Techniques for persuasive presentations - insights from an expert behind the scenes on 'Shark Tank'
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In the world of entrepreneurship, crafting a compelling business pitch is an essential skill. Over the past decade, investors and entrepreneurs on Shark Tank have identified key elements that make a pitch stand out and resonate with audiences. Here, we explore these elements and offer insights on how to create a winning pitch.
1. Crafting a Compelling Story
Make your pitch a narrative that connects emotionally with the audience by sharing the “why” behind your business—your personal journey, struggles, and what makes your brand real and relatable. This humanizes your product and fosters authentic connection.
2. Clear and Distinct Value Proposition
Clearly and unambiguously present how your product or service solves a pressing problem for customers. Define the problem first, then show how your offering is the unique and effective solution.
3. Demonstrating Credibility and Proof
Support claims with evidence such as customer success stories, testimonials, industry recognition, awards, or specific results. Concrete proof builds trust and validates your business potential.
4. Engaging Presentation Style
Smile, make eye contact, and move purposefully to turn your pitch from a formal speech into a conversational and engaging interaction. Showing genuine excitement and controlling nerves positively contributes to the pitch impact.
5. Visual Appeal and Product Presentation
Make your product look as good as it works. Invest in strong branding, memorable design, and, if possible, bring a product sample—small and portable—to showcase its uniqueness. Good visuals attract attention and spark curiosity.
6. Strong Opening and Clear Call to Action
Start with a hook that grabs attention immediately and end with a call to action that invites further engagement, ideally with an open-ended question that fosters discussion.
7. Practice and Preparation
Rehearse extensively to hone your pitch, stay within time limits, and confidently deliver your vision under pressure. Preparation helps manage nerves and enables clear communication of your business’s potential.
8. Passion and Authenticity
Entrepreneurs who care deeply—a fact often seen in their nerves and emotional connection—create pitches that resonate. Feeling the moment without being overwhelmed allows authentic passion to fuel persuasive delivery.
These elements collectively form what Shark Tank veterans recognize as a winning pitch: a succinct, credible, emotionally engaging presentation of a real solution that looks and feels investible.
The pitch competition hosted by the author at a conference saw Dutch startup Tap Electric emerge as the winner. Documenting the preparation, pitch, and results can be an incredible way to connect with the audience and set the business up for success long after the event. Leverage social media and other channels to amplify the story, and keep the community updated on the pitch’s progress. This visibility can attract customers, partners, and future investors.
Remember, a winning pitch is built on preparation, clarity, connection, and a clear, specific ask. A successful pitch begins with thorough research on the audience and judges, including their backgrounds, motivations, and scoring criteria. Record practice pitches on video whenever possible to refine the delivery and reuse clips later. After the event, save the pitch deck, photos, and videos for future use.
Nerves are a critical element to a successful pitch, as they show that the founder cares about the pitch and its outcome. Embrace your nerves and channel them into passion and authenticity. A pitch that includes these elements can supercharge a business and accelerate the path towards growth. Good luck!
1. Incorporate your personal journey, struggles, and the unique aspects that make your brand relatable into your pitch, as an entrepreneur in the business world, to humanize your product and establish an authentic connection with investors, following the lead of successful pitches on Shark Tank.
2. Along with crafting an engaging story, present your product or service as a unique solution to a pressing problem faced by customers. Make sure your offering is the clear and distinct value proposition that stands out to potential investors.
