Effective Client Presentations

Presentations are an extremely important aspect of any architectural practice. We start giving presentations of our work in an academic setting but this extends well into our architectural careers and practice. It is often how we can leave a good first impression, persuade others in our ideas, sell our services, show progress on a project and engage the community or other stakeholders. Effective client presentations are a key aspect to any successful design project and architectural practice. There are several major components and keys to a successful client presentation: 

1. Body Language. Nonverbal communication accounts for up to 93% according to some studies. Our general demeanor, tone of voice, gesturing, eye contact all speak more than our words. Whether its a room of hundred, a thousand or just four or one, you must have the confidence and command of your audience. I personally like to give presentations that are not very long and give the audience a chance to interact.More on that in the following sections… 
2. Graphics. Of the 93% nonverbal communication content mentioned above, 55% is visual. A picture is worth a thousand words. As architects we employ a visual language as much as we can say verbally to communicate our ideas. Make sure your graphics and materials are succinct and could communicate the message on their own, even without you uttering a single word. Also, I like to have our materials and everything we produce be an extension of our design aesthetic and our brand as a firm. These materials just as our design product need to be beautiful. (I would go even further and say that the nature of our service and interaction needs to be pleasant and something that brings joy and delight.) In fact, in giving presentations I try to limit the use of written words completely and have the audience focus on what I am saying and showing them. Sometimes what we are trying to communicate could be abstract or difficult for a person to imagine in the physical world. Architects have an innate 'minds eye' that some might not. To solve this we look to provide as many plans, sketches and diagrams as possible to illustrate our points and design vision. 
3. Less is More. Even if your project or presentation took weeks to complete, and production of materials we know is a cumbersome nd painstaking and time consuming process - you will only have a limited time to make your point. Also, the attention span of your audience will also be limited so use it wisely. Focus on fewer concepts at a time and leave your audience with only your biggest ideas, impressions and key take-aways.
4. Engage. Make the connection! In giving presentations eye contact, body language and interacting with your client will make the experience more engaging. You also want to connect with them on a personal level. Business is personal! Connect with your client on a personal level, empathize with their problems, understand their mission and brand. Talk about it and use it in your presentation. Mirroring is an important tool to let them know you were listening and that you care. @Plana Architects we use so many different tools and technologies to take this to another level and you might consider them as well. We’ll make videos with cool music, animations, brief surveys, and we bring actual building materials to the presentation so our client can touch and feel what the building will be made out of. 

1. Care. Show the audience that you are vested in the goals of the project. In presenting your design reiterate how it solves a particular problem or challenge and tie it back what the client has expressed as a priority. Make sure you leave enough time to have your client give their feedback. It goes back to have the client engage and be an active participant versus a passive listener. This will build partnership and trust going forward. 

Finally, there are so many presentations you will give during your academic and professional career that ultimately there will be so much to build on going forward. Learn from every experience. Buildings are set in stone, not presentations. Remember your presentation is just a milestone or progress deliverable not the finished product. Use it to create dialogue and engage the client in your process. Occasionally the client will use your materials even after you have given your presentation internally. Make sure your materials can speak for themselves and do follow up and give the client an opportunity to provide feedback— in person, over the phone or via email. A presentation is not an end all product or masterpiece but a tool to help you get to the next level.