Tips for Pitching the #SVNDifference
Last month I had an opportunity to speak at #DisruptCRE, which featured a number of commercial real estate technology companies seeking to “disrupt” the industry. One of the sessions included a fast-pitch session so that companies like Sperry Van Ness International Corporation as well as venture capitalists seeking to invest could learn about a company in 45 seconds or less.
Now, 45 seconds sounds like a very short time, but it’s still enough to convey a wealth of information. Out of the 20 presentations we saw, a couple of them stood out, not necessarily because their apps and technology were relevant to SVN, in fact most of them were not, but they had perfected their fast-pitch presentations.*
As Commercial Real Estate Advisors, we aren’t pitching new business tools to clients, but we are pitching our services and systems and often within short timeframes. In any presentation, we have only the first few seconds to make a good impression and explain the #SVNDifference. In fact, we want to see how our own Advisors do their version of a fast pitch in our #SVNDifference video contest (Click here for details; entries due by November 24, 2015).45 seconds sounds like a very short time, but it’s still enough to convey a wealth of information through your pitch #CRE Click To Tweet
Here are a few helpful hints for delivering your pitch to clients in 45 seconds or less:
- Analogies work. If you are trying to introduce something new and different, then you need to give people a baseline. This is why Hollywood pitches always start out as it’s “Jaws meets Twister” or “Harry meets Sally online.”
SVN Advisor Tip: Be able to describe how you can organize greater demand for a property in words and/or analogies that your clients will understand.
- Tell stories. If you want people to remember you, your service, or your product, tell a story about it. Here are six rules for great storytelling. And, yes, a good presenter can tell an entire story within 45 seconds.
SVN Advisor Tip: Is there a story that demonstrates how your firm has used our Open Sales Call to create greater demand and/or to sell a property faster?
- Differentiate from the competition. Use your stories to illustrate how your service differs from the competition.
SVN Advisor Tip: This is why you need to perfect your #SVNDifference pitch!
- Be able to pitch without PowerPoint or props. In 45 seconds, your verbal description needs to stand on its own, no matter the product or service.
SVN Advisor Tip: Listen to the pitches on the Open Sales Call. Make notes on which ones are the most effective.
- Align with their values. What does your client value? Are they tied to the local community? What is their company culture or priorities?
SVN Advisor Tip: At SVN we value collaboration, local expertise, and transparent fees to drive demand. Identify clients who do the same, and the easier it will be to make your pitch.
One final reason to really nail the fast pitch is that even if the person making the decision is excited for your service, implementation is another story. For your client to make a change, they often have to convince a lot of other people to go along with them, some of who may be reluctant. You need to help them duplicate your fast pitch internally and that’s where the tips above can help.
Looking forward to seeing some versions of our Advisors’ 45-second pitches in our #SVNDifference Video Contest!
*Just in case you were wondering, there was not a bad pitch in the whole set at DisruptCRE, but the top 45-second pitches of the day were by Raisal, Building Conversation, and CrowdComfort. Great job to those companies and all the others who presented last week.