By: Jody Timmer
A few months back, Andrea interviewed Tara Gruber of TGI Interiors. She stated that her clients don’t have restricted budgets to speak of. While that is wonderful, some of you don’t have that luxury. So how do you determine your client’s budget, especially when they aren’t forthcoming with it? We tell you to qualify your clients to see if this is a client that you can sell to. Some of the qualification questions include: When was the last time you purchased furniture, or draperies or blinds? Where did you purchase them from? What are your main concerns about this project? What is the time frame for starting or finishing this project? Is your husband or wife needed to make decisions on this? What were you looking to spend? Have you shopped already? Do you intend to use the Internet to shop? If your client last bought something 20 years ago, it is your job to update them on the current prices. If they last shopped at Walter E. Smithe or Plunkett’s then they are probably familiar with custom furniture or draperies and will know what you are selling. When your client tells you they do use the Internet, ask them if they will be using it to shop for this project. If they say yes, then tell them you will come out after they have gotten all the quotes from online sources or other stores to see if you can match the pricing . If they won’t really give you a true dollar amount, you need to at least get a ballpark figure to work with. One time a designer came into our showroom to purchase a sectional for $1000 Retail . We explained that we don’t even have a sofa for $1000 and asked why she was trying to sell to this client. She thought she could sell them a custom sectional for this price. Sometimes you can’t sell to your client but that doesn’t mean that they shouldn’t be your client. You can always take the client shopping and get paid for your time if the client’s budget doesn’t fall under your selling parameters. If the client’s budget does fit, don’t always assume that they aren’t willing to pay a little more for something. Some of you feel that if something is priced higher, you won’t even show it to the client. Terri Taylor of Design Biz Blueprint stated at one of our seminars, “Who determines it’s too expensive for the client? You, or the client?” Don’t shy away from something you feel is overpriced or too expensive because not everyone will agree with you and you could lose a possible sale. After all, you can always come down in price, but you certainly can’t go up.
We all know that the majority of our business is referral based. When you leave the customer’s home, you should always ask if they know of anyone in need of your services. You should also leave a few brochures or business cards for them to pass along to their friends and family. Never turn down a client because you never know who they know and who they will tell about you. Back in the late 1990s, a designer from Indiana related this story. She was working on a project and the client gave her name to another woman. This woman only wanted curtains for her home. The designer stated that curtains would not be a problem. When she went out on the appointment, the home was very meager and only had a few rooms. The client so badly wanted curtains on the few windows that were there. The designer decided that this wasn’t what she had expected and the profit was very limited, but since she has some extra time, she would do the job. This woman loved her new curtains and promised to tell others about what a lovely job the designer did for her. Well, this woman did tell others, including her employer. You see, she worked as a housekeeper in one of the mansions in Indianapolis. The employer was so impressed that a designer had worked on the home of her housekeeper that she called this designer for a consultation. Needless to say, this designer got a great deal of work from the housekeeper’s employer. You never know who will need your services or who they know. Never forget that thank you note or thank you gift either. They go a long way with most people.
Whether you charge by the hour for your services for the client who just needs help in picking paint colors or re-arranging furniture, or you sell to the client that is in need of a whole house makeover, or a combination of both, you get to decide how you run your business and what you charge. Always explain all the options ahead of time and never back down once you have a signed contract (i.e. let the client try to get a discount or change the order after it is in production). This is your business and you are in it to make money. You get paid for your expertise. Always tell everyone you know, including neighbors, family, hair dresser, dry cleaner, bank teller, etc. of what you do and pass out those business cards. People do watch HGTV and want their house to look like some of the ones on TV, but most can’t do it without the help of a designer or decorator. It is your job to educate your clients and help them achieve their goal. I hope some of this information will help you in your business. Happy Selling!
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