Positioning Your Company for a Prosperous 2011 with Kelly Guinaugh

By: Andrea Schuch

This week I'm talking with Kelly Guinaugh, owner of Interior Enhancement Group. Kelly has consistantly been one of our top ten designers for several years now and has operated her design business out of Inverness, Illinois for 12 years. What a great resource for designers growing their business to hear and learn from! Her insight is sure to be inspiration for designers that already have a thriving business to start looking at their company in a new light as well. Kelly will talk with us about her business success in the past, her goals going forward and how she positions her company to ensure future success.

AS: What steps have you taken to ensure success for your company in 2011?
KG: In 2010 we worked to develop processes and procedures so that we are doing things in the most efficient and effective manner. We are still in process in aspects of this and I believe as we continue implementing, tweaking, and improving we will be in a very good position to continue our growth in a sustainable manner.
We have set goals for 2011 in terms of our marketing plan, the new clients we want in terms of the size of their projects and the type of project, and of course, revenue goals. I strongly believe that goals need to be written down and be measureable so that you can see if you are on track and can make necessary changes along the way.


AS: What do you feel is most important to focus on in this economy?
KG: In my opinion the most important thing to focus on is adding value to your clients. That is true regardless of the economy. What can I do to enhance their living environment in the most impactful way so that they will enjoy their space(s) in new and greater ways. This means solving their problems and sometimes that doesn’t immediately translate into sales but they will follow.

AS: What are your thoughts on the ratio of quotes to actual sales and how do you justify the amount of quotes to the amount of sales you get? Do you find that doing quotes a specific way gets the sales closed at a higher rate? Do you find that smaller sales vs. larger sales get closed faster?
KG: This question relates back to the previous one in terms of having goals. You need to know your closing ratio. Once you determine your closing ratio you will know how many quotes you need to generate to meet your sales goals. If your closing ratio is not where you want it to be I would question if you are working with the right clients. Designers are a luxury service and we need to be sure that we are working with qualified prospects and clients.
My design options are always quoted and provided during the design presentation. This is more work up front, however, I have found that it provides our clients with complete information and they don’t need to wait to make a decision. They are able to sign the contract during that meeting and move on with other things in their lives knowing the design is underway.
We also typically do not show more than three options and that also helps our clients to make their decisions. They have hired us for your expertise and part of that is paring down the decisions for them. If we provide too many choices it becomes more difficult to make a decision.

AS: Do you find yourself focusing more on commercial or residential work, etc?
KG: In 2010 our projects were nearly all residential and this was a change from the years prior which was economy driven. I enjoy a mix of both and will make sure that we are marketing ourselves to both sides of the business in 2011.

AS: Is there any business advice that you have found invaluable going into 2011?
KG: Besides what I have mentioned in previous questions I would also add the importance of partnerships with our vendors. Partnering with vendors, sub contractors, etc. that you trust, that follow through in a timely manner and help you provide the best service to your clients is critical. We play an important part in these relationships being successful by respecting our agreements with them. When we do this we are all in a win-win.

AS: As one of our consistent top ten designers, what do you attribute your business success to?
KG: First and foremost, you must provide great design and that goes without saying. To me that means really listening to your clients and gaining understanding so that we can provide them with the best design solutions. Your existing client base is your best referral base as well as revenue source for future business so stay in close touch and do all you can to make sure the experience is very positive.
Another important factor is investing in your business by staying up on technology advances and learning new efficiencies. This keeps you fresh and helps you relate with your clients.
Last, know where you want to go in terms of your business and track your success. This means creating a written plan which includes measureable goals.

Watch for next weeks post to give you ideas on setting goals for your company: what kind of goals to set and what to do once you have goals set.... Tune in!

You can see more about Kelly's firm on her website, facebook, or her blog.

New Items in the Showroom!

By: Andrea Schuch
It's always exciting to get a new pallet of accessories or have a few new pieces of furniture delivered - both happened this month! So many new and exciting things to share...

We have tons of new blue and white pieces - if you've seen the new Veranda, you know that it's still a hot item and with so many diverse items like this one, it's easy to mix and match to your client's liking!

Or how about this great chair with the Beacon Hill fabric. The chair is from Cox, along with the bench below. Both great looking pieces!


 

This bowl from Elizabeth Marshall reminds me of an ice cream scoop, such a unique shape that will be sure to draw attention to an arrangement in your client's home.

Great little birds from Elizabeth Marshall... alright - we've had these before in a different color, but it brings some hope for spring, I think! With all this snow, I'm wishing it a little early this year.

Loving these nesting tables, perfect transitional piece that can fit into so many spaces. The best part about them (if you ask me...) is that they are made from reclaimed railroad ties. I love these tables, just for that reason! Great for any eco-conscious client.

Fabric Backings and Protections - What to get when?

By: Andrea Schuch
We have several furniture manufacturers that consistently request backing on fabrics, along with many, many designers who are requesting fabric protection – but what kind to get? Backing is a great way to increase the length of a fabric’s life and it usually makes the fabric look very luxurious. It can also add to your bottom line. Industry experts weigh in below on the type of protection to use and when.

When to use knit backing and when to use acrylic backing?

Lee Frew, Owner of Frew Enterprises says: I love the knit backing--I love how it beefs up a silk and makes it really luxurious. It is most often used for delicate fabrics being used for upholstery, but it is very useful to strengthen fabrics for window treatments. For instance, on super-long panels, it will help keep the fabric from stretching or bagging. On cornices, it will allow the workroom to pull the fabric nice and taut, but the fabric still maintains its appearance. (Doesn’t get so distorted or sometimes the weave will start to separate in looser-woven fabrics.) It will also add support and body to roman shades. To me, it's like an extra layer of interlining, with the benefit that, being adhered to the face fabric; it would never pull away, like if a panel were hanging over an air vent. Personally, I am not a fan of the acrylic back for window treatments that are meant to have some drape to them -- it stiffens them too much. Also, that acrylic backing is a pain to sew, because it is sticky and doesn't want to run under the presser foot easily. (Although there are sewing machines made just to combat that problem.) It really does a good job for upholstery jobs, because it really stabilizes the face fabric. Backing is a must for delicate fabrics being used for a slip cover. All these crazy new fabrics with texture combinations (tight and loose together) really benefit, too; the backing makes them more stable and the treatment will keep its shape.
Arnold Espinal – Customer Service Manager of Duralee Fine Furniture says: Fabric backing is determined by the fabric’s properties. The fabrics weight, weave, stretchiness, type of fabric, see through fabric, etc are all factors that are used to determine what kind of backing is required. For example chenille's and lighting woven are usually recommended for acrylic backing and silk and see through fabric are usually recommended for knit-backing.
Cris of Schneider Banks says: Knit backing is normally used for light weight fabrics, silks and chenilles. It leaves the fabric softer than the acrylic backing. Acrylic backing is normally used for upholstery weight fabric or for wall upholstery like wallpaper which we treated with our Wall Upholstery Double Acrylic Backing. Our Standard Stain Protection is recommended with Acrylic or Double Acrylic Backing the fabric.

When do you usually request a backing be applied?

Arnold Espinal – Customer Service Manager of Duralee Fine Furniture says: At the time the fabric is received in the factory is when an inspection is done to determine if a fabric requires backing and what type of backing is needed.

What is Duraguard, when do you want that? (From Duralee Fabrics)?

Sue of Duralee Fabrics Customer Service says: Duraguard is a sprayed on finish. It goes on wet but dries quickly. It is used a stain repellent. Regardless of using Teflon or Duraguard, be sure to tend to the spill immediately. If a stain is left for a period of time and is no longer able to be wiped up with a cloth, have the item professionally dry cleaned.

What are the benefits of Teflon?

Cris of Schneider Banks says: Our Standard Stain Protection is comparable to a Teflon (which is trademarked) finish. It is a water/ soil protection which should last the life of the fabric. It will withstand launderings and dry cleanings (however the fabric is to be cleaned).

What is the new process nanotex?

Arnold Espinal – Customer Service Manager of Duralee Fine Furniture says: Nanotex is a trademarked soil and stain repellent that is applied to the surface of the fabric.
Cris of Schneider Banks says: It is comparable to our Premium Stain Protection which is a double application to both sides of the fabric and it a water/ soil protection which will last the life of the fabric. It will withstand launderings and dry cleanings (however the fabric is to be cleaned).

What do you see fabrics with clear lamination applied to it used most for?

Lee Frew, Owner of Frew Enterprises says: Laminated fabrics; I've seen it mostly used for chair seats and cushions, and placemats. I know it gets used for roller shades, but I've never had to do that personally.
Arnold Espinal – Customer Service Manager of Duralee Fine Furniture says: We have only received two laminated fabrics come through over the last three years for a sofa and chairs. Both orders were for different customers, but were used in assisted living facilities.
Cris of Schneider Banks says: Tablecloths, placemats, chair seats and patio furniture.

Tips on Sending Holiday Cards to Clients

By: Andrea Schuch
This is a time of year where it's actually exciting to go out to the mailbox and see how your friends and family are doing. Maybe you'll get some photos from friends that you haven't seen in a while or letters from relatives. Either way, it's great to catch up. The winter holidays are also a great time for marketing. Sending a card wishing your clients well and promoting yourself can be tricky though! If you have thoughts - weigh in! Here are some tips from industry experts.

Deborah Flate of Dialogue Consulting says: I actually send New Years cards as they don’t get “lost” in the crowd…but holiday cards should avoid having any religious undertone. That could be offensive to some. It also needs to be really “cool” to get above the noise. I think company logos and colors should go on everything! It can be subtle but it’s all about that getting in front of potential clients with that “stick” factor in mind! You should basically have a message to enjoy the holidays. I am a hippy..so I always wish a happy, peaceful holiday season. I think people generally like photos of the staff again without religious overtones. That’s not to say something cute like Santa hats or reindeer antlers..those are more holiday than religious. Those can always be "photoshopped" in. I also think (and I do this every year) donate to a charity in lieu of gifts to my clients. We all get just enough popcorn and candy to last a lifetime (and a year’s sign up for Jenny Craig!!) I think it’s a nice touch and I think people take notice (I know my friends and clients do). I believe the more unusual the card, the better (for branding purposes!!). Although this year because I just don’t have the time, I am doing a 4 x 9 note card format.  Personally, I do not like the ones you order from the places that offer “holiday” cards.  I think if you take time to do a more unusual card, people take notice.  People would always comment on my cards (but as I said in years past, I made them myself and they were very labor intensive, but very special!).  I have actually done custom cards for interior designers who have seen mine. I think of holiday cards as another marketing piece. Just a way to “get in front of your potential client”. And, if done correctly. Getting above the noise and thoughtfully…it WILL get you business eventually. But that’s why you want to always put your website. My website is designed into part of my logo.

Jennifer Jeffs of Caminitti and Associates says: You want something eye catching and personalized to your company. Something they would want to keep and hang with the rest of their cards.  Companies should always put their logo on their holiday cards, it’s always good to remind your client who sent the card with their Holiday wishes! I recommend putting a nice message on the cards, maybe a message that includes upcoming business such as “Happy Holidays…look forward to seeing you in the New Year”. Also, a website with the logo should be there so clients can easily look you up while you are on their minds. Depending on how big the firm is and how much the associates deal with your clients you may want to include a staff photo. If  your staff talks to clients a lot via phone, then it is a nice idea to send a photo so that the client can out a name with a face. The graphics you use should coincide with your business. For a designer, for example, maybe a  tree with furnishings as the ornaments, or  a wreath made of red, green, purple and gold fabrics…. Postcards are generally less expensive and easier format to hang and read. However, I recommend using envelopes rather than putting a label on it, as the traditional postcard does. As for marketing during the holiday season, word of mouth is great, give referral cards to each client. If you have client emails, maybe send a holiday card in an eblast just to say have a great holiday season.

Check out Deborah Flate on Facebook, her blog, or her website for more information.

Great Salespeople are Great Fishers - Part II

By: Robert E. Ayrer
Selling Takes Skill
If you do not have the desire, the drive or a positive attitude, professional selling is not for you. All of the skills of selling are learned behavior. Anyone who really wants to be a professional salesperson and is willing to pay the price in time and effort to learn the skills, as in any ohter profession, can be successful in sales. There is no such thing as a "born" salesperson. Selling requires hard work and determination.
Where do you start? Marketing! Marketing will tell you who your prospects are, what they want, where they go for what they want and why they should buy. Keep in mind that prospects don't want your products or services - they want what the product or service does for them personally.
Bad News! The Golden Rule is Dead!
Do unto others as you would have them do unto you, means that everyone I encounter wants the same things I want in this world. Not so! Customers' wants are as individulal as fingerprints. No two persons have the same history, education, values, wants or needs. We are all individuals.
What does this mean to a salesperson? You must learn to find out your prospects' passions and desires before you try to "sell" them anything. How do you do that? By asking good questions and listening naively to the answers. Naively, with no assumptions or preconceived ideas about why the buyer should buy.
A popular motivational speaker says the key to good selling is to "Get in front of a prospect and tell your story." If you follow this school of selling, your closing rate will be average at best. When you drag out your stuff before you understand each prospect's unique wants and needs, you wind up "spilling your popcorn in the lobby."
Most of us have prepared resumes and endured interviews for jobs. Are you aware that the function of the interview and resume is to eliminate you from consideration? When an employer has 100 resumes to review for one position, the first thing the employer looks for is a reason to disqualify you, not hire you. When prospects have multiple sources to get what they think they need, they are not looking for a reason to buy from you; they are looking for a reason to eliminate all but one contender. It takes selling skill to be that one.
So, you market to get the highest possible prospects; you get appointments; and you ask good questions. When you find their passion (the "What's in it for ME?) issues, then you're ready to show your stuff. Not all your stuff, mind you, but only your stuff which links to the buyer's passion points.
Find the Link Between Your Offering and Their Passion Points
Link your stuff to their passion points with the three-step presentation - Feature, Advantage and Benefit. Feature is something that "is" about your product; Advantage is what that feature "does;" and Benefit is what that means to the buyers in relation to their passion.
Each time you make a link between your offering and their passion, ask a follow up question such as, "Will that get you what you want?" When you have linked all you have in you feature bag to all of the passion points (there will usually be only one or two), and you agreement from the prospects that they will get what they want from your offering, then ask for the order.
Remember that fishers don't catch fish; they encourage them to swallow the hook. You close the sale, not by just asking for the order, but by getting the buyers to realize that they are going to get everything they want from your proposal - the bait on the hook. The big secret fishers know, too, is that you first wait for the fish to desire and reach for the bait before yanking on the line. With the same strategy, salespeople must first close the sale by convincing buyers that the product will satisfy their passion points, before asking for the order.

Great Salespeople are Great Fishers - Part I

By: Robert E. Ayrer
No fisher ever hooked a fish. You catch fish by getting the fish to swallow your hook! Professional salespeople do not "sell" a prospect. The get the prospect to buy.
What does it take to be a good fisher? First you must have good bait. Then you must have an attractive lure. You will need a bobber to let you know when the fish is nibbling at your bait and you will need a strong line to tie it all together and land the fish.
Once you have all the equipment, you must go where there are hungry fish. For best results, you should fish where the big fish hide. Then make sure you get your bait and lure in front of the big, hungry fish. When a fish swallows your bait, you must have the skill to set the hook and land it.
In selling, the bait is your product or service. You must have a product or service that satisfies a hunger in your target market. If you do not have a product or service that people will pay to get, the rest of the process is irrelevant. The very best salespeople cannot sell a product noone wants.
Your marketing material is your lure. All of your marketing material should offer your prospects the opportunity to identify themselves to you. This is your "bobber" and when they identify themselves, you stop marketing and begin selling.
With the Necessary Tools, You Can Land the Big Fish
The selling process you use to bring a prospect to a buying decision is the line that ties it all together. If you are not following a disciplined, well-defined selling process, you are fishing with a weak line. You may be able to attract big fish and get them to nibble your bait, but you won't land them.
Defining the right fishing hole and knowing where the "big ones" hide is your prospecting and qualifying process. Creating attractive marketing collateral material is building your lure. Taking your prospect through the discovery process to a buy decision is your "line."
Once you have defined your target market, profiled your best prospect, created your collateral material, placed your material where your target market goes for information and created a response mechanism, you should be spending your time with only the highest probability prospects.
A great deal of energy and time has been put into making selling seem like a mysterious and complex issue. In fact, selling is simple - but not easy. It is fundamentally a discipline. It takes knowledge, skill and an internal drive to succeed. It takes enthusiasm and a positive attitude.

Stay tuned for Part II tomorrow!