How to get a meeting with your key investors
The company’s management board should pay particular attention to one group of investors: key investors. In order to keep them in the company even in difficult situations, regular, well-prepared meetings are necessary. A long-term basis of trust does not develop by itself.
by Enrico Prinz
Wiesbaden, January 14, 2022. Key investors are very important stakeholders for any company, with whom it should maintain a particularly regular exchange in order to build a close and trusting relationship. They are often characterized by the fact that they have a long-standing relationship with the company. At least once a year, the management board should therefore hold a meeting with the most important investors, for example in so-called roadshows, in order to address relevant topics and maintain personal contact.
Dialogue in crisis situations
A good time for such a meeting is when new quarterly KPIs are available or when the company is about to make drastic changes that it should discuss with its key investors. This could be special projects such as a capital increase or an M&A deal. Especially in crisis situations, however, close contact with investors is of crucial importance. Only through transparent and honest communication can a company build up a long-term relationship of trust with investors, which in extreme situations can decide whether or not the investor bails out.
Normally, investors receive the basic information about the company via webcalls, corporate news and regularly published (financial) reports. However, when investors and C-level management, for example the CEO and CFO, meet at roadshows, the topics that the company has not yet communicated in its publications usually play an important role. Personal communication at roadshows is a confidence-building measure and ensures that the investor is always aware of all developments and future intentions of the company.
Take the initiative
If a company wants to get a meeting with its key investors, it should not rely on them taking the initiative on their own. Since this is rarely the case, the company’s own commitment is indispensable. Some companies entrust their internal IR team with this responsible task. However, many small and medium-sized companies have realized that personally approaching investors is too resource-intensive. For them, it is therefore worthwhile to draw on the expertise and network of an established IR agency.
cometis also helps companies gain access to investors in Europe. At roadshows in Germany and abroad, we establish contact with analysts, fund managers and potential investors and provide support in developing and presenting a convincing equity story. In order to convince potential investors, a competent presentation and a charismatic appearance of the management are essential. The management should explain the business model as vividly and concisely as possible in order to arouse investors’ interest and convince them of the company’s vision for the future.
Preparation is everything
We recommend that the board members prepare for investor meetings in advance through intensive coaching. After the investor presentation, investors usually ask a lot of questions. In order to have a suitable and competent answer ready in every situation, it is worthwhile to compile a Q&A catalogue in advance.
Are you looking for new investors for your company? With our Investor Access Program, we help you to attract new investors and to strengthen your relationship with existing investors in the long term.
Enrico Prinz: Consultant
After studying political science with a focus on NGOs, governance and civil society, Enrico Prinz gained many years of experience in the field of international energy policy in development cooperation and fundraising for an international non-governmental organisation.