It’s time for the meeting with that prospective investor. You have your PowerPoint ready.  You’ve got your numbers down.  The business plan is all ready.  So, what might be most important in the presentation?

Probably none of the above.

What they may be really looking for can be summed up in one word.  Passion.

Biggest thing investors look for in a company to invest in is the management.  And, perhaps, the biggest thing they’re going to look for in the management is passion.  They know they’ll be some bumps along the road during the venture.  Not everything will travel on a straight line.  They’ll need a leader who can weather the storms and make the appropriate adjustments.

They also know it might take longer to get the venture off the ground and to be profitable and read to be sold.  They want to see an executive leader who will be in there for the long haul not just in there for a quick run.

What can really sum it up?  Passion.

I sat in on a meeting recently just like that where the CEO/entrepreneur did the presentation to the prospective investors.  The comment that came most often after the presentation was the passion that this CEO showed.  That really rubbed off on the investors and made an extremely positive impression.

So, what kind of things can help to demonstrate your passion?

1.  Tell them your story.  Build a background.  Get into some of your history prior to starting this company.  Give them a feel for what kind of things really turns you on.

2.  Cover that pain point.  Make it feel painful to the investor as they hear it.  Let them feel what your customers must have to go through.

3.  Show your enthusiasm for why you are the answer.  Get them excited about your solution to the problem.  Make them feel this is something the customer must absolutely have.

And then, of course, there’s certainly the general things, how you look, how you feel, how you come across in the general conversation.  Those all add up to the general impression.  Those can help reinforce the passion you show.

So, next time you have that important presentation to the investor that are thinking about buying into your company, remember the PowerPoint, the business plan, the financials are all important, but remember most of all, your passion.  Let your passion cry out and the investors maybe passionate about investing in your company.