After getting grounded in thunderstorms trying to reach New York (they literally closed the city!), I’ve been immersed in the world of competition pitching, training entrepreneurs for contests. Having spent 20 years as a corporate buyer listening to endless vendor pitches, I can tell you there’s a massive difference between pitching to judges and pitching to actual buyers. Here’s the uncomfortable truth: only 3% of pitch winners actually get the prize, yet many small business owners continue entering these competitions despite being uncomfortable with the format. They do it for exposure, which I understand – but like the famous violinist who made millions in concert halls but got only pennies in the subway station, you need the RIGHT audience.

Corporate Buyers vs. Competition Judges: What They Actually Care About

The differences are striking and crucial to understand. Corporate buyers focus on bottom-line profitability – they want to know if there’s tangible value (money) in working with you. Judges, however, care more about clarity and whether they can understand your concept quickly. Trust me, I’ve heard pitches where I had no clue what they were selling! Both groups need to see a unique twist because they’ve seen everything before. Take Rent the Runway’s success – their differentiator wasn’t selling dresses, it was renting them affordably for specific occasions. Or last year’s winner “Panic Panties” – emergency underwear sold in last-minute locations like airports and bars. Everyone sells underwear, but their unique positioning around the “panic moment” made all the difference.

The Emotional vs. Strategic Divide

Corporate buyers want you to address their specific industry pain points and prove you’re an expert in their world. They’re risk-averse and don’t want to play Russian roulette with vendors. Competition judges, on the other hand, are looking for emotion and entertainment. They want your “why” story, your journey through struggle, and connection to social causes. But here’s where it gets tricky – while judges want emotion, they don’t want industry jargon. You need to explain your business like you’re talking to your neighbor or a child, because confused minds just move on to the next contestant.

The Confidence Factor

Both audiences need to see confidence, but it manifests differently. For competition judges, you need polished, performative confidence – it’s essentially theater where you must memorize every line. (Having done 20+ live TV appearances, I can tell you that under pressure, your brain stops working, so memorization is crucial.) For corporate buyers, confidence comes through consultative conversation using strategic questions about their vision, obstacles, and costs. You’re speaking their high-level language rather than being an order-taker.

Why There Are Better Ways to Get Clients

While competition judges want to see past economic success and future market potential, corporate buyers want results specific to their industry and pain points. The fundamental issue? Your exact target clients usually aren’t in the competition room. You’re following a completely different set of rules to win a game where only 3% succeed, when there are more direct paths to your actual buyers. With the right marketing strategy, sticky messaging, and a solid close rate over 50%, you’ll have a much more sustainable growth plan than repeatedly competing for visibility. Don’t get me wrong – I still love to train people to win these competitions, and the exposure can be valuable. But if you can figure out how to consistently get meetings with actual buyers who need your services, that’s a far more reliable path to business success.

Want to reposition your messaging to grow your leads? Follow me on Twitter, friend me on Facebook, watch my Podcast onYouTube or connect with me on LinkedIn –and let’s talk.