Closing the Deal: A Proven 99% Success Rate for Design Presentations and Construction Agreements

The sale is often made on the first call, and more than likely won or lost in the first 30 seconds. However, the process is important, and if any sale fails to close, it’s likely you skipped a step. This is true for the Design Brief/Retainer Agreement sales process as well. Sales are always non-linear, but all steps must be hit during the process. Here are the steps for a successful Design Presentation:

1. Conceptual Presentation

Before making the appointment to show the conceptual design, check to ensure the design will come in under the client’s budget.

Site Visit vs. Virtual

Gone are the days of grand gestures to unfurl conceptual plans on the kitchen table. Today, it’s often easier to present the conceptual plan virtually. However, I recommend going out to the site and walking the clients through the planned changes in the garden, as this personal touch can be valuable.

During the Conceptual Presentation, be receptive and accommodating.

• Demonstrate care throughout the process.
• Ask questions about how the clients like the concept and if you’ve missed anything. Explain your reasons for the design choices and take time to articulate the design intent .
• If the Conceptual Presentation is well-received, move on to creating a 3D model in SketchUp and rendering it in Lumion.

For simple projects under $50,000, this step can be skipped, as 3D renderings are not always necessary, but clients increasingly expect and appreciate them.

2. Present 3D Images

When presenting the 3D renderings, be sure to have the Construction Agreement completed and ready to show. You can do this meeting virtually. Highlight elements of the design that address the client’s wish list or align with their reasons for doing the project. If the clients are quiet, ask how they like specific parts of the design and if they notice anything missing. Give the clients time and space to digest the 3D renderings. Once you’re confident they understand the design, ask what they think so far. If they love it, great! Ask if they’d like to see the Construction Agreement. If they don’t love it, find out why and see if you can make changes that fit within the budget and are feasible for your firm. If not, explain your reasoning and offer alternatives.

3. Construction Agreement Presentation

If the clients say they want to see the Construction Agreement, and you’ve hit the budget, this step should be straightforward. If you haven’t hit the budget, explain why upfront. Demonstrate the added value in the concept and connect it to the reasons you couldn’t meet the budget. Mention any deadlines the clients have for project completion, but avoid pressuring them. Remain empathetic, patient, and kind.

4. After the Sale

Once the agreement is signed, process the paperwork and prepare the necessary plans. You likely already have the a Quantities Plan from SOD to figure the budget and pricing for the project, but after the sale you’ll need the Planting Plan, the Lighting Plan, the Layout and Dimensions Plan and maybe even the Elevation Plan. These plans can work as construction drawings and also help with getting approvals from HOAs and government agencies. Pro Tip, to save money order these all together with the Conceptual.

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