I’ve been reading a great book – Duct Tape Marketing by John Jantsch.  He says, “every business is a marketing business.”

When you think about it, he is absolutely right.  Our first job is to get the job, and what you say and how you say it can make the difference in you closing  more  sales.  For those of you that dislike “selling,” just remember that you are solving problems and offering valuable advice and guidance for which you will be compensated.

We think we’re in the business of interior design, but aren’t we really in the business of selling ourselves and our services? Our “service” is our design, or is it?

It is more complex than that.

Is it transforming your client’s lives?

Maybe.

Or, is it feeding your client’s self-esteem or pride?  Are you showcasing your client’s business and financial success or good taste?  Are you helping them feel more secure and better about themselves? Are you surrounding them with beauty that makes them feel happy and warm?

The underlying emotions of your client are the motivations and reasons they choose to hire a designer.  They really don’t need a designer, they can do it themselves.  We all know that anyone that watches HGTV is perfectly capable of creating a magazine-worthy home.  Right?

Your prospects and clients can go to any retail store or even Home Depot and purchase paint, cabinets, light fixtures and any other element of their project.  However, they don’t have your unique skill in pulling things together in a way that transcends the parts.  They also don’t have your experience solving the problems with your contractors, subcontractors, products, vendors, and all of the other issues that you so skillfully manage.  They don’t know the best team to hire that will give them the quality result that your team provides.

You’re there to save time for them, and to prevent expensive mistakes they might otherwise make.  You are also there to give them peace of mind and help them discover their inner artistry.

Erin and I met with a prospect yesterday, and the husband told me what he wanted in the master bathroom renovation.  When he finished, I asked him, “so what you’re saying is that you want a Zen-like feeling.”  His eyes lit up and he said, “Yes…that’s what I want!”  They want the emotional benefit of the service, and they want to avoid costly mistakes.

As soon as you connect with the  inner motivation, your job of closing the sale is easier.  Your clients love it when you can reframe their thoughts in a story or verbal picture.

Would you share some of your best phrases you’ve used with your clients or prospects?  Just comment on the post and include your website URL.  We’d love to hear from you.

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