- Obviously, there are many things
that can be problematic for a presentation.
Let's presume the most basic types
of problems aren't an issue here.
Like any meeting, it's best to wear real shoes,
not flip-flops, bathe, and show up on time.
But, there are other errors that are less obvious,
and can destroy a presentation of good work.
First, and foremost,
don't walk into a presentation planning to "wing it."
I knew a creative director who didn't look
at the presentation his team made
until he was on the plane flying to the meeting.
He was overly confident,
and walked in telling jokes, all smiles.
As he began to present the work,
it was clear, he didn't know about the client,
and repeatedly called the company by the wrong name.
The work was good, but the client lost confidence
and the project was stopped.
Second, always try to be there in person when presenting.
If you can't be there physically,
do it on the phone or via Skype.
I have never had a presentation go well when I email it over
and don't present it.
I've known designers who have been fired
before they had a chance to present,
because they sent the file
and weren't there to explain it.
Clients can be impatient and tell you,
"It's fine, go ahead and send it."
"You can discuss it later."
Don't.
It's your policy to always present,
the first time he or she sees it.
Third, a presentation is not an adversarial situation.
It's collaborative.
If you walk in expecting a fight,
you may get one.
I've seen too many presentations that were negative,
because the designer began with a defensive posture,
looking for the negative.
Be patient,
recognize the clients don't speak "designer,"
and may ask something in a way that seems offensive.
But, for him or her, it's just a question.
"I don't like that font,"
may seem like a hostile comment
to us because we chose it for good reasons,
but to the client it's not personal,
it's just a typeface.
Rather than responding in an angry manner,
find out why he doesn't like it.
Explain your rationale based on the project criteria.
If the client still doesn't like it,
either the criteria are wrong or it's purely subjective.
You can modify criteria,
but you can rarely change someone's mind
if it's an emotional response.
It's just a typeface.
There are many others.
Next, how many times have you been in a meeting
where the presenter never stopped,
and over explained?
As I mentioned earlier, pay attention to the room,
and check-in on everyone's time as you go.
Don't rattle on for an hour,
nobody has an attention span that long.
Keep the presentation as tight and clear as possible.
You will have time to answer questions in more detail.
I do my best to present for 10 to 15 minutes maximum,
focusing on the broad strokes and communication.
Then I sit down and begin a conversation.
That's when you can explain any issues in more detail.
As a whole, these are about paying attention to the client.
You are not a rock star,
there is no room for diva-like behavior.
You are there to work with a client for the best solution.
At the same time, you are not a servant.
You and the client are on equal footing.
You are a professional with hard to find skills.
I simply ask for respect on both sides.
Be patient, have compassion,
recognize that everyone has different communication styles.
If you look for the bad in people, you'll find it.
Look for the good.