The reason why a good pitch is important is that we live in an attention-deficit world. If you had to explain what kind of work you are doing to anyone in max 15 words, would you manage? Or in a twitterfeed of 140 characters? Moving one notch up: could you explain in max 5 words what you do? If you do not manage, chances are your client does not fully understand your business...and will move on (question is: do you understand what you are doing?).
Now if you had to pitch to your 10 year old son or niece, would it be the same? If the answer is no I guarantee your client will like the 10 year old version much better...and will pay attention to your business.
For a firefighter or a surgeon the above exercise is probably quite straightforward. What about yours...?