1. ‘Hook’ your audience
Make your audience want to listen by hooking them straightaway.
Active listening is hard work and without the motivation to listen, your audience will switch on and off randomly.
Here are the main types of ‘hooks’:
Opportunity: tell them they can make money or grow their business
Fear factor: tell them the consequences of not taking action
When there is very little to differentiate presenting teams the audience often selects the team who “really wanted the business”
Killer fact: for example, “80% of problems occur due to miscalculation. This product guarantees accuracy.”
Engaging rhetorical question: for example, “Before you think about relaxing in the sun when you retire, ask yourself this key question, will you be able to afford it?”
2. Show enthusiasm for winning their business
Showing keenness is viewed positively, so tell your audience how excited you are about the prospect of working with them.
When there is very little to differentiate presenting teams the audience often selects the team who “really wanted the business”.
3. Give relevant information only
In terms of content the biggest mistake presenters make is “information dump”. Successful presenters are selective about the facts and information they present, sticking to the most important and relevant for their audience.
4. Use the 'you' factor
It’s important to make your content relevant, so the word “you” should be used throughout. This way you can state benefits very clearly and demonstrate that you understand the audience’s issues and problems.
5. Give examples for credibility
There is no point telling your audience you are innovative or experienced unless you can prove it. So, use relevant examples to back up your case.
6. Be clear about your USPs
Your USPs are your unique selling points, areas where you add value over and above your competitors. It’s important your audience knows how you stack up against the competition.
However, avoid naming your competitors in your pitch.
7. Use rhetorical questions to engage
Rhetorical questions are very powerful as they make your audience think about your proposition.
They can also be used to emphasise your USPs. For example: “Given the ratings of our analysts, who else could tell a more credible story to the investment community?”
8. Deliver enthusiastically
Ensure your body language is open and use your hands to make gestures supporting your content. Vary the pace and pitch of your voice and try and make eye contact with as many people in the audience as possible.
9. Put straplines on visuals
These are key messages that accompany your visuals, so the audience absorbs words as well as images. You should have three key straplines, the strongest reasons why your pitch should triumph.
10. Anticipate questions and prepare answers
Many business pitches fail in the question and answer session, especially when a team is pitching. Just look at how many accomplished pitches in the Dragon’s Den falter when the Dragons start asking questions.
It is therefore vital to anticipate questions and prepare answers, deciding who will answer each question.
