Selling: Become, Rather Than Follow, the Leader

Stop playing the “Same Game” of Selling.

Stop focusing exclusively on selling more design and consulting, more furniture and flooring, and more cabinets and countertops. Stop assuming that strategy alone will help you substantially grow your profits.

Problem is, virtually all your competitors have the same idea in mind. The Same Game is a game without winners – and with a whole lot of losers.

Simply pedaling more stuff and more design services may be one way for you to attract more revenue. But at a time when competition is so intense, it’s not the best way,

So, how can you take your business to the next level this Fall?

For starters, sell solutions.

Position yourselves as a problem solver, specializing in providing remedies for residential and commercial clients stressed out about lousy lighting, mismatched colors, outdated furnishings, cramped kitchens, poorly designed secondary residences, wimpy waiting rooms, unhealthy work areas, and a whole host of other interior challenges.

Promoting your expertise will help you get heard above the noise in a crowded marketplace. Clients will invest in more of your products and services, because they’ll attach far more value to who you are and what you do.

Selling yourself as a problem solver is one strategy that will propel you to a fantastic finish to 2017.

Here are some others:

Sell your…

Self.  Promote yourself as a uniquely-qualified, one-of-a-kind design professional

Team. Market your collective design experience and know-how.

Specialties. Spell out what makes you stand out: what you’re recognized as and known for.

Acclaim. Talk about the rewards you’ve won, and the online recognition and media coverage you’ve received.

News and views. Offer company updates in blogs, newsletters, videos, TV and radio shows, columns and elsewhere.

History. Explain how long, and how well you’ve served your customers.

Customer commitment. Take pride in your guarantees, warranties and service.

Community commitment. Remind others of your local roots and relationships.

Location. Make the case that convenience counts.

Resources. A good roster of vendors and suppliers makes you look good.

Size. Reframe “smaller” as “nicer, nimbler and more responsive.” Promote your personalized, customized service.

Flexibility. Give examples of how and where you say “yes” when competitors say “no.”

Affiliations. Identify the associations you belong to, and local groups with which you’re involved.

Independence. Conversely, going it alone puts you in a class by yourself.”

Don’t leave money on the table in the months ahead by selling yourself and design your firm short.

You’ll convert more contacts into contracts and seal more deals if you tell and sell all that you have to offer.


Fred Berns coaches, writes promotional copy for and speaks to interior design industry professionals worldwide.


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