Answer the questions below. Then listen to Kirsten, a woman from the UK, give her answers. Report back what you heard.

Go through these words and expressions.

Check out if you know what they mean and how to pronounce them. 

Listen to a presentation on how to prepare a great speech. Focus on the main ideas.

Read the text below.

The Art of Pitching:
A Skill Everyone Needs in Today’s Business World

In the contemporary landscape of business, you don’t need to be a salesperson or marketer to convince others about your ideas. Every professional, from an engineer to a financial analyst, will at some point need to ‘sell’ a concept, a project, or a strategy. By mastering the art of the pitch, you can ensure your ideas don’t just get heard but also adopted. Here’s an extended four-step approach to crafting a persuasive pitch, supported by real-world examples from the business realm.

1. “What if you could…”: Illustrating a Vision

Illustration: Think about the introduction of the iPhone in 2007. Steve Jobs didn’t just present a new phone. He painted a picture, asking the audience to imagine a device that combined an iPod, a phone, and an Internet communication device.

In Practice: It’s all about highlighting possibilities. If you’re an IT consultant, instead of merely proposing a new software solution, you could ask, “What if your team could streamline all their processes in one integrated platform, reducing manual effort by 50%?”

2. “So that…”: Making a Connection

Every idea should resonate with its audience by addressing a specific need or desire.

Illustration: When SpaceX proposed the idea of reusable rockets, they connected it with a clear goal: reducing the cost of space travel so that life could be multi-planetary.

In Practice: If you’re in finance and suggesting a new investment, you could say, “By diversifying into this emerging market, we’re positioning ourselves to capture untapped revenue sources so that we can ensure sustained growth over the next decade.”

3. “For example…”: Grounding the Vision

Abstract ideas can be hard to grasp. Concrete examples or use cases help bridge the gap between vision and reality.

Illustration: AirBnB didn’t just propose a new way of finding accommodations. They showcased stories of real hosts and travelers, illustrating how their platform fostered unique experiences and connections.

In Practice: A project manager might say, “Consider Company X. By implementing a similar strategy, they not only increased their customer retention by 20% but also saw a significant boost in their overall brand loyalty.”

4. “And that’s not all…”: Projecting Forward

After establishing the immediate benefits, it’s vital to demonstrate the long-term potential.

Illustration: Amazon, in its early days, was more than an online bookstore. Jeff Bezos spoke about its potential to be the world’s most customer-centric company, branching out into countless product categories.

In Practice: A marketing strategist might argue, “Once we’ve tapped into this demographic, there’s potential to expand our offerings and partner with complementary brands, turning one-time customers into brand ambassadors.”

In conclusion, everyone in today’s fast-paced business world needs to be a bit of a salesperson, regardless of their title. By refining your ability to present and pitch ideas effectively, you don’t just communicate — you captivate and convince. Remember, it’s not about pushing an idea aggressively, but drawing your audience into a vision that benefits them.

Answer the questions below using the information from the article. 

• Why is the skillof presenting important not only for sales people?
• Why was Steve Jobs presentation about the iPhone so effective?
• What does it mean to ‘highlight possibilities’?
• How does “so that” make a connection?
• What’s the problem with abstract ideas?
• How can this shortcoming be overcome?
• What are the two benefits of mastering the art of the pitch?

Alita: Pete, when you think about striking the right balance between emotion and logic in pitches, how do you approach it?

Pete: That’s a great point, Alita. I believe it’s all about understanding the needs of the audience. Sometimes, you need to appeal to their emotional side, especially when the subject matter can have a personal impact. For instance, when pitching a new health product, showing its personal benefits can resonate emotionally. However, for a technical audience, presenting data and logical arguments might be more effective.

Alita: Absolutely, Pete. And speaking of tailoring pitches, have you ever had to significantly adjust a pitch based on who you were presenting to?

Pete: Oh, definitely. Once, I was pitching a product to a group of investors. The initial presentation was filled with technical jargon, but halfway through, I noticed their disinterest. I quickly pivoted, focusing on the potential returns and market size. The change in approach made a world of difference.

Alita: It’s so crucial to be adaptive. On a slightly different note, how do you handle skepticism? Especially when it’s evident the audience is resistant?

Pete: Dealing with skepticism is challenging. For me, it’s about being transparent and open to questions. Do you remember when Airbnb first started? Many were skeptical about the idea of strangers staying in their homes. But their pitch focusing on community, trust, and the shared economy managed to turn skepticism into interest.

Alita: That’s a fantastic example. The digital age has also transformed how we pitch. With the rise of social media and online platforms, what changes have you noticed?

Pete: The digital age has amplified the reach of pitches. Now, a pitch isn’t just confined to a room; it can be shared globally. However, this also means the audience is more diverse, and feedback is instantaneous. The challenge is to make pitches concise yet impactful, especially with platforms like Twitter requiring brevity.

Alita: So true. Lastly, Pete, the ethics of persuasion have been debated for a long time. How do you ensure you’re ethically sound while also being persuasive?

Pete: It’s a delicate balance, Alita. I believe in being genuine and avoiding exaggeration. There have been instances where companies made exaggerated claims, leading to backlash. It’s essential to be truthful and let the product or service’s genuine benefits shine.

Alita: Well said, Pete. Ensuring integrity while pitching is not just ethical but also beneficial in the long run.

Pete: Absolutely, Alita. At the end of the day, trust is the foundation of any successful pitch.

The Role of Emotion and Logic

How do you strike a balance between appealing to an audience’s emotions versus presenting logical arguments in a pitch? Can you think of an example where one was favored over the other, and what was the outcome?

Adapting to Your Audience

In what ways should a pitch be tailored based on the audience, whether they’re investors, customers, or colleagues? Can you share a time when adjusting the pitch based on the audience made a significant difference?

Overcoming Skepticism

What strategies can be employed when facing a skeptical or resistant audience? Are there instances from well-known brands or startups where they faced initial skepticism but managed to deliver a successful pitch?

The Evolution of Pitching

How have pitches evolved in the digital age, especially with the rise of social media and online platforms? What are some challenges and advantages presented by this evolution?

Share your views and experience here.