How to Get Investors Interested in Your Business: 9 Top Tips
July 01, 2025
Are you planning to pitch your business to investors? How do you get investors interested in your business? How do you pitch your business to investors? How to get investors for your business?
Meet the Author: Benjamin Ball
Ben is the founder of Benjamin Ball Associates and leads the presentation coaching and pitch deck creation teams. Formerly a corporate financier in the City of London, for 20+ years he’s helped businesses win with better pitches and presentations, particularly investor pitches. He is a regular speaker and a guest lecturer at Columbia Business School and UCL London. Follow Ben on LinkedIn or visit the contact page.
Getting Investors is an Art and a Science
For a business owner, you’ve poured your heart, soul, and countless hours into building something truly remarkable. Yet, when it comes time to bring in investors, emotions can be overwhelming. From the initial decision to get investors, to the final handshake, the sales process is full of complexities and challenges.
In this guide, tailored for UK businesses, we look at the art of successfully pitching a business to investors. While you may be familiar with every part of the company, successfully running the pitch requires a different viewpoint – one that demands objectivity, foresight, and a compelling story.
We’ve been helping mid-market private equity firms prepare their portfolio companies for sale for over 15 years. And if you want to pitch your business to investors, we’d be delighted to discuss how we can help.
Let’s explore the critical steps to prepare your business for pitching to investors, from crafting a captivating sales story to understanding the motivations of potential buyers. Whether you’re a seasoned entrepreneur, an advisor or a first-time seller, this guide will give you tips and tools to ease the process of pitching your business.
What Other People Say About How To Get Investors
If you have started the process of pitching a business, you have probably been advised by your business broker about many aspects of selling your company. For example, the advice could include:
Time your sale right
Get a business valuation
Hire a broker
Prepare documents
Get due diligence ready
Find a buyer
Plan for tax
Negotiate and do the deal
While all of this is true, many of these things about how to get investors are straightforward, and you have limited control of the outcome. There are other aspects of how to get investors where you can add huge value, and these are secrets that only the best people involved in pitching businesses know about.
What People Don’t Tell You About How to Get Investors
The biggest thing that you can control when you pitch a business to investors is how people talk about you. Your story is yours alone, and this story is what distinguishes you from the competition. Your story is what a buyer is buying into. The stronger your story, the stronger your sales pitch will be.
When you get your story right, it’s easier to pitch your business and you are more likely to achieve a premium price. These nine secrets summarise what we have learned over the last 15 years, helping owners pitch their businesses successfully.
How to Get Investors for Your Business – the 9 Secrets
Let’s review each of these points in detail:
1. The business owner is too close to be objective
When it comes to how to sell a business, objectivity is key. As the owner or CEO, you’re deeply invested in the company, both financially and emotionally. This closeness can cloud your judgment and prevent you from seeing the business’s flaws or weaknesses. It’s crucial to recognise this bias and seek outside perspectives.
Consider hiring a consultant or advisor to help you find a buyer. They can provide an impartial assessment of your business’s strengths and weaknesses. Also, be open to feedback from potential buyers or investors. Their insights will give you valuable perspectives and help you refine your sales strategy.
Also, when you are close to the business, you might be brilliant at describing how you are different from the competition, but you might find it harder to make this easy for an outsider to understand.
When we work with owners to prepare businesses for sale, being outsiders we add a lot of value. We help owners talk about their company in a way that excites potential buyer. Learn more about our messaging cracker process.
2. Start preparing your business pitch early
Learning how to pitch your business is not something that happens overnight. It requires careful planning and preparation, and part of that process is crafting a compelling sales story. Start early by outlining the key aspects of your business that make it attractive to potential buyers.
Highlight your unique selling points, such as your market position, competitive advantages, and growth potential. By starting early, you’ll have ample time to refine your sales story and address any potential concerns that buyers may have.
Also, by preparing your business pitch early, before you have found your broker or corporate finance advisor, you make their job easier. That means they can spend more time on the high value parts of the process such as finding the right buyer and making sure all the legal aspects of the deal are in place.
We regularly prepare the sales story and create the investor pitch for companies 1-2 years before they are ready to sell. Why? Because it gives the business clarity about how they want to be seen when they decide to sell, and allows them to prepare themselves to achieve that goal.
3. Understand why your investor might be interested
When finding an investor, you need to understand what motivates potential buyers. Put yourself in their shoes and consider what they’re looking for in an acquisition. This could include access to new markets, new technologies, a strong customer base, or talented employees.
Tailor your sales pitch to highlight how your business aligns with their strategic objectives and can help them achieve their goals. By demonstrating a clear understanding of your buyer’s interests and priorities, you’ll increase the likelihood of a successful sale.
And it all depends what sort of buyer you are talking to. For example, a trade buyer might be looking at how to integrate you within their business. A private equity buyer might be looking at how to accelerate your growth. And a passive investor might only be interested in getting a low risk return on their investment.
When we prepare management teams for the sales process, we’ll role play a range of different investor meetings, so that they are prepared for any question that might get raised. Learn more about presentation coaching for management teams.
Why Pick Benjamin Ball Associates to Prepare Your Investor Pitch
At Benjamin Ball Associates, we’ve been supporting firms to improve their pitches to investors for over 15 years. Our work is fast and effective. We work with individuals and with companies, one-to-one and in groups. Call us today to learn more.
“I honestly thought it was the most valuable 3 hours I’ve spent with anyone in a long time.”
When presenting your business to potential investors, simplicity is key. Your job is to articulate clearly the value proposition of your business and how it solves a problem or meets a need in the market. You can use visual aids, such as charts or diagrams, to illustrate key concepts and make complex information more accessible. By making your business easy to understand, you’ll increase engagement and interest from potential buyers.
For most business owners, creating a simple story out of the reality of a complex business is hard. That’s where the team at Benjamin Ball Associates can add huge value. Through our strategic messaging programme we can help you articulate your equity story in a way that’s easy for others to understand and to talk about. After all, if others understand your business better, they will feel better about buying you.
5. Tell a compelling story about your business
Every business has a story, and yours is no exception. Use storytelling techniques to engage potential buyers and create an emotional connection with your business. Share anecdotes about your journey as an entrepreneur, highlighting key milestones, challenges overcome, and lessons learned along the way.
Paint a vivid picture of your business’s vision and values, and how they drive everything you do. By crafting a compelling narrative, you’ll capture the imagination of potential buyers and leave a lasting impression.
For many companies, the set of stories that you tell can be your most valuable asset. You can tell your origin story – how the business started. You can tell customer stories – why they buy from you and why they keep coming back, and you can tell stories about where the business is going – and where the future lies. This is particularly important when you are selling your business.
At Benjamin Ball Associates, we work with management teams of businesses to create compelling narratives that make it easy for buyers to better understand your business. Using our tried and tested Messaging Cracker Process, we help write stories that get buyers excited.
6. Prepare a compelling pitch book
A compelling pitch book will make it easier to sell your business, and increase the value of your company. Crafting a winning pitch book requires attention to detail and a deep understanding of your business’s value proposition.
Every business is different and every business story is different. That’s why there is no one best way to write a pitch book. At the same time, every pitch book must contain certain key elements. For example: executive summary, company overview, market analysis, financial performance, competitive position, growth opportunities, and exit strategy.
Beyond this, it is an art to put together a compelling pitch book. In our experience, most companies find it easier to get investors when they create their pitch book early, before they have appointed their broker or advisor. That’s because it can make it easier to appoint advisors and to negotiate terms when you have your equity story clearly mapped out. It also means the management team has plenty of time to get used to talking about the business in a buyer-friendly way. Not as easy as it sounds.
When we prepare pitch books for businesses, it usually takes couple of months from a blank sheet of paper to a final pitch book. This includes creating compelling messaging, preparing a powerful narrative and designing a good-looking document that will excite buyers. A few clients have told us this part of the selling process gave them the best value for money.
By preparing a compelling pitch deck, you’ll arm yourself with a powerful tool to engage potential buyers and investors, and ultimately maximise the value of your business.
7. Demonstrate the potential of your business
When selling your business, it’s not just about where you are now, but where you’re headed in the future. The value of your business lies in the future. That means you need to highlight the growth opportunities and potential for expansion that your business offers. This could include new product or service offerings, untapped markets, or new technologies.
Provide concrete data and projections to support your claims and demonstrate the viability of your growth strategy. By demonstrating the potential of your business and how you will scale your business, you’ll attract buyers who are looking for long-term investment opportunities.
You want to show clear plans for growing your business, and a realistic assessment of what you can achieve.
8. You need to practise meeting buyers and investors
Meeting potential buyers or investors can be nerve-wracking, but practice makes perfect. Put time aside to rehearse your meetings with investors and anticipate potential questions or objections. You should definitely run mock meetings with friends, family, or trusted advisors like Benjamin Ball Associates, to refine your story, your behaviour and your presentation skills. Like this you will feel more confident knowing how to sell your business.
Pay attention to your body language, tone of voice, and overall behaviour during meetings. These non-verbal cues can impact how your message is received. By practising your meeting with buyers and investors, you’ll be better prepared to make a compelling case for your business.
At Benjamin Ball Associates, we regularly spend a few days with our clients preparing them for the full range of buyers they might meet. For example, a meeting with a trade buyer will be different from meeting a private equity investor. Learn how to get investors and then win them over.
And if you are IPOing, you will have different meetings again. And these three different groups – trade buyers, financial investors and analysts will all have different information needs and will ask different questions. We can help you prepare so that when you are really meeting them, it is all much easier.
9. Keep getting better
Selling your business is a learning process, and there’s always room for improvement. Solicit feedback from potential buyers or investors and use it to refine your sales strategy. Continuously monitor market trends and industry developments to stay ahead of the curve.
How to get investors? Invest in professional development opportunities to enhance your skills as a negotiator and communicator. By striving for continuous improvement, you’ll increase your chances of success and maximise the value of your business when it comes time to sell.
Make sure all your team are fully prepared for investor meetings and due diligence meetings. And for any important investor meeting, role play it beforehand. As Arnold Palmer, champion golfer said: “The more I practise, the luckier I get”. The coaching team at Benjamin Ball Associates can help you get luckier.
Case Study – Pitching a Business to Investors
Blast Films is one of the UK’s longest established TV production companies.
Their Challenge: Help polish the investor pitch
Blast CEO, Ed Coulthard came to Benjamin Ball Associates soon after he decided that he wanted an investor and partner to continue the growth of his award-winning company.
The BBA Solution: Create a tight story and coach the team
Working with Ed and his executive team, we helped them develop a succinct investor presentation that captured the essence of this company. We then rehearsed the team for the range of investor meetings they were about to face.
The Result: A blue-chip investor and new opportunities
“BBA really put us through our paces to prepare us for investor meetings. They transformed our pitch into a compelling investment narrative, delivered confidently” said Gerry Bastable, Director. “BBA undoubtedly helped us secure Sky TV as an investor”
“As programme makers we are passionate about quality” Said CEO, Ed Coulthard. “BBA helped us communicate the quality of our business.”
Sky has taken a majority stake in Blast! Films, who will continue to operate separately under its existing management structure, providing shows to a variety of broadcasters. Sky Vision will distribute Blast!’s shows in the UK and internationally.
Want Help to Get Investors for Your Business? – next steps
If you want to pitch a business and make the process easier, get in touch. We’ve been helping firms prepare for over 15 years. We can help with polishing your messaging, editing your pitch book and coaching the team.
Contact our customer services director, Louise Angus today on +44 20 7018 0922 to discuss how we can help pitch your business. Or click on the link below.
Why Choose Us: Transform your pitches and presentations with tailored coaching
We can help you present brilliantly.Thousands of people have benefitted from our tailored in-house coaching and advice – and we can help you too.
“I honestly thought it was the most valuable 3 hours I’ve spent with anyone in a long time.”
Mick May, CEO, Blue Sky
For 15+ years we’ve been the trusted choice for leading businesses and executives throughout the UK, Europe and the Middle East. We’ll help you improve corporate presentations through presentation coaching, public speaking training and expert advice on pitching to investors.
Some recent clients
Unlock your full potential and take your presentations to the next level.
Speak to Louise on +44 20 7018 0922 or email info@benjaminball.com to transform your speeches, pitches and presentations.
FAQ: How to Pitch Your Business – How to Get Investors
1. How do I start the process of pitching my business?
Start by assessing your business’s readiness for sale. This includes financial preparation, organising documents, and crafting a compelling sales story. Understanding your buyer’s motivations and planning your pitch early can also improve your chances of success.
2. How can I maximise the value of my business before selling?
To get the best price, highlight your business’s strengths, growth potential, and competitive advantage. Make your business easy to understand, prepare a compelling pitch book, and ensure financial records are in order. Engaging external advisors can help refine your strategy.
3. When is the best time to get investors?
The right timing depends on factors such as market conditions, your business’s financial health, and buyer demand. Many experts recommend selling when your business is experiencing strong growth and profitability, making it attractive to investors.
4. Should I use a business broker or pitch my business myself?
A business broker or corporate finance advisor can help find buyers, negotiate deals, and handle legal aspects, making the process smoother. However, preparing your business story and investor pitch before hiring an advisor can give you greater control and leverage in negotiations.
5. How do I find the right investor for my business?
Different buyers have different motivations. Trade buyers look for strategic acquisitions, private equity firms seek growth potential, and passive investors focus on financial returns. Understanding these differences helps tailor your pitch to attract the right buyer.
6. How important is storytelling when pitching my business?
Your business story is crucial in differentiating your company from competitors. A compelling narrative about your business’s journey, achievements, and future potential can make it more appealing to buyers and investors.
7. What documents do I need to prepare before pitching my business?
Key documents include financial statements, tax records, contracts, operational details, and legal documents. A well-prepared pitch book summarising your business’s strengths and future potential is also essential.
8. What is due diligence, and how can I prepare for it?
Due diligence is the process where potential buyers thoroughly examine your business before finalising a deal. Be prepared with accurate financials, legal documents, and operational details to avoid delays or last-minute issues.
9. How can I improve my pitch to potential buyers?
Practice your pitch with advisors or mentors, anticipate potential questions, and refine your messaging. Role-playing investor meetings can build confidence and improve your ability to engage buyers effectively.
10. How long does it take to sell a business?
The timeline varies, but selling a business frequently takes six months to two years. Starting preparations early and having a clear strategy can speed up the process.
11. What are common mistakes to avoid when pitching a business?
Common mistakes include unrealistic valuation expectations, lack of preparation, poor storytelling, and failing to consider tax implications. Seeking expert advice can help navigate these challenges.
12. How can Benjamin Ball Associates help with pitching my business?
We specialise in investor pitches, storytelling, and presentation coaching. Our team helps business owners prepare compelling pitch books, refine their messaging, and rehearse investor meetings, increasing their chances of a successful sale.
For expert guidance on selling your business, contact us today to discuss how we can support you in achieving the best possible outcome.
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