I did a Coach Call recently with an interior designer seeking an easy solution to a tough problem.

I don’t have one. Do you?

She landed a client and a $60,000 design fee for designing the interior of his new 11,000 square foot home with seven bedrooms . The project,  her first one  since she relaunched her business after four years as a stay-at-home single mom, is scheduled to begin in January.

She met the client through his business partner, who happened to be her boyfriend at the time. Therein lies the problem.

Since she broke off their relationship, the ex-boyfriend has made her life miserable.  He has repeatedly raised doubts about her skills and criticized her in other ways to the client, his business partner, and urged him to replace her with another designer.

As a result, the designer reports, her client has become uncertain and confused.

Suggestions, anyone, about what she can — or should — do?

When most interior designers talk, do people understand?

Madeline Lester thinks not.

Madeline, ex-president of the International Federation of Interior Architects and Designers(IFI), believes that inadequate communication skills is among the biggest challenges facing design professionals today.

“Too many designers can’t articulate the process,” Madeline, an Australian designer with 35 years experience with residential, commercial and retail clients, says. “Then they submit their bill for 50 or 60 hours, and the client doesn’t understand what they’re paying for.

Madeline contends that design professionals must be far more “strategic” in how they present themselves and their projects.

“How we interpret our work is greater than the end product,” she points out. “It’s not enough to show color boards and sample boards. We need to show and explain the process we go through.”

Madeline, who is on the program with me as a speaker at the IFI conference in Dubai Nov. 9-15, also believes that designers in this challenging economy must do a better job of communicating what makes them different and unique.

She notes that one outcome of the “very tough time” facing design firms worldwide is that principals at larger firms are handling more mundane tasks.

“You see senior managers doing the work themselves–working at the drawing boards and computers and managing projects from start to finish,” she says.

IFI (http://www.ifiworld.org)  is an organization representing 70 member groups and 65,000 interior design professionals in 45 countries.

Fred Berns provides business skills training and coaching to design professionals around the world.

You could spend lots of time and money promoting your interior design credentials.

But why?

Why not acquire a collection of all the forms you’ll need to sell yourself economically, in half the time.

You can get that collection, at HALF PRICE, if you act fast.

The Big Splash, Little Cash Marketing Materials Manual, a collection of the most effective marketing forms used by design professionals, will be released, in both print and downloadable formats, in December. The price will be $39.97.

But you can get your copy for $19.97 if you’re one of the first 54 persons to place an order. Only 54 copies will be available for the pre-publication price of $19.97.

Here, in one easy-to-use manual, are samples and examples of outstanding articles, news releases, cover letters, follow up notes, website bios, social networking profiles, design service lists, voicemail messages, letters to prospective corporate partners, “only” statements — and a whole lot more.

All you’ll need to do is adapt those forms for your purposes.

Why “reinvent the wheel” with your marketing materials? You can simply plug your information into the done-for-you forms in this collection.

Thinking of raising your fees? Follow the rate hike letter in the manual.

Need more testimonials and referrals? The client feedback form will help you get them.

Want to promote your interior consultation services? Check out samples of website wording to use.

Want to promote a seminar or class? Use the design course description in the manual as your guide.

If you want to make a major marketing impact for a minimal investment of time and money, you’ll want the Big Splash Manual.

For more information, and to order the Big Splash, Little Cash Marketing Materials Manual at the $19.97 pre- publication price click here:
http://www.fredberns.com/marketingmanual

Fred Berns is among the biggest names in the business of interior design.

If you’re not getting the respect you want — and the income you need — it’s not “This Economy’s” fault.

It’s yours.

You’re not doing a good enough job of telling others how good you are. You’re your own best-kept secret.

This is a bad time for that.

The most financially-successful design professionals today are not necessarily the best designers.

They’re not necessarily the ones with the most experience, affiliations or design degrees.

The most financially-successful design professionals are the ones who are the best personal promoters. Maybe that’s not right, or fair. But it’s fact.

The designers, architects, decorators, stagers, kitchen and bath specialists, retailers and others who are thriving this year are doing the best job of personal salesmanship.

They’re the ones who realize that, first and foremost, they’re not selling furniture, fabrics or flooring in this economy.

They realize that, first and foremost, they’re selling themselves.

It’s never been easier to get elsewhere the design services and products that you sell. But there’s one thing that prospects can’t get elsewhere: You.

Don’t just tell me you offer nice cabinets and countertops, and fixtures and finishes. I know that.

Tell me why I should buy them from you.

Tell me that you’re the ONLY design professional in your area offering such a wide selection of window treatments, or the only one with clients worldwide, or the only one working with five national restaurant chains.

“Our biggest challenge worldwide as designers is getting respect,” Shashi Caan told me recently. Shashi is president-elect of the International Federation of Interior Designers/Architects, the group I’m speaking to next month in Dubai.

Respect comes when people recognize your value.

And that can’t happen without your help in educating them about your value.

Ten tips on how to make the Personal Sale:

Establish Your Expertise. Write articles for, and present seminars to those you seek to influence.

Create Credibility. Publish your ideas on a blog, ezine and website, and share them on social networking sites.

Expand Your Brand. Add a personal marketing message to your voicemail and email, and to invoices, contracts, and other business forms.

Present Yourself with Polish. Master eye contact and body language. How you deliver your message means as much as the message itself.

Communicate with Confidence. Accentuate the positive about yourself and your services. Avoid such credibility-killing phrases as: “It’s only my opinion…”

Tout Your Team. Discuss your collective experience and capabilities.

Become a Media “Mouthpiece.” Offer yourself as an interview source on design for print and on-line outlets.

Be Clear. Make it easy for others to understand your services, and your value.

Be Bold. Have the courage of your convictions as you promote your design style, philosphy and rates.

Be Unique. Dare to be different. Promote yourself in ways your competitors don’t.

Fred Berns is a sales and marketing trainer who works with interior design professionals and industry partners worldwide.

Jeanette Simpson listened in. Now she wants to follow through.

Jeanette, who owns Kidspace Interiors (www.kidspaceinteriors.com) in Lakewood Ranch, FL. , reported taking “several pages of notes” during the recent tele-seminar entitled: Big Splash, Little Cash: Low Cost, No Cost Kickbutt Marketing in Challenging Economic Times.

Here’s the checklist she created so she can put the ideas into action: 

1. Create and Communicate
____ “Only” Statement with USP (Unique Selling Proposition)
____ Voice Mail message
____ Email signature
____ Website -  multiple places
____ Business card
____ Social network
____ Bio
____ Brochure
2. Create Credibility, Establish Expertise
____ Press Releases
 ____ Pecede with phone call
 ____ Follow up to see if received
____ Write articles
 ____ Include “about author” paragraph at the end
____ Speaking engagements or presentations
 ____ Groups or organizations that speakers
 ____ As a consultant
 ____ Teach adult ed classes
____ Blog or eZine
3. Add Wow! To Website
____ USP and only added
____ Include tip sheets
____ Links to articles
____ Call for action
____ Photos
 ____with captions
 ____ large photos / small areas
____ Google Analytics
____ About Us
 ____ Why buy from me?
 ____ What makes me special?
 ____ Not a chronological look back
____ Not static!!
4. Social Networking
____ LinkedIn - Participation
 ____ Join Groups
 ____ Discussions
 ____ Polls
 ____ Q & A
 ____ Post discounts / package deals
 ____ Include URL and USP
 ____ Recommend and get recommendations
5. Miscellaneous:  Things You Can Do by Yourself
____ Send faxes  – email gets lost, faxes do not
____ Promote team — contractors, installers, etc.
____ Smile & dial – first thing in the morning
 ____Check in with past clients
____ Focus group luncheon or “I Need Your Help”
 ____ Letter of recommendation
 ____ Letter of introduction
____ Letter to the editor (trade magazines)
____ Create media contact list
____ Follow-up letters (to prospective clients who did not hire you)
____ Clients
 ____ Check-in letters
 ____ Check-in email
 ____ Evaluation and feedback form
 ____ Ask for referrals
____ Marketing internships – ask local colleges for help with marketing, offer internship
____ Build a “herd” – add to database
____ Offer free reports
____ Reach out to vendors – what can you do for them?
____ Gift yourself – gift cards or gift certificates
Process – steps to follow
____ Offer short / onsite consultations
____ Find out what hurts  and  offer remedies
____ Write article  and  post on website
____ Select title for presentation / consultation
____ Write press release and send
____ Prep course or presentation
____ Teach adult ed class
____ Ask questions @ consult to get them past 1st visit
____ Copy article to local newspaper
____ Approach “sugar daddy” for joint venture (i.e., reps – use their line—in return they promote you)
____ Blog
____ Book

Fred Berns is a noted coach, trainer and author in the interior design industry

From time to time, I hear from design professionals who are discouraged by the sluggish economy.

Here’s a note from an interior designer in Calgary, AB. — and my response to him:
Hi Fred,

I enjoyed your Big Splash, Little Cash teleseminar today…always a good investment of time.

I am finding it a struggle lately to stay positive and remain focused….so your nuggets of information are always welcome and are spot on.
 
Notwithstanding the fact that I totally concur with your ideas, I still am struggling to remain positive and am having a real hard time keeping ‘up’…..I even had a vacation last week and while I enjoyed it I have come back to work and feel that no matter what I do it is not making a difference to sales.

We have adopted lots of your ideas and they are good, so its not for lack of trying….Your Winston Churchill quote is good in that it says to Never Give up…I do have tenacity and drive…However, I feel I need to hear another ‘overcomer’ story……

Was there ever a time in your career when you felt low and could not see results of your efforts, and because of that it was difficult to remain positive, and then some thing you did or some thing that happened turned things around?

 
Hi, _____,

If misery loves company, be assured that your colleagues around the world feel your pain and share your frustration. Design professionals from Dallas to Dubai are struggling with the glacial pace of this economic recovery.

I commend you for your “tenacity and drive,” both valuable tools in times like this. In any times, for that matter.

This is, after all, a test — a test of our resolve, our persistence and our courage. Too many design professionals are failing the test, giving up and getting out now that the going is tough.

Pass that test — as you must and as you will — and you’ll emerge leaner, meaner and much more prepared than your competitors for the better times that lie ahead.

I laughed when you asked if ever there’s been a time in my career when I felt low and could not see results of my efforts, and because of that it found it difficult to remain positive.

I laughed because I face that challenge in so many ways, on so many days. So does every entrepreneur, every business owner, every successful professional in every field.

It’s times like these we have to dig deep, realize that we’ve faced and surmounted challenging times before and will again.

Recent challenges in my own business have me “talking to myself” (reciting affirmations when I awake and before I go to sleep such as “I have no time for worry, no time for regret, no time for fear” and “I’m an Inner Winner who is positive in my perspective”).

And those challenges have changed my reading habits. Time that used to be spent reviewing the newspaper is now being spent on books like Jack Canfield’s “The Success Principles” and on “Success” Magazine.

It’s always darkest before the dawn, _____. Know that the sun will shine on our industry again soon, and that, when it does, we will be stronger and wiser and better able to cope the next time adversity confronts us.

I’ve heard it said that life’s challenges and setbacks are the “measure of a man.”

Knowing you as I do, I am certain you can — and you will–measure up.

all the best to you, _____!

Fred

You can make a maximum marketing impact this Fall with a minimum investment of time and money.

Some of the low cost, no cost marketing tips we covered in the tele-seminar entitled Big Splash, Little Cash: Low Cost, No Cost Kick-Butt Marketing in Challenging Economic Times: 

+ Create a Killer Commercial.  Including “only” (“I am the only designer in my area who…”) adds magic to your marketing message.

+ Use Free Publicity. News releases and articles get you quoted and promoted in the media.

голова болит секс

+ Speak Up. Seminars, workshops and classes work wonders.

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+ Add “Wow!” to Your Website.

Make it timely, topical and interactive.

+ Make Your “Net” Work. голова болит секс Face to face first. Social sites(especially LinkedIn) second.

+ Partner in Your Promotion. Buddy up with vendors, suppliers, and others with deeper databases–and pockets –than yours.

+ Build Your Base. голова болит секс There’s strength in numbers. Build yours by offering a free report in return for contact info.

+ Get Your Foot in Their Door. Whet their appetites with an “introductory program” — and then upsell them to your other services.

For a transcript of the Big Splash, Little Cash program, click here: https://fbbbd.infusionsoft.com/cart/?product_id=100

Fred Berns is a design industry coach, trainer and speaker.