[page_counter]
Elevator pitch

Six essential tests for your elevator pitch

March 7, 2016

A great elevator pitch is an essential part of your toolkit

Last month I chaired the Quickfire Showcase at Berlin’s SuperReturn, the annual Private Equity Conference. Funds get just 90 seconds to pitch to a room full of investors, who collectively have over $100bn to invest. It’s a high profile elevator pitch.

What struck me was that many fund managers did not grasp this opportunity . They just hadn’t prepared properly, as though they preferred to be seen as clever amateurs rather than true professionals. But when you are pitching for investment, you can’t afford to look anything but professional.

For example, some pitches over-ran the 90 seconds. One fund manager got bogged down in detail and another bombarded us with facts. Not surprisingly, they found it hard to grab attention.

 

What makes a great elevator pitch?

A good pitch is essential for every business. When crafted well you can tell your story quickly and grab your audience. A good pitch is flexible. You can scale and adapt it for any situation, from dinner parties to formal presentations and for the CEO or the receptionist.

Over the years we have developed a set of tools and tests so that our clients’ elevator pitches stand out and get acted upon.

 

Check your elevator pitch against these six essential tests:

Elevator Pitch Test | #1. Does it grab attention immediately?

You have about 15 seconds to make a good first impression.
Improve My Elevator Pitch Today
 

Elevator Pitch Test | #2. Is it memorable?

If not, how will it stand out from the thousands of other messages your target is bombarded with?

 

Elevator Pitch Test | #3. Is it interactive?

Does it contain direct or rhetorical questions that will encourage quality conversations?

 

Elevator Pitch Test | #4. Is it scalable?

Depending on the situation, you may want to use one line, one paragraph or the full version. Having a scalable elevator pitch that builds in detail over time will enable you to use it flexibly.

 

Elevator Pitch Test | #5. Is it evocative?

Emotions are a powerful persuasive tool. No matter how dry your subject – emotions will help you make an impact.

 

Elevator Pitch Test #6. Does it leave your audience wanting to know more?

This is the ultimate test.
Improve My Elevator Pitch Today
 

If your elevator pitch does not pass all six tests smoothly, contact us about how we can help you improve this vital element of your marketing toolkit. Call Louise on 020 7018 0922 or email her via louise@nullbenjaminball.com.

You may also be interested in testing your Private Equity Pitch Book against these six tests for investor-readiness.

Video: How Private Equity Funds can pitch, present and persuade more effectively

Paul Farrow is a Partner at Benjamin Ball Associates. In this video from SuperReturn US East, Paul discusses the common mistakes made by Private Equity funds when communicating with potential investors. He reveals the unexpected personality trait that investors look for in fund managers, and why LPs don’t want to ‘be taken through your pitch presentation’. He shares essential advice that will improve your fund’s messaging, help you stand out and impress prospective investors. Click the play button below to watch:

You may also be interested in...

Fundraising presentations: a survive and thrive guide for talking to investors

Apr 21, 2017

Fundraising presentations are hard work. You're bombarded with challenging questions from investors, worn out by long days, and struggling to...

Read More

Persuasive Investor Presentations – five techniques from psychology

Apr 13, 2016

Investment decision-making is not totally rational. Are you using all the tools at your disposal to create and deliver persuasive...

Read More

Five reasons that good public speaking skills make you a better leader

Nov 11, 2016

Do your public speaking skills enable you to inspire, motivate and influence others? Many leaders in the corporate world are...

Read More

Ten Benefits Of A Better Investor Pitch Book

May 10, 2018

A great investor pitch book is at the heart of successful fundraising.  It should capture the essence of your business...

Read More

Why Body Language Matters When Pitching to Win Business

Jun 29, 2012

Better Body Language We all know that body language is important in business.  But how important? And does is really...

Read More

Private Equity Fundraising Tips from the Experts: Become a Top 1% Fund

Sep 06, 2017

How can you be seen as a top 1% fund by investors? At SuperReturn Emerging Markets in Amsterdam, experienced LPs...

Read More

Six essential tests for your elevator pitch

Mar 07, 2016

A great elevator pitch is an essential part of your toolkit Last month I chaired the Quickfire Showcase at Berlin’s...

Read More

How to Take Charge of Your Media Interviews

Jan 16, 2013

Better Media Interviews The excruciating Newsnight interview with Treasury Minister Chloe Smith this summer is just one example of how poor preparation...

Read More

How To Write So People Will Read – 6 Great Tips

Mar 11, 2018

These days, we are writing more than ever.  That means it’s harder than ever to grab attention.  Your readers have...

Read More

How well do you answer difficult investor questions?

Nov 16, 2017

When an investor questions how you calculated your Private Equity fund's performance, how do you react? If an investor asks...

Read More

How to Choose a Public Speaking Coach

Aug 21, 2017

How do you choose a public speaking coach? When selecting a public speaking coach or presentation trainer, you want to work...

Read More

10 Power Language techniques to use in your next talk or presentation

Sep 06, 2017

How To Harness Powerful Language For Leadership Communications Great leaders use Power Language to add interest and colour to even...

Read More

The “So What?” Test

Dec 30, 2009

When you put your talk or presentation together, how do you decide what to include and what to leave out?  Use...

Read More

Private equity fundraising | Seven tips for first investor meetings

Dec 10, 2015

What do LPs want from private equity funds at first investor meetings? That's the question I put to the panel...

Read More

What do investors want? Six pitch tips for 2017

Sep 21, 2016

While we wrote this piece with our Private Equity clients in mind, there are good lessons here for anyone pitching...

Read More

Give high impact talks and presentations – 5 simple tips

Mar 01, 2017

Do you want to give high impact talks and presentations? Do you want to engage your audience? And do you want...

Read More

Storytelling: your secret weapon for effective business communication

Jul 05, 2017

Leaders use storytelling so that audiences listen, remember and act on what they say. In fact, stories are “the single...

Read More

Make Your Investment Pitch More Memorable – Six Simple Tips

Mar 29, 2017

How do you make your investment pitch more memorable? It's a real challenge these days. Investors have more opportunities than ever...

Read More

Three persuasive appeals you must use in your talks and presentations

Nov 30, 2016

Your leadership talks need to be persuasive As a leader, every talk or presentation you give is an exercise in persuasion....

Read More

What do LPs want from your private equity pitch book?

Oct 14, 2015

A well-crafted private equity pitch book can make the difference between securing a first meeting with investors and getting a...

Read More

ESSENTIAL PROGRAMMES

Review our top coaching, advice and training programmes.

1. Improve Your Investor Pitch

2. Public Speaking Coaching

3. Presentation Coaching

4. Media Training
All these are in-house programmes. (Not ‘open’ courses.) and can be run as 1:1 or small group training in-house.
Contact Us Now

  .

Top Blog Posts

What Our Clients Say


“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


“This training has contributed directly to new business – including a new FTSE100 client.”

Michelle Elstein Head of Business Development, Olswang LLP


“BBA transformed our pitch into a compelling investment narrative. They undoubtedly helped us secure Sky TV as an investor.”

Gerry Bastable  Director, Blast Films