Selling skills for investors
The challenge for investors
Private equity investment is a highly competitive industry, with the highest levels of competition reserved for the best deals.
In order to generate a flow of opportunities investors need to market themselves to a range of sophisticated buyers including:
| Companies | Finance providers | Advisors |
| Existing shareholders | Banks | Accountants |
| Management | Structured finance providers | Lawyers |
| MBO/MBI teams | Mezzanine providers | Corporate finance boutiques |
| Purchasers | Other private equity houses | |
| Vendors | Other sources of finance |
In the early selling process investors have traditionally sought to differentiate themselves on the basis of their:
- Financial strength
- Sector focus
- Short decision making times
- Ability to add value post investment
In practice almost all investors use these, or similar, selling messages and, in our experience, they are typically presented as key messages in initial pitches. Although many of these attributes are necessary they can be said to apply to most players in the market. Accordingly, relying on such features does not differentiate the investor: at best it results in a "me too" message.
Course objectives
- To demonstrate how to achieve real, effective and sustainable differentiation.
- To boost the confidence of individuals in selling both themselves and their business.
- To improve the ability to win new business.
How you will benefit
Throughout the course participants will examine the strengths and weaknesses of their individual selling styles and messages as well as having the rare opportunity of learning from best practices used by colleagues. The course is not taught in a "chalk and talk" style but is highly participative, making extensive use of case studies and video role plays.
The course will provide a tool-kit of skills that can be put into immediate practice and improve individuals performance and confidence levels in the selling process.
The course in outline
- Establishing real differentiation
- Effective selling behaviour
- Presentation styles
- The vital importance of first meeting and an effective follow-through
- Getting the best from your in-house marketing materials
- The appropriate use of "pitch books" and technological aids
- Getting key messages across
Duration
This is a two-day course