Face it. We’re in a business where we are constantly having to sell the ideas in our heads to people around us. And it can be daunting – especially when you have to sell these ideas to clients who are paying you good money for your creative vision. If you don’t sell your ideas clearly and succinctly, you may not succeed. Over the past 37 years I’ve found ways that work for me.
When doing a presentation to new clients, I think it’s a combination of having very clear drawings or photographs to help you put your thoughts across. Have all the elements that comprise the room – in large enough samples and finishes to make the client understand what you are thinking about – handy to support your words. Make sure you have a rendering, elevations or whatever it requires for you to feel that they will get a true picture of what your idea is.
You have to be very organized in how you present, not just rambling or jumping around, but starting off with walls, ceiling, floor, window treatments, upholstery, fabrics for upholstery and setting all the elements in an organized way. Halfway through the presentation of a room I go back to the beginning to recap the original thought.
My big secret is a pad and pencil for them to write questions on so they don’t interrupt the flow of my presentation. At the end of each room there is time for them to air their issues and when they say they don’t like someting I ask them WHY, what it is that bothers them – in detail. When they give you that, it gives you the first clue of how to solve the situation to your advantage, because many times their perception of what you’re presenting may not be the right one. Once I’ve heard their objection, I try to diffuse it with logic, explaining why I designed what I did and how it ties to the other elements in the space. It’s an arduous battle, but one that, if you do win, gives you great satisfaction.
When you win this battle, it means that you’ve been able to sell what your vision is and it is proof of your power of salesmanship and the clear vision of your design. It’s always important to point out that it’s not about the individual piece, but rather about the overall picture of the space. Often, clients get hooked on minutae because maybe that makes it easier to understand or hang the hat of their thoughts. Sometimes it’s easier for them to focus on what they can understand than those things they are unable to grasp. Sometimes I will rehearse a presentation with the people in the office so it becomes a smooth process.
And remember, the more you share of the entire vision you’re presenting, the less the chances of them tearing it apart. Each time you present something new to that space, it can become a new hurdle you have to cross.
How do you sell your creative ideas? Any tips that you’d like to share?
#1 by scone on August 16, 2010 - 2:18 pm
I have never approached any presentation as a ‘battle’ to be won or lost– it’s just not my personality. I lay out the alternatives logically, as objectively as possible, and give my professional opinion. Usually I see the alternatives as a series of trade offs, often in time and/or money. I try not to get too attached to the outcome. I think if you see the interaction as a competitive struggle, that’s the attitude you will project, consciously or unconsciously, and that’s what you’ll get back. OTOH, if I didn’t have my own painting and drawing, expressing myself as I like, it would be much harder to practice detachment. Maybe I just displace the control issue elsewhere.
#2 by Dale on August 16, 2010 - 2:37 pm
Great post Vicente. My personal struggles with design presentations all depend on the client. Some I get along with quite well, and therefore it’s easier to sell my ideas. Others are just stubborn and difficult from the very beginning. It’s those ones that I have to get extra strength from inside to push through the presentation, and yes, in those instances, as many materials and renderings as the fee allows often helps.
I really would like to take a course in how to deal with different personality types.
#3 by Katherine on August 16, 2010 - 4:20 pm
This is such relevant information to share with others –Thank you. It puzzles me when designers present half of the big picture, here’s the sofa specs and we’ll tackle the window treatment next week. Hello, that’s like putting on eyeshadow and doing mascara tomorrow.
Again –thank you for sharing. I’m sharing your post on my blog.
Katherine
#4 by ampersand-design.blogspot.com on August 17, 2010 - 10:45 am
Thanks for a great post. As someone who wishes to move into this industry, I find posts like this to be invaluable.
I have had experiences with various designers over the years regarding my parents home and only one has ever managed to present as you have suggested. It was only this designer that my mother was 100% satisfied with and had complete faith in. Besides the fact that this designer had impeccable taste, I truly believe that this was a major difference in the professionalism of the designers.
Thanks again.
Sandy K
#5 by sonya on August 17, 2010 - 4:16 pm
This is such an important skill, and you have explained it so well. This is absolutely the way to do it. Any time that i’ve let myself be rushed to deliver a design and veered from presenting this way, I’ve regretted it. The pad and pencil for questions is brilliant!..and I plan to use that tip, it’s just too easy to get sidetracked and lose the whole flow of your presentation on a question that the client may not even need to ask once you present the whole vision.
Thank you.