Going into the field of research, you probably didn’t realize that part of your job would include budgeting, discount shopping, and other accounting concerns. Yet, if you want to please your stakeholders, get grants, and secure funding for your project, these are business aspects that have to be addressed solidly.

The importance of a pitch when you’re talking to stakeholders can’t be overlooked. You have to realize that you’re speaking one language, and they’re listening in another. Your goal is always to find the answer to the question you’re asking. Their goal is to accomplish this in such a way as to make the largest return on their investment possible. Meeting in the middle requires a lot of work upfront on your part, since they typically don’t see the need for compromise on their end. Since you need their resources, you have to refine your pitch when speaking to project stakeholders.

Stakeholder Aims Versus Research Aims

Stakeholders typically have four different objectives when they meet with a researcher to discuss funding. These include:

●      The normative objective in which everyone involved contributes to the process of knowledge. In other words, if you have a role in the problem, you should get to voice your opinions when things like financial resources affect the project.

●      The substantive objective in which the end goal is to improve the research quality and its significance because this, in turn, increases the return on the stakeholders’ investment. This benefits both the researcher and the stakeholder.

●      The social-learning objective is the goal for stakeholders and researchers to come to a mutual understanding of each other’s interests. This is the opportunity for the researcher to let the stakeholders know what they aim to achieve, any potential obstacles that could stand in the way, and their values in the process, and for the stakeholders to do the same. This establishes a trust factor in the project that will be essential to lowering conflict.

●      The implementation objective increases the impact and legitimacy of the outcome, thus enhancing the researcher’s scholarly reputation and the stakeholders’ reputation and return on investment.

Knowing these four objectives ahead of time can help you refine your pitch and ensure you cover all the bases.

How to Refine Your Pitch Before a Stakeholder Meeting

The pitch is quite possibly your main chance to shine. You get to tell the stakeholders everything you need to say, and you’ll get feedback immediately. During your pitch, there are a few main things you absolutely need to cover, and a certain way to do this to make the most impact. The pitch is a summary of your findings, a concrete representation of the project’s outcome, and how your project will add value to the stakeholders. To do this, keep these three things in mind as your pitch’s outline:

●      Summarize your findings in a way that shows all the evidence the stakeholders will need to understand the project and see the value in it. Make sure you cover the next steps, stay unbiased, and avoid oversimplifying in such a way that you appear condescending, but don’t overuse tech jargon. The stakeholders need to see that you know what you’re talking about, but that you’ll also be able to handle the public and press releases if your project takes off.

●      Ask for feedback in ways that ensure the stakeholders’ buy-in. Have a strategic approach that covers multiple perspectives. Use traditional metrics as your evidence instead of comparisons. If you aren’t sure where to get the metrics from, check out Impactio, where you can store your own work and check out the metrics of your peers as a method of gaining evidence.

●      This is your opportunity to influence the stakeholders’ decision. Use it wisely. Stay confident and motivated throughout your pitch. Don't use weak words like “I think” and “if you agree.” Be assertive, but not aggressive.

Your pitch is your chance to show the stakeholders that you’re knowledgeable and competent, and that you have something valuable to offer them. Use this opportunity to speak to them in their language and on their level, and you’ll be much more likely to gain approval.