THINK AGAIN: 5 UNEXPECTED MARKETING MISHAPS TO AVOID

Often we profess to want a relationship with a client and a project destined to become fabulous and photo worthy but the marketing messaging does not support this same desire.

Advertising "packages" and selling "blocks" of time is not conducive to building relationships as you are selling what will be seen as a transactional commodity.

Who wants to spend lots of money on a "block"? Do we hire an artist to create a family portrait in "blocks"? "Oh hey when you get to my third kid, hold off and send me another 'block' of time and I will see if I want to finish it or not." Said no one ever.

Transactional sales are not a bad thing but you must know the difference between the two so that you get the positioning right for full service larger-and more profitable-projects.

Be intentional-know the difference in a transactional relationship and a full service relationship, and strategize accordingly. Be defined - Manage the expectations from the beginning. Be clear - What are they getting and what are you getting in return?

Think again: Marketing a commodity makes you replaceable.

Neglecting getting feedback not simply a review 

Are you doing an exit interview after the job is done? Lean on previous ideal clients not simply for a review---this is important, but what is more important is finding out how the process or experience could be improved. This is a qualified focus group of one! Learning from these paid experiences is a gold mine to help grow your business.

People want to help you but are not mindful of it day to day because there is an epidemic of "busy". But if you actively and genuinely care about the experience the client wishes to have, people will bend over backwards to help shape your future. But you have to ask.

Think again: Ask for real feedback not simply a review. This is marketing R and D.

Creating friction

Are you making a client put out too much effort to get to talk to someone? An example is having a ridiculously long questionnaire as a qualifier to a phone discovery call. Why? Because you do not want to take the time to see if it is a good prospect or not? A few questions are ok--but making an ideal client work too hard is no bueno.

My ideal client-busy professionals-will just laugh and call someone else.

Think again: How are you inadvertently creating friction in your client process?

Confusing Worth vs Value

The client does not care what you are worth. The client cares about what the value will be to them. It is the biggest marketing mindset jibber jabber to talk about "charging your worth" when the subjective theory of value says worth is dependent on the value your client is willing to pay for your secret sauce. 

It is part of your marketing genius to put forth that value to the right people at the right time so they will understand it. Or move on to someone who does. Saying your charge what your are worth is great for self confidence but is not a good marketing-or pricing-strategy.

Think again: Worth is focused on how you perceive yourself. Value is focused on the client's perspective. These concepts can coexist but must be understood.

Marketing your "parts and pieces" instead of the "whole"

This is Gestalt theory according to Cheryl. The sum of the parts and pieces of a project do not equal the whole of the project-The creative vision beautifully imagined and thoughtfully planned--for a family's lifestyle and needs.

You encourage focusing on the "whole" creative vision by all the steps you take prior to presentation, how you present it, how you price it when done, and how you interact with the client before you present. But oftentimes designers without realizing it will fall back to a "parts and pieces" mentality. 

Think again: Market the totality of the creative vision. Not the parts and pieces.

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Cheryl Kees Clendenon is a business strategist who works with other small businesses and interior designers to create legacy businesses built for growth. She also owns a 24 year full-service design firm and retail showroom, In Detail Interiors, based in Pensacola, Fla. cheryl@indetailinteriors.com