Design Presentations: Tell the Story With Confidence
By Tina Krug, Red Fern Landscape Design
Adel, Iowa
(I need to begin with the caveat that I’m writing as a peer rather than an expert. Many readers have had far more experience and success than I have had, but I’m happy to share what I’ve learned and what I’m doing in order to help us all elevate our industry!)
People love story- we remember and understand best when we’re presented with a narrative. And since our clients aren’t experts in landscape design, they trust us to guide them through the process. Therefore, the most important things to keep in mind as we present our work are to tell a story, and tell it with confidence.
The story of anyone’s landscape design begins with all the background information: what they want for their design (the program) and what is on the site to deal with (the site inventory and analysis). The middle part of the story is all my design work, and clients enter into that during the conceptual meeting. The end of the story is their final plan, with all the loose ends wrapped up in a lush, gorgeous bow. With that in mind, my practice is structured around (at least) three client meetings:
Initial consultation - I learn all their hopes and dreams & evaluate the site
Conceptual plan - I show them where we’re headed
Final presentation - We go through the finished plan with all the details in place
(I use a scheduling app for clients to book meetings, and it has saved my life. I’m currently using one in my 17 Hats CRM software, but I’ve liked Calendly and Acuity in the past.)
That middle meeting is key- it protects the final presentation from any surprises or disappointments. After taking in all the information from the initial consult, and doing the legwork of analyzing the site, I build the conceptual plan. We hold a meeting at this point so that clients can see in broad strokes what the design will be like, before I’ve done all the work required for a final plan. During the conceptual plan meeting I go over the site analysis, review the clients’ program, show them an inspiration board and a plant palette, and review the conceptual design. I keep the graphic work on this work light and airy to remind them that it’s just a concept at this point.
My final presentations revolve around the 11x17 Itoya portfolio books that I use for every residential project. Clients have told me how much they appreciate the book and how easy it is to store and pull out for reference. I also give clients 8.5x11 books with plant and maintenance information.
The 11x17 books tell the full story: I include all the background information and conceptual design sheets along with the final plan sheets so that the entire narrative is in one place. This demonstrates that my designs don’t come out of nowhere- there is a logical process that supports all the design decisions.
During the final design meeting, I’ll review the background and conceptual information briefly. We then go over the master plan sheets and move on to the different phases or sections.
I try to keep the final presentation meeting to just over an hour, regardless of the scope and complexity of the project. I find that everyone has lost interest once I creep past an hour and a half.
I think that two things help create the best environment for the final design presentation by building trust throughout our entire process. First, I’m consistent with communication and expectations. At the project start, I send clients a welcome email explaining my process and what to expect from working with me. Emails for each stage in my process follow, and I use templates so that it’s easy to keep clients informed.
Second, I communicate my expertise. (This implies that I have expertise, and I make sure to invest in continuing education so that remains true.) I offer ONE design solution, not a buffet. This shows the client that I have actually done the work and figured out the best thing for their project. You’re being paid to make decisions, so go for it!
I love the final design meeting- it’s a culmination of a long process and a delight to show my clients all their dreams in one place. I literally had a client cry tears of happiness today during the presentation meeting - I love my job! No matter how you structure your business, I hope you can find a way to incorporate the story of the project into your presentations, and do it with confidence. Good luck in the 2020 season!