Ep. 7 Beyond the Pitch: Mastering the Follow-Up 

You’ve crafted a stellar elevator pitch, practiced it, and delivered it with confidence. The hard part’s over, right? Almost! A great pitch is just the opening act. The real magic happens in what you do next. For new business owners, mastering the art of the follow-up and knowing how to adapt your message are crucial for turning curiosity into clients. 

1. How Do You Handle Follow-Up After Delivering Your Pitch? 

You’ve sparked interest – fantastic! Now, let’s keep that flame alive. 

The Immediate Next Step

• Listen and Observe: After your pitch, the ball is often in their court. Watch for their reaction. Do their eyes light up? Do they lean in? Do they ask a question? Their response will guide your next move. 
• Suggest a Natural Next Step: If they seem interested, the most natural immediate step is to exchange contact information. You can say, “I’d love to connect further. What’s the best way to reach you?” or “Can I grab your business card? Here’s mine.” If you’re in a more casual setting and don’t have cards, suggest connecting on LinkedIn right there, or simply offer to send them an email. The goal is to get their contact info so you can initiate the follow-up. 
• Offer Value, Not a Sale: Avoid immediately trying to sell your services. Instead, offer something that continues the conversation. “I have a quick guide on [relevant topic] that might be helpful. I could email that to you,” or “I’d be happy to schedule a brief call next week to explore how this might apply to your business.” 

Etiquette for Connecting Later

• Timing is Key: Aim to follow up within 24-48 hours. Anything sooner can feel pushy unless explicitly agreed upon, and anything later risks them forgetting who you are and what you do. 
• What to Say (Without Being Pushy): 
• Reference your interaction: “It was great chatting with you yesterday at [Event Name/Location] about [brief reminder of your conversation topic].” 
• Reiterate the value: “I was particularly interested in [something specific they mentioned about their challenges/goals]. As we discussed, I help [reiterate your core benefit] and thought you might find [briefly mention value you offer, e.g., a resource, a perspective] useful.” 
• Propose a clear, low-pressure next step: “Would you be open to a brief 15-minute call next week to explore this further?” or “Let me know if you’d be interested in receiving that [resource].” 
• Keep it brief and focused on them. 

Don’t Push for a Follow-Up When It Doesn’t Land: Sometimes, a pitch simply doesn’t resonate, and that’s okay. 

• Read the Room: Look for cues like averted gaze, a quick change of subject, or a polite but firm “That’s interesting” without follow-up questions. 
• Graceful Disengagement: Don’t force it. A simple “It was a pleasure meeting you!” or “Enjoy the rest of the event!” allows for a graceful exit without burning bridges. You’ve planted the seed; if it doesn’t sprout now, it might later. Pushing too hard can leave a negative impression. 

2. How Do You Adapt Your Pitch for Different Situations and Audiences? 

Your core pitch is a solid foundation, but not every “elevator” is the same. Just as you wouldn’t wear the same outfit to a black-tie gala and a casual backyard BBQ, you shouldn’t use the exact same pitch for every scenario. 

Networking Events vs. Casual Conversations

• Networking Events (Formal): At a Chamber of Commerce event or industry conference, your pitch can be more direct and professional. People expect to be pitched. You can lead with your standard 30-60 second pitch, ready to follow up with a business card exchange. 
• Casual Conversations (Informal): If you’re chatting at a coffee shop or a friend’s BBQ, your pitch should be softer and more integrated into the conversation. It might start with, “So, what do you do?” and you respond with a lighter, benefit-focused snippet rather than a full script. The goal here is to intrigue, not to formally present. Let the conversation flow naturally. 

Industry Jargon

• Within Your Industry: If you’re talking to someone who deeply understands your field, a certain level of industry-specific language is not only acceptable but expected. It signals that you “get” their world and establishes credibility. 
• Outside Your Industry: When speaking to someone completely outside your niche, avoid jargon at all costs. Translate complex terms into simple, universally understood language. For example, instead of “optimizing SEO for SERP ranking,” say “helping businesses get found easily on Google.” Always default to clarity over technicality unless you’re certain your audience is fluent in your industry’s lingo. 

Time Constraints: The “Micro-Pitch” (5-10 seconds)

• Sometimes you truly only have a fleeting moment – in an actual elevator, passing someone in a hallway, or in a rapid-fire introduction. 
• Focus on Problem/Solution or Key Benefit: Your micro-pitch strips away everything but the absolute core. It might just be: “I help busy small business owners reclaim their time through streamlined admin support.” Or, “We make getting found on Google simple for local businesses.” 
• Goal: The micro-pitch isn’t to convey everything; it’s to plant a seed of intrigue, prompting them to say, “Tell me more,” or “That sounds interesting!” It’s a curiosity-generating headline for your longer pitch. 

3. What Are Common Mistakes New Business Owners Make with Their Pitch, and How Can You Avoid Them? 

Even with a great template, pitfalls exist. Knowing them helps you steer clear and deliver a pitch that truly shines. 

Too Broad/Vague

• The Mistake: Many new owners try to appeal to everyone, ending up appealing to no one. “I help businesses grow” is vague and forgettable. 
• The Fix: Get specific. Think about your ideal client’s exact struggle and your unique solution. The template helps immensely here: “I help early-stage female founders who struggle with securing seed funding by providing pitch deck refinement and investor matching, so they can confidently secure the capital needed to launch their vision.” The more specific you are, the more memorable and compelling your pitch becomes. 

Too Much Jargon

• The Mistake: Using industry terms that are alien to your audience, assuming they understand. This creates confusion, not connection. 
• The Fix: Constantly ask yourself, “Would my grandma understand this?” If not, simplify. Common terms to watch out for often come from tech, finance, or highly specialized fields (e.g., “synergy,” “scalability,” “ROI,” “disruptive innovation”). Always translate them into plain language that highlights the benefit. For instance, instead of “optimizing your omnichannel strategy,” say “making sure your customers have a consistent, easy experience whether they’re on your website, social media, or in your store.” 

Sounding Rehearsed or Robotic

• The Mistake: You’ve practiced it a hundred times, and now it sounds like a script being read aloud, devoid of natural inflection or passion. 
• Practice with Feeling: Don’t just memorize words; internalize the meaning and passion behind them. Focus on the transformation you provide. 
• Use Bullet Points, Not a Script: Once you’ve drafted it, distill it down to a few key phrases or ideas. Practice hitting those points in different ways. This forces spontaneity. 
• Focus on the Other Person: When delivering, make eye contact and listen. Remember, it’s a conversation opener, not a monologue. Your natural curiosity about them will make you sound more authentic. 
• Embrace Pauses: Don’t rush. Natural pauses make you sound thoughtful and confident, not nervous. 

Focusing Too Much on Yourself

• The Mistake: “I have XYZ skills,” “I’m passionate about ABC,” “My company offers these amazing features…” While your passion is great, the audience cares most about themselves. 
• The Fix: Consistently frame your pitch around their problem and their solution. Start with “I help [client] who struggles with [problem]” rather than “I do [my service].” Every sentence should subtly answer the question, “What’s in it for me (the listener)?” Your skills and passion are how you deliver the solution, but the solution itself is the star. 

Beyond the Words: Uncovering Your Unique Edge 

While a solid template provides structure, truly nailing your pitch and business growth goes deeper. 

• Validating Your Market: Before crafting any pitch, truly understand your ideal client and their deepest pain points. Don’t just assume; conduct market research, talk to potential customers, and validate your assumptions. A pitch built on shaky foundations won’t stand strong. 

• Defining Your Unique Selling Proposition (USP): In a crowded market, simply stating what you do isn’t enough. Why are you different? What unique value do you bring that competitors don’t? Articulating your USP in your pitch makes it truly memorable and compelling. 

• Building a Portfolio of Pitches: One pitch won’t fit all. Learn to create variations: a micro-pitch for fleeting moments, a more detailed version for investors, or a referral-focused pitch for partners. Each serves a different purpose and audience. 

• Handling Real-Time Interactions: Beyond just delivery, prepare for the live interaction. How will you respond to immediate questions, objections, or requests for clarification? Practice active listening and learn to skillfully pivot the conversation while staying on message. 

• Mastering Delivery Beyond the Script: Your words are powerful, but so are your tone, body language, and energy. Learn techniques for voice modulation, confident posture, and conveying genuine enthusiasm. Your presence can make your pitch unforgettable. 

Your elevator pitch is a dynamic tool. By focusing on smart follow-up, adapting your message, avoiding common pitfalls, and continuously refining your understanding of your market and unique value, you’ll not only deliver a great pitch but also build lasting connections that drive your business forward.