The best follow up to a good pitch is a good listen.
A good pitch statement about your work will elicit a positive reaction. Remember, a good pitch is short and tells them exactly what you do and the benefit of working with you. However, it means nothing when there is no conversation. When you cut to the chase and then ask to hear their story, people appreciate that, and engage you more in conversation. Pitch and then listen. Ask questions and then listen.
I recently attended the Southwest Venture Forum in Dallas, Texas. It is a bimonthly event where entrepreneurs and investors meet. More on this forum later, but today, since this week is about pitches, I listened to people’s pitches and focused on reactions to mine.
I did two things as I introduced myself. First, I gave them a short pitch. Then, I quickly got them talking. I asked them questions, “What do you do? How do you do that? What is your challenge? What did you find interesting about the meeting?” In one case, I asked one of the speakers to elaborate on something they said during the main program.
My introduction: Hello, I am Steve Fellows. I work for XYZ Company and my clients sell our services. I advise my clients in business and marketing strategy including how to do acquisitions, invest in companies, and work with investors.
This pitch is very generic. It is exactly what I do without “putting on airs”. Sometimes I made a small joke saying that they probably never heard of us but we have 35% market share where the market is every merchant in the United States. Its absolutely true, and an amazing fact. (“Amazing facts” are memorable but use them sparingly.)
As we talk, I would mention that I am doing this blog by using another quick pitch: I am writing a blog. It focuses on how investors evaluate entrepreneurs and how entrepreneurs can attract more investors.
These got them interested and asking me questions. I could then turn around and ask them more questions. It was back and forth in a pleasant, easy-going way. We engaged in a short conversation.
Thinking back on today, I realize:
- I constructed a very simple pitch based on the following: Hi. My name is _______ and I work for _________. I provide ________ to my customers and help them to ________________.
- My pitches were very basic and therefore accessible: I did not add colorful, flowery benefits.
- I did not try to sell them anything. I did not offer to introduce them to other investors or entrepreneurs, nor did they ask.
- I made the conversation more about them, giving them the opportunity to say what is on their mind.
The result:
- There were plenty of smiles.
- I spoke with 13 people, and got 13 business cards. Three are investors, the rest entrepreneurs or salespeople.
Call to Action: Next time you go to an event use your pitch and listen. If you do not have a pitch, develop one using my simple example above. Even if it is not for getting sales, investors, or finding that next opportunity, use your pitch. Listen. If they do not talk, ask them the basic questions. Watch how people react.
