How to Overcome Intimidation When Pitching a Big Client
By leadership author and keynote speaker Ross Shafer
Do you get nervous or intimidated when you finally land a meeting with a big client? You’re not alone. You’ve hustled to get this opportunity—maybe through a mutual contact, maybe after months of follow-ups—and suddenly the meeting is on the calendar.
But then… they cancel.
Then they postpone again. And again.
Each time, your confidence takes a hit. You start thinking, “Maybe I’m not important enough. Maybe they’re brushing me off.”
Stop right there. Don’t take it personally.
That big buyer is busy. They’re likely juggling dozens of meetings every week with people just like you—entrepreneurs, reps, and suppliers all trying to get in the door. Your challenge is not about getting the meeting—it’s about making the meeting matter.
So, how do you—an unknown—stand out and earn their attention?
I’ve got two simple tactics that will help you walk into any room with confidence and leave a lasting impression:
1. Preparation: Know Their Brand Better Than They Do
Preparation is your superpower. It instantly separates you from 90% of your competitors.
Before your meeting, research everything about the client:
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Read their mission statement online.
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Analyze their current product line and services.
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Dive into what they post on LinkedIn, Instagram, and other platforms.
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Understand their audience and how they market.
For example, don’t try to pitch steel-toed logging boots to Hallmark Stores. (Yes, that’s actually happened.) It doesn’t fit their brand—and you’ll be written off in seconds. But if what you offer truly aligns with the company’s image and values, you’ve got a shot.
The key is empathy. Think like them. Ask yourself:
“If I already sold something like this, what would make me switch to a new supplier?”
Big clients are risk-averse. They’ve seen pitches fail. So they’ll ask themselves, Why should I take a chance on you?
2. Surprise: Present What They’ve Never Seen Before
Here’s where the magic happens.
After you’ve prepared thoroughly, your second tactic is surprise. The fastest way to cut through the noise is to present something innovative, unexpected, or unusually compelling.
When you walk in with an idea or product that’s fresh—something the client’s never seen—they sit up. Suddenly you’ve disrupted their routine. And now they’re intrigued.
Still unsure what “surprise” looks like in action? Watch a few episodes of Shark Tank. You’ll notice a pattern: the sharks (many of them billionaires) often start disinterested—but when someone presents something new, they lean in. They even compete to invest in a product from someone they’ve never heard of before.
That’s what great pitching does: it makes the unknown undeniable.
Even if the client doesn’t buy right away, your preparation and originality will leave an impression. You might hear:
“We can’t use this now, but if you have anything else, my door’s always open.”
That’s a victory. That’s how relationships are built. And that’s how intimidation is conquered—not by swagger, but by strategy.
The Takeaway: Confidence Comes from Preparation + Surprise
No client is too big, too famous, or too powerful to ignore someone who’s well-prepared and brings something new to the table.
So, the next time you’re pitching a major client, remember:
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Do your homework.
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Craft a pitch they haven’t heard before.
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And walk in knowing you belong there.
Want to Learn How to Close More Big Deals?
Ross Shafer delivers unforgettable keynotes on leadership, sales psychology, and business growth. If you’re planning a conference, sales kickoff, or corporate training, book Ross as a keynote speaker and bring fresh, actionable insights to your audience.