Pitch to win 11 07-2013

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  • After inrush, explain that’s why I am here to tell them how to have an inrush of enquiries/ opportunities after they have presented /spoken.
  • Tell the Baxter Story: Senior Manager delivered sales Pitch as she had always done with no attempt to incorporate the changes I suggested. As I was thinking how do I comment and suggest diplomatically that the talk was more cake than worm, when a voice from the audience said that CAKE. A discussion ensued but the feedback from the audience in no uncertain terms was that the pitch was cake. Etc etc
  • Reassure them that you have a solution That is better than anybody else's Persuade them that you have done this many times before
  • Materials Dept/ procurement; No one asked to see or discussed their expertise in the area of MRSA chillers. Reassure buyer of their expertise in this area. Remember no one gets sacked for buying IBM
  • Tell the story of Chapter One and Bruce Springsteen. Also tell story of OVPR visiting VP research looking to invest. Who have we here and deliver same on presentation irrespective of Audience /Industry. You want to demonstrate that this is someone/ organisation we could work with! Nancy Dwarte “Designing a presentation without the audience in mind is like writing a love letter to ‘whom it may concern’” Nancy Duarte Who is my audience as question: Start-ups / Researchers / Professional Services/ Industry/
  • Great sports people are always striving to get the basics right and repeatable under pressure. Now let me explain the basics of presenting and when you understand and apply you will be increasingly successful in high pressure business situations.
  • Explain the basics by telling the story of Paul O ’ Connell and the Munster team or of Graham McDowell (G- Mac) Sports people always talk about getting the basics right. The same applies to presenting, the basics are – open: get attention, close: tell the audience how they are better. Between Open and Close use one of 5-6 tried and trusted formats. In this session I will give you the format for ‘Memorable Marketing Talk’ (Elevator Pitch- USP- High Concept Pitch) talk. Regularly I meet people so say I will just wing it in the belief that It will be alright on the night nothing could be further from the truth. E.g. Billy Connelly or Dara O ’ Brien know exactly what they are doing and where they are going their skill /art is in making it look like it is ad-libbed
  • At the end of your pitch you must remind your audience how they will be better as a result of engaging with you. This should not be a list (which says pick one as I am not sure what you want) which is what I usually hear. E.g. Google say “We help you grow your business”
  • Open - Get attention in 20 works or 7 seconds. This is how newspapers do it!
  • At the end of your pitch you must remind your audience how they will be better as a result of engaging with you. This should not be a list (which says pick one as I am not sure what you want) which is what I usually hear. E.g. Google say “We help you grow your business”
  • All great speakers use classic templates to construct and deliver their talks. If you have a template that works why try and re invent the wheel? The most fearful and time consuming way to start a talk is with a blank piece of paper. You will get under way and finished much quicker when you use a template as we will see demonstrated here today
  • In the body of your talk you cannot make no more than three key points. Ideally one key point would be best but this requires a great deal of bravery. So that people will understand your business ideas you can use any of the following in the body of talk: analogies, demonstrations, examples, facts, statistics, testimonials.( but not all of them) Reminder “data overload is the greatest failing when trying to communicate with your audience” Andrew C. Keogh
  • Most sales talks and investor pitches I hear are talking cake( what you want) The successful pitch, talks worm- what the listener wants!
  • Open - Get attention in 20 works or 7 seconds. This is how newspapers do it!
  • Open - Get attention in 20 works or 7 seconds. This is how newspapers do it!
  • Q&A sessions are very much part of the presentation and you must remember that you are still in presentation mode and that you must retain control of the discussion. Q&A is a great opportunity to demonstrate your experience and knowledge and also an opportunity to understand investors thinking and uncover any resistance to your ideas. Once you uncover the resistance you can then deal with it. If Sean Gallagher handled his difficult question well during Frontline Q&A session he would be President of Ireland today

Transcript

  • 1. • Innocuous: not harmful or offensive • Innovative: Make changes to something already existing as by introducing new methods, ideas or products. • Inrush: sudden inward rush or flow Definitions
  • 2. ` ‘Pitch to Win’
  • 3. “If a potential customer has made time to meet you, this means they have a problem to solve or a project in mind and they expect that you are not simply coming to tell them what you do, but that you have put some real thought into how you are going to help them solve their problem” - Deirdre McPartlin Enterprise Ireland Düsseldorf
  • 4. • Sermons (churches empty) • Sales Presentations (no one wants to be sold to!) • Pitches/Presentations (majority uninteresting) Stop Delivering! ` The Aristo Philosophy
  • 5. Aristo promotes the art of extended conversation. Have a conversation, be it with 1, 5, 50 or 500 people. ` The Aristo Philosophy Start Having a Conversation
  • 6. “A weak message from a good speaker will have more impact than a strong message from a poor speaker, regardless of how much we like to think the opposite might be true.” Deiric McCann from his book ‘Leadership Charisma’
  • 7. To create a pitch that will stand out from the crowd and help you to win business • Tell a client you understand their problems better than anybody else • Reassure them that you have a solution that is better than anybody else’s • Persuade them that your team has solved these problems many times before • Demonstrate that you will be easy to work with ` Objectives
  • 8. ` ‘Pitch to Win’ ‘It’s About Relationships- Stupid’
  • 9. “A gossip talks about others, a bore talks about himself, a salesman talks about his product, and a brilliant conversationalist talks about you.” - Andrew Keogh
  • 10. Tell a ‘ Value’ Story • I fully understand what you are trying to do! • Demonstrate you have a much better understanding than any of your competitors
  • 11. ` Cake or Worm? Preparation:
  • 12. To connect successfully, use these 3 steps: ` Tip Scales in your Favour Are Do Get
  • 13. Are  Situation Appraisal  Objectives  Measure of Success  Value to Organisation ` The Basics: Preparation Do Get
  • 14.  Better than anybody else  Delivered may times before ` The Proposal: Solution Are Do Get
  • 15.  Situation Appraisal  Objectives  Measure of Success  Value to Organisation ` The Proposal: Delivery Are Do Get
  • 16. “Most Boring Day of my Month” • You are one of 6-8 teams presenting, how are you going to stand out from the crowd? • Make Your Solution Stick !!!!!
  • 17. ` Cake or Worm?
  • 18. ` ‘Pitch to Win’ ‘Tell Your Story’
  • 19. “Designing a presentation without the audience in mind is like writing a love letter to ‘ whom it may concern’ “ Nancy Duarte Who is your audience?
  • 20. ` Qualities of Your Hero • ??????????? • ???????????? • ????????????
  • 21. ` Padraig Harrington` Paul O’Connell
  • 22. 1. Open (Connect in 20 words or 7 sec.) 2. Body (Concentration ON-OFF-ON-OFF-ON-OFF- ON-OFF ON -OFF-ON-OFF) 3. Close (If they remember your take home message you are a success) ` The Basics
  • 23. K I S S Keep it Simple - Stupid K I S S
  • 24. K I S $ Simple to explain CORE
  • 25. HEADLESS BODY IN TOPLESS BAR New York Post on a local murder FREDDIE STAR ATE MY HAMPSTER Sun: story was a fabrication ICE CREAM MAN HAS ASSETS FROZEN BBC News SUPER CALEY GO BALLISTIC CELTIC ARE ATROCIOUS Sun on Inverness Caledonian Thistle beating Celtic in the Scottish Cup ` Opening: Newspaper Headlines!
  • 26. “ A speech is like a love affair any fool can start it, but to end it requires considerable skill “ Lord Mancroft The Close: How is listener Better?
  • 27. www.aristo.ie Template “ Despite the fact that Father Ted was basically an Irish ‘Only Fools and Horses‘ with a soft, surreal twist (the three male characters in both are almost identical” - Graham Linehan
  • 28. Analogy: Planning a journey is like planning a talk "One good analogy is worth three hours discussion." (Dudley Field Malone) Team Better Connect Do Audience Prepare Action Plan your Talk Problem
  • 29. It’s unwise to pay too much But it’s worse to pay too little. When you pay too much, you lose a little money - that is all. When you pay too little, you sometimes lose everything, because the thing you bought was incapable of doing the thing it was bought to do. The common law of business balance prohibits paying a little and getting a lot - it can’t be done. If you deal with the lowest bidder, it’s well to add something for the risk you run, and if you do that you will have enough to pay for something better. John Ruskin, protagonist for new commercial ethics, 1819-1900
  • 30. And they will! This is the judgement your listener is continually making: Do I believe / trust this person? My final piece of advice to you is • Speak from your life’s experience • Speak with energy and enthusiasm • Speak in terms of your listeners interest
  • 31. ` Questions & Answers
  • 32. web: www.aristo.ie email: andrew@aristo.ie http://ie.linkedin.com/in/andrewkeogharisto phone: 01 8208552 twitter: @aristoc2g ` My Contact Details
  • 33. ` ‘Pitch to Win’