Why You Should Treat Your Pitch Like a Sales Call

How effective are your pitches at closing investment?

Many founders don't realise that pitching to investors is the same as selling equity in their company.

By treating these pitches like sales calls, you can significantly improve your chances of success.

Build a Pitch Script

One common mistake is going into meetings without a script.

Creating a pitch script helps you:

• Avoid unnecessary waffle: Keeps your message clear and concise.
• Remember key points: Ensures you cover all essential information.
• Iterate easily: Allows you to refine your pitch based on feedback.

Just as you’d want your SDRs to follow their sales scripts, you too can benefit from creating one.

Start with Your Questions

In sales, the person who asks the questions controls the conversation.

Start the pitch with a few questions for the investor:

• "What do you already know about our market?"
• "Are you the ultimate decision-maker? If not, how does your fund make decisions?"
• "When I speak to the CEOs you've invested in, what do you expect them to say about working with you?"
• "What do your last three investments have in common?"
• "What are your biggest concerns coming into this call?"

These questions help you gather valuable insights and position you as a savvy entrepreneur.

Pitch with Frequent Check-ins

Like every human being, investors make decisions based on feelings and then use logic to justify them.

That’s why it’s essential to check-in frequently.

The goal isn’t to pitch as quickly as possible. It’s not to loose them along the way.

Keep them engaged by:

• Making your pitch conversational: Turn it into a dialogue rather than a monologue.
• Regularly checking in: Ask questions like, "Does this make sense?" or "Do you have any questions so far?"

This approach helps you detect and address any doubts immediately.

Handle Objections on the Call

Don't wait until after the meeting to tackle concerns.

Toward the end of your pitch:

• Invite their thoughts: "What are your biggest takeaways from our discussion?"
• Address concerns directly: "I understand how you feel. I felt the same way at first, but I found that..."
• Coach them on how to pitch: “What do you expect your partners to say?” and “How would you answer them?”

End by Booking the Next Meeting

Always aim to:

• Book a follow-up meeting before you leave: "Let's continue this conversation. How does next Tuesday afternoon sound?"
• Maintain momentum: Keeps the engagement active and shows you're serious.

If they can't commit on the spot, send a concise follow-up email:

• "As we have a lot of investor interest, we're scheduling a series of meetings next week. Let me know if you'd like to be included."

Bottom Line

By treating your fundraising pitches like sales calls, you take control of the conversation and increase your chances of securing investment.

Give it a try—you might be surprised by the results.