Sales is not easy but it is simple. That particular insight took me about 15 years to figure out.
Figure out what the client's business goals are and show them how you can help them reach those goals. Do not sell a commodity product or generic service - sell them on the fact that you can help them reach their goals (these other things are tools and techniques that may help you help them achieve their goals but why sell them when you can sell something a whole lot better - you and your expertise).
Easy to say, tough to do.
My experience is that when you fall back on pitches, presentations, and product demos you have probably lost sight of the above goal and will have a very low conversion percentage to sales. Most likely in the 3-7% range of most salespeople.
Why is this so? You are thinking about you and not them, your products and services and not them, your expertise and not them, what you are comfortable with and not what they need.
I close a very high % of our prospect conversations - I lose them when I forget the above ideas and focus on me (my presentation, my needs, my bank account, my ego, and on and on).
Check everything you are doing to 'sell' a prospect and make sure that is for their benefit and not yours.