At V-17, we've been fielding some interesting calls lately from CEO clients wanting help with an important part of their job: the pitch. These weren't lengthy presentations; rather, they were concise pitches aimed at a target C-Suite audience. Whether for clients, investors or an industry conference, the rules of the pitch are the same and mastering them is paramount.
The bedrock of the perfect pitch is understanding your audience. Imagine trying to explain the intricacies of blockchain technology to someone who struggles with email – you'd lose them instantly! Tailoring your language, your examples, and your entire presentation to resonate with the specific individuals in front of you is non-negotiable. If your groundbreaking product relies on complex algorithms, but your audience comprises marketing executives, you need to translate the techno-speak into simple examples and tangible benefits they understand and care about.
Building on this foundational principle, we have developed a straightforward model to help you craft a truly pitch-perfect performance. We call it EPICC:
E - Engage Your Audience: You've got roughly 30 seconds to cut through the noise and grab their attention. The opening must be high-impact and immediately relevant to their world. For instance, if you're addressing CFOs, a statement like, "Did you know that on average, companies have $75 million a year due to inefficient invoice processing?" can be a powerful opener. It speaks directly to their bottom line and piques their interest.
P - The Problem: Remember, your pitch isn't about your product; it's about the problem it solves. Clearly and concisely articulate the pain point your company addresses. For example, instead of diving into your product with: "Our amazing product helps manage cash cycles more efficiently," start by articulating the problem. Try: "The average Fortune 500 company loses 4 days of cash flow due to inefficiencies in its own order-to-pay cycle. For a company with $8 billion in receivables, that's a half billion dollars of excess A/R that should be in the bank!" Focus on the universal challenge your audience can identify with.
I - Innovative Solution: Now, and only now, do you introduce your company or product as the answer to that problem. This is the "what" you offer, directly correlating to the problem you just outlined. Continuing our example, you might briefly describe your solution and how it solves the problem: "Our AI-powered, O2P software, streamlines the cash cycle and reduces DSOs by an average of 4.3 days across our client base."
C - Clarify How it Works: The level of detail you provide here depends entirely on your audience and the time allotted. For a short pitch, this might be a 30-second overview highlighting the key mechanisms. In a longer presentation, you might dedicate 10-15 minutes to a more in-depth explanation. The key is to gauge what your audience needs to know – and what might overwhelm them. Avoid getting bogged down in technical minutiae unless your audience is highly technical.
C - Memorable Close: Your closing should circle back to your opening, leaving a lasting impression. Reiterate the core value proposition and end with a strong, memorable statement. For instance, you could conclude by saying, "Imagine having a few hundred million more in the bank this year by automating the order-to-pay cycle using AI!" This brings it full circle and reinforces your initial attention-grabbing point.
Mastering the pitch is a critical skill for any leader, and at V-17, we understand the nuances that can make or break your message. If you're looking to refine your communication strategy and ensure your pitches hit the mark every time, we're a great sounding board. Let V-17 be your partner in achieving pitch-perfect performance.
