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An ever-increasing chorus has been complaining about the perceived
threat of the large chain stores that are offering "free"
design services with purchase. This is not the first time I've addressed
this concern and probably not the last, but I do have a different
angle this time. As I've said before, you can differentiate yourself
by the service and custom detail that you can offer. Working with
a self-employed artist is not the same as working with an employee
from a large corporation that has to choose from a limited selection
of products. But, we have already covered this.
So here is my new point: you must actively work to challenge the
"perception" that they have more to offer. How do you
do this? Change your packaging! Show your potential clients that
you are truly creative and nimble by providing stellar collateral
marketing materials (stationary systems, website, advertising, portfolio,
promotional kit). Show them examples of your work, before and after,
so they can see the depth of your work. Include a list of your services
that fully outline the design process from beginning to end, so
that they can see what you are going to coordinate for them. Most
likely, you will be able to do more than an in-house store designer
and thus explain your fees. The key to this is how you present this
to your potential clients. Here are some pointers:
- graphic design and images will allow you to show more than you
can verbally explain
- a website will draw viewers into your world
- visual association helps the mind remember
- with the ever growing number of interior designers, differentiate
yourself from others through graphic design in the use of logo's,
brand identity, and websites
If you are telling yourself that this is all fine and well, but
price is still a factor with consumers. Remind them that "free"
is not free, the services are factored into the cost of the merchandise
and therefore, the quality of the merchandise may not be as good
as what you specify for them. Moreover, by separating out the cost
of the design service from the merchandise, you can focus on selecting
the right products based on appropriateness, not just to make a
sale to pay for the "free" design services.
If you have thoughts on this, I welcome your reply or feel free
to reach me directly at 310.697.7022.
Lloyd
Lloyd will be in High Point, NC April 26th-30th, click on these
links to see some of his presentations:
http://www.nhfa.org/educationMktSeminar.asp
http://www.ihfc.com/Seminars.cfm
A recent article of Lloyd's on Building Team Forecast:
http://www.buildingteamforecast.com/article/CA6316055.html?industryid=43718
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