
By Mary Ellen Unnerstall, Account Supervisor
While I worked at a car dealership when I was 16 years old (yup, it’s as gross as you think it is), I certainly never imagined myself selling cars for a living. OK, so I don’t really sell cars, but some days as an account manager feel a little bit that way.
Making sure that a client loves an idea as much as you do is no easy task. What you really want them to do is jump up from the chair, look up to the heavens and scream, “oh joy, oh joy, we have found it at last!” What they will more likely do is nod slightly and say, “we’ll look it over and get back to you.”
There’s no questioning the power of a great idea. But how you present that idea can be as important as the idea itself. Is it all about the test drive for your client? Or maybe a thorough explanation of the safety features? And undercoating… can’t forget about that undercoating.

Knowing your client and knowing how they are hardwired will help form how the idea should be presented. It’s an important part of the process that should not be overlooked. Too often we slip into presentation modes that are easy and comfortable (yes PowerPoint, I am talking to you and I think we might need to see less of each other). But it’s also easy to want to present in a way that resonates with you personally, rather than with your audience.
Just by looking at yourself and your friends or coworkers, you can see how people take in information and ideas in different ways. There are various scientific acronyms for these learning styles, such as VARK (Visual, Auditory, Reading/Writing and Kinesthetic). I liked this description as well:
1. Innovative Learners (approximately 35% of people) want to know why they should learn something, and how it will benefit them. This is the “what’s in it for them” factor.
2. Analytic Learners (approximately 22% of people) want “just the facts,” and will be keen to see what the features or supporting data looks like once the benefits have been communicated.
3. Common Sense Learners (approximately 18% of people) are interested in how things work, and are best served by concrete, experiential learning activities.
4. Dynamic Learners (approximately 25% of people) are enthralled with the possibilities offered by the information, rely heavily on their own intuition, and seek to teach both themselves and others.
How well you know your client will lead you to the right way to present your work. And when you hit that sweet spot with a client, the results are pretty cool. Maybe they still don’t cry to the heavens, but your clients will respond in more passionate and engaged ways. And that’s the kind of impression you want to make.
I’ve been part of a team that has won business based more on how the creative was presented than the creative look itself. I’ve used theatrics (once involving props like oven mitts – don’t ask), music, funny images, dramatic images, long narrations, short quips… Don’t be afraid to try something. And if it feels like a risk, then it’s probably worth taking. As long as it’s in line with your client’s style, go for it.
So what’s it going to take to get your client into this idea today?
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