Marketing and Client Relations for Interior Designers

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John Wiley & Sons, Apr 18, 2008 - Architecture - 271 pages
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Discover the latest insights in marketing and client relations

for interior designers

To be a successful interior designer, it's essential to market yourself and your firm effectively. A must-read for interior designers establishing a client base, as well as for seasoned interior designers aiming to grow their businesses, Marketing and Client Relations for Interior Designers offers valuable tips on enhancing client relations and building lasting relationships for a growing practice.

This step-by-step manual helps you design the marketing program that best fits your unique practice and provides helpful business forms to help keep you on target, including staff questionnaires, planning guides, and design services outlines.

With insight, simplicity, and uncommon sense, industry expert and authorMary Knackstedt guides design professionals through all aspects of promoting a design business, including how to:

  • Design specialized promotional resources, market research, and personal interactions

  • Establish a company profile that attracts clients

  • Find clients who are most likely to want your services

  • Budget marketing efforts accurately to avoid unnecessary expenses

  • Handle complaints diplomatically and with minimum problems

  • Build a better relationship with clients

  • Create proper contracts and letters of agreement

  • Set prices that are appropriate for your services

Brimming with examples and proven strategies from successful, highly profitable firms that make it easy to apply the book's marketing techniques to your own business, Marketing and Client Relations for Interior Designers is your design firm's guide for business development, successfully marketing its services and maintaining long-term customer relationships.

 

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Contents

The Marketing Plan 13
61
Targeting the Right Clients
67
Partnering with Technology
73
Techniques That Develop and Nurture Relationships
81
Who Will Lead?
103
Preparing Marketing Materials
107
Becoming a Major Force in Interior Design
117
PART 2
119
Your Brand
159
Preselling
175
The Presentation
183
Qualifying the Client
191
Defining a Project
207
Customer Service
215
How to Handle Complaints
221
Contracts and Letters of Agreement
225

Selling as Communication
121
An Introduction to Selling
123
The Client Comes First
131
Rapport
137
Organization
143
The Art of the Interview
151
Charging for Your Services
231
The Installation
249
Learning
257
Suggested Reading List
263
Index
265
Copyright

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About the author (2008)

Mary V. Knackstedt, FASID, FIIDA, is president and founder of Knackstedt, Inc., of Harrisburg, Pennsylvania, and New York. She is an interior designer, furnituredesigner, consultant, and lecturer, and has taught interior design business practices at Harvard's Graduate School of Design for more than ten years. Knackstedt heads the Designers' Business Forum, a program dedicated to raising the level of interior design firms.

ALSO BY Mary V. Knackstedt, Published by Wiley:

The Interior Design Business Handbook: A Complete Guide to Profitability, Fourth Edition

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