Step 3: Map the Idea to the Perspective of the Decision-Maker

Goal: Understand what motivates and inspires the person you're pitching to.

Decision-makers will inevitably see your idea from their own perspective. In other words, your idea must be expressed in terms that address the practical business concerns of the potential buyer. If you're talking to an information technology manager, emphasize the technical bells and whistles. By contrast, if you're talking to an accounting manager, the discussion should be all about controlling costs.

Big decisions usually involve a team of senior managers, each with different expertise, according to Edward R. Weiss, who as general counsel at Group One Software oversaw the acquisition of 15 firms. "When somebody came to me with an idea for an acquisition, I depended upon other members of senior management to ensure that the technical and financial all aspects made sense," he says.

 Hot Tip

Hot Button Questions for C-Level Execs

• Chief Executive Officer: Will it increase the value of the firm?
• Chief Financial Officer: Where's the return on investment?
• Chief Operations Officer: Can we execute on this plan?
• Chief Information Officer: Will it run on our systems?
• Chief Marketing Officer: Can the world understand it?
• Chief Sales Officer: Will our customers buy it?