PODCAST: Smash that C-Suite Pitch: How to successfully present to senior stakeholders

Amer Iqbal was recently interviewed on Tigerhall on the topic of successfully pitching to the C-Suite.Listen to the podcast on Tigerhall >

According to an executive coach for companies like Apple, Adobe and eBay, more than two thirds of C-Level meetings are actually failures.

What are the top 3 things that set apart the great presentation from the “just good”?

Tell them something they don’t already knowDon’t waste time with the preamble, just get to the bit that excites you- that’s the reason you’re here in the first place.Answer the question “What’s in it for me”No one cares about the detailed project plan or how you’ll implement something until they’re already convinced that it’s the right thing to do in the first place. Know who’s in the room and make it clear how what you’re proposing will make their life better.Deliver one point well, rather than 20 scattergun pointsI used to work with a creative director many years ago who stopped me in the middle of a meeting and said “here catch!” and threw 10 pens at me. I dropped them all and they scattered all over the floor. He then picked up a single pen and said again “now, catch this” and threw the one pen, which I of course caught. It’s a lesson I never forgot: It’s always better to land one point well than try to give me 20 points and have none of them stick

What are the important components to include when presenting to C-suite?

Remember CEOs are humans too – if you can unlock their imagination and invite them to “imagine if…”, they’re much more likely to listen to what you have to say. Look up Joseph Campbell’s Hero’s Journey or Dan Harmon’s Circle Theory of Story for some tips on how to bring some elements of storytelling structure to your next presentation. Ditch the bar charts and give them an invitation to take the journey with you – they’re much more likely to come along for the ride.

What are some things people usually think are good to include in the presentation, but which are actually really bad?

We’ve all seen bad presentations that just made us cringe. Put yourself in the shoes of the C-Suite – they’re probably in the middle of a much larger discussion when you’re given a 30 minute slot. They probably don’t care for another series of stats and hackneyed inspirational quotes. They don’t want their questions to be deferred because they’ll be answered in another 10 slides (which it never really is). Don’t assume they know all the details of your project, give them the exec summary. In short, walk a mile in their shoes – it will put you in the right mindset.

What is the number one key mindset someone needs to have to succeed in this?

Turn up ready to collaborate: Understand that your audience doesn’t want a know-it-all, they just want you to be a credible expert in your own fieldYou have to be authentic to your area – no one wants you to come in and drown them with information, or someone who pretends to have all the answers and all the angles covered. They know that your perfect project plan or cost-benefit analysis is not likely to work as nicely as the diagram says – give them the respect to talk through their concerns and use their experience to expand on your idea. Don’t turn up waiting to argue and defend a position – would you rather be right? Or get your idea over the line? Turn up ready to collaborate instead – some of the best presentations are not presentations at all.

If someone wants to succeed in presenting to their senior management, what are 3 actionable steps this person can take to get closer to that goal?

To go from “good” to “great”, there are three shifts you should try to create:Shift from “Presentation” to “Conversation”Delete your 100 slide deck and give them a one page fact-sheet. They’ll much prefer having a working session with someone who is an expert in their field who has a strong point of viewShift from “Complexity” to “Simplicity”Be honest with yourself: Are you loading up on information to make your point of view sound more informed? Is there a way you can just cut to the chase? Rather than bury your point amongst a whole bunch of data points, get to the bit you’re passionate about. Your authenticity will shine through and it’s always easier to fill in the blanks once someone is already excited about your ideaShift your goal from “don’t fail” to “how to make an impact?”Ask yourself: What would the 10x version of this idea look like? What is the one message you want them to walk away with? Go back and storyboard your narrative around the phrase “Imagine if…”?If you want to be remembered, be different. Don’t waste your time and theirs by playing it safe – you’re here because you’re an expert and you’re passionate about your idea – so go and talk about that!Who knows somewhere along the way you might just have some fun!