Using stories to be more persuasive in Private Equity pitches

Why use stories in your Private Equity pitches?

We all make decisions quickly and emotionally, then justify them rationally. When you use stories in your private equity pitch you get access to the emotional decision-making centre of the brain.

As Maya Angelou said, people will forget what you say and do, but they will never forget how you make them feel. Data is hard to remember, but emotions stay with us. That’s why Budweiser’s puppy adoption advert became the most shared of all SuperBowl ads. It tugged unashamedly at people’s heartstrings by telling a powerful story. Facts get forgotten; stories get repeated.

What stories could you tell in your Private Equity pitches?

You almost certainly already have stories you could tell about your fund, but you might not be using them. Are you listing out your accomplishments as bullet points? Instead, select the most impressive achievements of your team and turn the details from  facts into memorable stories such as:

• The story of how you saved a company on the brink of bankruptcy.
• The story of how you transformed a company and sold it at a record price.
• The story of the management team who developed under your guidance.

Relive the stories as you tell them, conveying how it felt and what it meant to you. Show the impact that your actions had on the companies in your portfolio. In this way investors will connect with you, understand your fund better and are more likely to remember you.

What’s your story?

If you aren’t sure what stories to use, or how to use them, we can help. At Benjamin Ball Associates, we work with private equity funds such as Permira, Deutsches PE and Frog Capital to help them impress investors. We also work with portfolio companies.

Our expertise in crafting narratives and coaching for persuasive pitches ensures we deliver fast, effective results. Call Louise on 020 7018 0922 or email louise@benjaminball.com to find out more.

Contact us to transform your private equity pitches

Video: How Private Equity Funds can pitch 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:

Contact us to transform your private equity pitches