‘Start a conversation with a potential client at a trade fair and, in 1 minute, try to acquire his or her business card and make an appointment.’ In short, this is the assignment for second year Business Administration and Small Business students in the ‘pitch competition’ at the GEW. A jury consisting of entrepreneurs evaluated the pitches and explained what was done well and where there was room for improvement. What are the dos and don’ts for a good pitch? Five tips from experienced entrepreneur Roy Masthoff, one of the jury members at the GEW.

1. Be well prepared
‘Know in advance with whom you are dealing and what sort of business he/she works for’, says Masthoff. ‘Also bear in mind where you are going to pitch. You might require a different approach at a trade fair than you would at a networking drinks session. Anticipate the questions you might be asked while pitching. It is a conversation, not a presentation!’ Preparation means practising. Masthoff: ‘Practise at home with friends and family.’

2. Do not lose sight of the objective of your conversation
During the pitches, some students went into detail about the scale of investments and the profits that could be achieved by potential clients. Refrain from doing this, was the feedback from some jury members. Masthoff: ‘Today’s objective was to make an appointment, do not lose sight of that goal!’

3. Enjoy yourself
A genuine entrepreneur enjoys talking about what he/she is busy doing, what he/she is looking to sell. In Masthoff’s experience: ‘If you are not passionate about what you do, you will not come across as such.’

4. Use humour and creativity
One of the pitchers tried to enthuse a potential client about investing in a new smoothie bar. Masthoff told the pitcher: ‘It would have been good if you had actually brought along a smoothie…’

5. Show what makes you a good partner
The potential client is looking not just for an appealing product, but a reliable person with whom to engage in business. Masthoff: ‘So be clear about what makes you a good partner.’ And, commenting on a student who mentioned during her pitch that she was nervous: ‘Showing vulnerability is not at all bad. And if the other person responds insensitively, there is nothing wrong with addressing that.’

Jos van Nierop