Client Communication Tools – Should Designers Use a Client Questionnaire?

When you have a problem working with a client, do you immediately know the cause? Is it more often than not “their fault” rather than yours? Are they unreasonable and deliberately difficult? Could it be a lack of adequate client communication tools?

A recent article at BusinessOfHome.com sparked a debate among the staff here at TD Fall, where we struggled to determine the most common cause of disputes between client and provider.

The article is titled, “How useful are client questionnaires?”. Author Haley Chouinard polled half-a-dozen designers about their use (or not) of a client questionnaire “and how it shapes their relationship.”

We found the answers somewhat surprising and conflicting. Half of them said they do use some form of questionnaire while the other half seemed to think doing so was either too impersonal or would be somehow restrictive. Of course, such answers beg the question of how best to begin building a relationship with a client in ways that it can grow and benefit both parties.

Ultimately, using a client questionnaire is a “get to know you” tool for the designer and, to a lesser extent, for the client. We’ve explored this subject before in a variety of ways, though perhaps less directly; with posts on topics like:

·         Designer Marketing Tips – Who is Your Ideal Client (and what do they want from you)?

·         Know Your Greatest Tool for Building Relationships with Interior Design Clients

·         Designer Marketing Tips – Defining Your Ideal Client

·         Grow Your Interior Design Business – Survey Your Audience

·         Designing Your Design Business – Value of Client Testimonials and Reviews

You see, what each of these previous blog posts have in common is – they are all about getting to know and communicating with your design clients.

Building Relationships is the Key to Business Success

It should be clear that whether you use a client questionnaire or prefer an in-person interview initially (which is something of a verbal questionnaire anyway), the goal of either is to get a sense of your potential client and their needs. From their personality to the scope of the project, you need a solid understanding of who, what, when before you can bid on, and begin the designing process for them.

While it is not our place to tell you how to run your business (nor would we try), we do believe the experience we’ve gained from decades in the industry has value to our clients. That is, after all, why we offer this blog and our consulting services, in addition to the product lines we carry.

So, what are we trying to say here?

If building relationships truly is the key to business success, and we believe it is, then you must get to know your clients in a personal way. Only by getting to know something of their character and personality, as well as their vision for the space they are asking you to design, the more likely you will be able to work with them and make them happy.

So, use all the client communication tools you can find or develop. From questionnaires to market research, from personal interviews to client surveys and requests for testimonials, the more you know about your target market, potential clients, and individuals you’ve worked within the past, the more successful you will be.

Are you looking for more tips on interior design success, new home design trends, designer marketing tips, and product ideas? Get in touch with TD Fall today.

Know Your Greatest Tool for Building Relationships with Interior Design Clients

What is your greatest tool for building relationships with interior design clients? Is it your talent and creativity? Is it your commitment to excellence? Is it your network of contacts, your great sub-contractors, your wonderful home furnishing suppliers?While all of these characteristics are important for establishing and maintaining client relationships, it can be argued that your most important tool is understanding… Fulfilling the need for your clients to understand and address the many ways in which their lives change during a remodel.There are many costs a homeowner will bear during even the most modest remodel of their living space, not least of which are the stress, chaos, and confusion that will affect their daily lives until the renovation project is complete.As an interior designer, you are the expert on the things that happen during a remodel and the best thing you can do for your clients is to prepare them as well as you can for the potential upheaval they will likely experience.Prepare Your Clients for Potential CommotionBuilding relationships with interior design clients rests, primarily, on your ability to assure them that you have their best interests in mind. If you hope to build relationships that last, let them know that they should be ready for:

• Changes to their daily schedule – Many homeowners have a routine they follow without fail: first morning coffee in the breakfast nook while planning their day or yoga/meditation in the den, perhaps. That quiet cup of coffee in the AM will need to be sipped elsewhere during a major kitchen renovation. And, their “me time” will have to be taken in a new location while the den is being remodeled.

To keep them “in the know” and happy despite the disruption, let them know, in advance, how the project may change their daily schedule.

• Dusty days are ahead – The transition from a spotless living space to a dusty environment created by a major remodel is tough to accept for many homeowners. If you warn them in advance that, despite the efforts of your contractors to limit dust with barriers and such, there will be days when those irritating specks will float and travel.

Here again, communication is the key to keeping expectations in line with reality, while helping your client understand that the end-goal should be their focus – a beautiful result – rather than temporary discomfort.

• Coping with homeowner stress – It almost goes without saying that some homeowners respond emotionally to the sight of their home being torn apart. The stress this can cause may sometimes get the best of them. Your understanding and calming influence will go a long way toward helping them cope with the stress of a major renovation.

Have a conversation early on and let them know that you are in control of the changes they are seeing take place and that, in the end, it will all be well worth it.Again, communication and managing expectations are the key to keeping your clients happy through the potential chaos of a remodeling project. Assure them that your goal is to make the renovation go as smoothly as possible, but there will be things that they will need to adapt to.Keep in mind that building relationships with interior design clients means long-term growth and success for your business.Are you looking for more tips on interior design success, new home design trends, designer marketing tips, and product ideas? Get in touch with TD Fall today.

Designer Marketing Tips – Who is Your Ideal Client (and what do they want from you)?

Like any business, there are certain things you need to do to market yourself as an interior designer. One of the most important designer marketing tips we can offer is that you must create an ideal client profile – a not-so-imaginary sketch of the type of client you would most like to work with.It should go without saying that, as a designer, you must identify your audience if you hope to give them what they want. Having said that, many business owners do not invest the time needed to do this. Instead, they hope and pray their products or services will somehow find an audience on their own. This is unrealistic and almost certain to result in disappointing leads and sales results.There is only one way to reach an audience that is open to your message: you need to know exactly who they are and what they want from you. Creating an ideal client profile will enable you to attract, connect with, and convert potential clients into paying clients – and fans of your work.Of course, this is going to take some research but, it should pay off in the long run. Keep in mind, your goal is to figure out who would benefit the most from your design services. This means you need to know what they like and dislike, how they spend their time, and what their other interests are. This will allow you to find them more easily, make deeper connections, and serve their needs better.Who Are You Working For – Creating Your Client ProfileHere is a list of questions to ask yourself about the audience you want to focus on:

• Where does your ideal client hang out?
  • Are they at offline locations? Does your ideal client hang out at Starbuck’s, chatting with like-minded coffee lovers? Do they hang out at certain clubs or social functions? Do they travel to various business or design conferences?
  • Do they prefer online locations? Is there a “favorite” blog your audience prefers? What about online forums where they swap ideas or critiques of design projects they’ve seen or been a part of? Whose Facebook page is most popular with your potential clients? What other social networks do they love? Whose webinars are they unable to resist?
• What does your ideal client watch, listen to, read? Those you hope to attract as clients may already be part of an audience for someone or something so, it makes sense to find out who or what they love to watch, listen to, and read. Like most of us, they’ll be happy to share the things they enjoy or learn from. Be open and absorb all they have to say – without judgment.
• Who are their mentors and other influencers? You're going to find some trends among your potential clients; subjects, designers, and other influencers who will show up regularly in their comments and shares. Who stands out among your audience and why? Once you identify the Big Names in your niche, you’ll be better able to provide insight and value that meets or exceeds what they are offering to your hoped-for audience.
• What are their other interests? Beyond simple stats (like age, gender, location, ethnic background, education level, and career), your ideal clients will also have interests outside your niche. What else are they passionate about and how do they fulfill that passion? A fully developed client profile has much more value than a simplistic one, enabling you to better serve their needs as their designer of choice.
• What professional enrichment, trainings or events do they attend? Real fans (of anything) tend to invest their time, energy, and resources in more than their own design projects. Many of them will travel to see and meet their favorites in person. Others may invest in training to learn more about the subjects that matter to them. Attendance at speeches and seminars by well-known interior designers or trainers is an indicator that your future audience will be committed to the interior designer who speaks to their needs. Make that designer be YOU!

Remember, you are not a member of the audience you are looking for and it doesn’t matter what you think of the things they enjoy doing, or how they spend their spare time. This is all about them!By narrowly defining your ideal client profile, by putting together more information about them rather than less, you are much more likely to identify the perfect fan for your design services.Looking for more tips on interior design success, new home design trends, designer marketing tips, and product ideas? Get in touch with TD Fall today.