How to deliver a really effective pitch

James CracknellSFEDI – Accredited Business Adviser

02 March 2017

What we want to achieveBy the end of the session for you to be better focused on what it takes to:1. Prepare a Pitch2. Research a Pitch3. Deliver a Pitch

Introductions

• Your name

• The name of your business

• Why are you hear?

Pitching

What emotions does it conjure up?

The Opportunit

y

Two PartsDelivery & Content

The Pitch

The Pitch

Your pitch needs to be as good as your

business

Why preparation matters

Prepare to Deliver

Preparation is“Assembling your thoughts, your ideas, your

convictions, your urges” Dale Carnegie

Go deep

Capture your thoughts• Ideas• Strategies• Dreams• Values• Outcomes• Questions• Research /

Learning• Mortality

What does success look like?

Desired Future State

You are always ‘pitching’ so –

What outcome do you want?

Rule of 3What is core to the message?

1.The problem2.The solution3.The action

Pitch Power Erosion

Pre-mortem

To think through eventualities• Questions• Objections• Risks

Research your audience

•LinkedIn•Networks•Facebook•Twitter Rapport

Research your offer• Market size• Target clients• Existing market

activity• Break-even

projections• Forecasts• Positioning

How to make a positive lasting impression

DeliveryRule 1 – Be yourselfRule 2 – Build rapportRule 3 – Brevity but not speedRule 4 – KISSRule 5 – Focus on the end gameRule 6 – Prepare for the unexpectedRule 7 – Learn

Know your story

Know Your ‘Why’

Capture your thoughts• Ideas• Strategies• Dreams• Values• Outcomes• Questions• Research• Mortality

Getting to the core

Courtesy of Simon Sinek: “Start with Why”, 2009

Let’s talk about ‘Why’Simon Sinek’s – Golden Circle

What

How

Why

What: The way the sales process normally starts. “Our product is….

How: We then normally go onto “How we are different or How the product or service works” – those benefits and features

Start with WhyValues Passion

Emotion Purpose

Rapport

Trust Building

Language• Vary the tone and

volume• Use specific clear

words – avoid jargon• Hand and mouth

coordination• Use ‘active’ rather than

‘passive’ voice• Use a ‘power’

vocabulary• Relate your experience

as evidence• Empathise

Non-verbal communication• Posture – standing tall with

shoulders back.• Eye contact – solid with a

"smiling" face.• Gestures with hands and arms

– purposeful and deliberate.• Speech – slow and clear.• Tone of voice – moderate to

low.

Body languageThinkingEngagingListeningEmphasisingDistancingAnalysingAgreeingIncludingWelcomingAcknowledgingLovingComforting

If you can say it in 60 seconds –The Art of Brevity

The Elevator Pitch Wheel

Lead with your Why

How you are unique – stories /

emotions

Finish with what you do

– Call to action

Henriettewebber.com

Your Elevator Pitch 1. What is your name and the name of your company?

2. State Why the problem you solve means so much to you

3. Give an example of How this has / or could impact a customer

4. What makes your approach so unique?5. Call to action – What you are looking for

Thinking AheadPractice Emotional Control• Breathe – In (7 seconds) – Out (11 Seconds)• Get centred • Avoid caffeine and excess sugars• Envision the event – both good and bad• Practice – Feedback – Refine (Loop)• Don’t stop practicing

Now Introduce yourself but this time – start with Your Why

I will go first…

Simplify

Language - Management and Geek Speak Clarify onceRule of 3Images

What do you want them to remember?

What’s in it for them?Peace of Mind

SolutionReturn

Sweet Spot

Reflect – Record – Change – Act

Iterate

Content

AIDA

What in this world needs to change to make it a better place?

Attention• Ask a rhetorical question• State something that your

audience will concur with• Ask for help• Amazing statistics• A combination of the

above

Speak with passion

InterestWhat is interesting? • Novelty• Relevance• Concreteness• Clarity & Coherence• Happiness & Humour

Desire• Put things is terms of

benefits• Create a narrative that

resonates• Use different mediums• Testimonials –

someone has it ‘I want it’

• Create scarcity – become oversubscribed

Action• To Buy• To Invest• To Join• To Partner

Your Call!

What sticks – or How to leave a lasting impression

Sticky =

understanda

ble, memorable

and effective

in changing

thoughts or

behavioursChip & Dan Heath, Made to Stick

Ways to be remembered

Six Principles that make things stick1. Simple – soundbites2. Unexpected – break a pattern3. Concrete – put people in the story4. Credible – evidence things5. Emotional – feelings that resonate6. Stories – as stimulation, simulation and

inspirationChip & Dan Heath, Made to Stick

Pitch Presentation1. Title2. Problem statement (now and desired future state)3. Value proposition - solution in a nut-shell4. The Magic – Prototypes, Stories, Outcomes - Evidence5. Business model - How are you going to create revenues6. Marketing strategy – Build community, build brand and build awareness7. Competitive landscape & Competitive advantage8. The Team9. Projections, critical success factors and measures10. Use of funds and a time-line11. Q&A12. Contact details

https://guykawasaki.com/the-only-10-slides-you-need-in-your-pitch/

Timings• Be disciplined• Practice• Brevity (10 Mins Max)But do it in 8

Practice! Practice! PracticeSuggested reading• ‘How to Develop Self-

Confidence and Influence people by public Speaking’ – Dale Carnegie• ‘Stand out’ – Dorie Clark• ‘Start with Why’ – Simon

Sinek• ‘Made to Stick’ – Chip &

Dan Heath

Any questions?If you would like help in shaping a pitch or going through the sales process then contact the Colbea team on01206 548833