Our Beyond the Expected content series showcases how Truist Securities uses its industry expertise and deep knowledge to help clients navigate complex situations and achieve their goals.

In this piece, we highlight how Truist Securities assists firms in showcasing themselves to potential capital markets investors.

Component ID : "accordionGridLayout-515589471"
Model : "disclaimer"
Position : "left"

(bright music)

 

Visual Description: Truist logo appears on screen in front of a purple background then transitions to Jim Pirouz seated in a purple chair in an interview room.

 

On-screen text: Jim Pirouz. Head of Capital Markets. Truist Securities.

 

Jim Pirouz: We recognize that our clients often operate in highly competitive sectors, and so it is very important that we help them distinguish themselves from their peers and their competitors.

 

Visual Description: Jim Pirouz is walking through glass office doors printed with the Truist logo. He greets a team of three people in the office, and they start a conversation.

 

Jim Pirouz: (Voiceover) Telling the story is something that we emphasize in our go-to-market strategy with our clients.

 

Visual Description: Jim Pirouz is sitting in the interview room speaking directly to the camera.

 

Jim Pirouz: We focus acutely on preparing our clients and honing their story as we look to take them to the market.

 

Visual Description: Jim is seated in a meeting room with another Truist employee who is taking notes.

 

Jim Pirouz: Many of our clients are growth-oriented companies and by definition a little bit younger.

 

Visual Description: Jim is pictured in the interview room speaking directly to the camera.

 

Jim Pirouz: As a result, their story is not as well known in the marketplace.

 

Visual Description: Jim is in a conference room talking to a team of Truist employees, who are nodding along and taking notes.

 

Jim Pirouz: (Voiceover) So, we invest a lot of time upfront helping them to not only understand what their greatest strengths and greatest opportunities are, we also press them on telling us a little bit about what some of their headwinds and what some of their sector challenges are. And as we push them on that, it can at times get uncomfortable.

 

Visual Description: Jim is seated on a purple chair in the interview room talking directly to the camera.

 

Jim Pirouz: But that means that we are doing our job at that point.

 

Visual Description: Jim is speaking to a group of three Truist teammates in a conference room as they listen along, then the video transitions back to Jim seated in the interview room.

 

Jim Pirouz: We pride ourselves on working as one team.

 

Visual Description: Jim is pictured in a conference room with purple windows talking to Mary Stroth and Raul Gutierrez.

 

On-screen text: Mary Stroth. Head of Equity Sales, Trading & Research. Truist Securities.

 

On-screen text: Raul Gutierrez. Head of Mergers & Acquisitions. Truist Securities.

 

Jim Pirouz: As a matter of fact, we will have the management team do dry runs, and our sales and trading partners will put themselves in investor shoes, and they'll provide feedback to our management teams…

 

(bright music)

 

Visual Description: Jim is seated in the interview room speaking directly to the camera.

 

Jim Pirouz: …to us as their advisors on how to hone the story, refine their story, such that on the day that we are ready to go to market our clients are now confident and we find that that leads to the best outcomes for our clients.

 

Visual Description: A montage plays showing Jim speaking to other Truist teammates in a conference room, a glimpse of a quote on a wall in the Truist office, and Jim and the teammates having a conversation in the lobby of the office.

 

On-screen text: We’re here to inspire and build better lives and communities.

 

Visual Description: Jim is pictured in the interview room speaking directly to the camera.

 

Jim Pirouz: The story of a business evolves over time, so it's imperative that we work closely with our clients in order to assist them with packaging the evolution of that story.

 

Visual Description: Truist Securities title and logo appears in the center of the screen in front of a purple background.

 

On-screen text: Truist Securities. Copyright 2024 Truist Financial Corporation. Truist and Truist Securities are service marks of Truist Financial Corporation. All rights reserved. Truist Securities is the trade name for the corporate and investment banking services of Truist Financial Corporation and its subsidiaries. Securities and strategic advisory services are provided by Truist Securities, Inc., a member FINRA and SIPC. Lending, financial risk management, and treasury management and payment services are offered by Truist Bank. Deposit products are offered by Truist Bank, Member FDIC.

 

 

When it comes to preparing for a capital markets transaction and making your case to potential investors, it’s important to have your company’s finances in order. However, it’s equally as important to craft a compelling story that resonates with investors.

Storytelling is an often-forgotten component of generating interest in your company from potential capital markets investors, says Jim Pirouz, Head of Capital Markets and Syndicate at Truist Securities. His team assists clients with creating and articulating their story to give them the best chance of securing the most favorable transaction.

We recognize that many of our clients are growth-oriented companies, and their stories are not well-known in the marketplace. And so we invest a lot of time in getting to know the management team, understanding their go-to-market strategy, and learning about their goals and objectives to make sure we help them tell their story and convey it to investors.
—Jim Pirouz,
Head of Capital Markets and Syndicate, Truist Securities

Here, Pirouz outlines some of the key components that make an effective story for investors, and what companies can expect working with their Truist Securities team to craft that story.

3 strategies for crafting an engaging story

1. Don’t assume your story is known.

You live and breathe your business, so even if you know exactly what makes your company different from others in your sector, investors may not. They’re sifting through hundreds of potential opportunities and may have widespread interests that go beyond your industry. Pirouz says one of the key elements of a compelling story is that it highlights the benefits of investing in your company based on your unique competitive advantages.

2. Be transparent.

While your story certainly should include the positive aspects of your firm—how long your management team has been in place, your growth potential driven by differentiated offerings and industry tailwinds, and more—it’s also smart to name and address any challenges you’re facing. Pirouz suggests talking about those with a focus on the strategies you’re putting in place to mitigate any negative impacts these challenges could cause to the underlying business.

3. Workshop and hone your story.

Pirouz says the Capital Markets team will often work with other leaders within Truist Securities to practice telling their story as a way to analyze how well the concept is working. “We’ll solicit feedback from the sales force, who are putting themselves in the shoes of the investors. It helps to hone the story so that when we ultimately go to market, we’re putting our best foot forward.”

“Success is where preparation meets opportunity”

The storytelling process is just one example of what drives Pirouz and other leaders at Truist Securities. At the core of their work is a desire to get to know clients and really understand their unique needs and strengths. It’s about developing a trusted advisory relationship with clients in order to help them reach their goals.

“As we push leaders to tell us what some of their sector challenges are, sometimes the process can get a little uncomfortable,” Pirouz admits. It’s not always easy for clients to look inside and be honest about their challenges. “But investors are going to ask those questions, too.” He adds that, often, thinking about those hard questions in the preparation rounds gives company leaders insights into their own firm they hadn’t considered before.

The more time you and your Truist Securities team spend crafting and perfecting your story, the better-equipped company leaders are to meet with potential investors. “I like to say that success is where preparation meets opportunity,” Pirouz says. “And that’s why we invest so much time with our clients getting them prepared for this go-to-market process.”

Looking for a capital infusion?

Truist Securities’ has the expertise to help clients create their unique advantage with capital markets and advisory solutions.

Learn more

Purple PaperSM Digital Transformation

Learn how you can put advanced technology to work for your business.