What Industry Leaders Are Saying

26 August 2010

What do all true industry leaders have in common? They share a message of hope, a vision for the future, and encourage you to learn, to grow and to lead. They inspire you to change both your life and your business.

Too often in the home and furnishings industries, we are hit with messages chock-full of excuses. We can’t do this or that, or this isn’t working because we’re in a recession, the housing market is in a slump, the Internet has changed how we do business. I’m not saying these things don’t exist and aren’t very real situations affecting people in our industry. I am saying you can’t expect these things to just go away, or for things to return to the way they used to be – they won’t. The landscape of the industry has changed, the way we do business has changed, and if you want be successful you must do something to help yourself and those around you.

Embrace change. As they say, it’s the only constant. Open your eyes, your ears, and your heart. Absorb what true leaders are sharing, and contribute to the success of the entire industry, not the pessimism and excuses.

Yes, the landscape has changed and it’s more important than ever to connect with the consumer and your clients. Here are some ways to do that:

  • Gather market intelligence and stay ahead of (or least keep current with!) market trends.
  • Assemble insights from leaders to help you set course and manage risk.
  • Be open to learning new marketing strategies and techniques.
  • Network. Get involved, brainstorm with like-minded peers and leaders, both within and outside of the industry.
  • Request feedback on ways you can make your services or products more an experience to invest in versus a commodity to buy.

Strong leaders and visionaries have support systems, magnanimous mentors and creative coaches.

  • Develop your personal and professional support network.
  • Continually learn with and from others, educating yourself so you can grow your talents.
  • Seek out role models. Study successful people to inspire your own success.
  • Cultivate relationships with mentors who can show you how to be a leader through sharing their experiences.
  • Find and partner with a coach who can help you get clear so you can solve business problems, overcome challenges and get results.

While leaders shine, they encourage others to as well. They are advocates for one another and for all in the industry.

  • Connect to your purpose and use your unique talents and abilities.
  • Focus on your strengths and being “on purpose”.
  • Be the expert you are and share your message with the world.

Successful leaders have defined “balance” for themselves and make the decision to live it. Follow their lead by:

  • Honoring what’s important to you in your personal and professional life.
  • Setting goals in support of that which you honor and value.
  • Caring for yourself, your overall health and wellness, and that of your business.
  • Protecting yourself and your business, your energy, your assets, and your intellectual property.
  • Being your unique self and trusting your instincts. You know what’s right for you and your business. Make the decision to live it.

7 ½ Proven Strategies to Get More High-Paying Clients

25 August 2010

1.    Speaking

Although many of us are petrified of speaking in front of groups, it is hands down, one of the best ways to get a new client.  Why?  Because after someone hears you speak, she is much more like to know, like, and trust you.  And people only do business with those they know, like, and trust.

2.    Social Media

If you think social media is a waste of time, think again.  Every day, relationships are forged on Facebook, Twitter, and LinkedIn.  Including your profile on each of these networks is a must.  The next step is to participate!  It is only through conversation and dedication of time that you will start seeing results.

3.    Online Marketing

One of the best ways to get new projects and orders is to stay in touch with your clients.  And one of the best ways to do that is through an e-mail newsletter (also referred to as e-zine).  When done systematically and authentically, e-zines will keep you front and center in your clients’ minds. 

4.    Direct Mail

This one may sound a bit scary, I understand.  You may have questions like: what to mail, when to mail, how often, and to whom?  I can tell you that frequency outpulls the size of your mailing piece.  So it’s much better to mail a smaller card several times, then to mail a large fancy card – only once.  The list of prospects can be easily rented from various sources that specifically deal with databases (i.e. infousa.com).   

5.    Networking

This is one of the oldest ways of growing your business known to man.  Oldie, but goodie, it is one of the most powerful ways to get in front of your prospect.  They say showing up is 80% of the job.  I say following up is 95%.  If you don’t follow up afterwards, all the time that you spent getting the event, talking to people, distributing cards, and driving back is wasted.

6.    Referrals & Testimonials

Everyone knows and says that their business is built on referrals.  I think you’ll also agree that if we only rely on organic referrals, it will take an eternity to grow our businesses.  The important note to remember here is that it’s our job to ask for them.  The best way to do that is to let your customers know from your first interaction that you appreciate referrals.  Set up systems in your biz to encourage and get them, so that they are not forgotten.  Finally, put your testimonials on all your marketing materials! 

7.    Public Relations

Free publicity – what could be better – right?  But how do you get it?  Like anything else, it takes dedication.  It starts with good photos.  Next you must know your publications’ editorial calendars.  Finally, you must present yourself to the editors as a valuable resource.  Position yourself like this:  “How can I be of value to your publication?”

7 ½      Just do it! 

All these strategies may sound overwhelming, as you’re already overwhelmed by the amount of work you have.  So my advice is to pick one that sounds like a ‘low-hanging-fruit’.  Give yourself a deadline.  And do it. Once done, pick the next piece of ‘low-hanging-fruit’.  And tackle the list one-by-one.

If you would like more in-depth information about all of these strategies and more, you have to check out the brand new book “Business of Interior Design”, due out on 8/31st.  It’s launching with a Grand VIP Book Launch Party.  Get your own party pass here.

5 Reasons Ideal Clients Aren’t Hiring You

30 July 2010

I’ve noticed an interesting trend, even as the economy improves and more interior design professionals report sightings of new clients and projects. There is an entire group who continues to commiserate about the lack of clients and projects, citing various reasons such as a recession, the housing slump and a rapidly changing marketplace full of do-it-yourself consumers and internet shoppers.

Unfortunately, design professionals in this group aren’t likely to change their story unless they perceive a huge shift in external factors and conditions … or until they grow so weary of their business that they decide either to quit or to take inspired action.

If you’re ready to take inspired action, this article is for you. If you’re not ready, read on. This is the external sign you’ve been waiting for to change your story and try something new.

So why aren’t ideal design clients hiring you? You’re a talented interior designer or decorator, you certainly know a lot more about design than your target market, and you’ve even had your fair share of success in the past. What’s going on?

  1. Your ideal clients can’t find you. You don’t have a website or a blog. You think social media is a waste of time or you’re not sure how to use it to grow your business. You aren’t sharing your knowledge and giving potential clients a way to get to know more about you and your area of expertise. You aren’t hanging out with your ideal clients or networking with those who already know them. You aren’t developing relationships and asking for referrals. Does any of this sound familiar? Make it easy for clients to find you.
  2. Your ideal clients don’t know they are ideal clients. Are you clear about your target market and ideal client? If you aren’t, how can your potential clients possibly be? Will you work with just about anyone or is there a particular type of project you gravitate to or a certain type of client you love working with? Stop trying to be everything to everyone. Get clear on your target market and ideal client. It makes it an easy “yes” for both of you to decide to work together.
  3. You’re making it difficult for ideal clients to do business with you. You don’t have a business card handy when someone asks for it. Your business card is missing information, such as your phone number, mailing address, email or web address. Potential clients aren’t sure they’ve reached you or your business when they get your voice mail. You don’t have a website or blog. You have a site but it is missing contact information, such as your phone number, address or email. The services and products you offer remain a mystery … clients are unable to locate the information or can locate it but don’t understand our industry-specific jargon. Make it easy to do business with you.
  4. You’re not demonstrating the value of your services. Why should clients work with you? What’s in it for them? What’s really important to your ideal clients? What problems are you solving? What pains are you eliminating? Rather than provide a laundry list of services you offer, describe the problems you solve and the pains you erase, sharing tips, ideas, stories and testimonials.
  5. You’re making it difficult for ideal clients to invest in your design services. You aren’t offering no- and low-risk options to try you out (e.g., special reports, checklists, e-books, teleclasses, webinars, live workshops). You’re trading design hours for dollars rather than offering design packages at different price points. You aren’t offering different payment methods, options or incentives. Make it an easy choice for clients to invest in your design services, then make it easy for them to do so.

Your ideal clients are out there. Make it easy for them to find you, identify themselves as an ideal client, do business with you, see and feel the value of working with you, and ultimately invest in your design services. Keep it simple, make it simple and you’re hired!

Encore Presentation of “Wanted: A Website that Works”

12 July 2010

Designing a website that works for your interior design businessIn case you missed last week’s teleseminar, “Wanted: A Website that Works”, we have great news! You can register for the encore presentation of this call NOW by clicking here or visiting http://thedesignbizcoach.com/events/

Do you know if your website is working for you? Does it help you to:

  • Attract new ideal clients?
  • Connect with existing clients?
  • Establish your credibility and expertise?
  • Generate a list of clients and prospective clients?
  • Sell your services and products?

On this call, Kelly shares her techniques for creating a website that works to help you:

  • Get clients
  • Make money
  • Save time

Not sure who to go to for help building your site? Receiving little to no direction from your web guy? Feeling confused about having a website versus a blog? These topics and more are covered in this content-rich call.

Register now! You especially don’t want to miss the time-sensitive offer expiring Thursday, July 15, 2010 @ Midnight ET.

Where Faith and Doubt Coexist

24 June 2010

You’re in the business of design. How did you get here? Most of you embark on this adventure because you have faith in yourself, your talent, and what you have to offer. As challenges and roadblocks are faced during the course of running your business, they can either strengthen your faith or let doubt in. When economic times are tough, when we’re tired or confused, it can be tempting to give into the doubt. This is when you need to rely on your plan, systems and support to get you through.

When things don’t work out the way we thought, we label that ‘failure.’ Failures are what help you adjust your plan, improve your processes and system, and add the right players to your team. Fail forward every time and emerge stronger, wiser and better prepared!

Compare running your design business to training for a marathon. Runners don’t just decide one day to run a marathon and do it the next! They come up with a training plan. They put systems in place to improve overall health and fitness so they’ll have the strength, endurance and fuel to perform. They have a team to help make it happen – from supportive family and friends, running partners, and trainers to event sponsors, volunteers and spectators cheering them on. They also have a process to track and measure results, providing continual feedback (mile markers, elapsed time, pace, distance remaining, time remaining) so they can easily monitor progress, make adjustments along the way and emerge victorious!

So putting this in the simplest of terms, why would you approach running your business any differently than you would running a marathon? Where will you end up with any less dedication?

You need:

  • A plan. Doubt exists when we’re unsure of where we’re going.
  • Systems. Doubt exists when we don’t know how to get to where we want to go.
  • A support team. Doubt exists when we don’t have mentors, like-minded colleagues, resources, staff, and fans cheering us on and helping us along the way.

“To believe with certainty we must begin with doubting.” – Stanislaw Leszczynski

Your doubts can function as a guidance system, providing continual feedback to help you gauge your progress. May they propel you forward, inspiring you to make the necessary adjustments along the way, taking action that feeds your faith, so you can emerge victorious!