How to pitch your private equity fund at an event

Six ways to pitch your private equity fund at an event

March 1, 2017

You are at a private equity conference. It’s one of those events, like SuperReturn, that’s designed to help LPs and GPs meet. You want to identify LPs who may be interested in your private equity fund.

Assuming you get a meeting with an investor (which is hard enough) how can you manage that encounter to increase your fundraising chances? When we advise funds how to be more successful at fundraising, we teach them best-practice techniques for successful fund pitching at events.

These techniques can help you pitch your private equity fund more effectively immediately:

  1. Tell stories

    Stories are your secret weapon. They appeal directly to the brain and can be very memorable. You could tell a story about the origins of your fund or a story about a particular investment or a story about how you realised why your investment strategy was so successful. Most of the most successful fund raisers are great story tellers.
  2. Don’t turn the pages of a PowerPoint

    Nobody (at least nobody I have ever met) wants to be taken through a presentation. Most investors will tell you that they want to have a discussion, they want to hear your top-line pitch and they want to understand what sort of people you are. Learn how to give a great pitch without PowerPoint.

  3. Ask questions first

    Start your pitch meeting with questions. Show interest in the investor and learn what they are looking for. Then use what you learn to tailor your pitch for that investor. The more you help them understand how to fulfil their investment mandate, rather than pitch your fund, the more successful you will be.

  4. Have a great elevator pitch

    If you can summarise your pitch in 20 seconds then you have a strong tool in your hands. Summarising an entire pitch in a few seconds is not easy – but it is one of the most effective ways of testing the power of your message. You can use one of our intensive Cracker Sessions to help you get your elevator pitch sorted out.

  5. Test their interest early

    A great pitch is interactive. You should be constantly checking back with the other party that they understand, that they like what they hear and that they are still interested.  The better the feedback you receive, the more you can adjust your pitch to help address investor concerns.

  6. Finish with next steps

    The end of your pitch is as important as the start. Psychologists talk about ‘recency’ – the last thing that is left in your mind when you part. Make sure that you leave on a positive note and you are all clear what happens next.

Have you got a conference coming up where you want to pitch your private equity fund to investors? Do you want to increase your chances of success? If so, talk to us.

We have developed a robust toolbox of techniques to help you run more successful GP-LP meetings. We’ll help you engage with investors, grab their attention and sound more persuasive. In just a few short hours we’ll transform the impact you make. You can prepare a specific pitch with us, coach a team and even transform your pitch documents.

Speak to Louise on 020 7018 0922 or email louise@nullbenjaminball.com to discuss how we can add value to your fundraising process.

Image credit: “Conference networking dinner” by NHS Confederation is licensed under CC BY 2.0

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