When I didn’t achieve my R

Could you help me understand an aspect of the model? Recently I pitched for a piece of business. I was confident we would get the business and I did intentional models to generate feelings of motivation and massive action. My model was:
C upcoming pitch
T We will win this business because I’m delivering exceptional value
C motivated
A created excellent proposal and delivered a well rehearsed persuasive presentation

We got great feedback but were shocked that the business went to someone else. My R didn’t seem to prove my T. This pitch is over now but I’d like to try and understand what’s going on when we don’t get the R we believed in. Where did I go awry? What could I do differently next time?