PITCH PERFECT
High-stakes sell-ins that work

We’ve all been there. The clock is ticking, the stakes are sky-high, and you’ve got just 45 minutes to convince one of your biggest customers that you are the brand they should partner with for strategic growth.

We helped a global CPG client prepare for just such a moment - a pitch to a major US retailer for category captaincy. It was make-or-break, and the brief was clear: help us cut through, fast.

The story we built with them didn’t just secure that coveted captaincy. It led to us being asked to shape every customer T2T presentation across categories for the biggest conference on their calendar.

So, what separates a forgettable pitch from a game-changing one?

Here are five things we’ve learned from building sell-ins that work under pressure:

1. Lead with their win, not yours
   You’ve got seconds to hook them, so start with why it matters to them: how does what you’re proposing unlock growth for their business, deliver against their KPIs, or solve a pain point?. Get to the “so what” straight away - and put their language, priorities, and measures of success front and centre.
   
   
2. Prove your edge, early
   Tempting though it may be to build up to a big reveal, don’t bury the good stuff. In the first few slides, show what makes you and your brand distinctive and worth backing. Show commitment, confidence, and clarity - and give them a reason to lean in.
   
   
3. Make it human
   Insights matter, but the best stories are about people, not pie charts. Show how their shoppers behave, how needs are shifting, and what’s driving choices. Resist the urge to share every data point you’ve got. Be choiceful, and bring the story to life.
   
   
4. Guide them through it
   Even the sharpest pitch loses power if the structure isn’t clear. Attention drifts and it can be hard to get it back. Build a narrative, signpost it well, and make it easy to follow. Keep it tight: focus on what really matters, and leave time for the conversation where the spark often happens.
   
   
5. Be clear on what happens next
   Don’t end with “we’ll follow up” or “let’s circle back.” The next move should be obvious. Land the ask, show the mutual benefits, and make progress in the room.

And one final tip: don’t go it alone.

These pitches are intense moments - full of pressure, pace, and politics. That’s exactly why it helps to bring in a fresh pair of eyes. Someone who’s not buried in the day-to-day, who can spot the red thread, sharpen the story, and make sure it lands.

That’s where we come in. We help brands craft stories that don’t just sell products - but secure buy-in, unlock investment, and reshape the retailer relationship.