Is the Q&A session more important than the pitch itself?

I am two weeks away from launching my first online training course 'How to successfully pitch to brand teams, for startup founders'. Not surprisingly, a key part of the course will focus on the the pitch itself and what you should (and shouldn't) include in your pitch deck. However, unlike some other courses, I will also focus on the crucial Q&A session that takes place after the pitch.. Personally, I believe that this is 'MORE' important to master than delivering a perfect pitch and is usually the 'deciding factor' as to whether a startup wins the business or not. In my opinion, a great pitch can be severely weakened by an average Q&A session, whereas, an average pitch can be strengthened by a strong Q&A session.

To compound the problem, looking back over the hundreds of pitches that I have witnessed, the number one reason why a startup that has the 'perfect solution' for the brief doesn't win the business is through 'over-pitching' and not allowing enough time for a Q&A session - again, another example of more importance being allocated to the pitch itself?

In essence, the Q&A session offers that both parties the chance to gain some valuable clarity on certain issues and most importantly, to gauge if they can work together as a team. After the Q&A, the (brand) jury is out and if there are still 'knowledge gaps' / big questions unanswered, that doesn't bode well for the final decision. So it is crucial that time is given for a constructive Q&A.

So what tips would I give to improving your chances of nailing that all important Q&A session?

• firstly, allow time. If the timings for the session is 15mins pitch and 15 mins Q&A - DO NOT, over-pitch and eat into your Q&A time, you will regret it.
• be prepared in advance to answer the difficult questions - ie. how much will this cost? how long will it take? Why won't you consider a free trial etc
• If you can't answer a question in the meeting itself, make sure that you send on your Brand FAQ document (will be covered on my course) after the meeting, this ensures that all loose ends are tied up and is also a good reason to reach out post the session.
• Have 1-2 questions that you would like to ask in the Q&As - ie. what is the usually process for supplier (startup) onboarding within the company and what documentation would you need from us to kick this process off?

In summary, I feel that the role of the Q&A is underplayed and under-appreciated and ironically, is usually the deciding factor behind a brand saying yes or no to a startup offering. If you are a founder, who lies awake at night wondering why you never seem to win a pitch, maybe you should reflect on how well the Q&A session went - assuming you left enough time to have one?

To find out more information about my course 'How to successfully pitch to brand teams' please click the following link