- Hi.
I wanna tell you what we did
because I think it's something that if you're
an architecture firm and you ever have to get up
and present to a panel or a board
to win a major project, or even a small project,
then I'm pretty sure this will help you.
When I used to work for an IT company,
we used to do major proposals and presentations
for government departments and large corporates,
so usually in the hundreds of thousands to millions.
I went through a patch where, I think it was about seven
or eight projects that we won from presentations.
So we won eight in a row from presentations.
What would happen is we'd usually submit
some big team document or proposal document,
and then we'd be put on the shortlist.
The client would come back and say,
"Hey, Richard, you're on the short list, good.
"What we're gonna do is get the top three
"to present their solution, and from there
we'll pick a winner."
I'd be, "Great!"
And that's when I hit them with this.
I'd say, "All right, that's great.
"I've got a confession for you, and that is,
"look, IT companies are terrible at doing presentations.
"You're gonna find that out very soon
"as you go through these three presentations.
"We've got a whole lot of very clever technical people,
"but when it comes to working out what you'd need to see
"to work out whether we're a good fit for you or not,
"our guys will show you the latest clever stuff,
"technical detail, and they can drag you way off
"into the distance into an area that is interesting,
"but probably not that helpful in terms of
"working out whether we're right for you or not.
"So what I'd like to suggest is can you give me a list
"of five to seven things that you wanna see,
"and by us presenting on those five to seven things,
"you'll know whether we're right for you,
"100% right for you, or you'll know whether we're
"100% not right for you.
"Frankly, I don't mind, if we're not right for you,
"then I'd rather you know as soon as possible,
"and we'd also like to know because we don't want to waste
"any more time either if we're not right.
"If you give us the five to seven things,
"we'll present on those things,
"and then by the end of the presentation
"you'll know whether we're a good fit or not."
I'd also say, "Because what you don't want
"is to leave this meeting with us having done a presentation
"and you're still not sure.
"You don't wanna be in that situation."
And like I say, "IT companies, we do terrible presentations.
"We'll wander all over the place showing you
"all sort of clever things."
So they would go, "Oh, okay, that's a good idea, fine."
And then they'd usually go, "Well, I don't know what it is,
but can I email you something later?"
And I'd go, "Absolutely."
Then they would email me, "Here's the six things
"we wanna see," and I would take that,
and I would email it out to my team and say,
"Right, team.
"This is our agenda for the presentation.
"We'll show this stuff and this stuff only."
And that's what we would do.
And we won every single time.
We won every single time 'cause we were
probably the only IT company doing a presentation
on the stuff that was important to them.
Because I asked, right?
Because I asked.
Now the other IT companies would have been showing them
a whole lot of stuff they thought were clever,
and that they wanted to see.
But it wouldn't necessarily be a fit.
Whereas ours was perfect.
Now the other thing it does by asking that question,
is it forces the client to then think,
"What is our buying criteria?
"What do we need to see to work out
"whether company X is either 100% right for us
"or 100% not right for us?"
So by forming that list, unconsciously they're basically
putting their buying criteria on the table, giving it to us.
And we'd present on 'em.
Anyway, the only catch to it is you may say,
"Well, what if the client says that's a bit unfair,
that would be," well I had that.
I had that on one situation out of the seven or eight.
A guy said to me, it was a law firm.
When I said, "Can you tell us what you wanna see?
"So that you know that we're either perfect for you
"or we're worse than people for you,
"and that way you can make the decision."
He said, "Oh, that would be telling,"
with a smile on his face.
I thought, oh he's seen through my little plan.
But then just something came to me.
I was so pleased that it was like
a moment's clarity and inspiration.
And I said to him, "It would be unfair.
"I'll tell you what would be unfair,
"would be you walking away from this meeting
"after an hour of us presenting,
"and you still not being sure whether we can
"do the job for you or we can't.
"Or whether we're the best for you or we're not the best.
"That would be unfair."
He said, "You're right."
'Cause it is right.
And he said, "Alright, I'll send you an email."
And he sent me an email as well.
So there you go.
I can't say it's gonna work 100% of the time for you.
It certainly worked; we won every single big project
when I did this, up until the time I left.
And I think it can certainly help you get on point
and on target and make sure when you present something
to your panel or client, that you are
presenting what's important to them.
And that is massively important.
The secret to marketing is simply
find out what people want and give it to them.
The quickest way to find out what people want is ask them.
But you gotta ask them in the right way,
and you gotta justify it.
I've just shown you how to do that.
Maybe you go back over this video again,
if you like what I said, and you take some notes,
and then you use it on your next presentation.
Alright, hey, hope that helped.
I enjoyed making it for you actually.
I quite enjoyed retelling that little story
'cause it brings back happy memories.
If you want some more help from us,
press the little button down below,
and there's some more cool stuff actually, that you can get.
So click on the button below, and we look forward
to giving you some more stuff
that will help you with projects.
Alright, see you soon.
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