7 Steps CEOs Use and Look for in an Undeniable Pitch

Pitching is tricky, to say the least. An idea that might sound like the next Amazon in your head, can fall flat when you try and explain your business model or your production plan out loud.

But love them or loath them, pitches matter a lot. They're the single most important bridge between a thought that's been swimming around your head to funding an actual business.

Knowing how to conduct them isn't just beneficial for seeking that initial investment, but the same key elements of a pitch are highly useful after the fact. Selling your vision in a succinct timeframe, and telling your listener why x, y and z will stand out and how you're going to be able to deliver results, is a valuable skill to gain followers and attract the best team, regardless of the industry you're in.

Let these tips, from successful CEOs and leaders, show you how to give a pitch that won't be turned down:

1. Practice constantly. No need to wait for that long-awaited meeting with an investor to execute a pitch. You can practice in conversations at a meetup, at conferences and networking events. You don't have to whip out a PowerPoint presentation, simple say, "I have this idea that I'd love to hear your opinion on..." and go. Pique someone's interest enough during a short conversation and they will most likely be willing to give you the time of day to hear your whole pitch. As Mitch Roschelle points out, "Any good idea needs to be socialized. And the process of socializing the idea engages a lot of those people who are in the room anyway." says the PwC Partner and Business Development Leader. This exercise is great, it can help you work on your counter-arguments, so that when the time comes when money is on the table you are less likely to flounder over the more difficult questions asked.
2. Present the execution. Having an idea is one thing, showing how you are going to execute is a completely different ball game. Investors by nature are cautious, they want to know that the person that they are signing on the dotted line for, will deliver. By demonstrating how you plan to execute, you are showing your investor that you will not have to be spoon-fed at any point. When Steve Case hears a pitch he is looking for demonstrative ways in which the idea will be executed, "why they have the right mix of skills to accomplish it and then having some sense of momentum, some sense of some execution," says the Revolution CEO and Chairman.
3. Know the potential upsides and downsides. Be honest with yourself, be aware of the potential weaknesses of your idea, because chances are you might be asked about them. For Mindy Grossman this demonstration shows an important sense of awareness in the pitcher. "I want to know, one, have they really thought this out? Do they have a unique position in the marketplace? Have they thought about all the upsides and the downsides?" says the President and CEO of ?Weight Watchers International.
4. Demonstrate your passion. Show that you fully believe this business or idea needs to exist, and demonstrate this passion in the proposal. Gautam Gupta concurs, "I think all investors, even other entrepreneurs, coworkers, whatever it may be, want to know that you're in it for the longterm. And to be in it for the longterm means that you've got to be passionate about what you're doing. You have to really believe in it," says the co-founder and CEO of NatureBox. If you are showing doubt when you are explaining your idea to someone else, I bet you that whoever is listening to you is definitely picking up on that too. 
5. Gather data. "You have to have the information or the data, that backs up your case," insists Geoff Ramsey the Chief Innovation Officer and co-founder of eMarketer. "You have to almost be a lawyer. Get all the facts together. Build a story, or a narrative that tells why this is the right thing to do."
6. Exhibit excitement. As an investor you want to know that the person you are potentially funding is excited by their idea. Showing genuine excitement and enthusiasm for a product is contagious. And as Arianna Huffington points out it can also be invaluable, "being able to inspire and bring people along so there is a sense of excitement about a new idea, which makes people be able to deliver often beyond what they thought was possible" says the Thrive Global Founder and CEO.
7. Be open to feedback. Mark Gerson recommends entering a pitch with a malleable mindset. Taking a hardline approach on how the conversation will go or how your idea will come to fruition is not an option for the co-founder and Chairman of GLG. Instead he opts "to provide your hypothesis as to what the outcome is, to provide a theory as to what tactics can be used to achieve it, and then to get feedback from others."

These steps will set your next pitch up for success. We are always looking for more sage advice from proven leaders to feature on Radiate, so I must ask, who has given you the best nugget of wisdom in order to make an undeniable pitch?

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