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Inspiration from Maggie Keenan's class, "5 Ways Giving Makes A Difference for Your Design Business"
Having a Giving Program is a great business strategy. It creates Win-Win. You get involved in social issues AND boost your image.
How does "giving" helps businesses? - enhance your business image
- increase sales
- build client loyalty
- improve employee retention
- create / boost / enhance your brand
COOL TIP: Giving Program does not have to be about YOU giving money. Get creative. Hold a contest. Raise money. Donate time or knowledge.
Don't treat "giving" as side project. It should be an integral part of business. Otherwise you won't reap the benefits AND neither will the charity!
First thing to do is define your Giving Goals. Then develop your Giving Budget. Then create your Giving Story. Use your Giving Story in all your marketing.
If you are a local business, why not give to LOCAL causes. Help your community & boost awareness of your own business among ideal prospects.
INTERESTING STATISTIC: If price and quality are equal, consumers will switch and recommend a new company based on a Giving Program or Cause. Wow!
Make sure your Giving Program is "authentic, not opportunistic."
Maggie F. Keenan, Ed.D., is the author of Small Businesses Give Big… why charitable giving is a great business strategy. You can find her book at: www.smallbusinessesgivebig.com
This post includes notes and inspiration from Heather Dominick's class, "Greater Client Attraction by Allowing Your Prospects to KNOW You"
Thoughts on the big debate: Should a designer ever do a free consultation? Heather says there is a middle ground between FREE consultations and PAID consultations. It's not black or white. There is a way to have a "Get to Know You" session where you and the prospect can see if you are a good fit for each other.
It's all about CONNECTION. The intention of all your marketing materials should be to create a connection with your ideal client. You just need to learn simple ways to connect with your prospects: - Be more personal in your marketing
- Ask questions and listen
- Stay in touch with regular phone calls and newsletters
Make a mindset shift: from "selling" to "SERVING" !!
Heather Dominick is the EnergyRich® Entrepreneur Success Coach to healers, coaches & entrepreneurs around the world: www.energyrichcoach.com
Today's post gives you a summary of notes from Debbie Green's class, "It's All About Attitude"
"A good attitude is the foundation for a successful design business."
The more you ACT happy, the more you FEEL happy.
Attitude Improvers: - create and stick to a budget for your business
- clean your desk
- smile
You must earn a prospect's trust before you can ever expect to get a sale. Even after you earn someone's trust, they may not buy from you. But if you don't start with creating a trusting relationship, there will NEVER be a sale.
How to earn trust: - Never violate your integrity
- Always be on time
- Share your knowledge
- Send a regular ezine
Do what you say you will do. Deliver what you promise. This seems obvious, right? Unfortunately, it's not often done! (If you go beyond this, you really stand out.)
Thanks for an uplifting class, Debbie!
Debbie Green is the founder of Minutes Matter design software. You can find out more about Debbie and her products at www.minutesmatterstudio.com
Going Beyond Customer Service
 While taking a break from an intense day of antiquing, my friends and I ducked into a quaint coffee shop to rest our weary bones. We each decided to order chai lattes - a black spiced tea with a coat of foam on top. The barista asked if we would like cinnamon and chocolate in the tea and, before I could raise an objection (chocolate in tea?), one of my friends responded affirmatively for all of us.
A few moments later the lattes were ready and we were summoned to the counter to pick up our fancy drinks. As I approached the counter, I was delighted to see that on top of the white foam, the barista had drawn an outline of a beautiful flower in chocolate syrup. Imagine that! It was the first time I ever felt that five dollars was actually a bargain for a cup of tea!
That simple flower was something the three of us talked about while we drank our tea, after we left the coffee house, while we shopped, and then several times over the next few weeks. It cost the store practically nothing and took very little time, but it was a charming surprise. For such a small effort, those chocolate flowers made a great impact.
That experience got me thinking. What is my chocolate flower? What is it that I can give to my clients that is unexpected, that is more than I promise, that is a pleasant surprise?
After thinking about it for quite some time, I came upon the realization that there is not one perfect answer. Each of my clients may require a different chocolate flower. And each designer may have their own unique chocolate flowers. But to qualify as a chocolate flower, a product or service must have these two qualities:
- It must be something the customer will like
and
- It must be unexpected - more than promised
I don't know where I first heard it said, but I always like to follow the rule:
"Under-promise and Over-deliver"
Your chocolate flower is part of the over-delivering.
As consumers and designers, we have the opportunity to interact with numerous businesses daily. Doesn't it feel great when companies provide exceptional service - going above and beyond what was expected? (Order several yards of fabric and the mill sends a memo sample for our client file; Buy new tires and the car comes back washed.)
Let's talk about some ways to serve chocolate flowers:
- At the completion of a design project, give your client a board with samples of all their paints, fabrics, and trims attached, so that they can bring it with them while shopping for coordinating items.
- If you are designing a baby's room, make a diaper bag out of leftover fabric scraps.
- While you are up on the 16-foot ladder installing a window treatment, dust the chandelier, clean the window, or replace a light bulb.
The Benefits of Chocolate
For about two cents and thirty seconds of time, that coffee shop received the benefit of some powerful word-of-mouth marketing with much more impact than any advertising could have accomplished. I told at least thirty people about the special service I received, and those people told others. I even heard that some friends were discussing it when I wasn't around. Now I'm writing about it! Can you imagine such publicity? Would that kind of chatter impact your business in a positive way? Could community gossip about your fabulous, unbelievable service add to your bottom line? Of course, the answers to these questions are yes! As designers and business owners, it is up to us to create our own chocolate flowers - to find ways to go beyond what is expected of us. It can be the difference between a customer who is satisfied and one who is overwhelmed by the exemplary service and professionalism of her designer. Chocolate flowers are one of the most effective marketing tools at our disposal, and the best part about it is that it costs practically nothing to provide.
Upselling can often double your profits. And it doesn't take much effort. Once you've created a relationship with a prospect, you simply need to show them other things that will add to the design you have provided.
Upselling is simply offering something else to your client - in addition to what they have already chosen to purchase - that would make their design even better.
REMEMBER: With add-on sales, what you are ultimately offering your clients is:
added convenience increased safety complete personalized service
Here are 10 ideas for add-on sales. Some may seem obvious (but are you offering them at every appointment??), and others may not. You might want to print out this list and keep it in your briefcase near the contracts, so that you remember to recommend something else before you write up the final agreement.
1. Custom Pillows
I remember when it seemed standard to offer pillows to match the draperies. Most designs are not so "matchy matchy" now, but custom pillows can almost always add to the look of a room. The options are limitless - you can create spectacular designs (and your profits are often high!).
2. Passimenterie
Yes, just a fancy word for trimmings. Bedding, pillows, window treatments, etc. always look more unique with the addition of beautiful tassels, fringe, and trim.
3. Coordinating Accessories
What will complete the room you are designing? A mirror? Artwork? Candles? Your clients will appreciate the convenience of getting the whole finished look.
4. Lighting
You don't have to be a lighting expert to recommend lighting. Connect with a local lighting specialist and create a joint venture.
5. Florals
Work with a talented florist, or provide elegant silk florals to add the finishing touch to a room.
6. Another Room
"While you're waiting for the samples to arrive, do you want to get started on your next project?"
7. Hardware
Changing the hardware on cabinets or furniture can literally transform the look of a room.
8. Motorization
If you are designing window treatments, offer the motorization upgrade for increased safety and convenience.
9. Area Rugs
Many homeowners have a hard time choosing rugs, and they will appreciate you taking away their struggle.
10. Fabric Accessories
Use the fabric from your client's upholstery or window treatment, or choose a coordinating pattern, and you can create anything. I've done chandelier cord sleeves, placemats, room dividers, ottomans, table runners, and even a flower vase cover. How about trunks, toilet seat covers, sink skirts, towels, napkin rings, drapery tiebacks, ... the ideas are endless!
While you are at the appointment establishing a relationship, and the client is ready to purchase, you know she already likes and trusts you. So why not suggest the perfect finishing touch to go with her _____? You'll be creating a better design, and putting more in your pocket.
Got some inspiring add-on tips of your own? Click to share them here.
Since moving into my new house just a few weeks ago, I have received dozens of postcards, brochures, and flyers from all kinds of decorating professionals. I actually AM in the market for some services, including landscaping, house cleaning, entertainment systems, etc. But I haven't been inspired to call any of the companies who sent their promotions.
Until today.
I got a personal note in my mailbox from a man who is in the landscaping business. Instead of trying to impress me with anonymous photos and generic headlines, he talked about himself. He talked about the economy. He said that he understood that a lot of people are cutting back on home design, and that is why he works individually with each homeowner to design something that they can afford and feel good about.
I'm not positive that this guy is the right landscaper for me, but I certainly want to call him and give him a chance.
Also, this afternoon, my doorbell rang. It was a woman who does house cleaning for several of my neighbors. She welcomed me to the neighborhood and told me about what she does. We chatted about our families, local stores, decorating. She is now my cleaning woman!
My point is... anonymous mailings and print ads are becoming less and less effective.
Am I saying to give this up completely? Absolutely not! Advertising is an important part of a complete marketing campaign, and there are easy ways to make yours as successful as possible (see articles on this topic in this blog). But there is nothing more powerful and effective as creating a relationship. This can be done in person OR even in a flyer - if you write it from your heart.
Be personal, be authentic, and create relationships... and watch your business soar.
Going Beyond Customer Service
While taking a break from an intense day of antiquing, my friends and I ducked into a quaint coffee shop to rest our weary bones. We each decided to order chai lattes – a black spiced tea with a coat of foam on top. The barista asked if we would like cinnamon and chocolate in the tea and, before I could raise an objection (chocolate in tea?), one of my friends responded affirmatively for all of us.
A few moments later the lattes were ready and we were summoned to the counter to pick up our fancy drinks. As I approached the counter, I was delighted to see that on top of the white foam, the barista had drawn an outline of a beautiful flower in chocolate syrup. Imagine that! It was the first time I ever felt that four dollars was actually a bargain for a cup of tea!
That simple flower was something the three of us talked about while we drank our tea, after we left the coffee house, while we shopped, and then several times over the next few weeks. It cost the store practically nothing and took very little time, but it was a charming surprise. For such a small effort, those chocolate flowers made a great impact.
That experience got me thinking. What is my chocolate flower? What is it that I can give to my clients that is unexpected, that is more than I promise, that is a pleasant surprise?
After thinking about it for quite some time, I came upon the realization that there is not one perfect answer. Each of my clients may require a different chocolate flower. And each designer may have their own unique chocolate flowers. But to qualify as a chocolate flower, a product or service must have these two qualities: - It must be something the customer will like, and
- It must be unexpected – more than promised
I don’t know where I first heard it said, but I always like to follow the rule:
“Under-promise and Over-deliver”
Your chocolate flower is part of the over-delivering.
As consumers and designers, we have the opportunity to interact with numerous businesses daily. Doesn’t it feel great when companies provide exceptional service – going above and beyond what was expected? Here are some ways that we receive chocolate flowers:
- We order several yards of fabric, and the mill sends us a memo sample for our client file.
- After buying new tires, the car comes back washed.
- While sitting in economy class on a plane, the flight attendant hands you a warm, moist towel.
- Get a manicure and pedicure, and receive the nail polish to take home for touch-ups.
Now let’s talk about some ways to serve chocolate flowers:
- When a customer orders draperies for their living room, surprise them with a matching throw pillow.
- At the completion of an installation, give your client a board with samples of all their fabrics and trims attached, so that they can bring it with them while shopping for coordinating items.
- If you are designing a treatment for a baby’s room, make a diaper bag out of the leftover fabric scraps.
- While you are up on the 16-foot ladder installing your treatment, dust the chandelier, clean the window, or replace a light bulb.
The Benefits of Chocolate
What are the potential benefits of serving chocolate flowers?
For about two cents and thirty seconds of time, that coffee shop received the benefit of some powerful word-of-mouth marketing with much more impact than any advertising could have accomplished. I told at least thirty people about the special service I received, and those people told others. I even heard that some friends were discussing it when I wasn’t around. Now I’m writing about it!
Can you imagine such publicity? Would that kind of chatter impact your business in a positive way? Could community gossip about your fabulous, unbelievable service add to your bottom line?
Of course, the answers to these questions are yes! As designers and business owners, it is up to us to create our own chocolate flowers – to find ways to go beyond what is expected of us. It can be the difference between a customer who is satisfied and one who is overwhelmed by the exemplary service and professionalism of her designer. Chocolate flowers are one of the most effective marketing tools at our disposal, and the best part about it is that it costs practically nothing to provide.
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