KBB - February 2014 - 14

BUSINESS practIcE

Get DIY Clients to Join You
by Joining Them
Our world is full of a lot of noise. I'm not just talking about the kind that
is made from voices, machines, instruments, etc., but the kind made by
images and words - a visual cacophony that assaults each of us on a
daily basis. It is nearly impossible to not be part of this visual existence if
we want to be connected to our friends, family, colleagues and the world
in general. Social media is the culprit, and I'm here to tell you why you
should care.
Your clients are inundated with visual messaging as well, and in the
process are exposed to more information than they can possibly use in a
lifetime, let alone in a single day. There are how-to's on every conceivable
topic, opinion pieces, pictures of every waking moment of someone's life
and invitations to join and belong every step of the way - to intentionally
receive more outreach from whomever.
Now, if you're one of those people who is promulgating this information, you might say, "Great, I'm so glad people are seeing it!" You might
feel this way because you think that is the next step to you actually getting
business from your new viewer, fan, liker or follower. And perhaps you may
in fact derive some business from these sources. However, it comes at a
price, as there is simply no free lunch. The price of this exposure in the gyre
of information is compromised of value - your value, that is.

What's Not in It for You?
Over the last two years, I have witnessed an alarming trend while
negotiating projects for my design clients: Consumers continually question the value of design services. They are always questioning the value
of product purchases and frequently trying to circumvent their signed
agreements to pay commissions by procuring goods on their own. The
problem is that these consumers see no problem whatsoever in having you, the design professional, spend your time generating ideas and
fanciful concepts and researching options and solutions - just to be
second (and third) guessed and frequently denied compensation for
these services.
I believe that this value perception is largely caused by access to
design images (Pinterest, Facebook), instructions (blogs, 10 easy steps,
how-to articles with step-by-step instructions) and endless design shows,
YouTube videos, designer challenges, design-on-a-dime scenarios - you
name it - that lead the viewer to think, "Heck, I can do that!"
The reality is that while things often look easy, they are just made to
look easy. Having access to an online store, auction, free delivery, room
organizer, furniture placement software and/or helpful sales person does
not a professional make - it just gives people who have the time and
wherewithal the opportunity to do the work themselves. But for those who
don't have the time or talent, it instills a lack of appreciation and almost
resentment of those who do, and the way they express this frustration is
by torturing their designer.

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K BB

A Not-So-Obvious Solution
So what can you do? If you can't beat them, join them! Sell consumers
what they are seeking: greater control over their projects and budgets and
a latent desire to be design professionals themselves. You might start by
offering shopping services on a daily basis with no long-term commitment
or perhaps a review of the schemes (Pinterest boards) they have come up
with on their own. Or maybe you create the design and let them go buy
things themselves.
You're going to have to be tough though and make sure you recognize
when you are not going to make much profit on product and charge it in
enhanced hourly rates or design fees. And please, do not denigrate our
trade-only sources by drastically reducing your mark-ups just to get the
sale. There is a reason why certain sources only work with the trade, and if
something is to go through your office, you now assume a liability. For that
alone, you need to make a profit.
If you are bundling in project management time with the sale of product, then you need to make sure that is covered as well in the percentage.
Remember, just because someone can find a source doesn't mean they
know what to do with it once it is purchased, how it relates to the rest of
their goods or that it is the best option. Addressing these variables is part
of your job for which you deserve to be compensated - as much as you
like and can get.
Plan on having this conversation with your clients, modifying your
approach, capturing your understanding in writing and then enforcing
your agreement. It's the only way you can get respect and flourish in
this industry. n
- Lloyd Princeton is a business consultant and motivational speaker
devoted to interior design and architecture. He frequently speaks in North
America and has lectured internationally. For more, visit www.dmcnyc.com.

February 2014 / www.kbbonline.com / The Official Sponsor of KBIS www.kbis.com

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KBB - February 2014

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