I was recently talking to someone about his plans to launch a new concept focused on data analytics in the B2B space. He walked me through his models, his research, and all the great ideas he had on where he wanted to go.

I felt like he wasn’t going to be successful, though, because through most of the meeting, he talked to me in a monotone his head down. He didn’t have the kind of jump-out-of-your-seat enthusiasm or passion behind his idea that made me say “Wow, this really is something different.” And sadly, when it comes to breaking people out of their patterns, passion matters more than ability.

Investors may say it’s all about the numbers, and that’s true. It’s table stakes. However, if an investor doesn’t think you can sell the product, or yourself, then getting the cash is going to be a long shot.

If you’ve ever sold something or been sold to, you understand what I mean. The person that comes in with enthusiasm, whether it’s a TED talk or a sales pitch, will often surpass people with more knowledge and abilities. If you’re telling me something is amazing, I want to feel like you’re amazed by it yourself. If you’re telling me something is revolutionary, I expect you’ll show that in your body language.

A failure to connect with your audience is often a question of your emotional state, of how you interact or don’t interact, and how much enthusiasm you’re able to communicate to get other people excited as well.

Here are some tips then, on how to surface passion when it comes to launching something new and innovative–no matter how much of an introvert you might be.

1. Develop questions, not lecture notes.

When it comes to a conversation on a concept no one in the room has heard of before, don’t go in with a 50-slide PowerPoint deck. Instead, focus on preparing good questions ahead of time about the audience’s pain points and other things that matter to them. If you have a strong context for your audience, you’ll be able to adapt the pitch around them.

2. Don’t talk about the product or solution, talk about the problem you’re solving.

Anyone, from an investor to an executive to the person selling flowers on the corner, would give you a dollar if the person knew he or she would get two dollars back. Since there’s no such thing as a sure bet, it takes trust and confidence to get people to part with time or money. The only way you make that connection is by helping them see how they make two dollars by spending less, or by your helping them generate more. Assume your audience knows more about their business than you do, and focus on solving the pain points that are in their way to save money or generate revenue. If your product does neither of those things, you’re probably pitching the wrong people.

3. Numbers matter, but save it for the ask.

If you’re pitching investors, numbers are king. If you’re selling an executive on the benefits of your platform, you’re going to have to quantify that in some way. Passion does matter most, but it’s a nonstarter if you don’t have numbers to back up what you’re saying.

4. Practice, practice, practice.

Passion often comes through when we are feeling our most confident. To get there, practice how the pitch going to go. Get your questions down and your talking points committed to memory. Recite whatever good-luck quotes, prayers, or mantras to feel relaxed enough to pivot in the moment.

If you do these things, you’ll not only connect with your audience more effectively but also feel better coming out of the meeting, nine times out of 10, a great feeling in and of itself.

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