Persuasive Presentations
By: Richard E. Scott, ASLA

Step One: Preparation!

"A problem well stated is a problem half solved."
- Charles F. Kettering

The Lesson:
It's what you do before the presentation that makes the difference.  Preparation means thoroughly understanding your client's needs and wants, the project site, the value you can add, and an outline of your design solutions.

Know Your Client
Everything starts with the client - not the project.  When meeting a client, the key difference that will distinguish you from the other designers is how deeply you can go in learning the answers to the following questions...

What is the purpose of this project?  What is the biggest benefit they hope to gain?  What do they want to do with this project when it's finished?  How will they use it?  Why is that important to them?  It's not enough to know they "want a water feature."  Why do they want a water feature?  What will that give them?  What are their most important likes and dislikes?  Why?

After they've expressed their wants and needs, ask them to create a hierarchy of the top three in order of importance.

The effort required here must come from a sincere desire to clearly understand what your client needs and wants, so that you can provide the best service possible, and not waste your time and theirs designing in a vacuum.

Know The Project
Are the client's wants and needs appropriate for this site?  Are there opportunities that the site offers that they aren't even aware of?  Are there potential problems on the site they aren't aware of?  Full information is needed before you think your first creative thought.

Get Clear On What You Have To Offer
Just because a potential client calls, doesn't mean you're the right person or firm for the project.  Get clear on what you have to offer of value to this client.  What are your specific skills, talents, and interests?  Are they a good fit for what is needed on this project?  Do you think you can effectively work with and help this client?

Outline Your Solutions
Assuming you've decided to move ahead and have been hired for the project, and have produced your design solution, outline how your solution has met this client's specific needs and wants.

Applying It
When you clearly understand your client's needs and wants, your project site, the value you can add, and how your solution meets your client's needs and wants, you will have clarity of purpose, and experience a surge of confidence in presentations, and in everything you do.  You will also provide a superb design service.

Richard E. Scott
American Society of Landscape Architects
www.graphicsteacher.com
Copyright © 2006

*Additional steps to follow