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:


Pitch Your Private Equity Fund | Tip #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.


Pitch Your Private Equity Fund | Tip #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.

Note: investors don’t want to read a lengthy pitch book either. Check your Private Equity Pitch Book against our six tests for investor-readiness.


Pitch Your Private Equity Fund | Tip #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.


Pitch Your Private Equity Fund | Tip #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 Messaging Cracker Sessions to help you get your elevator pitch sorted out.


Pitch Your Private Equity Fund | Tip #5 Test their interest early

A great pitch is interactive. Frequently check that the investors understand, like what they hear and are still interested. Embrace tough investor questions – they mean that the investor is doing due diligence with you. In addition, the more feedback you receive, the more you can adjust your pitch to help address investor concerns.


Pitch Your Private Equity Fund | Tip #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.

At Benjamin Ball Associates, 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 our Client Services Director, Louise Angus on 020 7018 0922 or email louise@nullbenjaminball.com to discuss how we can add value to your fundraising process.

You may also be interested in our Little Green Book for Private Equity Fund Managers. This short guide details what we do at each stage of the process and how we can help you overcome your challenges with investors.

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:

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

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

7 bad media interview mistakes (and how to avoid them)

Jan 19, 2016

You could shoot to fame for all the wrong reasons if a bad media interview goes viral. Unprepared, rude or flippant comments...

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

Confident Business Presentations – Control Your Nerves

Dec 30, 2009

We all feel nervous when we talk in public.  This is a good thing.  If we didn’t feel nervous, then...

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


Review our top coaching, advice and training programmes. All these are in-house and tailored training programmes. (Not ‘open’ training courses.)

1. Improve Your Investor Pitch

2. Public Speaking Coaching

3. Presentation Coaching

4. Media Training

All can be run as 1:1 or small group training in-house, or via Skype.
Start today to strengthen your leadership and communication skills

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