Be prepared. Be thoughtful. Be specific. And be careful to not get your ideas swiped! When approaching a client presentation, it’s essential to do your homework and present your ideas in a way that suits the job at hand and conveys your passion and expertise clearly and concisely—all without giving away too much. Though there’s no one-size-fits-all solution or general script to follow, using the simple strategies suggested by these three seasoned design professionals can help you deliver a winning presentation.
Know your stuff
It’s worth stressing the fact that preparation is key to any successful client presentation. All of the designers AD PRO consulted agree that there is no such thing as being too prepared. “If you are organized during your presentation, you are exhibiting the way their project will be managed,” says Victoria Sanchez, principal designer and owner of the Santa Fe and Washington, D.C.–based firm Victoria at Home. “A designer should be able to walk a client through their project,” she adds. “Starting with a floor plan, presentation board, or other presentation materials, a designer should know their design inside and out. Be ready to answer questions related to the product you are presenting, pricing, lead times. A potential client will want to know more than just the visual aspects.”
“Your presentation should be flawless, detail-oriented, and professional,” urges Richard Ouellette, president of Canadian design firm Les Ensembliers. “The packaging is as important as the product. It is your entry ticket to making [the client] feel important and at ease and that they have chosen the right person even before you have presented any ideas.”
Ouellette offers additional tips: “Understand and organize your presentation. You want to inspire them, so make sure you have a clear idea of what you are proposing. Present your portfolio or body of work first. If it’s a full design presentation, start with layouts, then inspiration. Explain what you feel works for their space with your images, move to hard surfaces, then soft, and lastly product.”
Curate the material
“The goal is to present a cohesive idea and give plenty of options without overwhelming the client,” says Mark Cunningham, founder of his 15-year-old namesake New York design firm. Outlining how to offer the information in a digestible format, he says:
“Everything you’re showing should be for something specific—shapes for the furniture in each room on your floor plan, fabrics for pillows or drapery, lighting fixtures for specific locations.”
“Show a range of options so your client can rule out what they don’t like. Negative comments are just as productive to you as positive ones.”
“Put care into how you present. It should be neatly organized. And fresh flowers and natural light never hurt.”
Show, don’t tell…
“The more a client can see and feel before buying, the more successful you will be in designing a space they love,” Cunningham explains. “I use mood boards to convey my concepts. I find they’re a great tool to begin the conversation about how the client envisions their home.” He also suggests getting samples of everything you’re proposing—from fabrics and finishes to hardware and plumbing. “Even get furniture prototypes if you can,” he adds.
Ouellette suggests that the components of a winning presentation include the following: the perfect layout, with options; inspiring reference images that can be translated to their home; detailed drawings and designs that function; and aspirational and accessible materials and finishes.
…But don’t reveal all your cards
How do you share your vision with potential clients without having it stolen? “Skill and practice,” advises Sanchez. “You don’t show all your cards when you are playing poker. So why would you share your shopping list without a contract and payment? Share enough to make sure they are asking for more.” She adds, “A presentation is meant to propose your vision, not your product numbers. I don’t share vendor information during initial presentations.”
Ouellette admits that he trusts in karma when it comes to stealing ideas. “I believe it starts with the screening process of the potential client: If you establish a good and trustworthy connection, you have a better chance to get to the end,” he says. “But believe me, the ones that take your idea and run are usually the ones that you are better off running from, and it’s much better to know at the beginning than at the end.”
Exude confidence—to a degree
But don’t be smug, urges Ouellette. “Feel great about what you’re presenting. Believe in the design concept and that the products you are sharing are the right ones for the job,” offers Sanchez. “If you don’t believe in yourself and your ability to execute the project you are proposing, your potential client will see right through you.”
Ouellette says, “Go in with passion and an open heart. Be real. You start from a stronger place. Be humbled. Remember it’s their home and money, not yours. No one wants to work with a diva.”
