Neil’s column regularly appears in the Good News Network.
Your goal is to secure financing. Your prospective lender’s goal is to understand your company’s dynamics and cash flow so well that he or she becomes comfortable with lending you money. Therefore, to best meet your need for capital, you should try addressing the needs of the lender first.
The most important thing to know about seeking capital is that lenders have a limited amount of time to review a loan request. It is not possible for a lender to be familiar with every industry, so your first priority should be to help them understand the industry in which your business operates. This will make them more comfortable with your company, less skeptical and cautious, and will improve your chances of securing the loan your company needs.
Specifically, you’ll want to discuss a number of factors that influence a business in your industry, including driving forces, risks, and how you mitigate risks.
1. Talk about key driving forces in your industry.












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