While we understand and agree that any investor is going to crawl up your butt with a microscope, we do have a quandary? When sending information to investors, how do you balance enough and the evils of overkill? We have heard multiple schools of thought on this subject. Do you send the obligatory executive summary? We have heard, if they are asking they are beyond the executive summary then send a business plan. We have also heard that we should send everything, PowerPoints, business plan, executive summary & financial documents.
What ever happened to leaving them wanting more? Speaking with sales people, I have always heard “Give them just enough to leave them wanting more”. This of course is the standard idea of the teaser. The premise is the same as with movies, we have all sat through the trailers to see the new blockbusters, just enough to keep you wanting more. However in speaking with other businesses and companies seeking investment this is not the case.
Most business owners or CEO’s give their investors everything up front. We agree in full disclosure and we have provided everything we have to potential or existing investors. While working with potential investors what is enough to keep the conversation moving? What do we initially provide? We feel we have done enough as an organization, but we want to be better. We want to build the proverbial mousetrap. How much do we hand over? What keeps the investors interested yet gives them the information they want? Do you make them want to hear more or do you give them everything and wait to see if what they read intrigues them to move forward with due diligence?
Is salesmanship a lost art when dealing with investors or is it based upon the type of investor? Is it a personal judgment? Do the traditional ideas of sales just not apply when it comes to investors? The CEO’s first job is to sell the company. The CEO, as figurehead, is the public face of the company. Whether dealing with board members, the media, or potential investors the CEO takes a sales role. Why not let him sell, but with what tools? How much does he/she give?
We are Dockside Brewery, we want you to open your wallets, either as a customer or investor or both. What will it take to get investors to open up? What will it take to keep investors engaged?
Please view our investment pitches and leave comments or suggestions. It would be greatly appreciated.