Small factors that can have a BIG impact on that presentation

The image above will be a familiar sight to many of us in the advertising industry. Although our audience is of course considerably more gender diverse these days, many of us often find ourselves in rooms like these daily, pairs of expectant eyes eagerly awaiting the presentation of our ideas.

But what factors outside of the ideas themselves, if any, can actually contribute towards a positive outcome to such meetings (assuming of course those ideas hold water and we're not flogging solar powered torches, chocolate teapots or diet water)?

The below is not a secret tonic. There will always be instances where, regardless of how amazing we believe our ideas are, we simply can't sway the Client. Influences beyond our control such as budgets, timings, circumstance, environmental/logistical factors, a lack of faith and sometimes politics can sometimes work against us to hinder our ideas from becoming a reality. It's the nature of the beast.

But the below factors (some of which I have sourced from online research others based on observations from my own personal experience) may just help bring the odds slightly in our favour and perhaps even make the difference between selling in an idea and letting an opportunity pass us by:

1) PLAYING AWAY FROM HOME

Although we like to pride ourselves on 'wowing' Clients at our art decor Agency offices with personalised reels at front reception, Dolby surround sound with mega bass in the boardroom, a token 'drive by' the table tennis table ("where the magic happens") and an extensive selection of culinary delights on offer, arguably presenting ideas at 'their place' may increase our odds of selling in our ideas. Not only does doing so ensure we are getting off on the right foot by demonstrating that we respect our Client's time and comfort we're also showing them that we're a true partner and collaborator - an extension of their team. Further to this, any key decision makers are never far away should they not already be in the room with us. Given the option, choose to play away from home more than not.

2) SEE YOU NEXT TUESDAY

Can the time of week in which we present an idea make a difference to the outcome? A recent study conducted by YouCanBookMe, a company based in the U.K. analysed data from more than two million responses, and determined that 2:30 p.m. on Tuesday is the single best time to schedule a meeting for presenting ideas. Not too early and not too late (in both the day and the week) mid-afternoon and mid-week meetings (apparently) are the ideal time to meet and generate positive outcomes. It is the time of the day and week where our Clients are more likely to be entirely focused on what we're presenting. Monday has come and gone so their weeks are set up, and there's plenty of time left in the week (post Tues PM) to compile and share feedback. Fridays tend to be focused on tying up loose ends and winding down for the weekend so Tuesday afternoon is what we should aim for.

3) A TOUCH OF THEATRE

When it comes to selling in ideas, there's no business like show business. Adding a touch of drama or 'theatre' to our presentations makes them more memorable and often reinforces or demonstrates the points we're trying to drive home. Props, music, mock ups, boards, prototypes, leave-behinds and the like engages our audience and keeps them focused on what we're selling more than a standalone 'slideshow'. Additionally, there's no better way to perk the interest of our audience and keep them engaged than to literally use and interact with them throughout our presentations. Don't ask rhetorical questions; ask open ended questions, and wait for people to really answer you. This is an opportunity to ask the attendees how they would improve the idea (an indirect method of establishing the appetite for the idea itself).

4) NEVER SHOW UP EMPTY-HANDED

Your Mum always told you to never show up empty-handed, and this is no different. "We tend to think our message is what moves people," writes Robert Cialdini, the author of Pre-Suasion: A Revolutionary Way to Influence and Persuade. "But it's what we do first to create a particular state of mind in our audience that makes them receptive." Offering coffee, for instance: Research has shown that when people hold something a cup of something warm, it makes them more generous. Or try playing on what social scientists call the rule for reciprocation. In one study, candy store shoppers were 42 percent more likely to buy something if they received free chocolate. "Many things that shape our frame of mind are so primitive and automatic that they aren't really part of the deliberative process," Cialdini says.

5) INTRODUCE YOUR IMAGINARY FRIEND

Some Clients can be a little guilty of viewing and judging ideas through the lens of their own lives, experiences and opinions rather than through the eyes of their audiences. They’ll say things like, “I don't like that colour" or "I don't think this works". It's important to remind Clients in these instances that although they may not be fond of our idea, research and consumer insight suggests their target audience will love it. One tactic might be to precede the reveal of the idea with a reminder of who we're targeting. Who are they? What's their name? What's their favourite footy team? What motivates them? What do they do in their down time? Really flesh this person out and refer back to them should doubt creep into the mind of the Client.

6) PLAN TWO MOVES AHEAD

We often head into presentations with a mighty game plan, but those glorious intentions often become derailed as soon as we’re hit with objections and concerns. Like a master chess player, it pays to think ahead. Before the presentation, identify what issues the Client might have with the idea and plan constructive responses for each. Think hard, be hypercritical and get creative about what concerns they might have. Doing so leaves us prepared to address whatever objections we might face. And knowing we’re prepared helps us deliver a stronger, more confident presentation.

7) TAKE THEM ON THE JOURNEY

Showing the Client the gold at the end of the rainbow is one tactic that can assist us in getting our ideas over the line. Bringing our ideas to life, presenting them in action (in 'situ') and showcasing their impact on the world makes our ideas more compelling and easier for Clients to buy into. Supporting this with detail around what it could mean for the Client's business and illustrating the benefits of them investing in it helps them visualise the positive outcomes they could potentially achieve.

8) PREP THE ROOM & CHECK YOUR TECH

Should we be presenting at 'home' we always need to be sure to check the meeting room is in a suitable condition for hosting Clients beforehand. Make sure no other Client work is on screen or plastered on the walls for example. Any dirty dishes should be cleared away and the bottled water should already be set out and awaiting our guests along with notepads and pencils. It's also an opportune time to check any presentations are displaying as they should on screen, embedded videos are working, the 'clickers' are operating and that the sound being played through any speakers is at the appropriate levels. We ideally don't want to be faffing about with AV in front of the Clients. Technical failure, although at times out of our control, can still paint a negative picture, setting us on the back foot before we've even started, plus we'll be unnecessarily eating into our presentation time. If we're presenting 'away' it's worth having a charged bluetooth speaker handy, a wireless clicker, a back up deck on a USB stick and HDMI/VGA cables should we need them.

9) GIVE THEM SOMETHING TO KILL

As the lines continue to blur between advertising agency and marketing department outputs, the process of narrowing down ideas and/or creative territories is a becoming an increasingly collaborative one. Most Clients are never shy of informing us what they don't like before they tell us what they do. It's the nature of the business, so one approach is to ensure we don't restrict ourselves to only presenting ideas we're besotted with (and will struggle to let go of). One of my former ECD colleagues called this 'giving them something to kill'. When we're narrowing down ideas for our final presentation, we should endeavour to keep at least one in there that we're fairly certain the Client is less likely to opt for. Not only will that one idea make the others more appealing comparatively (hopefully), the Client will feel they have contributed to the session by narrowing down the thinking to some front runners. It's worth pointing out that this additional idea should still be one we can live with should it ironically end up actually becoming the leading option.

10) TAKE IT TO THE STREETS

Somewhat related to points 2 and 3 above, one method for assisting us in selling in our ideas is to include vox-pops to compliment our presentations. Literally taking our idea(s) to the streets and filming (even if it's with our phones) 'Joe Public's' positive and natural reactions to our thinking will prove to the Client the idea works and would be well received if green-lit, perhaps even alleviating any concerns and taking some of the guesswork out of the decision making process ("Will the audience like this?")

11) FIND SOME COMMON GROUND

Although our ultimate aim is to persuade our Client to buy our idea(s), that doesn’t necessarily mean we should get right down to business immediately. Depending on the audience of course (if we're presenting to the C-Suite for example perhaps it is better to cut to the chase), perhaps take a few minutes to establish some rapport with the Client, especially if we have just met. Kick off by introducing anyone who they haven't previously met. Be genuine and ask them how their day's been, how their weekend was, or where they got their watch or shoes (for example). In short, make small talk and try to establish some common ground. It might seem contrived, but relating to our Clients in a human way may help sway them in our favour when it comes to the crunch a little later on. People buy people after all.

"It's not just that people want to deal with someone they like. It's that they want to deal with someone who likes them, and who is like them," says Cialdini. "People trust that those who like them won't steer them wrong." Visual cues (sports caps/scarves, mobile phone screensavers) can help us find on-the-fly commonalities in the meeting room, but for deeper prep for an upcoming key meeting, hit social media and do some reconnaissance. "Then, if you see that you have a shared hometown or love of running, you'll know to steer the small talk in that direction," Cialdini says.

There's also a popular theory that states 55% of communication is body language, 38% is the tone of voice, and 7% is the actual words spoken themselves. The body language we and our colleagues exude can set the tone and play a part in the ultimate outcome of a presentation. It's important that eye contact and straight posture is kept to convey interest throughout.

There can be a large number of other external factors than can sway the outcome of our presentations. The smell and temperature of a meeting room, the meetings that precede and follow them and even how we present ourselves physically can have an impact for example. But the above factors are the ones I felt were the most influential when researching this article. Have I made any glaring omissions? Has any of the above worked for you? Feel free to share in the comments below.

Happy selling! And good luck!