What Clients Don’t Know Can Hurt You

Today’s consumers are saturated with do-it-yourself messages. They have only to turn on the TV, pick up a magazine or troll the Internet to “learn how the pros do it” and discover the latest design trends and products. As the saying goes, a little knowledge is a dangerous thing. There is such an apparent wealth of information about designing one’s home, that you can’t blame consumers for believing they can produce professional results with little investment of time and money. But you and I both know that they have barely scratched the surface of what a designer knows.

Spend some time online reading consumers’ questions about working with an interior designer and you’ll soon realize that most don’t comprehend what you do or the value you bring to a project. Consequently, they tend to emphasize the “cost” side of the cost-benefit factor of hiring an interior designer. Because of that, you need to stress in your marketing and branding not only your aesthetic credentials (which they may undervalue), but also the many other benefits that will spell V-A-L-U-E to a potential client.

To find out how, I invite you attend my upcoming design marketing Master Class at High Point Market, Wednesday, October 17, from 10:00 AM to 3:00 PM at the High Point Theatre at the Transportation Terminal. Learn how to position your brand, package your services, and optimize your pricing so that you can maintain design integrity, professional (and personal!) satisfaction, and give clients what they want—more control over their projects. For more information, visit http://www.highpointmarket.org/event/design-master-class or register at http://dmcnyc.com/masters-class-registration/.


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