Don't Impress, Connect Instead

Don’t think of pitching. Think of offering. The offer is better than a pitch.--Sonia Simone

Futurpreneur participated in the two-day Empowering Women in Business Conference in Mississauga this past weekend. As part of our contribution, I led a workshop on pitching.

Learning to articulate your business is a skill every entrepreneur needs to master.

Many people view pitching as either a one-minute elevator pitch or a formal investor presentation. While both have their place, these approaches are designed to impress.

My focus was on creating conversations that connect.

Workshop participants crafted 3-4 minute pitches, building them in layers.

Clarity – Because I Will Put You in a Box

The first layer is clarity. Describe your business in simple, clear terms: one or two sentences maximum.

Too often, when I ask entrepreneurs what they do, I hear responses like, “We provide innovative solutions for HR,” or, “I have a revolutionary product that will change the food industry.” Avoid business jargon and vague statements that sound impressive but convey little.

Many entrepreneurs feel pressure to sound unique and different. You don’t need to. Be boring. Be straightforward. You heard that right. Just be clear.

When someone first meets you, they instinctively categorize what you do. You have no control over that. Instead of saying, “We provide innovative solutions for HR,” say, “I’m a recruiter for small to medium-sized businesses.” If people don’t understand what you do, they’ll politely smile and say, “That’s interesting,” while walking away with no clue about your business.

If you have a product or service that’s new, don’t spend ten minutes educating me about it. Find the closest analogy, metaphor, or comparison. If it’s a product, have a clear image on your phone and show it to me. Practice with others and ask, “Did that make sense?” Refine it until it’s simple, specific, and clear. That’s exactly what we did in the workshop.

Customers – Who Do You Serve?

Once people understand what you do, the next step is explaining whom you serve.

Choose a niche. Don’t be afraid to be exclusive to a particular group of people or businesses. This doesn’t mean they’re your only customers; it means they’re your best customers.

Many entrepreneurs struggle with this because they want to help as many people as possible. But we don’t connect with everyone the same way. Your strength lies in deeply understanding a specific group. Own it.

Customer Value Proposition – Only One

A value proposition is a key benefit. Keep it simple. Whether it’s saving time, reducing risk, or offering fast service, pick one. The more benefits you pile on, the more you have to prove. Customers are smart. They see through the hype. Focus on creating value that people are willing to pay for.

Differentiation takes time. Where you start is not where you’ll end up. For now, make a choice and commit to it.

Credibility – Why Should I Trust You?

The next layer is credibility. You may have a great idea, but why should you be the one to deliver it?

Highlight your relevant experience and training. Name specific people and companies you’ve worked with. Use numbers. Saying, “I have helped 300 startups get off the ground” is much stronger than, “I work with entrepreneurs.”

If you have a product, discuss how long it took to develop, test, and secure key suppliers. What did you learn in the process? If you have a team, mention their complementary skills. Share specifics about your industry contacts, past sales (if any), or potential customers.

Avoid saying, “Customers love my product.” Instead, share specific feedback: What do they value most? Your business is about nuance and subtlety. It’s all in the details.

What’s Your Gift? What’s Your Story?

Over the years, I’ve asked entrepreneurs what they believe my greatest strength is. A pattern emerged: they told me I help them get to the point and focus on what matters. That’s my gift. It doesn’t serve everyone, and that’s okay.

Ask your customers what they believe your natural gift is, especially if you offer a service. Patterns will emerge. This can reinforce your value proposition.

Storytelling in business can be powerful. Use it. A good story resonates because it reveals struggle and growth. During lunch at the conference, I asked the person next to me how she ended up in her specific line of psychotherapy. Her response took me deeper into who she was and what she had to offer. You’ll need to unpack and refine your own story. Keep it compelling but concise. Practice.

Challenge – Your Next Step

The last layer is the most important. Many people craft a pitch but leave without making a connection.

Let the listener know your next challenge or step. Keep it tangible and within 90 days. Instead of saying, “In the next year, I want to be the market leader,” say, “In the next 60 days, I want to be in three new retail stores.”

This gives people something to respond to. They may offer insights, connections, or ideas. Even if they don’t, you’ll have built a stronger bond.

These layers of pitching ensure you never sound like you’re just asking for something. Instead, you create an opportunity for engagement.

The women at the conference had a lot to offer. They didn’t need to apologize or overcomplicate their businesses. They just needed to own where they were and take the next step.

Hats off to the power of the feminine. We need more of that in the world.