Blog Post 2: Pitch your venture to the Chinese

The golden rule of a pitch is to clearly mention 1) who you are,  2) what is your venture, 3) who are the target customers, and 4) what is the current stage. However, is this applicable if you are targeting those from different cultures? For instance, we all know that we cannot ignore the importance of the growing Chinese economy and Chinese investments in the U.S, but what should we do to pitch a venture to potential Chinese investors, business partners, or customers? Three articles, What pitching in China taught me about business, 5 things to remember when pitching in China, and 6 Killer Tips on Attracting Chinese Investors in 2015, share some ideas for those who target Chinese investors and customers.

Treat business cards with a great care

In China (and many other Asian countries), a business card is not just a tool to exchange contact information. Rather, it is the representation of a company or a person. Give a professionally designed serous-look business card to your potential Chinese investors, business partners, or customers. Treat their business cards with a great care as if you were given treasures. Spend time to read the cards to show that you are seriously interested in them. These manners will help you develop a good relationship with them and improve the quality of conversation with them.

Explain details with beautifully designed materials

Chinese are cautious and conservative in general. In addition, due to education in China, they are used to being told details rather than asking questions or imagining a new product or service based on a brief summary. Explaining details of your venture to them is critical. Furthermore, receiving beautifully designed materials such as brochures is a norm in the Chinese business world, and people judge professionalism and seriousness of a business based on the quality of these materials. Don’t underestimate the importance of these materials.

Hopefully, bring finished products

If you could bring a finished product at your pitch to Chinese investors or customers, that will greatly increase the possibilities to get their buy-in. While the Western culture appreciates participatory attitude and feedback from listeners to further improve products, services, or business plans, this is not the case in China (and some Asian countries). It is imperative for Chinese people to see a finished product rather than raw materials or something in its developing phase.

Show great interests in the life of Chinese people

You are approaching Chinese investors and customers because there are growing opportunities. However, the Chinese want you to care their country and people. If you treat them as a mere monetary resource or business opportunity, you will experience a hard time to have their trust. Tell them how your venture helps Chinese people.

Don’t expect a prompt response

As it is mentioned previously, Chinese are cautious and conservative in general. In addition, business deals come after developing a good relationship. Furthermore, dealflow in China is slow. When you target Chinese investors or market, you need to be patient and bear the slow process.

Based on the tips above, I twisted the golden rule of pitch to make it applicable for Chinese investors and customers:

1. Introduce yourself with a nicely-designed business card and receive their business cards with a great care
2. Describe your venture with beautifully designed marketing materials with details. Hopefully, show them a finished product
3. Tell them you target Chinese people not because the market is huge but because you want to improve the life of Chinese people
4. Don’t prompt them to respond to your pitch at a moment