Industry Partners Keep Talking, But Are Designers Listening?
Interior design industry partners (IPs) are scrambling in a tough economy to tune into design professionals who have tuned out to traditional marketing.
That’s my takeaway from dozens of interviews in recent weeks with manufacturing executives, showroom personnel, sales reps and others desperately seeking to boost sales to designers.
Many IPs still try to connect with design pros by hosting private and industry events.
But too often they find their designer clients out of sight and, in some cases, out of business.
Designer turnout at several of these events has been dismal. Lackluster registration last month forced a major ASID chapter to cancel its annual Festival of Trades event at which IPs show off their products and services.
Some IPs are losing patience.
“We do events, and sponsor CEUs and lunches that are sparsely-attended,” laments the owner of a flooring company in the Southwest. “Designers don’t seem to be very loyal to the people supporting them.”
Getting in front of design professionals has become especially difficult, according to some IPs.
“Our biggest challenge today is getting 1-on-1 face time with designers,” says Jackie Jordan, a national spokesperson for Sherwin-Williams. “It’s especially tough reaching residential designers who work out of their home.”
Finding ways to establish “top of the mind awareness” is more difficult in this crowded marketplace, according to Joe Jankowski of Hunter Douglas.
“Our products require lots of knowledge, and a lot of designers aren’t getting our message,” Jankowski remarked. “The challenge for IPs today is what avenue to pursue to get that message out.”
Educating designers about wallcoverings has been a fruitless and often frustrating task for the nation’s largest organization of wallcovering installers.
“We have many of our members active in local ASID chapters, and we’ve invited designers to our conventions,” notes Patricia Lowe, an executive with the National Guild of Professional Paperhangers.
“But they don’t show up, so they don’t know about what’s out there.”
Most of the individuals I interviewed blame the economy for the current turmoil in the industry.
“When designers’ business is down, our business is down,” says Closet Factory spokesperson Kay Wade. “In this economy, clients who used to order $50,000 closets are choosing $10,000 closets.”
Fred Berns trains design industry partners as well as design professionals on how to increase sales and market themselves more effectively.
This is a great Topic for Interior Designer Chat. A weekly chat every Tuesday at 6p EST for Interior Designers, Interior Architects, Decorators, and anyone who is in the Home Furnishings Industry. Listen in or join us! Industry Partners scramble no longer ask us directly on twitter. Branding now is about engaging and influencing.
Of course we would love for you Fred to be a Guest Host. BTW twitter is about conversation. Klout matters.
http://www.furnituretoday.com/blog/Retail_Ideas What Do Consumers Designers Care About
Comment by Barbara Segal — July 29, 2010 @ 11:06 pm
The comment “designers don’t seem to be very loyal to the people supporting them” really got my attention. Because designers think that the vendors are not being very loyal to the people bringing them business.It used to be that I could make some money via my designer discount. I could even share a bit of that discount with clients so they saved money – I made money – and the vendor got more business. A win-win for everyone. But over the past couple years I have found vendors offering the same discount to consumers that is being offered to me. By doing so, they take away my incentive to guide consumers to a specific vendor.
And how about the vendors that have begun offering free in-home interior design services? When a vendor offers that, do they really wonder why I wouldn’t bring my clients their way?
As for how to get in front of me … reach out to more associations than just ASID. I’m not a member of that group, but I am a member of IDS. What do designers want to know? … product education is helpful, but we really need to know how we can make money with your product and if there is any way you can help us get clients.
Comment by Pangaea — July 30, 2010 @ 11:40 am
There seems to be a communication gap between designers and Industry Partners. We want to work with each other, but almost don’t know how.
I agree with free design being a major issue. Why send your clients into a business that will potentially steal your client? Everyone is looking for ways to save money these days, but the industry needs to stay wise to the fact that most consumers are one-time sales. Their real customers are the ones that come back frequently – designers, architects, and contractors.
To Industry Partners: Developing relationships takes time, and just starting the dialogue sometimes takes longer. We must empathize with our prospects, and exercise patience. Sometimes designers are just plain busy, or maybe they already have a source they are satisfied with. Be okay with “no” for an answer, and welcome them when the time comes that they are ready to give you a try. After the sale, get their feedback to ensure you exceeded their expectations… then, you’ll be on the road to having a customer for life.
Comment by Patty Williams — August 25, 2010 @ 1:39 pm