Category Archives: Marketing Interior Design Services

What Does “Getting Published” Mean Today?

You can have a successful design business without getting your projects published or winning awards. Still, without question, getting published helps to solidify your reputation as a talented, experienced and in-demand professional. It can introduce you to a whole new pool of clients while serving at the same time as a kind of tacit endorsement of your work.

For designers today, the question is where should they get published. With the Internet and social media, there is a lot of self-publishing that goes on today. Sites like Houzz, Pinterest and Instagram, as well as Facebook and Twitter, make it easy for designers to “publish” their own work in many places in addition to their own websites and blogs. This is great marketing and can help get you noticed, but it doesn’t carry the same “stamp of approval” as being published by a third party.

Print magazines, both national and regional or local, still carry some weight as arbiters of taste. Most have standard policies about whether they accept unsolicited projects for publication and in what form. You should consult the editorial staff or website, if there is one, for information about submitting a project for consideration.

Fewer people are purchasing magazines these days, and there are fewer print magazines to choose from. Many magazines have gone electronic and can be found only online. The added bonus of being published online is that you can then link to the article through your website and social media platforms, increasing the number of viewers who will see it. Similarly, there are third-party blogs that cover interior design and decoration, and they, too, published projects from time to time.

Where you published depends a lot on who you want to see your project. Print magazines will reach a more traditional audience, online publishing a more contemporary one. Also, keep in mind that magazines, even online ones, had a limited publishing schedule and can only cover so many projects a year. It helps to get in early on their editorial planning process before they fill up for the year.

Avoiding Client Conflicts

Every client is different. Yet, you know from experience that many clients voice similar complaints. Use that knowledge to your advantage. While you can’t always anticipate reasons for a client’s dissatisfaction, or control them, there are ways to apply past lessons to avoid repeating conflicts with clients. Why wait for them to complain?  Anticipate where friction might arise and dispel it before it becomes a problem.

One of the most effective ways to avoid conflicts is full disclosure. Clients frequently complain that they were not well informed about costs, billing procedures and rates (including expenses), purchases and purchasing decisions (including returns), scheduling and delays, and shops charges and contract labor. All of this should be clearly laid out in your contract or letter of agreement and gone over thoroughly with the client before the start of the project and any money changes hands. Maintain frequent communication with the client throughout the project and get written approval for any purchases, additional expenses or schedule changes. Complaints often arise because the client begins to mistrust you or lose confidence in your abilities. Be as transparent, communicative, flexible and responsive as you possibly can without compromising your professional judgment or integrity.

Another area where conflicts commonly arise is design choices. Clients may dislike your recommendations or agree to a color, pattern, material, accessory or what have you and later change their mind once they see it in their home. This is not always avoidable, especially if the client does not have a clear sense of the aesthetic they want or whether it suits their home and lifestyle. They think they will know it when they see it, but that is not always the case.  In such a situation, giving the client as much visual information as possible—samples, swatches, pictures, renderings, etc. Shopping with them and involving them in the decision-making may help to avoid bad feelings later on. Also be very clear up front which decisions can be altered (e.g., paint color) and which cannot (e.g., custom furniture or window coverings).

If there are other types of complaints you encounter frequently, write them down and then think through what you could do to avoid them. Apply the same thinking to your prospects. Are there telltale signs that let you know a potential client may be difficult or never be satisfied? If so, avoid taking on those clients and the resulting nightmares that go with them. There are plenty of other potential clients out there who will value your services and be delighted with the improvements you made in their home and their lives.

Why Do You Do What You Do?

Amid all the ups and downs, hassles and frustrations that come with running a business it’s easy to lose sight of what led you down this road in the first place. I don’t know of any designers who went to design school because they wanted to spend hours on the phone placating clients or cajoling suppliers into delivering merchandise on schedule. At the end of the day, though, that’s what pays the bills. But unless you’re solely in business to make money, it’s not what feeds your soul.

The day-to-day grind of running a business can wear you down over time. You can reach a point where you begin to wonder if it’s all worth it. Believe me, I’ve been there. That’s why it’s so important to take some time once in a while to get back in touch with your original passion and vision, and assess what’s going on in your business.

What could you be doing differently that would free up more of your time to do the things that really matter to you, that give you joy and satisfaction? Are there routine tasks you could delegate or outsource? Do you need to schedule time on your calendar for the activities you enjoy and look forward to? Have you been wanting to try your hand at something new, to give yourself an interesting challenge, or develop a different skill? Or do you just need some time away to refresh and soak up some inspiration?

Any and all of the above are possible, even if you’re a sole practitioner. Many options are available. It just takes a shift in perspective and some planning. I can help. Contact me, and together we can create a plan to get your excited about your design business again.

The Mark of Distinction

Home values are the highest they have been in years. Many homeowners are taking advantage of that additional home equity and low interest rates to take out loans to finance home remodeling projects. With the holidays and winter just months away, and fall design season in full swing, remodelers of all kinds can expect clients to come calling. Will they call on you?

Interior design activity picked up in the second quarter, but designers still lag behind contractors, remodelers, and kitchen and bath specialists in the amount of business they are attracting. Cost can be a factor, certainly, as can be the size or type of project. Still, all things being more or less equal, many homeowners are opting to work directly with tradespeople rather than through a designer. This suggests to me that they do not perceive a sufficient added value that the designer would bring to the project to warrant the additional cost. After all, there’s lot of free or low-cost interior design help out there. That puts the onus on you, the designer, to demonstrate that value.

If you haven’t done so lately, I urge you to take some time to review your website, social media pages, and promotional materials through the cold, hard, skeptical eye of the consumer. How are you distinguishing yourself and your services from the competition, both those outside the profession and other designers targeting the same market as your ideal client? What makes your offering unique? Do the images you are using demonstrate what sets you apart, or are they similar to those of lots of other designers (to the uneducated eye of the consumer)?

Think of the perfume counter in a large department store. There are literally hundreds of brands for the consumer to choose from, each promising to make the purchaser more alluring. Yet, each strives in its way to appear in some way unique, touting its mark of distinction, be it a celebrity endorsement, appeal to a certain lifestyle or fashion sense or lifestage, distinctive bottle or branding, or guaranteed results to attract the object of one’s affections. In the end, they are all selling the same thing, but not in the same way.

So what is your firm’s mark of distinction? It should be obvious and front and center in all your business communications. Otherwise, yours is little more than a generic brand.

If you are having trouble identifying or articulating your mark of distinction, then please contact me. I will work with you to review your marketing materials and create a unique, distinct brand presence to set you apart from the competition.

Build a Better Mousetrap

A keystone of American business for over two centuries has been the counsel of the eminent New England philosopher and scholar Ralph Waldo Emerson, who is credited as the author of the saying, “Build a better mousetrap, and the world will beat a path to your door.” It has inspired inventors and would-be inventors ever since. But you don’t have to be an inventor to profit from Emerson’s advice.

What holds true for an invention holds true for your firm as well. Are you unhappy with how your business is performing? Do other designers seem to be busy while you’re scrounging for clients? Build a better mousetrap. What can you do better than your competition? Are you a better designer? Are you a better salesperson? Do you run a tighter ship and always deliver your projects on time and within budget? Are you easier to work with and get great reviews from your clients? Do you have a knack for finding that perfect, one-of-a-kind product, artwork or accessory? Do you make sure you’ve dotted all the i’s and crossed all the t’s before closing out a project and take the time to carefully explain everything to the client and walk them through all the improvements you’ve provided for them, leaving them with all the appropriate manuals and care instructions?

Whatever it is, or they are, you are sure to do some things better than your competitors. So compete with them on those things, not on what they’re selling. There are clients out there who will value you for the gifts, talents and experience you have. If there’s room in the world for a Picasso, a Warhol and a Jackson Pollock, there’s room for you, too.

Need some help figuring out how to position your talents in your market? Contact me and let’s talk it through. I have helped dozens of designers to find their better mousetrap and enjoy a more profitable and satisfying business.

 

Reactivate Your Network

According to recent reports, interior designers are feeling optimistic about their business opportunities for the rest of the year, having seen their activity rebound in the past several months. As peak vacation season winds down and we head into the fall décor and design season, now is the time to renew contacts with those in your network who can serve as sources for leads and referrals.

In my previous blog I spoke about the importance of maintaining contact with ideal client prospects and former clients. The same holds for suppliers, vendors, industry reps, real estate agents, builders, contractors, specialists, consultants, and others who are likely to come in contact with current or new homeowners wanting assistance with design and remodeling projects. They, too, likely have had some time away from their businesses or had their minds on other matters during the seasonal lull. Get back in touch, remind them that you’re still around and looking for clients, and, in turn, would be able to send some business their way, too.

Depending on the depth of your relationship, you may just want to send a friendly email or make a quick phone call. For more important sources, invite them for coffee or a meal. Pass along a few of your business cards, and confirm you have their most current contact information and preferences. Make sure you have something to offer in return, even if it’s just to be available when they need a favor or some information. Reciprocity fuels relationships.

Also check out the calendar for upcoming business community and civic events, such as Chamber of Commerce meetings or fall fairs and festivities, and make an effort to attend. Take part in local design activities, like showhouses, tours, or free consultations. It helps to be visible and recognized as a leading local professional.

And don’t forget to update your website, social media channels and marketing materials. If you’re not satisfied with the amount of business your firm is getting, contact me. I can help you devise a marketing strategy to get your business back on track at this critical time.

Marketing One on One

Don’t think I’m being wishy-washy. Several years ago I advised designers not to put too much time and effort into social media. Lots of companies were jumping on the Facebook and Twitter bandwagon as a way to promote their products, but professional services, not so much. Then a couple of years ago suddenly everything changed. With the growing popularity of sites like Pinterest, Instagram and Houzz, you had to have a social media presence, because that’s where clients were looking. Now the social media space has become saturated, and most designers are not getting the kind of attention they hoped for. Such is the nature of trends.

In my more than 20 years’ experience in this industry I’ve seen a lot of trends come and go. One thing I’ve learned is that when times are uncertain get back to basics. When it comes to marketing your interior design or architecture firm the most tried and true method is personal contact. Surveys confirm it time and again. A loyal client or a good referral is more likely to result in a sale than any other type of marketing.

There are a number of ways you can market one on one. Increase your networking and social activity. Invite a past client or promising prospect to lunch. Call or send a handwritten note to past clients to see if their living needs have changed lately. Send a small thank you, birthday or anniversary gift. Check in with your business contacts, such as vendors, real estate agents and contractors, and suggest meeting for coffee or a meal.

Of course, you don’t want to put all your marketing eggs in one basket. Keep up a social media and web presence, work at getting your projects published, take part in showcases, or whatever else has worked for you in the past. Marketing is all about being in the right place at the right time, so it helps to be active on multiple fronts. The more energy you put out, the more likely you are to get a return for your efforts.

The Price of Misunderstanding

I’m often called upon by my clients to help them settle a dispute with a disgruntled client. The problem, I find, usually results from some misunderstanding. Initial expectations have not been clearly set or met. The designer and the client have different accounts as to what was agreed upon, be it the design, the schedule, a product, or pricing. Fortunately, these types of disputes most the time can be mediated successfully. In hindsight, however, they should not have occurred in the first place.

One of the cardinal rules of any business transaction is to put it in writing. Moreover, the terms need to be clear and mutually agreed upon. This helps to ensure protection for both parties. Yet, many designers are reluctant to use a contract or formal letter of agreement with their clients, or their documents are not thorough or updated as changes are made during the project. When a problem arises, they have difficulty proving what was agreed to.

Proper documentation begins with the first client interview. Take detailed notes, review them with the client before concluding the meeting, and follow up with a written summary and itemized list of what was agreed upon. When you have confirmation from the client, then prepare your proposal, contract or letter of agreement, and review it with the client, preferably in person. If changes are made during the project, document those and have the client initial their approval. Needless to say, your documents should be as detailed as possible and clearly written for a layperson to understand. If you are using a prepared contract document, provide a cover document that highlights the main and essential points of the agreement in plain language.

Maintain regular communication with the client throughout the project and provide periodic progress reports. Addressing doubts and concerns is one of the best ways to ensure expectations on both sides are being met.

While they cannot anticipate or prevent all problems that may arise, proper documents will help to resolve disputes more readily and fairly. Otherwise, you may be liable for costs or damages, in addition to possibly losing a client and perhaps harming your reputation and prospects for future referrals.

If you need assistance with resolving a client problem, contact me. With my years of experience successfully mediating and negotiating such disputes, I can save you time, stress and probably expenses, too.

What Price Success?

Have you ever wondered why, in this day and age of electronic payments, retailers continue to price their goods with odd numbers, like $9.99 instead of $10? The reason is simple, really. It works. We all have a threshold of what we think something is worth. When that threshold is crossed—yes, even by a penny, it can dissuade us from making that purchase. The moral of this little lesson in marketing is, pricing matters.

I don’t have to tell you that today’s interior design clients are price conscious, even the wealthy ones. Just ask any struggling luxury retailer. It’s not for recreation that they choose to spend so much time on their smart devices comparison-shopping for products. The same is true when it comes to fees. Regardless of what you believe your services are worth, clients have their own figure in mind. If you overprice your services, you risk losing clients. Of course, if you underprice your services too much, you erode your profitability and risk harming your business. Witness all the discount retailers who are going out of business.

Not for a minute am I suggesting that you should work for less than what you are worth. Follow the example of the savvy retailers. What you want to do is to hit a sweet spot that does not cross the client’s threshold but stays within your range of profitability. Then, present the client with a value proposition they cannot refuse. Increasing the value to the client will increase their threshold of price tolerance. iPhone anyone?

Be prepared that the client may not be consciously aware of what their threshold is, so you may need to do some probing and negotiation in order to seal the deal. No matter how good a designer you are, your pricing can make the difference between making a sale or losing one.

If you’re unsure about how to price your services in today’s market, contact me. I can help you devise a pricing structure and value proposition that will win you more projects.

What Else Have You Got?

If your business has been slow of late and your revenue projections are off for the year, don’t feel too bad. You are not alone. Selling design services is getting harder and harder these days. Selling design management even more so. A handful of designers are doing really well, but many are struggling to keep their businesses afloat. As I see it, the choice is diversify or die.

In my previous blog, I counseled that if you have some available cash consider investing in real estate or perhaps as a silent partner in a promising business where you don’t have to be involved in sales or the day-to-day management. You want to make sure you will be available when the next client comes along.

That’s right. I’m not suggesting you shut down your interior design or architecture firm. My advice is to seek additional sources of revenue to get you through the dry spells, something to help pay the bills while you drum up more work.

But what if you don’t have money to invest? If you can’t diversify your investments, then diversify your offerings. One strategy is to reposition your services to appeal to a niche clientele. An obvious one these days is to focus on aging in place modifications. Most young, first-time homebuyers are married couples who are starting or planning to start a family. You could advise them on preparing their home now so that it can be adapted easily as the family grows and grows up, also on making the home a safe and supportive environment for children.

A different strategy is to add a sideline, such as partnering with real estate agents to conduct walkthroughs with prospective higher-end homebuyers to point out the issues and opportunities in a property, or creating virtual interior environments for retailers’ or service providers’ websites. What other talents do you have that you can combine with your interior design expertise to offer a new service and potentially attract new design clients? Do some research to see what today’s homebuyers and homeowners want. Then use your creativity to offer it to them in a unique and compelling way.