How to nail that all-important presentation pitch

GIVING A SALES presentation or pitching for finance can be a nerve-wracking experience.

Some people seem to breeze right through without breaking a sweat. Others tend to crash and burn immediately after walking into the room. We’ve all seen those Dragon’s Den disasters.

While practicing your pitch ahead of time can prove very valuable, you first have to learn what a successful pitch looks like – only then can you start polishing your technique and ultimately land the sale or secure that all-important first round of finance.

Here are some key points to keep in mind for perfecting a pitch:

1. Be aware of body language

Many people have a phobia of public speaking and, even though our voices may not tremble with fear, sometimes the hang-up expresses itself through our body language.

Sit or stand up straight. Look directly into the eyes of listener when speaking. And plant your feet firmly on the ground. While certain postures and actions demonstrate confidence in your abilities, others can secretly communicate to your audience that you are being less than trustworthy.

Some common actions that can damage a pitch and create mistrust include:

• Touching your hands or face frequently
• Crossing your arms either when speaking or when spoken to
• Leaning away from the client instead of leaning inward

2. Skip the memorised sales pitch

While you definitely want to practice your pitch, you also don’t want it to sound like a television commercial. When we memorise, we tend to focus on the words in the speech rather than their meanings. Memorisation can also contribute to our anxiety both before and during the presentation.

Some of the most engaging public speakers tend to use note cards that list only a few essential power words for each point of the presentation. This technique allows you to learn different ways of saying the same thing while practicing your pitch, which then allows you to adapt the pitch for different clients.

Start with the note cards and after time you may well find that you can do without them. Ultimately, the more you practice the less you’ll need a prop to help you.

3. Avoid the flowery language

Some salespeople like to try to impress their clients by using lots of technical jargon, legalese or other big, flowery words. The less you try to impress, the more that the client tends to respect your expertise.

Speak to your audience in a language that they can easily understand. Have a conversation rather than a competition. And don’t be afraid of short silences or pauses in the dialogue.

If you ask a question and the other person doesn’t respond instantly, wait. Give him or her time to formulate a response instead of filling those voids with useless gibberish.

Investors or bank managers may be forgiving of a nervous start or the odd slip up, but overload them with dense jargon and you may well end any chance you have of getting to the next stage.

4. Create a powerful ending using the ‘rule of three’

Nike uses the catchphrase, “Just do it.” And what are the three most important factors for buying real estate? “Location, location, location!” The opening and ending are the most important parts of your presentation. To really stand out from the competition, a focused closing statement using the ‘rule of three‘ can really grab the attention of the listener and make a lasting impression.

Alan Siegel, a highly regarded brand expert, often ends his presentations with the sentence, “Make clarity, transparency and simplicity a national priority.” If you only have a limited amount of creative time and talent for writing your pitch, use it on the closing statement. That’s what the client will remember most.

5. Practice, practice, practice

Practice doesn’t always make perfect, but it certainly helps. If you have a fear of public speaking, practice reciting your speech several times in front of a mirror until it becomes second nature. Look at your facial expressions. Review your body language. Listen to your speaking voice. Are you talking very rapidly? Are you taking the time to breathe?

If you have the opportunity to practice in the same room that you will be giving the presentation in, then do it. You’ll feel far more comfortable on the day. And lastly, always make sure that your supporting visual aids are ready well ahead of schedule. The last thing you need immediately before a challenging pitch is the added stress of organising your charts and visual aids.

Marc O’Dwyer is the CEO of Big Red Cloud.

If you want to share your opinion, advice or story, contact opinion@fora.ie.