Mastering the Pitch

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Presented to the Ignition Growth Program

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Mastering the Pitch

  1. 1. MASTERING THE PITCHLESSONS FROM BOTH SIDES OF THE TABLE JUSTIN DAVIES emergination
  2. 2. TWO PARTSPITCH PLUS GETTING TO PITCH emergination
  3. 3. emergination
  4. 4. TOUGH CROWD!!! emergination
  5. 5. CEBIT TECHRAMP7 PITCHES, 7 MINUTES emergination
  6. 6. MY MUST DO’S THAT 90% OF PEOPLE WON’T DOOVER PREPAREPRACTICE THE PRESENTATION TOGETHER AS A TEAMBRAINSTORM ALL OF THE QUESTIONS YOU MIGHT ASKDETERMINE WHO ANSWERS THEM - CHANNEL THE FLOW,INVOLVE EVERYONEHAVE YOUR NOTES TO HANDWARM UP YOUR VOICETRY TO ENJOY ITTAKE THEM ON THE JOURNEY emergination
  7. 7. SIMPLE THINGS THAT DRIVE PEOPLE INSANERATTLING KEYSMOVING AROUND INCESSANTLYWAVING HANDSNOT ENGAGING EYE CONTACTMONOTONENOT ANSWERING THE BRIEF emergination
  8. 8. MOST INVESTORS ARECONSIDEREDNOT AGGRESSIVE emergination
  9. 9. STORIES ARE REMEMBERED emergination
  10. 10. THE 5 KEYS1. KNOW YOUR PRODUCT AND WHY IT IS BEST FOR YOUR CLIENT2. UNDERSTAND HOW YOUR CLIENT BUYS - AND WHO IS INVOLVED3. INFLUENCE THE DECISION MAKERS4. BUILD THE COMPELLING PRESENTATION AND OVER PRACTICE5. CREATING THE COMPELLING CONCLUSION LET’S LOOK AT AN EXAMPLE SELLING ENTERPRISE SOFTWARE... emergination
  11. 11. KEY 1: DESIRE CREATES THE POWER ! DEVELOP THE COMPELLING PROPOSITION AND VISION • FEATURES, ADVANTAGE AND BENEFITS • ANALYSE YOUR MARKET • ANSWER THE QUESTION… “WHY IS YOUR SOLUTION THE BEST SOLUTION?” ….IN A SINGLE SENTENCE emergination
  12. 12. KEY 2: UNDERSTAND HOW YOUR CLIENT BUYS ARE THERE PURCHASING THRESHOLDS EG. >$100K = TENDER.. IF VENTURE CAPITAL - NOTHING WILL ANNOY A VC MORE THAN SOMEONE WHO HASN’T BOTHERED TO CHECK OUT THEIR INVESTMENT CRITERIA IS A PROOF OF CONCEPT A GOOD WAY TO START (MAY BE PAID FOR…). CUSTOMERS BEFORE YOU REQUIRE CAPITAL IS BEST IF AT ALL POSSIBLE IS A BUSINESS CASE REQUIRED? WHO WILL DRIVE PROCUREMENT? WHO WILL BE INVOLVED IN THE DECISION? emergination
  13. 13. KEY 3: INFLUENCE THE DECISION MAKER’S THINKINGFRIENDLY EAR – GIVES YOU THE INSIDE INFORMATIONDECISION MAKERS:• THE PERSON IN PAIN• THE PERSON IN POWER• THE PERSON WITH MONEY• THE TECHNICAL ADVISORTHEY COMPRISE THE DECISION COMMITTEE emergination
  14. 14. THE PERSON IN PAIN• PERSON IMPACTED BY THE TECHNOLOGY• EXPLAIN THE IMPACTS• SHOW THE PRODUCT IN ACTION - PREFERABLY HAVE A CLIENT SHOW THEM• MAKE THE INTANGIBLE TANGIBLE emergination
  15. 15. THE PERSON IN POWERWILL HAVE MORE STRATEGIC PERSPECTIVEWILL ALSO HAVE A GOOD SENSE OF HOW TO MAKE THISWORK AND POTENTIAL PITFALLSYOU MAY NOT MEET THEM UNTIL YOUR FINAL PITCH YOU CAN ONLY BUILD RAPPORT DURING THE PRESENTATION THEY ASSESS WHETHER THEIR “PERSON IN PAIN” TRUSTS YOU emergination
  16. 16. TECHNICAL ADVISOR• LOOKS FOR TRAPS• RARELY HAS POWER TO SAY YES• DEFINITELY HAS POWER TO SAY NO• NEEDS TO UNDERSTAND TECHNICAL ENVIRONMENT FIT, BUSINESS RISKS, AND SUPPORT REQUIREMENTS• SOMETIMES HAS VESTED INTERESTS• THE TURKEY NEVER EVER INVITES PEOPLE TO THANKSGIVING emergination
  17. 17. THE PERSON WITH MONEY• RETURN ON INVESTMENT (ROI) CRITICAL• MAY USE UNIQUE MEASURE OR SERIES OF MEASURES TO WORK THIS OUT• NEEDS TO UNDERSTAND ASSUMPTIONS UPON WHICH YOU BASE YOUR FIGURES• INTANGIBLES ARE OFTEN CONSIDERED WORTHLESS IN A BUSINESS CASE emergination
  18. 18. KEY 4: BUILDING THE COMPELLING PRESENTATION• TELL THEM WHAT YOU ARE GOING TO TELL THEM – BRIEF SUMMARY OF BENEFITS – AGENDA – TIMING• TELL THEM• TELL THEM WHAT YOU TOLD THEM – BRIEF SUMMARY – RECAP THE MOST COMPELLING POINTS – WHAT SPECIFICALLY DO YOU WANT THEM TO DO NEXT? emergination
  19. 19. USING PRESENTATION TOOLSINEXPERIENCED PRESENTERS OFTEN RELY TOO MUCH ON THEIRPRESENTATION SOFTWARE SUCH AS POWERPOINT. THEY STAND ANDREAD THEIR SLIDES, WITH THEIR BACKS TO YOU, AND FORGET THEIRHEAD IS NOT MADE OF GLASS.PEOPLE READ AT AROUND 300 TO 400 WORDS PER MINUTE ON AVERAGE.A GOOD SPEED FOR A PRESENTER TO TALK IS 120 WORDS PER MINUTE.THEREFORE ON AVERAGE YOUR AUDIENCE CAN READ THREE TIMESFASTER THAN YOU CAN SPEAK. THIS MEANS BY NOW YOU WILL HAVEREAD TO THE BOTTOM OF THIS SLIDE AND ARE WAITING FOR ME TOHURRY UP AND FINISH READING IT. YOU ARE ALSO QUITE WORRIEDTHAT THE REST OF THE PRESENTATION IS GOING TO GO LIKE THIS.A BETTER WAY IS TO TALK ABOUT THE ISSUES THAT EACH SLIDEADDRESSES AND USE THE SLIDE TO BRING TOGETHER A SUMMARY OFTHE KEY POINTS. YOU MIGHT BE SIMPLY ADDRESSING EACH POINT INMORE DEPTH THAN YOU HAVE ON THE SLIDE. IF YOU ILLUSTRATE ACONCEPT WITH A DIAGRAM SO MUCH THE BETTER. emergination
  20. 20. DEALING WITH QUESTIONS• HOLD THEM UNTIL THE END• IF THEY INSIST, ACKNOWLEDGE THE ISSUE, WRITE THE QUESTION DOWN AND ASK IF YOU CAN HOLD IT TO THE END• IF THEY REALLY INSIST, STOP AND DEAL WITH IT emergination
  21. 21. OVER PRACTICESUCCESS BEFORE WORK ONLY OCCURS IN THEDICTIONARYPRACTICE YOUR PRESENTATION, HANDOVERSBETWEEN SPEAKERS, ANSWERING QUESTIONS,ROLE PLAYINGVIDEO ITPRACTICE NEGOTIATING TO A DEAL - AND HAVEMORE THAN ONE IN MIND. PREPARATION GIVES YOUTHE FLEXIBILITY... emergination
  22. 22. KEY 5: COMPELLING CONCLUSION • THE KEY, MOST IMPORTANT BENEFITS • ALIGN TO CORPORATE STRATEGY - BIG OBJECTIVES • MAKE REFERENCE POINTS FOR EACH BUYER • SUMMARISE ROI • CALL TO ACTION • WHY THIS • WHY YOU • WHY NOW • NEXT STEP emergination
  23. 23. “ COURAGE IS THE CAPACITY TO CONFRONT WHAT CAN BE IMAGINED….” LEO ROSTEN THANK YOU - AND GO GET ‘EM!!! emergination
  24. 24. EMERGINATIONWE SHOW YOU WHICH WAY

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