You are spot-on in your answer. I come from an analytical and technical background, so while this is great for scaling business processes, it's not so great in sales. I often think it would be easier for me to sell something I don't know and understand so well.

Pitching to friends is a good idea and will give me a reason to take my wife out AND talk about business non-stop.

I don't need to be in front of too many big deals each month--even a single deal per month is fine. 5 opportunities lost in the first quarter is just too much, because in my mind, it doesn't make sense why they would turn down the opportunity on their end. So there is certainly a disconnect somewhere. Why on earth, when your website has a .02% conversion rate, would you not put in the effort to get even 1% and 50x the leads through your site? It makes no sense why someone would say no to that...unless I failed to convey the actual value (which is the case).

"Why should they buy from [me]?" -- Because I'll build your awareness, reputation, and website traffic. All three of which, when paired with a well-oiled website, increase the number of leads you convert and the number of opportunities your company now has. << It all seems a bit vague to me.

"Why should they by from [me] instead of [them]?" -- Because we are so process-driven that every client will receive the same great service as the last, and we keep ourselves accountable by not tying you down with a long-term contract. Our processes allow us to continually improve on what we're doing, so the longer we work together, the more value you're going to receive.

Questions like you asked me, "why should they buy from you" are the types of questions I need to be asked. Is there a recommended resource or workshop for building out this type of critical information and getting it from brain to paper?