Perfecting the Pitch
Want to never be told “No” again? Then make it impossible for them not to say “Yes”.
Led by founding member Nicole Rowett, Global Brand Lead at TBWA\Chiat\Day, May’s event was all about Perfecting The Pitch.
For Nicole, inspiring, leading, motivating and guiding are the best tools we can invest in, and they ultimately lead to the greatest business success. With client experience including Target, McDonald's, TripAdvisor, Honest Company and GoFundMe, Nicole has become a master of perfecting the pitch.
Whether it be personal or professional, the art of pitching ideas is critical to success.
“People buy people, not ideas. Have confidence in yourself and others will have confidence in you too.”
—Nicole Rowett
5 Tips For Perfecting The Pitch
Know your audience
In order to successfully pitch, you have to know who you are pitching to. Whether you're pitching to an individual or a group, it is important to have a solid understanding of who they are, what drives them and what unnerves them. This type of knowledge only comes with research.
Before entering the room, Google them, search for them on LinkedIn and dive into a recent campaign they’ve worked on. Make sure you have enough information to understand their background and expertise to ask the right questions at the right time.
Upon entering the room, get a feel for their personality types. Are they risk averse? Are they entrepreneurial? Are they out-of-the-box thinkers? Probe for what drives people by asking questions about third-party campaigns i.e. "I just saw this recent campaign, what did you think? Did you hate it or love it?" Once you have this knowledge, it will soon become apparent which type of communication methods are most effective.
Remember, building trust with those in the room is the key for success and trust can only be built by leading effective communication and having all the information you need to answer any questions they may have.
Establish goals and expectations
It is important to establish and state your objective clearly and early on when pitching to others. In order for them to get on board, you have to know where you are driving to first.
When entering the room, ensure that you have an intended narrative and structure to your pitch, but always be prepared to pivot at the hand of the decision maker. For example, if they want to talk budget first, then be prepared to talk budget first.
Although it is important to be accommodating and flexible, this is your pitch so ensure that you maintain confidence in leading the discussion in the overall direction you plan for it to go in, and don’t be afraid to redirect the conversation when needed.
Less is always more
It is often easy to ramble and overcompensate to ensure that a point is conveyed, but this can often be detrimental to the overall impact of the pitch.
The power of the word is one not to go unnoticed, so be mindful of your choice of words and how you articulate your objectives. Be precise, talk with conviction, know your key figures, don't dilute a story, be single-minded about your focus and keep it simple.
Introverts, it's okay to not dominate the conversation, less can be more. Extroverts, take a step back sometimes to let others contribute, silence isn't a bad thing.
Listen
Pitching is just as much about listening as it is about talking.
Taking a temperature check throughout your pitch is one of the most effective ways to get your audience to listen and reengage. A simple “Do you have any questions?” or “Does this make sense?” will ensure you're focusing on the needs and wants of the decision maker at all times.
A successful pitcher is one who knows how and when to pivot the conversation. If you have a great idea that they're not getting, drop it, but find a different way to come back to it with a different context later on. If you know you've lost someone on a point you're trying to make or an idea you're trying to sell, let it go and move on. It's okay to be vulnerable and not know everything, and thinking on the spot is more valuable than following a specific script.
It’s a team sport
Pitching as a team can be the be all or end all depending upon the group’s chemistry and ability to work together and not against one another. Ensuring that individuals have compatible personalities, knowing when to take the lead, when to remain quiet and when to step in will allow you to leverage the benefits of a group’s dynamic to your advantage. It’s hard to say no to an inspiring individual, but even harder to say no to a cohesive team.
So in conclusion, how do you perfect your pitch?
Doing your research, adjusting your communication to cater to different personalities, setting clear goals, being selective in what you say, listening to others, knowing when to pivot a conversation, ensuring that your team maintains effective levels of chemistry and having the resources to back up anything you present will all help to perfect your pitch. Whether you’re selling to a client, proposing an idea to a boss or even asking for that promotion, make it impossible to say no. Trust in yourself, follow these steps and your knowledge will shine through.