face-to-facepitches

Q&A

context

gatekeepers ask questions to:

check understanding of concept, market, business model, resource needs, ROI

check expertise and thoroughness of the team

establish fit with the organization's strategy

further a hidden agenda

framing

thank for the question and reframe the question to one of the moves of the pitch and then link it to milestones or business model'Thank you. Indeed, a correct estimate of market size is difficult at the moment. That's why we want to use part of the sum we request today for extensive market research. We would work together with ConsultancyX, who have provided us with the market information for project Y. This feedback is expected by the end of the year, at which point we schedule to come back to you with...'

framing

use front position to frame your answersQ: I fail to see how this project fits into our new strategy. It feels very much like the approach that we used before, but which failed.A: As for the fit between our project and our strategy, we may indeed rely heavily on the production expertise that we've built up over the years, but the new strategic focus on becoming a service provider is not incompatible with this approach. On the contrary, by...

2+2=4

persuade with a 'story'combine subconclusions that have buy-inQ: I don't think we can pay for this. And we don't have the people to pull it off.A: 'Initially, it can seem as if we're stretching both our resources and our knowhow here. But when we look closely, we see that for resources, much is a re-shifting, rather than new allocations. But with higher returns and better market fit. The knowhow we need may not be completely inhouse, but that's offset by the input from trusted partners. In other words, we have what it takes to pull the project off in terms of money and brains.

concede an element

Q&A is not just about 'winning'concede and fit in the overall storyQ: The whole project hinges on a single presupposition: that our current user-base makes the switch to this product+ concept. Yet the feedback that I'm getting from key accounts is that the current product already has features to spare. Simpler seems the way to go, rather than add new features.A: The project as it stands today does indeed add complexity to our product. I can see that the added value for users that the added functionality will bring needs to be offered through an interface that makes life easier for users. Our current project does not include such a reworking of the interface. Incorporating it...

triad approach

Q&A... &A - the audience generates meaning passively, but can be activated in the discussion

scan for non-verbal communication

reframe the issue and ask third party input

reframe the move itself in terms of experience, expertise

triad approach

Q: This time-to-market seems very long. There's just too big a chance that we'll blow too many resources in development and jeopardize cash flow.

A: Our time-to-market is indeed based on very conservative estimates. We have based ourselves on our experience with the XYZ project. I think that what we've learnt there can translate in a substantial time gain. Perhaps it's worth hearing the input of the then project leader, Ms. Duclos.

Ms Duclos, is a significantly shorter time-to-market a realistic option, in your opinion?

hedging

frame question about risk either in a bird's-eye view on a complete portfolio

Indeed, the current project would rank as the most risky in our portfolio. Yet, given that the other projects in our pipeline are rather low risk, we feel that the potential return is worth exploring this idea further.

hedging

as for hyped claims in the pitch, hyped answers are to be avoided

We will become market leader.

Given our existing dealership and the proven technology, we are confident to gain a sizeable market share.

bodylanguage

critical questions are threatening

do not close up and take defensive positions or move away from the questioner

acknowledge the question by nodding, remain an open attitude and approach if possible

when answering address the entire audience

Writing pitches is part of a two-day workshop on Innovation Communication, which includes key communication events such as:

conducting brainstorm sessions & follow-upgiving briefingssteering project meetingspitching for resourcespersuasive Q&A sessionswriting a project plan

More information on the workshop programme

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