PITCHING YOUR IDEAS EFFECTIVELY TO GROW YOUR BUSINESS 1

TO GROW YOUR BUSINESS

PITCHING YOUR IDEAS

EFFECTIVELY

STEPHANIE PALMERBEN TAXY

Agenda

9:00 AM Introductions

9:10 AM Create Your Pitch

• Step 1: DEFINE YOUR CATEGORY

• Step 2: CHOOSE YOUR MARKETS

• Step 3: UNDERSTAND THE PROBLEMS

• Step 4: CLARIFY FEATURES AND BENEFITS

• Step 5: CREATE YOUR PREMISE PITCH

11:30 AM ---------Break---------

11:45 AM Get Feedback

• PITCH TO THE CLASS

• GET STEPHANIE AND BEN’S FEEDBACK

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Instructors

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Stephanie Palmer teaches people with great ideas how to pitch e!ectively in high-stakes meetings. Formerly a Hollywood studio executive at MGM Pictures, she is the author of the book Good in a Room: How to Sell Yourself and Your Ideas and Win Over Any Audience. She has been featured on NBC’s Today Show, CBS’s Early Show, National Public Radio, and in the Los Angeles Times.

“Stephanie Palmer’s direction on how to pitch well is counterintuitive but it’s dead-on accurate.” --Inc. Magazine

Ben Taxy been a professional ghostwriter and writing consultant for over ten years. His clients include Ivy League professors, "lm/TV stars, and prominent medical, legal, and "nancial experts.

In addition to numerous books, he has ghostwritten speeches, national ad campaigns, opinion columns, and even a theme park tour.

Prior to becoming a ghostwriter, Ben received a BA in Psychology from Harvard University, worked at a residential treatment center with at-risk children, and wrote for FOX’s original “Family Guy.”

Step 1: Define Your CategoryStating your category gives context to the listener, makes it easier for them to pay attention to you, and helps them to understand what you are saying.

Example: Macintosh Healing Center• No Category: Macintosh Healing Center helps users of Macintosh computers.

• Broad Category: Macintosh Healing Center provides technical support for users of Macintosh computers.

• Specific Category: Macintosh Healing Center is an emergency technical support company for users of Macintosh computers.

Example: Lawyer• Broad Category: Lawyer

• Specific Category: Tax attorney

• Hyperspecialized Category: Tax attorney specializing in non-profits

Structures• [COMPANY NAME] is a [CATEGORY].

• I own a [CATEGORY].

• I run a [CATEGORY].

• I work for a [CATEGORY].

• I’m a [PROFESSIONAL DESIGNATION].

Your Turn…What is your company name? _______________________________

What is the company’s category? _______________________________

What (if any) is your subcategory? _______________________________

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Step 2: Choose Your MarketsThe more precisely you choose your markets, the easier your marketing will be. Who are the people you want to be your clients and customers? Be specific!

Example: Good in a Room• Market 1: Hollywood Creative Pros

• Professional screenwriters• Aspiring screenwriters

• Market 2: Small Business Owners• Financial Advisors

• Lawyers

• Market 3: Entrepreneurs• Start-up companies

• Microbusiness (one-person companies)• New 501c3 non-profits

Structure• Market 1: PRIMARY MARKET

• SUBMARKET 1

• SUBMARKET 2

Your Turn…• Market 1:

•

•

• Market 2:

•

•

• Market 3:

••

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Step 3: Understand The ProblemsYour prospective clients and customers have problems and they need your help. To market and sell effectively, you need to demonstrate that you understand the problems for which your product or service is the solution. Remember that different markets may have different problems.

Example: Good in a RoomProblems of Market 1: Hollywood Creative Pros

• Not knowing the right people

• Feeling nervous in meetings

• Not making enough money from their art to support themselves

Problems of Market 2: Small Business Owners

• Difficulty networking and meeting the right prospects

• Anxious about presenting

• Not enough prospects converting into clients/customers

Problems of Market 3: Entrepreneurs

• Anxious about fielding tough questions in high-stakes situations

• Not finding investors

• Not achieving their dreams

Structures• Not having [GOAL].

• Fear of [SITUATION].

• Pain from [EVENT].

Your Turn…• Problems of Market 1:

• Problems of Market 2:

• Problems of Market 3:

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Step 4: Clarify Features And BenefitsFeatures are details and specifics. Benefits are what the customer or client “gets.” Both are potentially persuasive elements in your pitch. Remember that features and benefits may change depending on the market.

Example: A Toaster Features Benefits

• Holds 4 slices→ Make breakfast for two at the same time

• Dual control panels→ Toast different products at the same time

• 6 browning settings→ Never burn your toast

• Auto-eject crumb tray→ Easy to clean

• Retractable power cord→ Easy to put away and store

Example: Hollywood Creative Pros Features Benefits

• Develop networking strategy→ Meetings with VIP’s

• Create meeting strategy→ Confidence of knowing exactly what to say

• Develop polished pitch→ $: Selling their work and getting hired

Your Turn…Market 1:

Features Benefits

Market 2:

Features Benefits

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Step 5: Create Your Premise PitchYour premise pitch is the core of your selling proposition. Of all of the options that you can use when pitching, the premise pitch is the most important component. This is the pitch that you customize by choosing the market, problem, features, and benefits you think best suited to the context and the listener. Depending on the situation, you may want to state your category before delivering your premise pitch.

Example: Good in a RoomMarket: Hollywood Creative Pros

• I run a consulting company. I help creative professionals to sell their work.

• I help professional screenwriters to sell their work and get hired on assignment.

• I help aspiring screenwriters to build their networks and launch their careers.

Market: Small Business Owners

• I own a consulting company. My job is to help small business owners find new clients and grow their businesses.

• Sometimes, people start their own business because they are good at doing the work, but then they realize that they aren’t as good at getting the work in the first place. I help those people to network and market themselves effectively so they can find new clients and grow their businesses.

Structures• I run a [CATEGORY]. I help [MARKET] to [BENEFIT].

• I help [MARKET] to [BENEFIT 1] and [BENEFIT 2].

• I help [MARKET] with [PROBLEM] to [BENEFIT].

• Sometimes, [MARKET] has [PROBLEM]. I help them with [FEATURE] to [BENEFIT].

Your Turn…• Market 1 Premise Pitch:

• Market 2 Premise Pitch:

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Optional: Create Teaser QuestionsA teaser question is an option you can use when you’re pitching. The idea is to use the question to intrigue the listener and make sure you have 100% of their attention for the information that comes next. Teasers are short but can be tricky to get just the right tone.

Examples: Good in a Room• Have you ever felt anxious when pitching a potential new client?

• Have you ever been pitching and felt like you “had” them, and then you “lost” them?

• Have you ever wanted a marketing strategy to make it easy to find new clients?

Structures• Have you ever had [PROBLEM] when in [SITUATION]?

• Have you ever [SITUATION] and experienced [PROBLEM]?

• Have you ever wanted [FEATURE] to give you [BENEFIT]?

Your Turn…• Teaser Question 1:

• Teaser Question 2:

• Teaser Question 3:

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Final ThoughtsYou’ve done so much hard work preparing exactly what you’ll say during your pitch—now it’s time to take the next step and start using it in real situations.

Getting good at pitching requires practice. Be gentle with yourself. Over time, you’ll be able to walk into any room with confidence, and when the time comes to express yourself , you’ll know just what to say and how to say it.

• For additional information, check out the book: Good in a Room: How To Sell Yourself And Your Ideas And Win Over Any Audience. It’s available at amazon.com.

• For further assistance, feel free to contact Stephanie: spalmer@goodinaroom.com.

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