Anecdotes bring a presentation to life

Top performing client service use anecdotes to bring their presentations to life. Apart from setting a conversational tone to the presentation, one which welcomes dialogue, it makes the presentation less mechanical and more human.

If you want a client to appreciate the knowledge and people the Agency has out behind the pitch, be anecdotal. The visuals themselves shown during a presentation are not enough. To tell the full story, and involve the audience in the story, talk about the merits of the creative in the context of the people who did the work.

This is not so easy. For an inexperienced presenter, trying to remember and convey all facts is hard enough. To reach a point where you can be anecdotal, the client service need to be very comfortable with their content. They have to know it backwards.

Trying to recite stories while remembering facts is near impossible.



Example presentation using anecdotes

There can be a lot of pressure on all the parties leading up to the creative presentation. Anecdotal give the presenter creative angles and human perspective to the pitch. This can break down barriers and open conversations which build trust.

Imagine the client service is unveiling a website they have completed building. A speaker who is anecdotal will mention the art director's point of view on why he chose a particular shot on the homepage, what improvements the user group suggested when they tested the registration page and why the client service asked the developer to change text on some pages because I felt it was 'unfriendly'.

“You'll notice this page displays some 'unfriendly messages'. We suggest rewording them to read like this”.

“Our users got stuck here during the registration. They were confused, so we recommend introducing a heading”.

Anecdotes inject life and context into a presentation. They build confidence in the mind of the client, who recognise the agency's contribution. Subtly, the client is being educated on how the agency ticks and delivers work.

In creative pitches, these kinds of insights can provide differentiation against competing agencies.

Meeting room etiquette – where to sit

A lot has been written about the etiquette of where to sit during a meeting. Much of the literature is prescriptive. My advice is not to rely on any one formula, but adopt a seating position which enhances the flow and tone of a meeting.

Deciding where to sit in a meeting is not a decision you should leave to chance.

The position you occupy relative to the client and other parties in the room, says a lot about the type of conversation ahead. Simply put - where you sit, influences where you stand.

In many instances, you will enter a meeting space for the first time. Survey the room, and make calculation where best to sit. Here are two scenarios requiring vastly different seating configurations. 

New business meetings

It's natural the client may want to maintain distance in the first meeting. If the room has a large table, the client may feel most comfortable sitting directly opposite. It is likely they will suggest a seating positions A, B, E and F. A and B are occupied by client, and the other side of the table is reserved for the visiting party. 

This configuration enables both parties to conversely easily with colleagues, while observing the opposing party objectivity.

Positioned on opposite terms, both parties can be more frank and direct than they would sitting beside one another. This makes reaching common ground a little faster. If the client give no seating clues, ask, "Where would you like for me to sit".

If there is a third party present, who has established a relationship with the client, it is likely they will not take a neutral ground, but sit closer to the client.

If you agree to hold the first meeting informally at a coffee shop or restaurant, try to adopt a seating style comprising of C and D. This position tells the client you are comfortable being close to them and have nothing to hide.

Functionally this configuration is easier to share a laptop screen if you want to show them ideas onscreen. If you decide to open a laptop, recognize it can become a barrier, and pick whether to do this at the beginning or the end of the session.

Work in progress meetings

The client has initiated a project with the agency. All parties are familiar with one another's work style. The agency is due to conduct a face-to-face meeting to show case the work completed to date.

During this meeting, expect all eyes on client service presenting the Agency's work.Take a position where you can simultaneous deliver the presentation, and hold the gaze of all parties present.

That rules out sitting too close to the front in positions C or F. Here you can see your presentation slides, but your back is to 90% of your audience. You will find yourself turning often, missing important cues, dialogue and impairing your effectiveness as a presenter.

If you decide to present sitting, occupy instead the back, centre position G. Although a position which signals arrogance in a new business meeting, from G you can face the projection, and dominate the room with your gaze.

This is a deliberate maneuver to establish you as the key influencer.


Standing while presenting

If you plan to deliver a presentation standing, front furthest from the door D is the spot to be. From here you have line of site to everyone present. Turning to the presentation is easier when standing.

Standing presentations are a good option if you are not expecting too much dialogue with your audience. Instead your objective is to wow and sell your audience with the content of your presentation. Standing takes confidence, and makes an incredible impact.

If you are standing without a lectern, it is even more daring, as you have no cover, and your entire mid to upper body is exposed to view. If you are planning this course, how you dress, your composure,
Standing between your audience and the presentation, you are the most influential person in the room.