If I’m a homeowner or a commercial office manager, do I really have to have the interior design services you offer?

In other words, are you a necessity or a frill? A “need” or just a “want?”

Should I consider you a “priority,” or just a possibility?

I posed those questions to a group of 100 designers at a recent live speaking engagement, and oh, how they struggled with the answers!

I’m not surprised.

Interior design professionals lose a whole lot of business because they don’t address those questions in their promotional materials.

The biggest marketing design pros commit? Failing to include — on their websites and social media sites and elsewhere – the benefits they offer.

They forget to point out how they save clients time. And money. And stress. And how they enhance the value of the homes and commercial space they work on.

They forget to explain how their expertise enlightens clients about what’s in, what’s out, what’s hot, what’s not, and what works.

They forget to explain how they help clients avoid the costly design disasters that plagued others.

An even more pressing question design professionals need to consider: do prospects and clients need you now?

Those prospects have lots of other things they could spend their money on rather than your design services.

Take, for example, those new cars they want to buy. And those vacations they want to take. And those college tuitions they have to pay for.

So you need to convince them that now is the very best time to invest in your design services.

Why? Because you can immediately help them increase their home’s resale value, avoid price increases, reduce utility costs, increase workplace  productivity and profitability, etc.

We’ve talked before about that radio station that everyone you seek to influence is tuned to all the time. The station is WII-FM, as in What’s in it for me?

You need to make it clear that’s what’s in it for them is a vital, valuable service provided by a uniquely-qualified, one-of-a-kind design professional.

Again do I need you—and, if so, do I need you now?

How well you answer those questions will determine if you eat steak or spam in coming months.

Fred Berns is is a sales and marketing coach for the interior design industry.

David will present the “101 Best/BEST Practices” at the 10th and final BOD Conference scheduled for Aug. 29-30 in Las Vegas.

You can save $100 off the sign-up fee forthe conference by entering the code berns13 when you register at www.bod13.com.

David has announced this will be his last conference, as he is dedicating the next few years solely to writing books.

I have spoken at past BOD conferences, and can guarantee that you will walk away with plenty of insights and ideas.

Less than 20 seats remain for this premier educational event, so I urge you to take advantage of the $100 savings by entering the code berns13 when you register at www.bod13.com.

There are many things.

You can, and should promote those differences whenever and wherever you can.

How? The best way is by optimizing your “Only’s,”  as in in your’s is “the area’s only interior design firm which…”

Tell them what only you do,  and they will buy only from you.

The Big Splash, Little Cash Marketing Materials Manual includes numerous “Only” statements used by successful designers.”

Some examples:

“____ ____ is Florida’s only interior designer specializing in residential and commercial design of spaces  used by children.”

“ ____ _____ is the area’s only LEED-certified design and architecture company.”

“____ _____ is the area’s only home stager with a degree in landscape architecture.”

I’ve created an “Only Optimizer” list that my coaching clients use to determine their “phrase that pays.”

Included on that list:

“We’re the area’s only interior design firm that….”

• has ____ years experience
• has won awards for_____ .
• has been promoted in_____.

I invite you to check out my video on how I learned the hard way the power and the possibilities of the word “Only.”

Fred Berns is a marketing coach and copywriter for interior design professionals.

Get  much bigger projects from  much better clients.
Set and get substantially  higher fees.
Overcome any price objection, any time.
Dramatically differentiate yourself.

Those are some of the concepts I’ll cover at 9:30-11:30 a.m. this Friday, April 12 in my presentation in Williamsburg, VA. to ASID’s Virginia Chapter.

The event will be held in the Williamsburg Community Building. For registration details, contact Meredith Hayes, mhayes@reflectionsinteriordesign.com, 804-347-0499

How to boost your bottom line and pump up your profits is the theme of my CEU program, entitled “Supersize Your Sales! 7 Steps to Peak Profits in Challenging Times.”

It covers simple, do-it-yourself sales and marketing strategies to take your interior design business to the next level.

Also featured at the event will be Jody Seivert, who will speak in the afternoon on “Pricing Design.”

Fred Berns speaks on  sales and marketing at interior design events worldwide.

Now that the first three months are behind us, consider this: What’s it going to take to make the next quarter better?

Good answers to some basic questions.

You don’t need super social media skills or slick advertising or a glitzy new web site or trendy new product lines to make this your “career year.”

You need answers. Answers to questions about goals, what’s working, and what needs to work better with your design business.

Many interior design professionals never consider the kinds of issues raised below. That’s why they’re so unfocused and unprofitable.

What Do You Want to Be when you Grow up?

No-Service-Just-Online-Design.com? Home Depot? Under A Buck Blinds? If not, stop trying to act like or compete with them.   Create your own unique message. Target your own market. You make a great you, but a lousy somebody else.

Why you?

Competition has never been tougher. It’s never been easier to buy elsewhere the design services and products that you sell.   What do you offer that your competitors — especially the lower priced ones — don’t?  Don’t say “good customer service.” Every other design professional in your area talks about the same thing.

Who’s Lovin’ Ya, Baby?

Kojak, the TV cop, raised a key question there. Who are your blue chip clients? How have you built rapport with them? How do you stay in touch with and generate additional business from them?

How Do You Find the Fatcats?

Where and when do you get your best clients? What marketing strategies work best for you? What are you MVP (Most Valuable and Productive)promotational activities?

What’s Makin’ Ya Money?

What are they buying? What’s your most lucrative product or service? How much of your income comes from your design consultations? From product sales? What percentage of your sales comes from residential clients? From commercial clients?

Who’s on Your Team?

Who do you turn to for help when the going gets tough, as it did last year?   Do you have–or can you create–an advisory board with a financial advisor, a lawyer, a business coach? Who are your mentors? Are you aligning yourself with top clients and/or allied professionals?

Fred Berns is a trainer and coach for interior design professionals around the world.

That’s a question I ask interior design professionals, and all too often the answer is “No.”

Too often the sites don’t generate the “buzz” and the business that they could. And should.

I’ve reviewed hundreds of industry websites, and have provided Website reviews and rewrites for dozens of interior design professionals worldwide.

My conclusion: the value of a site can be determined by answering 12 questions.

I/ Does it Speak to your Specialness?

What makes you different?

2/ Does Your Home Page “Rock?”

It needs to, considering that 50% of the visitors to your site never go beyond this page.

3/ Do Your Bios Sell You?

First and foremost you’re not selling furniture and fabrics. You’re selling yourselves.

4/ Does Your Services Page Tell All?

Brevity is normally best, but here’s one section that should be all-inclusive.

5/ Does It Boost Your Benefits?

How, exactly, do you enhance the value of my space, and save me time, money and stress?

6/ Does It Create Credibility?

Does it include a blog, article, etc. that establishes your industry expertise?

7/ Does it Include a Call to Action?

What next step should I take?

8/ Does it Explain What’s New About You?

What’s new, now and newsworthy about your design firm?

9/ Is it Easy to Navigate?

Is it simple to surf from one section to another?

10/ Are the Photos Ph-antastic?

And do you explain what your showing – and why?

11/ Does it Build a Buzz?

Will Jack say to Jill: “Ya gotta check this site out!”

12/ Does it Pass the 4/2 Test?

The average visit to a website is 4 seconds and 2 clicks. Will I get it – and you – in that time frame?

Fred Berns provides website copywriting and coaching for interior design professionals worldwide.

Each knew that speaking is a great way for interior design professionals to do million dollar marketing on a shoestring budget.

They each gave a program on remodeling at  home shows in their areas.

Each attracted 35 attendees. Each spoke for 30 minutes.

Cal booked no appointments after his presentation. Sal booked 16 after hers.

Why?

Cal spent his time sharing his vision and philosophy about remodeling, discussing a few trends, and showing 72 Powerpoint slides.

Sal followed the format that virtually guarantees that design professionals will attract appointments  every time they speak. And she showed only  12 slides.

The format:

1. Area homeowners have a problem.
2. Here are a few solutions
3. Be careful when you implement those solutions
4. If you like what you heard, you’ll love our in-home consultation
5. Sign up now for that consultation.

Sal pointed out that many local residents live in homes that no longer fit their lifestyles, now that their interests have changed, their kids have moved away, etc.

She offered six general remodeling tips, ranging from updating the kitchen to converting an unused bedroom into a home office.

She discussed the “Deadly Dozen” list of most common mistakes committed by do-it-yourselfers.

And she gave attendees the opportunity to register for her in-home “Remodeling Review.”

Cal came away empty-handed because his content was too vague, he showed too many slides, and he offered no “Call to Action” at the end.

Sal converted her talk into appointements and eventual  projects by gaining and maintaining her audience’s attention,  pointing out the perils of “doing it yourself,” and concluding with a clear Call to Action.

Moral of the story: you can covert free speeches into paid projects if you give away appetizers and whet the audience’s appetite for the main course: a consultation with you.

Fail to include a Call to Action, and you may well end up like Cal: a design professional with too much time on his hands.

Fred Berns is an interior design industry business coach, speaker and copywriter.

Well, you can. Have a look….

Value Vacuum – Of all the amazing statistics in Design Success University’s  2013 Fee & Salary Survey, this is the one that most startled me: Nearly 9 out of 10 clients or prospects have difficulty understanding the value of a designer either somewhat or a great deal.”  In other words, they don’t get what you got, and probably think of you as more of a frill than a necessity. By the way, if you haven’t downloaded the Fee and Salary Survey, do it now.

Bennies Make You Money. You may care about your “design philosophy” or “vision,” but you prospects don’t. They care – lots – about how you can save them time, money and headaches., and enhance the value of their space. Spell out benefits in your website and marketing materials, and your business will soar. Don’t, and it will suffer.

Strength in Stats. Back up your benefits with numbers. I like the way RNL promotes the way its services affect employee productivity and retention. “Good lighting and adequate daylight,” RNL’s website point out, “can reduce absenteeism by 15% and increase productivity by 2-20% .”

Mega-Marketing Made Simple. There are a whole lot of ebooks out there, but none does a better job of providing practical promotion ideas for interior design and other professionals as Two Tip Tuesday: The Book.  This remarkable resource is a treasure trove of do-it-yourself marketing maneuvers from Sandy Dixon, one of North America’s leading home staging trainers. I can’t recommend it highly enough.

Meeting of the Minds. My optometrist mentioned that he and some of his colleagues convinced a leading supplier to pay for a training weekend with the industry’s top sales coach. Anyone interested in spending a weekend with me discussing how to grow your design business? Bet I can help you find a sponsor.

Optimize Your “Only.” “Tell them what only you do, and they will buy only from you.” That’s the theme of Whatsyouronly.com, the new website I’ve launched for design and other professionals. The new site provides you with everything you need to know to pinpoint and promote your “Only,” as in “We’re the area’s only firm with both interior designers and architects on staff.”

Fred Berns is an interior design industry coach, copywriter and speaker.

I’ve got a confession for those of you with the world’s largest commercial interior design and architecture firms:

I don’t have a clue what you do.

Or, at least, how your clients benefit from what you do.

I’m creating a new website for a North American commercial design firm, so I figured it would be helpful to look at how other key players describe their services.

I figured wrong.

OK, key player, let’s  check out your site.

Sorry, but I got a problem from the get-go.  I don’t understand your services.

Sure, you talk about “strategic facility planning,” and “schematic design,” and “procurement expediting” and “infrastructure management.”

But what does all that mean?

I see there’s section on your site where your share your “mission.”

Yikes!

You’re telling me that you focus on the “principals, ideas and buildings that honor the broader goals of society.”

And that you’re dedicated to creating projects that “embrace the complexity of contemporary life, yet are elegant and materially rich.”

I’m going: “Say what?”

Now I go to the part about “sustainability.” You say you’re all about that, and that’s good.

I guess.

I mean, you talk about your “passion for the planet” and how “environmental stewardship (is) an integral part” of your work. And how you apply “sustainable strategies and principals.”

But what’s in it for me?

How come you don’t tell me how my organization gains from your sustainable strategies?

Why don’t you explain, for example, how you can help reduce our energy consumption and enhance the health of our employees? And their morale?  And their  performance?

In fact, you don’t have much to say about any benefits you can offer me.

Shouldn’t you tell me that you can save us time, money and headaches by keeping projects on time and budget?

Shouldn’t there be something – anything – about how you can make us more productive by transforming empty, underused areas into vibrant office space?

Shouldn’t you have something in there about how your design firm can handle all of our interior design and remodeling needs, from corporate headquarters to satellite offices?

Yes, you should talk about  all that on your website.

But you don’t.

You know what I think? Your site is big on braggadocio, but short on benefits.

The average visit to a website is 4 seconds and 2 clicks.

When I visit your website — and that  of most major commercial design and architectural firms — can I get what you and they got in that time frame?

No.

No, I can’t.

Now, maybe that’s not a big deal to you,  if your firm is named Gensler or HOK or Perkins+ Will or Leo A Daly.

After all, you already have lots of  clients.

But how much money do you leave on the table and how many hotshot prospects do you lose because they, too, don’t have a clue what you do?

Fred Berns is a coach and copywriter for interior design firms