Want to expand your business into the U.S. or attract more American clients? A great pitch can open doors. But if you learn only one thing here today learn this:
Don't just translate your usual message into English.
Many of my coaching clients have already mastered the basics of pitching in English—but they still struggle to make a real connection with investors and stakeholders. I’ve helped business owners like you refine their pitch to sound more confident, professional, and persuasive. And today, I’m sharing some of the same strategies that have helped them succeed.
In this guide, you’ll learn:
- The four biggest communication mistakes that can cost you a deal
- How to adjust your pitch to your audience (including my secret tip!)
- How to pitch even in casual conversations
Ready to make your pitch irresistible? Let’s get started.
Don’t miss my next free, interactive workshop.
You’re serious about improving your English and your business skills. And I’m serious about helping you do that. That’s why I hold workshops every month on business communication skills you need. Want your exclusive monthly invitation? It’s easy. Just sign up for my newsletter.
4 Communication Mistakes That Can Kill Your Deal
You’ve probably noticed that pitching to Americans feels different. You can tell when something isn’t clicking. But if you don’t know what’s wrong, it can cost you the deal.
Are you making one of these 4 big mistakes?
Mistake #1: You Talk Too Much About Your Product
It’s easy to assume investors or clients want every detail about your product or service. But here’s what a Silicon Valley investor actually told a founder mid-pitch:
“I don’t care about the product as much as you might think. Stop going on and on. What I care about is the revenue. The opportunity for return.”
Ouch.
What should you focus on instead? Your client’s problem. Show them you understand it—before you talk about your solution.
For example:
🚫 Wrong: "Our software has advanced tracking features and seamless integration."
✅ Right: "Med tech companies expanding to the U.S. need to handle larger supply demands. Our software helps you track inventory so you can scale—without chaos."
Mistake #2: You Worry Too Much About Your Accent
When you’re nervous, does your voice stay low and calm? Or does it get high? Do you speak slowly, or waytoofastbecauseyou’renervous?
Here’s what Harvard Business Review says about first impressions:
“Before people decide what they think of your message, they decide what they think of you.”
Confidence and warmth matter more than your accent.
My team and I help our clients do several things to help them connect first. Focus on:
✔ Open body language
✔ Steady pacing and intonation
✔ Practicing with a coach or recording yourself
Notice none of these strategies focus on your accent or perfect English.
And, yes, native speakers have to work on this, too (be sure to check out the video lesson to see what I mean).
Mistake #3: Trying to Sound ‘Smart’
Ok, I hear you. Depending on your cultural background, this sounds counterintuitive. Why would you not want to sound smart?
But remember:
In some cultures, showcasing intelligence, education, and complex vocabulary earns respect. In the U.S.? It can backfire.
American business culture values emotional intelligence (EQ) over intellectual intelligence (IQ). Research shows that EQ is a key driver of business success—and a big topic in U.S. business publications.
💡 Instead of trying to sound impressive, focus on your audience. Ask yourself:
- Am I focused on myself—or on my audience’s needs?
- Am I speaking in a way that’s clear and relatable?
- How can I make my pitch feel personal and relevant?
Mistake #4: Too Many Details
It’s tempting to explain everything—features, specs, pricing. But that’s not what grabs attention.
Focus on the big picture:
❌ Don’t overload with technical details.
❌ Don’t lead with pricing.
✅ Do connect with their pain points and how you can solve them.
If you’re still unsure how to refine your pitch, I host free, live, interactive workshops every month where I help business owners just like you. Sign up for the newsletter and get your exclusive invite.
2. How to Adjust Your Pitch to Your Audience
Most of my clients and business contacts want to follow the advice I just gave you above. You want to connect with the person you’re speaking to–and show you understand their problem. So your amazing business can solve it.
But how do you actually do that?
Step 1: Research Before You Pitch
Most people check company websites, LinkedIn, and social media before a meeting. That’s a great start—but if you want to go beyond the basics, here’s my expert tip:
- Talk to people in the industry. Ask about their biggest challenges. What keeps them up at night?
- Listen to their words. Write down the exact phrases they use to describe their problems.
Step 2: Speak Your Client’s Language
Who’s in the room when you pitch? A general partner, a founder, the head of IT, or HR? They don’t think the same way, so your message needs to match their priorities.
- Use their words to describe their problems.
- Focus on what matters to them. A CFO wants to hear about revenue. A CTO cares about implementation.
- Keep it clear, not technical. Show how your solution solves their problem in a way they understand.
What If You Don’t Know Who You’re Pitching To?
This happens more often than you think. Maybe you’re at a networking event or presenting to a room full of people whose roles you don’t know.
Here are some strategies for adjusting your pitch on the spot:
- Read the room. Are they engaged or zoning out? If they look confused, adjust your language.
- Ask open-ended questions. Try: "What’s the biggest challenge your company is facing right now?"
- Listen for cues. Their response will tell you what matters most—and what words they use to describe it.
When you learn to adapt in real time, your pitch resonates more. You’ll know how much technical detail to include, how formal to be, and whether to add humor or keep it serious.
And most importantly? You’ll show that you truly understand their needs. That's what closes deals.
3. Strategies for Pitching in Casual Conversations.
You’ve mastered formal pitches, but what about casual settings? How do you introduce your business without sounding pushy?
Step 1: Recognize Everyday Opportunities
In the U.S., small talk happens everywhere—and so do business opportunities. You might find yourself in a conversation with a potential client, partner, or investor when you least expect it.
Where?
✔ Networking events (even in the coat check line!)
✔ Conferences & seminars
✔ Supermarkets, school events, even social gatherings
Americans don’t separate business from social life as much as other cultures do. Some even carry business cards everywhere.
Step 2: Make Your Pitch Feel Natural
🚫 Don’t jump straight into a pitch.
✅ Start with small talk.
✔ Find common ground (a shared interest, location, or experience).
✔ Let the conversation flow naturally before introducing what you do.
✔ Talk about your business goals instead of asking directly for work.
💡 Example: Instead of saying:
"I run a cybersecurity startup."
Try:
"You know when companies need to protect their clients' personal data? My team designs systems that make that process easier and safer."
Step 3: Adapt When You Don’t Know Who You’re Talking To
Sometimes you don’t know if the person in front of you is a potential client, investor, or just someone curious.
Here’s how to adjust in real time:
✔ Pay attention to their reactions—Are they engaged? Do they look lost? Adjust as needed.
✔ Ask open-ended questions—Try: “What’s the biggest challenge your company is facing right now?”
✔ Stay flexible—If they show interest, expand the conversation. If not, no pressure!
Real Example: How to Pitch Casually
Scenario: Ms. Entrepreneur and Mr. MedTech meet at a conference coat check.
Ms. Entrepreneur: “Great jacket—looks warm!”
Mr. MedTech: “Yeah, it’s great for winter storms.”
Ms. Entrepreneur: “Oh, do you come from a cold place?”
Mr. MedTech: “Vermont. Lots of skiing!”
Ms. Entrepreneur: “I love skiing, but I have to wait for time off work. I’m from Martinique.”
Mr. MedTech: “What kind of work do you do?”
Ms. Entrepreneur: “You know how companies need to protect client information? My team designs systems that make that process easier.”
Mr. MedTech: “Haha, I let my business partner handle cybersecurity! Actually, do you have a card?”
Key Takeaways:
✔ Let the conversation flow—Don’t rush into your pitch.
✔ Use simple, relatable language.
✔ Focus on the other person’s needs.
And if the conversation doesn’t lead to a business opportunity? No problem. You practiced your small talk skills and made a new contact. You never know where networking will lead.
Ready to work on your pitch? Tell us about it in the comments:
What is one goal you could achieve by pitching your business effectively?
👉Tell us about it in the comments below.