Reaching Interior Design Clients in a DIY Climate –
I’ve been intrigued by the changes in our economy and with our customers. While there is a “recovery” in some respects, there is still an air of “scarcity” as well. People are nervous about their futures and very much want to spend money, and do, but not with a generous spirit behind it (at least not usually).
I think part of the problem stems from the noise created by social media, the deluge of product websites, and the continual bombardment of thoughts and ideas which are intended to promote the expertise of the contributor, but in fact contribute to the DIY (Do It Yourself) mentality. Many people seem to think that because they can find “how to’s” and sources and prices, that they can bypass professional services altogether.
Here are marketing tips you can use immediately to deal with with price-sensitivity when in dialog to attract new clients:
I recently held a Salon in Los Angeles with a few colleagues and friends from the industry to explore this phenomenon and these are some of the ideas we came up with:
- With respect to the DIY movement, how do you draw your clients into the conversation so that they don’t try to bypass you? It is necessary to find a balance so that you can be part of the process and not make it an either/or situation
- In order to break away from the DIY movement, create a brand, an aura that escapes commodity (which traditionally has much less profit margin), that still warrants non-discounted pricing
- Does designer become curator of DIY efforts, just providing feedback and guidance?
- Ask your clients to consider their legacy, what they want the design and product to convey, how long should it last? If the legacy is not 2 years, then they will need to get something quality which means higher-end sources
- Big picture ideas sell and that’s what keeps designers in business. They also creates purpose and meaning
- Find ways to customize work for the new marketplace and be valued and appreciated
- Do not project that you need the work. Nobody wants to deal with someone who is “hungry” (which is not the same thing as motivated)
If you are interested in exploring any of these ideas further, either 1:1 or in a group, please reach out to me and let’s schedule a time to speak. I can be reached at +1 310 697-7022 or moc.c1519374067yncmd1519374067@dyol1519374067l1519374067