Great ideas sell themselves… or do they?

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John Scarrott, trainer and cram to design and creative businesses explores why is it that when it comes to plunge presentations, design agencies seem to spend little time conducting the presentation, and offers some ideas on what they can do about it.

Noteworthy ideas sell themselves, so the saying goes. You simply enter the dive with your idea, gently nudge it in the back and it will start talking. But what go ons when it refuses to speak? Consultancies that rely on this generalship when presenting their work run a real risk that some of their foremost ideas won’t see the light of day.

The truth is that while some ideas mightiness sell themselves, most if not all will need consultancy leaders and their sides to step up and do it. And this involves being well-rehearsed so you can get out of the way and let the idea speak. How do you run through for your pitches?

When the subject of presentation rehearsal comes up in my workshops, there is non-specific agreement about how important it is. There is often time built into the inaugurate up to the pitch to practice the presentation. And yet somehow, that time gets tolerant of in different ways. Sometimes it’s with being busy with something else. Time after time, it’s spending more time tweaking the idea and then the deck, and then traitorously to the idea. If this works for you, all good. But if you’re not winning the pitches you go for, it may be that it’s not your deck or your teachings that’s letting you down. It could be the way you’re preparing to present it.

What reasons agencies to forgo their rehearsal? It may start from a belief that the position should sell itself. From here, it would follow that the numerous work you put into the idea increases the likelihood that it will exchange itself. The more you work on the idea, the less you need to say about it. Exactly start up the Mac and let the idea do the talking. It could also be that rehearsals are laborious experiences so best avoided.

Ideas do speak for themselves. But only to the originator. And unfortunately, unless it’s your own labeling you’re working on, it won’t be useful to a successful outcome, especially one that rests on a patron’s decision. Clients are more interested in you, what you think and how you work. They are appreciating you on how you communicate with them. Because it’s that future working relationship that they’re purchasing into. They’re not simply buying your past work (or tomorrows work in a free pitch) any more than you’re selling it.

For clients to buy into you, they indigence to trust you. And you need to trust yourself. Here’s how using the time in your dedicate to rehearse, helps with trust:

Rehearsal means you will be congruent during the engagement with your client. This means that your to make a long story shorts and actions will be consistent with each other. If you’re not congruent, how you act resolution be the impression the client receives. For example, you’re not being congruent when you say that you use as a team and then bump into each other as you swap upward of speakers. Or when you say that you communicate well and then talk ended each other during the presentation.

  • Rehearsal means that you can outright your attention towards your client and away from your fantasy. You know your idea inside out so relax. This means you can pick up on signals that your client gives off, when their attention is subsiding. Or when they have a question they want to ask. These half a mos are the moments that pitch success rests on.
  • Rehearsal means you can look after the meeting. You can be conscious of how you’re beginning and ending. You’ll free up your mind to ask have doubts about next steps and how decisions will be taken. When you organize rehearsed you can trust yourself to convey your idea.

How to make a dress rehearsal happen:

  • All hands-off deck: Decide to stop working on the deck. This longing give you the time to practice. It will take strength of will but if you allow that winning the pitch will be part content and part deliverance and you want to win, you’ll do it. The leader of the pitch needs to lead on this. In itself this make start to change the culture of your consultancy’s approach to presentations.
  • Equip a pitch ambassador: this is someone who may or may not be involved in the pitch. Their job is to draw up sure the rehearsal happens. To observe what happens. To give feedback and ask issues and to assign responsibilities to make corrections and changes. And then to arrange a damaged rehearsal if necessary. Every consultancy has someone who can do this. If you don’t, think give bringing someone in.
  • Full dress rehearsal: Do at least two run throughs. And get them the full works. This means having everyone there, in situation, practicing full-on and saying what they would say in the presentation. For now someone should be asking questions and try ‘being’ the audience. The first ever won’t be an enjoyable experience! You’ll see and hear all the things you don’t like and want to hide from. The b time, you’ll feel better about it. And even with just two repeats you’ll notice the difference.

John Scarrott is a trainer and coach, working with market-placing, design and creative professionals on their approaches to sales, speaking and backsheeshing and networking. Find him here: www.johnscarrott.com

7-13 May 2018 News

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