Read time: 5 minutes
Ever felt like you’d do just as well giving your Lunch & Learn presentations in a room by yourself? Or to a brick wall?
You know what I’m talking about:
You’re standing in front of a room, slides queued up, but the energy feels flat.
The architects seem more interested in their sandwiches than what you’re saying.
I know I’ve sat through many of those L&Ls in my time.
I’ve even tried to generate energy myself by asking questions or commenting. But some reps have either been too nervous… too rushed… or too afraid the AIA CEU SWAT team will swoop in on them.
So they asked to hold all questions to the end… but the questions never came…
What if there was a way to turn that around?
To capture and hold their attention. Making your presentation the one they remember & rave about. [Yes, I still remember a few presentations I saw 25 years ago!]
Imagine the buzz, the connections, the opportunities.
Let’s see how.
Today, I’ve cooked up some interactive strategies to breathe new life into your presentations and to keep making sure each one is better than the last.
Let’s dive into how you can make a splash at your next L&L. And remember, these tips are designed to be easy to implement so you can start seeing results right away.
The Challenge: Standing Out in the Sea of Sameness
Our industry is brimming with talent, and every product rep wants a slice of attention from architects. It’s like trying to be heard at a rock concert without a microphone. You know you’ve got the goods, but how do you make your voice heard above the noise?
The Dream: Becoming the Architect’s Go-To
Imagine architects perking up when you walk in, your presentations becoming the highlight of their day, transforming you from ‘just another sales rep’ to an indispensable project partner. I know it sounds like a dream, but it can happen.
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1) Understand Your Audience: The Deep Dive
First things first. Let’s talk homework. The kind that sets you up for success. Spending just 5 minutes researching your audience’s latest projects can make all the difference in tailoring your presentation to their needs.
[I keep harping on this research thing because it matters. A lot.]
Why it matters: Imagine showing up and speaking directly to their challenges. That’s how you become unforgettable. Otherwise, you’re like the hairbrush salesman at a bald man’s convention.
Example: If you’re presenting to architects focused on K-12 school projects, highlight recent school projects using your product.
I worked at a firm that focused almost exclusively on healthcare projects, and a rep started with, “You guys do a lot of K-12?”
“Nope.”
“Oh. Well, here are several school projects…”
…and he showed us only school projects for the rest of the hour. I could see most of the room mentally checking out after that.
Those 5 minutes on our website, and he would’ve had a much better chance.
Quick action: Jot down 3 key projects your next audience is working on. What’s their theme? Boom, you’ve got your starting point.
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2) Storytelling Workshop: Your Product’s Epic Tale
Now, let’s craft a story. Not just any story. One that weaves your product into the fabric of your audience’s world. This isn’t about listing features; it’s about creating a narrative that architects can see themselves in.
Why bother?: A good story doesn’t just sell a product; it sells a vision. When architects can picture your product as the hero in their project, you’re halfway to sealing the deal.
Even better? Make the architect see how your product can make THEM the project’s hero.
Example: Suppose your product played a key role in a landmark project. Share that journey, focusing on the challenges overcome and the impact made.
I remember in 1997, when the sprawling, $1.3B Getty Center opened in Los Angeles. A lot of the product ads in the architecture magazines showed their product being used in the project.
If you land one of those projects, don’t be afraid to brag. It gets an architect’s attention. [”Hey-y-y… If it’s good enough for Richard Meier’s building…”]
Your 5-minute action: Sketch out a simple story arc for your product. What’s the challenge it solves? How does it make the architect’s project a masterpiece? How has it transformed other projects?
Make it vivid, make it memorable – a story they’ll want to retell.
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3) Engagement Tactics: Interactive Genius
Incorporating models, samples, or even a quick quiz about your presentation can turn passive listeners into active participants.
The goal: Transform your presentation from a monologue into a dialogue. Engaged architects are more likely to remember your product and, more importantly, to specify it.
Basic Example: At a minimum, make sure you’re passing around a small sample of your material as you talk about its benefits. [That way the uninterested have to put their phone down for a few seconds to hold it and pretend they’re interested…]
A level-up option: Think about some of the trade show tactics used to boost architect engagement. [I got this idea during a LinkedIn conversation with a reader of this newsletter. Thanks, Mike!]
When the architects sign up for the L&L, tell them there will be a giveaway during the presentation. Ask them to vote between three prizes – one low-value option (e.g., a fudge brownie you’re gonna bake yourself) and two higher-value options (e.g., a cool pen or gift card to a local restaurant).
This encourages attendance, and they feel ownership because they have a say in the prize.
When they get to the L&L, give each attendee several labels with their name. Tell them they already have one entry for just showing up. To increase their chances of winning, they can earn more entries by answering questions during the presentation – whether their answers are right or wrong. This gets them active & engaged throughout the event.
[That’s a key word there! Make it an “event.”]
Action step: Brainstorm one interactive element you can add to your presentation. It can start as simple as a sample or a question that sparks discussion.
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4) Personalized Follow-Ups: The Art of the Encore
After the applause, the real work begins. Sending a personalized follow-up can turn a great presentation into a lasting relationship. Reference specific points of discussion or questions raised during your presentation to show you were paying attention.
Why it’s a game-changer: This shows you care about their projects and are invested in providing solutions, not just selling a product.
Example: If an architect asks about sustainability, follow up with additional info on your product’s green credentials and a heartfelt thank you.
Or if there’s a question you don’t know the answer to, say you’ll follow up. Then actually do it!
5-minute action: Draft a follow-up email template you can quickly customize after each presentation. Keep it personal. Keep it relevant.
[I’ve got a LOT more to share on your follow-up game.
I’m actually working on an atomic course just for that topic.
It’s an “atomic course” because it’s short and focused on just 1 aspect of improving your lunch & learns. With course #1, we’ll start at the end, and you’ll get help improving your follow-up…
And (if you read this before I release it) I’m making the course VERY affordable to those who hop on the waiting list.
↳ Interested? Send me a note, put “Atomic L&L” in the subject line, and I’ll add you to the list.]
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And that’s 4 tips to get you on the path.
Try at least one of these for your next L&L, and send me a note on how it worked.