7 marketing secrets every design professional must know
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7 Marketing Secrets Every Design Professional Must
know© Melissa Galt, Inc. 2008
Presented byMelissa Galt
Design Industry Systems Specialist
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Unlocking the Door to Limitless Success
7 MARKETING SECRETS
1. Define and target your ideal client.2. Invest in your client relationships.3. Create a lifetime of demand with clients.4. Develop raving fans for endless referrals.5. Master the virtual office.6. Semantics for success; it’s all in your words.7. Educate your client into bigger, better design.
MARKETING SECRET #1: DEFINE YOUR IDEAL CLIENT
Be Selective. Don’t just take who shows up. Create best fits for a lifetime of demand.
TOOLS:Most Wanted PosterNetliving Guidelines
DEFINE YOUR IDEAL CLIENT
Home valueLocation/DistanceIncomeCareer PathDINK/SINKE. Nest/FamilyEntertainersLifestyleProject value
Single Income Busy Professional or Dual/Single Income Family
Minimum $350k annual income Home value minimum $650k Prepared to invest a minimum of $150k in less
than 90 days for interior design Entertains frequently and refers often Interested in bi-annual updating Not living in home during design process
(second home or new home not moved in). Prefers non-traditional design style. Makes decisions quickly; works well long
distance.
MOST WANTED
D E S I G N C L I E N T
Be a connector Social Networking Stay in touch Be unique
NETLIVING: THE ULTIMATE MARKETING TOOL
DEFINE YOUR IDEAL CLIENT. FIND YOUR BUSINESS SUCCESS
MARKETING SECRET #2:INVEST IN YOUR CLIENT RELATIONSHIPS
Scratching the surface won’t develop the relationship for success.
TOOLSInvestment Guidelines
INVEST IN YOUR CLIENT RELATIONSHIPS
Inform to empowerNix the BudgetValue TimeEarn MoreShare RespectThink Big
INVESTMENT GUIDELINES
Don’t take your client for granted.
Do keep your client informed at all times of progress and any delays or necessary changes.
Inform to empower.
INVESTMENT GUIDELINES
Don’t decide how much your clients will spend, that is up to them.
Do offer the most irresistible combination of goods and services.
Nix the Budget!
INVESTMENT GUIDELINES
Honor your client’s time so they will honor yours.
Establish and maintain control of the project.
Know your time worth and be fairly compensated.
Value time.
INVESTMENT GUIDELINES
Don’t nickel and dime your clients.
Do provide a comprehensive product offering that includes upgrades.
Earn more with better cookies.
INVESTMENT GUIDELINES
Don’t tell your clients how they are going to buy.
Do listen to their buying signals so you are ready to sell what they are looking for.
Share respect.
INVESTMENT GUIDELINES
Remove your limitations and expectations from the project.
Learn to realize real project potential.
Maximize the ROP with publication opportunities.
Think Big
INVEST IN YOUR CLIENT RELATIONSHIPSFIND YOUR BUSINESS SUCCESS
Inform to empowerNix the BudgetValue TimeEarn MoreShare RespectThink Big
MARKETING SECRET #3: CREATE A LIFETIME OF DEMAND
Learn the external influences of your clients. Know the internal influences of your clients. Develop systems to touch
TOOLSBuying InfluencesTouch Tools
BUYING INFLUENCES
EXTERNAL INFLUENCES INTERNAL INFLUENCES Culture Groups Situation Marketing
Knowledge Attitude and Beliefs Personality Lifestyle Perceptual Filter
EXTERNAL : CULTURE FAMILY OF ORIGIN
EXTERNAL CULTURE: GEOGRAPHY
EXTERNAL: GROUPS
EXTERNAL: FAMILY DYNAMICS
EXTERNAL: MARKETING
What will it do for them? Image/Style? Bargain? Trend Setter? Trend Follower? Brand Cachet?
INTERNAL: KNOWLEDGE
How much do they know about what they need?
Educate!
INTERNAL: ATTITUDE AND BELIEFS
Do they deserve it? Must they earn it? Practical vs. Extravagant
INTERNAL: PERSONALITY
DIY DIFM
TOUCH TOOLS FOR LIFETIME DEMAND
EZINE NEWSLETTER
Low cost Frequency Evergreen Shareable
High cost Rarity Not Evergreen Creates Clutter
TOUCH TOOLS FOR LIFETIME DEMAND
CELEBRATE THE SEASONS Regular Reminders Seasonal Touch Ups Latest Market Trends Keep them Up to Date Celebrate with Tiny Gifts
TOUCH TOOLS FOR LIFETIME DEMAND
OCCASIONS TO REMEMBER ON THE JOB AFTER THE JOB
Project Initiations Demolition Bash Preinstall Picnic Completion Party
Project Anniversary Birthdays Unique Holidays
CREATE A LIFETIME OF DEMANDFIND YOUR BUSINESS SUCCESS
MARKETING SECRET #4: DEVELOP RAVING FANS
Find your unique points of connection with every client.
Determine the client’s buying personality.
TOOLSForm Points of ConnectionPersonality Definitions
FORM POINTS OF CONNECTION
What college or school?
FORM POINTS OF CONNECTION
What is their favorite sports team?
FORM POINTS OF CONNECTION
What’s their favorite vacation spot?
FORM POINTS OF CONNECTION
What’s their favorite restaurant?
FORM POINTS OF CONNECTION
What’s their favorite shopping resource?
FORM POINTS OF CONNECTION
What kid activities do they participate in?
FORM POINTS OF CONNECTION
What group, association or church are they involved in?
WHO IS YOUR CLIENT? JUST THE BASICS!
WHO IS YOUR CLIENT?GOAL ORIENTED?
Quick decision
WHO IS YOUR CLIENT?READY FOR ANYTHING!
WHO IS YOUR CLIENT? COMFORTABLE!
WHO IS YOUR CLIENT? JUST BECAUSE!
DEVELOP RAVING FANSFIND YOUR BUSINESS SUCCESS
MARKETING SECRET #5: MASTER THE VIRTUAL OFFICE
Minimize overhead for maximum return. Master the virtual office for real success. Maximize flexibility and mobility
TOOLSTechnology, hardware and softwareVirtual Assistants
TECHNOLOGY TOOLS
HARDWARE SOFTWARE Laptop, Mac vs. PC Bluetooth Blackberry Telephone Printer Fax Scanner Camera
Quickbooks ACT database Outlook Excel Adobe Photoshop My Fax Got Vmail
VIRTUAL ASSISTANTS
VIRTUAL ASSISTANCE
Bookkeeping Mailings Client Contact Scheduling CADD Strategic Networking
MASTER THE VIRTUAL OFFICEFIND YOUR BUSINESS SUCCESS
MARKETING SECRET #6: SEMANTICS FOR SUCCESS
Change your words, change your rewards. Create a dialogue and communicate with
effectiveness.
TOOLSWord TransformationsWalking Your Talk
WORD TRANSFORMATIONS
Change your Words, Change your Rewards
IF BECOMES WHEN
REACT BECOMES ACT
TRY BECOMES DO
BUDGET BECOMES INVEST
DEFEND BECOMES SHARE
SEMANTICS FOR SUCCESSFIND YOUR BUSINESS SUCCESS
MARKETING SECRET #7: EDUCATE YOUR CLIENT INTO BETTER DESIGN
Be the expert.Know the trends.Introduce new products.Be an early adapter.
TOOLSContinuing Education and ExposDynamic Presentations
CONTINUING EDUCATION AND EXPOS
Attend local trade showsAttend showhousesAttend home showsAttend national exposRead trade journalsRead shelter publications
DYNAMIC PRESENTATIONS
Boards are tangible dreams.Blueprints bring vision to reality.A picture is worth a 1000 words.Tech tools rule.
EDUCATE YOUR CLIENT INTO BETTER DESIGNFEED YOUR BUSINESS SUCCESS
7 MARKETING SECRETS
1. Define and target your ideal client.2. Invest in your client relationships.3. Create a lifetime of demand with clients.4. Develop raving fans for endless referrals.5. Master the virtual office.6. Semantics for success; it’s all in your words.7. Educate your client into bigger, better design.
CONTACT MELISSA FOR MORE AT:
www.sixfiguredesigners.comYour Interior Design Business Systems SpecialistDevoted to Your Design Business Successmelissa@melissagalt.com 404-812-4613 office/404-788-6528 cellTwitter: http://twitter.com/prosperbydesignFacebook: Melissa GaltLinked In: http://www.linkedin.com/in/melissagalt www.melissagaltinteriors.com
PROSPER BY DESIGN, YOURS!
Thank you!
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