Earlier this week we headed to The Mall Tavern in Notting Hill, where the fab Annik Petrou of Speaker Express put us through our paces, perfecting our business pitches.
Break your pitch down into 5 steps …
What’s the problem that your business, product or service is solving?
You need to know what you are helping people to do. If you’re selling a £300 product, create a £3000 problem that you are solving.
2. Where does your credibility come from?
What makes you better than the competition? It’s very un-British to brag, but this is the place to do so. If you’ve got qualifications, mention them. If you’ve won awards, here’s the place to say. And if you’re just starting out, then describe your experience of the problem. ‘I have x years of experience of the problem my business solves’. What qualifies you to tackle the problem? Sometimes it’s simply a case of experience.
3. What is your mode of delivery?
Where do people buy your goods or services? Make it as simple as possible.
4. How can you prove your concept?
What results have you been creating? Do you have testimonials from clients? Examples of how your product or service has improved the problem your customers were facing. Before and after stories can work great here.
5. Get them biting
Offer them something for nothing – this is different to 3. Give them a call to action – something enticing. It doesn’t need to be pitchy or salesy. Offer something free to start the relationship.
Struggling to put the pitch together?
Start by writing down 150 to 200 words about your business, and then distilling them down into the key message and the best bits. Brainstorm.
And if you need to give different pitches to different people, create an excel spreadsheet, where you adapt each of the answers to the five questions to the relevant questions.