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!