In this case, Imagine you are a fund looking for investors
FIRST – WHAT NOT TO DO
– Don’t rush
– Don’t just pack the encounter with facts
– Don’t do all the talking
– Don’t aim to run through a scripted pitch
INSTEAD – PREPARE USING THESE 10 STEPS:
1. Start with an introduction and a swap of cards – learn the other person’s name
2. Ask some questions first – for example, to an investor, ‘What type of investments are you looking for now’
3. Listen to the answer for clues that tie their needs with what you offer
4. If there is clearly no fit, say so – but ask if they would be interested in hearing more – in case they know someone who might be interested
5. Have a strong one-line introduction to your elevator pitch which sums up your offer in a different way. Make this one-liner memorable. E.g. at Benjamin Ball Associates we say “We help senior management be more effective in how they Pitch, Present & Persuade
6. If they are interested, go on and say more. Unfold what you offer bit by bit. Keep checking you have interest and understanding at each stage
7. You should be in a dialogue by now. Keep asking questions
8. Finish with a summary of what you have discussed
9. Agree next steps
10. Keep your promises and follow up
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“The new presentation properly represents the institutional quality of our fund. It has been a step change of us.”
Erwin de Kleijn Head of IR, Saemor Capital
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