Presentation Tips for Architects
Our long experience of working with Designers and Architects has taught us there are 5 key mistakes made in presentations. And 3 golden rules.
The 5 key mistakes
1. TALKING ABOUT YOU
Your clients don’t find you as interesting as you do. Change your mindset. Talk about them. Change “Let me tell you about us” to, “Let me tell you what we can do for you.”
Many Architects think it is vital for everyone to understand the design process before they can see the picture of what the design looks like. This is nonsense, and really annoying for everyone but you. SHOW THEM THE PICTURE FIRST
3. EDUCATING THE CLIENT
Often we hear, “It’s really important that they understand the design process.” Is it? Sometimes it might be important, but most of the time it is more about sharing all the hard work you’ve done. No one cares.
Tell us how the building works, not how many late nights you had designing it.
4. GOING ON TOO LONG
If you are asked to speak for a specific amount of time – 10, 30, 40 minutes, RUN TO TIME.
If you run over time you have just demonstrated you don’t listen and you can’t follow simple instructions. Doh!
5. TOO MANY IMAGES
Look at what you’re showing them.
Is there one clear focus of attention?
Or are there 20 images, diagrams, drawings, mood boards, arrows and captions?
There is too much. One image at a time. More isn’t better, just confusing.
The 3 golden rules
The most important part of a presentation is when you sit down and ask yourselves the question, “What do these people want?” These are their NEEDS.
2. TALK ONLY ABOUT THEM
It’s the “So what?” question.
It is widely believed that the sentence, “We have done several projects like this” is enough to demonstrate our qualifications for this job.
Wrong. The correct sentence is, “”We have done several projects like this, so we believe we bring the right experience and learning to deliver your project.”
You are delivering BENEFITS to their NEEDS using EVIDENCE.
3. BE BRIEF
Pascal wrote, “I’m sorry I’ve written you such a long letter, I didn’t have time to write you a short one.”
Anyone can whitter on for hours. It takes WORK to be succinct. Try it. People will love you for it.
What did we miss? What do you think?
Let us know.