Every entrepreneur is a salesperson. There is no getting away from this. You are the person who knows your business best, the person who is in direct contact with potential clients, investors, or employees. You’re ‘in sales’ whether you like it or not – and it’s essential to embrace that fact however unwelcome, and sell yourself well.
Cutting to the chase
One of the biggest problems we face is that we know our businesses so well. Does that sound counter-intuitive? Not really: we have so much detail in our heads, and so many things to be proud of, that the volume of information can be overwhelming. How can you distill the essence of your business into the classic elevator pitch?
It’s tempting to be over-enthusiastic about micro-features, the things that excite you, but success comes with understanding what your audience wants to hear. Fortunately, the core message for most audiences is the same. You may have a minute, ninety seconds, four minutes, ten minutes, a video to record, or writing in the space of a tweet or Facebook post – but the structure is always going to be the same.
Join us on 14th April
In the forthcoming Skills Network event on 14th April, I’ll be helping you to distill your message to the key points that will open a wider discussion. Whether you are targeting investors, or simply networking at a business event, you’ll find that having structure behind your pitch helps to make high-value contacts.
I’ll be passing on professional tips and training I received at pitching events in the UK including the Lift Off project and The Pitch Top 100, and in the USA where I represented my business in front of an audience of 300 people and a panel of 15 top investors after reaching the HATCH Pitch final in March 2015. The session will be interactive, so be prepared to stand up and tell it like it is!