So, it has been a minute since my last blog post and by a minute I mean about a month. Completely overwhelmed by the thought of writing a blog post on each and every event or course I have taken up to now caused me to freeze and stop updating since I fell behind. One result of this was I started posting a Facebook Live video every Friday since around April called “Week in Review”. It became much easier for me to jump on FB and just give a quick 10-15 min update on the week. I originally planned to blog about my weekly events but have yet to consistently post. Fast forward to today I have decided (which is always the first step) to just catch up to date the best I can and just post as I complete rather that a specific day of the week. I have accepted the fact that I just need to let the past go and move on! So here goes…..
We last left off at the Lunch and Learn at Lillian August in CT. The next event I attended was on my husband’s birthday April 23, 2018. He was kind enough to drive with me to LuAnn Nigara’s Window Works in NJ for the Lunch and Learn with Claire Jefford. Usually these events start with lunch and networking for an hour and then lead into the speaker talking for about an hour. Well Claire is just so amazing and giving of her knowledge that her talk about "How to Manage Client Expectations" went on for over two and a half hours! I actually left before she finished because my husband had dropped me, went to the zoo (alone on his Birthday remember) and then was waiting for me outside. He wanted to avoid the deadly Staten Island traffic which I can’t blame him for so I wound up leaving and listening in the car since it was being recorded on Facebook Live.
Some of the key takeaways for me were the following:
The need to Build Trust, Show Value and Educate your Clients
To communicate effectively with clients. Claire has her hours of operations and a no texting clause in her Letter of Agreement (LOA).
To have your processes locked down and be clear when explaining them to clients. Her service includes one revision with up to three changes. After that it is billed by the hour. The quicker the clients can make a decision the less they will pay.
Claire is transparent regarding her designer discount and discusses it with her clients upfront.
The importance of your website and branding. To keep your branding consistent across all platforms. To list your services on your website with explanations of them.
The importance of professional photography. To only have the after "pretty pictures" on your website and to put the before and after in a blog post instead. Start off small and put pictures of your house or a vignette if you don't have a portfolio of work yet. Having six great photos is better than having a lot of bad ones.
How videos on your website can help your business. She sends hers out to clients after they book the initial consultation with her to explain further her process.
Always communicate with your trades and make sure they are clear as to the direction of the project.
The minimum budget for projects is typically $15,000 and when there are built-ins the range can be up to $30,000.
To charge for your consultations, have clients pay upfront for them, send a questionnaire to gather more information, send a reminder email prior and to provide as much value as possible during the consultation.
To use trade and custom furniture as often as possible to have the best return for your business. You will not be nearly as profitable if you source retail and there is a higher chance of clients “shopping” you.
Claire also spoke about the importance of going to market to test out furniture and learn about the products in order to see the quality and comfort. Doing this gives her confidence when sourcing and giving recommendations to clients. I visit the NY showrooms regularly but I am looking forward to visiting Las Vegas and High Point Market in the near future!
Another thing Claire spoke about the various packages she sells. Since so many designers inquired about her LOA and processes Claire has various documents and video lessons for sale on her website. I did purchase her very informative “Rock the Consultation” bundle package which I’m glad I did!
One last thing to mention about the day is I was super excited to share with Claire that I would be attending the Maria Killam’s Live Color Workshop to become a Certified True Color Expert the following three days. I knew Claire was taking the refresher course since I am in her FB group Interior Design Business Strategies. Stay tuned for the next blog post with details from that amazing three-day experience!!