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Full Description
Discover the latest insights in marketing and client relations
for interior designers
To be a successful interior designer, it's essential to market yourself and your firm effectively. A must-read for interior designers establishing a client base, as well as for seasoned interior designers aiming to grow their businesses, Marketing and Client Relations for Interior Designers offers valuable tips on enhancing client relations and building lasting relationships for a growing practice.
This step-by-step manual helps you design the marketing program that best fits your unique practice and provides helpful business forms to help keep you on target, including staff questionnaires, planning guides, and design services outlines.
With insight, simplicity, and uncommon sense, industry expert and authorMary Knackstedt guides design professionals through all aspects of promoting a design business, including how to:
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Design specialized promotional resources, market research, and personal interactions
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Establish a company profile that attracts clients
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Find clients who are most likely to want your services
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Budget marketing efforts accurately to avoid unnecessary expenses
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Handle complaints diplomatically and with minimum problems
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Build a better relationship with clients
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Create proper contracts and letters of agreement
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Set prices that are appropriate for your services
Brimming with examples and proven strategies from successful, highly profitable firms that make it easy to apply the book's marketing techniques to your own business, Marketing and Client Relations for Interior Designers is your design firm's guide for business development, successfully marketing its services and maintaining long-term customer relationships.
Contents
Preface ix
Acknowledgments xi
PART 1 Effective Marketing Strategies 1
1 Positioning Your Firm 3
2 The Marketing Plan 13
3 Objectives 19
4 Company Profile/Internal 23
5 The Marketplace 41
6 Current Issues Influencing Our Market 53
7 Market Research 61
8 Targeting the Right Clients 67
9 Partnering with Technology 73
10 Techniques That Develop and Nurture Relationships 81
11 Who Will Lead? 103
12 Preparing Marketing Materials 107
13 Becoming a Major Force in Interior Design 117
PART 2 Selling as Communication 121
14 An Introduction to Selling 123
15 The Client Comes First 131
16 Rapport 137
17 Organization 143
18 The Art of the Interview 151
19 Your Brand 159
20 Preselling 175
21 The Presentation 183
22 Qualifying the Client 191
23 Defining a Project 207
24 Customer Service 215
25 How to Handle Complaints 221
26 Contracts and Letters of Agreement 225
27 Charging for Your Services 231
28 The Installation 249
29 Learning 257
Suggested Reading List 261
Index 263
