Page 47 - Lighting Magazine March 2019

“When you know who you do and don’t want to work with, you’re more likely to a ract the right clients and make more money.”
Whether you have a website or not, Doby sug- gests creating a list of Frequently Asked Questions (FAQs) that should be posted on the website and handed out upon the rst meeting in a “Welcome Packet.”
When Doby asked the audience how many de- signers have a “Welcome Packet,” no hands were raised. In addition to providing a level of profes- sionalism, the Welcome Packet is the rst step in explaining to the potential client what is involved. She shared with the audience her own FAQs – titled The 10 Most Frequently Asked Questions About Working With a Designer – which are included in her Welcome Packet of design services as an example:
1. What’s the di erence between Interior Design and Interior Decoration?
2. When should I hire an interior designer?
3. What’s the reason for bringing in a designer early in the construction or design process?
4. What role do you play in our project?
5. How do you express our style?
6. Can we shop together?
7. What if I see something online that looks
similar to what you’ve speci ed for less
money?
8. Now that I’m thinking about renovating, I
occasionally watch HGTV shows; does your
process overlap with what I’ve seen?
9. How do you set a budget?
10. What if I want to do most of the work and
just need an overall plan?
At the bo om of the FAQ sheet, it reads: “If you’re ready to take the next step, please ll out the following information sheet/website form so we can be prepared for our conversation.”
While it might look daunting for the client to see a comprehensive Client Pro le form included in the Welcome Packet, Doby a rms that it is an e ective tool for both the client and the designer. As part of Doby’s interior design coaching practice, she urges designers to create an Ideal Client Worksheet for themselves (and adapt it for your client categories).
“When you know who you do and don’t want to work with, you’re more likely to a ract the right cli- ents and make more money,” Doby explains. “The key is to de ne your client so well that you know exactly how this person looks. This will help you create marketing materials that a ract this client pro le.” She advises creating Ideal Client Pro le Worksheets for all of the market niches you serve.
What type of information is gathered on the work- sheet? Besides marital status, number of children, income level, education, neighborhood, profession and level within a company, hobbies and interests, Doby’s worksheet asks: Is the design budget paid by savings or credit? What is your preferred budget range? What are your preferred travel destinations? Are you involved with any community organizations? What are your preferred brands? What brand/type of car do you drive? Where do you shop? Are you interested in health & tness activities? How inter- ested are you in the Arts? Do you collect anything (i.e. antiques, art)? Do you use any professional services (i.e. nancial planners, personal trainers, nanny)? How do you spend your leisure time? What are your passions/fears? How comfortable are you with technology? Do you like to shop? Do you make your own travel arrangements? Do you shop online (if so, which sites), read blogs or magazines online?
Managing ExpEctations
March 2019 | enLIGHTenment Magazine 43