Design Success University

This was the topic of a seminar sponsored by Architectural Digest and Kravet Fabrics at the designer’s market at the Denver Design District.  Since only a few hundred designers were able to hear this presentation, I thought it would be good to share a few of the key points.

By the way, A/D is holding open auditions for publication in future issues.  They will be interviewing designers in some of the major markets: New York and LA for sure.  Just visit their site for more details: http://www.architecturaldigest.com.

400 clients were surveyed (incomes above $100K).  Here are some of the key points:

• Clients hired interior designers because they lacked confidence to do the job themselves.
• The clients were fearful of making big mistakes
• All had some familiarity with working with designers - either they, their families or friends had used designers
• Many of these people had worked with designers more than three times
• Designers are an asset when they had complicated projects
• Clients are often overwhelmed with the decisions required and wanted to avoid huge mistakes
• One of the most difficult challenges for clients is choosing colors (they shared a story that a male interior designer always informs his clients that he will not be available by phone the day the painting starts because the clients panic - does that sound familiar?)
• Out of this survey sampling, 87% found their designers by word of mouth.
• These clients understand the value of working with a designer, for instance, the interior designer goes through at least 20 steps to order a sofa…sometimes more with many trims and fabrics.
• Clients are looking to the interior designer for creative inspiration, expert guidance, focus, attention to detail, level of knowledge, knowledge of periods and styles, access to custom products, sources not known by consumers, and they want the interior designer to be methodical and organized.
• The relationship needs to be based on a good fit - this goes both ways
• It was stressed many times that the designer should ask three times as many questions as the client and the designer must listen carefully and take notes
• Many successful designers use a questionnaire at the beginning and they give it to both of the spouses (or partners).
• Building trust is very important and is reinforced through frequency of honest communications.
• The clients want to be kept informed at all times.
• The clients tend to prefer phone contact to email - especially if there is a problem. 
• It is important to ask the client how they would prefer to receive communication at the beginning of the relationship.
• The younger clients are more comfortable with email. (My clients in their 50s are also very comfortable with email, so it is important not to assume.)
• Be sure to ask how the client wants to be involved in the project.  Most surveyed prefer to be involved at the beginning during the design development, and then they want the interior designer to take care of it.
• Interior designers are expected to be the “guard dog of quality.” 
• We must listen and understand their lifestyle (in minute detail of course).
• It is critical for the interior designer to identify the decision makers in the beginning and reach an agreement about how to manage multiple decision makers.
• One designer likes to take clients to one or two showrooms at the beginning, and once they are overwhelmed with the options, they don’t need to go shopping with the interior designers.
• Keep the choices limited for the mature clients.  Younger clients often want more options.
• When interviewed, the clients said they appreciated interior designers that were thoughtful, attentive, not distracted, involved in the conversation, and asked good questions.
• Clients want interior designers to customize a plan to fit their lifestyle, and incorporate their furnishings and collections.
• The clients want the interior designer to care even more than they do about the result of the project.  One of my instructors used to “admire” how beautifully the interior was at the end of the project (and during is good) to reinforce the wisdom of the decisions made.
• Professionalism of the interior designer leads to more client satisfaction. 
• Being honest and forthright as soon as problems or challenges are encountered is very important.
• When there are challenges, it is important to manage expectations…prepare new clients for things coming in damaged, delays in shipping, out of stock situations and any other typical issues in our industry.
• It is important to be empathetic and listen to the client’s concerns.
• Female clients always want a contingency plan and a contingency for the contingency plan.
• Clients enjoy socializing with their designers (maintaining professionalism in these social situations is important).
• Clients love handwritten notes, interior designers remembering their birthdays, anniversaries, important holidays and small gifts for the holidays.
• Don’t forget to ask and thank them for referrals.
• Men prefer in person meetings when there is a problem.
• It is important to make the men feel at ease. 
• Women want the interior designer to help present the budget to the husbands.
• Women value the personal relationship with the interior designer more than the men.
• When clients were the most satisfied, they said they valued the interior designer’s creative ideas.  The designers stretched their comfort zone and led them to make decisions they would not have made or thought of; they presented cost-effective options; kept them informed; showed them new things and used their existing furnishings.
• The biggest problems with interior designers happened when the orders are placed and there is a long lapse between the time money is handed to the designer and the client receives the merchandise.  This opens the door for buyer’s remorse. 
• The other key problems with relationships that go bad include the perceived lack of experience or resources on the part of the interior designer, the designer not listening or paying attention to what the client says, and a lack of knowledge.
• When asked why a client would not hire or work with an interior designer again, the said the interior designer would not correct a mistake, was a poor communicator, too busy to follow up, didn’t return calls within 24 hours, lost interest in the smaller details, not reliable and didn’t really “finish” the project with the small touches that really made the project complete.  In other words, if the big money opportunities were gone, they didn’t care about doing the small parts of the job.  These characteristics sound unprofessional to me.
• When clients are satisfied, 2/3 will recommend to friends and family.
• 74% of those surveyed were highly satisfied.
• Keys to getting business for interior designers - referrals, press, alignment with other specialists, community involvement, seminars and alignment with others that work with clients either before or after a designer would.

You may have heard most of these, and you may feel very good that you are on top of all of these key points, but it is always good to hear the latest surveys so your skills are carefully aligned with the needs of your clients.

About the author:  Gail Doby, ASID has practiced primarily residential interior design for 20 years in Dallas and Denver.  Gail is committed to helping you as a professional or aspiring interior designer improve your knowledge and skills so you can succeed with ease in this complex career.  For more information, please email gail@renaissancedesign.com.