- I've been presenting to clients for over 30 years,
and I still get nervous beforehand.
I don't know why.
Nobody has ever hit me or thrown me from a room,
but it's just human nature.
You're putting your work out there for approval,
so if you feel nervous, welcome to the club.
It might sound corny,
but I know everyone wants the project to succeed,
and the client might be just as nervous as I am.
Now you're ready to go.
Your clothes are clean and pressed.
You're polite and friendly,
and the computer has connected to the screen.
Face the client and confidently begin.
Remember to slow down more than you think you need to.
When we're nervous, we race through.
If you're shaky, hold on to something to ground yourself,
and remember to breathe.
Start by thanking everyone present for his or her time,
and encourage any questions if anything isn't clear.
Also, state that nothing here is in concrete.
It's a working session
that will help move the process along.
This is a good way to alleviate the fear
that you are a crazed, temperamental designer
who will have a tantrum.
It helps everyone understand
that his or her input will be heard.
As often as possible,
refer back to something the client said,
and give credit when it's due.
Mildred, the point you made about the brand being bold
helped us find the right direction.
Nothing is ever yellow because you like it.
It's yellow because friendly is a key attribute.
Yellow is bright and sunny,
associated with friendliness.
The commentary always relates
back to the assignment and strategy.
Don't talk about design.
Talk about it's communication reason or effect.
Use the information on the screen as a prompt
to explain something in more detail.
Don't read from the screen.
Your audience can probably read.
It's good to explain when something didn't work.
If you tried a solution that failed,
show it and explain why.
This idea talked to a younger audience
but didn't express the brand properly,
and I helped the client understand
that the progress by describing
how one concept led to a better one.
Pay attention to the room.
Are people nodding off?
Does anyone look confused?
Ask about time. Am I moving too fast or too slow?
Ask if anyone has questions.
Check in with the room or client often.
I know I'm beating this into the ground,
but you may also find it helpful to refer
to the brand attribute words or project goals.
People can start to slip into subjective issues
such as hating a color rather than looking at it
from a problem solving perspective.
You determine these criteria with the client.
He or she approved it.
If yellow remains an issue,
perhaps friendly shouldn't be a reference.
Or, the client may agree that it is right for the brand
even if she dislikes it as a shirt color.
Once you reach the end of the on-screen presentation,
restate the assignment and why your solution solves it.
Then give everyone a moment and ask for any questions.
Let people talk. Take notes.
You don't need to respond to every comment.
Sometimes people feel that they need
to say something to look involved.
I say, that's interesting, a lot.
If someone has a question, I answer it honestly.
You aren't trying to sell a used car.
It's collaborative.
Hopefully, everyone will agree
that this is the right direction
and you'll move on to the next phase.
But, if you are met with a negative response,
determine what the issue is within the context of the goals.
There is a reason that the solution isn't working.
What is that?
Help the client explain why, not how, to fix it.
Your goal is to make sure
that the client is in agreement
with your thinking and solution.
Each step of the way,
you're communicating and making the process
clear, professional, and friendly.