitch, and a pitch after being shortlisted for a contract is different again.

Every client interaction should be tailored to the time you have and the decision-makers’ needs at that moment.

Know who the key decision-makers are

Part of our preparation was identifying who would influence the decision. We gave each panel member a ranking from 1 to 10:

• 9–10: Champions – Support you and advocate for your win.
• 7–8: Fans – Like you but may lack influence.
• 5–6: Neutrals – Need reassurance or concerns addressed.
• 3–4: Non-believers – Skeptical but persuadable.
• 1–2: Blockers – Loyal to others and may undermine your pitch.

With this insight, we involved the champions in the presentation, anticipated tricky questions, and prepared for the blockers.

Make it all about them

I once had a client say, “The customer needs to understand what a complex product this is.” I replied, “They don’t care. They just want a simple solution.”

Pitches aren’t about your product—they’re about solving the client’s problem. Focus on their wants and needs. Price is often a want, not a need. Reliability, safety, and efficiency usually matter more.

My client wasn’t the cheapest, but they showed deep understanding of what the committee truly valued—and tailored their offer accordingly.

Bring the workers

My client’s greatest strength was the deep experience of their team. We brought the Managing Director, Project Manager, Service Manager, and hands-on workers to the pitch—together representing over 100 years of experience.

The MD introduced each one, explaining their roles and background. It gave the pitch credibility and showed the depth of capability behind the proposal.

Train your team and have a plan

The team knew their stuff. My job was to help them communicate it confidently. We structured the pitch around case studies and rehearsed potential questions, assigning clear roles to each speaker.

That preparation made them feel aligned and ready.

And finally…

A pitch is the icing on the cake. A good pitch makes your proposal look irresistible. But it can’t cover up a bad product—so bake the cake first, then give me a call.