Interior Design Showroom Strategies: How the Leaders Build a Buzz

There may have been as many industry partners as design professionals on hand last week at my presentation for an ASID chapter.

Maybe more.

The ample IP turnout at my “Supersize Your Success” program for the ASID Los Angeles chapter was a familiar sight.

I’ve noticed an increased effort in recent months by showrooms and manufacturers to reach out to design pros at industry events.

What are the other ways for industry partners to connect with designers and others?

A while back, I surveyed managers of some of the nation’s most financially successful showrooms, and they shared these ideas:

+ Conduct designer focus groups

+ Build strong road rep programs

+ Turn the showroom into an event center

+ Keep showrooms looking “fresh” by updating signage, lighting, etc.

+ Smile and dial: call designers often

+ Handwritten thank you notes

+ Meet and eat: take lunch to top designers

+ Interactive showroom and manufacturer’s websites

+ Website columns on how designers can increase sales

+ Newsletters

+ Ezines

+ Blogs

+ Free publicity

+ Speaking engagements

+ Design review book (competition finalists get work published in coffee table book sold in showrooms)

+ Bring in business speakers

+ Make business coaching available

+ Offer business-building books and tapes

+ Ship out product samples

+ Quick response time

+ Flexibility of hours (weekends, etc.)

+ Simplified ordering

+ Customer niche / specialized products

+ Say “yes” when you should say “no” (cover for your customers)

+ Showroom tours

+ Voicemail

+ Think globally (One Dallas showroom sells $10,000 sofas and $70,000 kitchen sets over its website.)

+ Frequent buyer awards

+ Cross market with other showrooms.

Fred Berns is a trainer and coach for design industry partners and design professionals worldwide