How You Can Create Client Evangelists With Your Brand-Defining Fees & Services…& Thrive During Turbulent Times

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Posted on: 06-22-2010 by: Gail Doby

What were your biggest AHAs or insights from the “How You Can Create Client Evangelists With Your Brand-Defining Fees & Services…& Thrive During Turbulent Times?”

We’ll select the best AHA to win a scholarship to our upcoming Value Based Fee System series starting this month.  Your comment must be posted by midnight Eastern, Sunday, June 27th, 2010.  Don’t miss out!

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Gail DobyYou're not alone any more. If you're looking for advice, solutions, strategies and support to help you take your interior design business to the next level, Welcome Home! We're experienced interior designers, and we truly understand the challenges and pitfalls of your chosen profession. We're constantly researching, learning and simplifying the latest information from the overwhelming glut of noise on the Internet to save you time and money. You'll learn practical techniques from innovative marketing experts and consultants that will help you transform your business and your mindset so you can achieve your dreams. We're different than other Interior Design Colleges - we offer interior design classes specifically tailored to your interior design career goals and needs. Let us know how we can help and feel free to email us with any questions and suggestions you might have. |Interior Design Business Success Mentor | Social Media Consultant to the Architecture & Design CommunityView all posts by Gail Doby

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Newer Comments →
  • Margaret Taylor

    One of the hardest things to overcome is the budget question. Clients just seem to want to keep a secret what they are willing to spend, so you have to come up with a price that you think is good and go from there. They always let you know if it is too much. Aha moment, have a ball park price and educate client about the value of your products (the relative worth or desirability)

  • http://www.designsuccessu.com Gail Doby

    Hi Margaret, yes, getting to the budget is hard, and when we think about it, do clients really understand how we work, what design fees should run and what products cost? Not unless they've done work with a designer before, and even then, that designer works differently than other designers. One of the most expensive tasks we undertake is to educate prospects and clients. How we do that determines the success of our relationship. This is another process that designers are left to figure out for themselves when they start their businesses. Many of us were taught not to ask or talk about money, and unfortunately, when money is involved in a transaction, unexpressed expectations and fears are the root of most problems in design relationships as well as marriages.

  • Andria Ford

    I apologize I just now recieved your e-mail. I understand if my comment doesn't make it in time for the meeting on the 13th. But, a big problem our office faces with the fee system is contracts that go along with the fees and having a set fee system. We want to be as flexible as possible especially now with the way the economy is effecting our business. We are constanly meeting on ways to lower cost.. but have been unsuccesful! I look forward to the this meeting!

  • http://www.designsuccessu.com Gail Doby

    Hi Andria, thanks for commenting. Do you have a specific question? That would help me.

  • Joyce Kohn

    Hi Gail,
    This is a question for tomorrow's webinar. In your contract should you list all fees so that the client knows where there monies are going? Would that separate you from the pack? I know I need to find a better fee system to really get down to the nuts and bolts of all fees. Should you have separate contracts for example and accessory package?

  • http://www.designsuccessu.com Gail Doby

    Hi Joyce, I'll add that to the list and if I don't get to it tomorrow, I'll answer it in the Q & A documents that we're planning to send out after the call. Thanks for sending that along.

  • JaiDesigns

    I'm too late for the question to be on the webinar, but I'm a student designer and I do freelance work to support my education. I have had a few clients, and I have no idea what to charge, I try to base a fee off of their budget..? Am I hurting or helping myself for the long-term goal to have my own small company?

  • http://www.designsuccessu.com Gail Doby

    Hi there, I'll add that to our follow-up document that will come out after the event.

  • http://www.briajamesdesigns.com Gabriele James

    Hi Gail,
    Great Webinar!
    My biggest AHA moments. ..which ones should I select, as there were so many. But to list the top three, they were: when you warned us about not taking on clients who negotiate fees: to never take on a difficult client; and that your website should not sound like a shopping list. By the way, mine sounds like a shopping list and that is the first thing I need to change.
    Thank you for all the advice and please advise when is the deadline to sign up for the $299.00 discounted rate for the program. I believe the slide showed March 23? I missed the correct date.
    Regards,

    Gabriele James

  • http://www.briajamesdesigns.com Gabriele James

    Hi Gail,
    Great Webinar!
    My biggest AHA moments. ..which ones should I select, as there were so many. But to list the top three, they were: when you warned us about not taking on clients who negotiate fees: to never take on a difficult client; and that your website should not sound like a shopping list. By the way, mine sounds like a shopping list and that is the first thing I need to change.
    Thank you for all the advice and please advise when is the deadline to sign up for the $299.00 discounted rate for the program. I believe the slide showed March 23? I missed the correct date.
    Regards,

    Gabriele James

  • http://www.briajamesdesigns.com Gabriele James

    Hi Gail,
    Great Webinar!
    My biggest AHA moments. ..which ones should I select, as there were so many. But to list the top three, they were: when you warned us about not taking on clients who negotiate fees: to never take on a difficult client; and that your website should not sound like a shopping list. By the way, mine sounds like a shopping list and that is the first thing I need to change.
    Thank you for all the advice and please advise when is the deadline to sign up for the $299.00 discounted rate for the program. I believe the slide showed March 23? I missed the correct date.
    Regards,

    Gabriele James

  • lauriepassmore

    I really enjoyed this webinar. I liked how you separated what the client and designer fears were pertaining to a certain subject. I am not a certified designer but I have a custom drapery workroom and work with several designers. Our pricing is a bit different than designers but what I really liked that you pointed out is that you have to distinguish yourself on what you offer to the client that is different from anybody else. I pride myself with being very particular and always want what I custom do for clients to be more than what they expected. It's such a gratifying feeling when you see your hard work look beautiful on a client's window. The other thing I would like to comment on is it's so very true with that first meeting you either have or you don't have that instant rapport and connect with them emotionally. I truly enjoyed this webinar and hopefully I can bring your experience that you have shared into my own business.

  • http://www.designsuccessu.com Gail Doby

    Thanks, Laurie. Just shifting the mindset to build better rapport can make a huge difference in the percentage of clients we close. I hope that helped, and be sure to share the results with us. Thanks for commenting!

  • http://www.designsuccessu.com Gail Doby

    Hi Gabriele, so glad you enjoyed it. Good for you for working on your website. April 26th at midnight Eastern is the deadline for the $100 off. Keep me posted on your progress!

  • lindavantine

    My biggest take-away was to make sure you get a commitment from the client before starting work…I think a retainer would be the solution. I just had a client said they were surprised by my bill, and they did not want to pay it, after I spent 10 hours doing research, specifications, and pricing. They decided not to do the work, because they needed a new car, and fence! I have been working with the client since 1995, and this is the first time they pulled this act. I was too trusting, and the world has changed!

  • Linda Sloan

    The class was great, thanks for hitting us over the head – all of the things we know we should do. I am trying to figure out if we are just lazy or fearful that we resist doing them. The biggest AHA for me was the concept of offering options – low, medium, high or good, better, best, etc.

  • http://www.CumbysInteriors.com Cumby Hammock-Cobb

    Gail, you always leave me with an AHA moment…..I have been trying to wrap my mind around this whole FEE concept and I was thrilled to know that you offered up options to the client and that different people are handling this with their perspective to make it work for them and their clients. I understand WHY we need to get into this fee structure, it's the HOW that is the fiasco, for me. AND I love the ideas of the templates that you have designed for us…. COOL!

  • paulaspringer

    My biggest AHA is probably about the issue of what I am selling…my unique sizzle and the gorgeous results is the answer to be given of course. If I am selling my time only, it's not so special, like being an order-taker rather than a sizzle maker.

    The other big idea is to offer 3 levels of service…GREAT one! And of course I am very psyched to learn about value-based fees, which could be my next AHA!

  • http://www.designsuccessu.com Gail Doby

    For sure…it's time to remove the doubt that you are a professional and that you mean business. Yes, trust has to be from you to the client first, and if they don't earn your trust, cut them loose ASAP!!!

  • http://www.designsuccessu.com Gail Doby

    I think it is a lack of confidence. We as women (for the most part) let our clients dictate, and yet, having confidence to control subtly is an artform. Don't let the clients run you!

  • http://www.designsuccessu.com Gail Doby

    Terrific, Cumby. This goes back to not being taught how to manage the client relationship, and wanting to please clients instead of create the perception of value. Yes, having templates and a script will be helpful for many people who struggle with the words. I do hope that we help you and our colleagues overcome your roadblocks and find that flow and comfort in knowing that you have the right and the worth to be rewarded for your skills and talent.

  • http://www.designsuccessu.com Gail Doby

    Hi Paula, no doubt you will find the confidence and assurance you need to go to the next level. I want you and all of our colleagues to find that center and balance so you can make the money you deserve. Thank you for seeing your sizzle, and don't let the clients take that away.

  • Anonymous

    Hi Gail,
    Unfortunately I could not attend the webinar discussion for I had a meeting to attend at 7. I was wondering are you selling the notes from that discussion. I know for myself i need more confidence in discussing money and being clear about it and asking more questions to get a really good profile on the client.Being more communicative and put everything out there so the client sees that they are dealing with a true professional.
    Let me know about the notes. Thanks, Joyce

  • Anonymous

    Hi Gail,
    Unfortunately I could not attend the webinar discussion for I had a meeting to attend at 7. I was wondering are you selling the notes from that discussion. I know for myself i need more confidence in discussing money and being clear about it and asking more questions to get a really good profile on the client.Being more communicative and put everything out there so the client sees that they are dealing with a true professional.
    Let me know about the notes. Thanks, Joyce

  • andrew_hyett

    Gail
    Thank you so much for the webinar yesterday (albeit a bit on the lateside for us Europeans!). I found it was very interesting seeing what other designers were doing, but most importantly for me the big aha moment was understanding what the clients fears were V my own. So many clients will not tell you what they are thinking and reading minds is not something as a human I am very good at.

    I also liked the confirmation as it were on the fee breakdown., We already do this so the client can see exactly what they are getting, but more importantly, when they change their mind, where the increase or decrease in cost comes into play, eg they want wet underfloor heating, not electric, because we have broken down the cost of the scree, ply, pipes, labour etc, they can see the difference that change makes immmediately.

    Could I ask a small favour for the next webinar?? Could you start it at 12:00 EDT, you will still get the West Coast guys (at 09:00) but more importantly you would get another potential 365 million customers over here in Europe.

    Once again many thanks
    Andrew

  • debbiehorn

    I think my Aha moment was to realize where I think that I WOW my clients. My first degree is Psychology and I really try to understand their personalities when working with them to create the space for them. There are a lot of decorators and designers around here that tell the client what they need without listening to how they use the space and what they like.

  • joycekohn

    Hi,
    Unfortunately I missed the great webinar for I had to rush to go to a meeting from an organiztion I belong to. It was something I wanted to hear because I need to close more clients thus more sales. I was wondering will you be sending out an email to purchase the notes from the webinar. The ones I've attended are always a wealth of info we really need. I agree with you that as women money to some not all are an issue( it has been an issue for me) . The less we are afraid and the more confidence we project to the client I think will land more sales. Also for me I need to ask more questions even the difficult ones so that my clients and I are communicating on the same page. Food for thought. Let me know about the notes from the webinar. Thanks, Joyce

  • http://www.schaperassocites.net Carol Schaper

    I think what you mentioned about time is a commodity just like product is a commodity. It just brought home the fact more and more the value of fixed fees. What counts is the “results” that can be achieved, not the time spent. Also, your comment about not giving out your hourly rate on the phone – we have always done that, but never will again. It really allows the potential client to discount you immediately if they think your hourly is to much. Thanks Gail. I always get something out of your webinars.

  • http://www.designsuccessu.com Gail Doby

    Ah yes…really getting to what the clients are thinking and feeling is critical. If we don't answer the questions and concerns that they aren't openly expressing, then we'll never get the work, or will end up in a conflict. We'd love more of our global friends on the calls…we've had to go with the majority request for times based on surveys. We'll see what we can do in the future. Thanks for staying on in the wee hours. Our Business Mastery Membership class is at noon Eastern, and because people like to be there for the live calls, our US members don't love the time either…that's why we record and transcribe, so at least you can listen that way if you can't make it at the late hour. Hope that helps!

  • http://www.designsuccessu.com Gail Doby

    So true, Debbie. Listening is vital.

  • http://www.designsuccessu.com Gail Doby

    Hi Joyce, no worries about the schedule. We are sending the recording, transcripts and 3 sets of Q & A documents for no charge. Do you like that price :-) ?

  • http://www.designsuccessu.com Gail Doby

    Hi Carol, here's something else to add…if they are concerned about what you charge, they aren't the right client for you because your fee is based on delivering a result they value. In order to establish a fee, would it make sense to find out more about what is important to them? Try that and you might just find that you can engage them for longer than a five minute phone call as they dial every designer in town…

  • Dale Minske

    Hi Gail, Having practiced interior design for over a decade, sometimes you think you've seen it all, but your webinar provided many AHA moments. I especially liked the idea that, “clients value reults.” Intuitively this is easy to say, but sometimes the hardest question to answer is what are the unique results I provide. I don't personally bill by the hour, but either way billing every two weeks would overcome the client receiving one large bill; especially on a large project. Your idea of better questions to qualify clients is huge; especially addressing the shopping on your own, shopping on the internet issue. This builds strong know, like, trust with your clients. Your approach of designer's valuing themselves and what they do can only be a boost to our industry which sometimes gives off a bad impression. Often this is well deserved when designers don't educate themselves and stay abreast of issues, trends, etc. and there are a lot of do-overs from experienced designers. I already implement a lot of what you suggest, however, there is ALWAYS room for improvement and learning to do it better. Thanks for all you do!! Dale

  • http://www.michelebeattyinteriordesign.com Michele Beatty

    Gail,
    Great webinar. I had a couple of 'aha' moments or maybe just gentle reminders from you of the things I know I should be doing but don't…such as tracking my time. I have a running calculator in my head but need to be more diligent about logging it. Since being a member of DSU I have changed how I charge to a more fee based option rather than for my time. I have found this much easier, even if the job is not a perfect fit for the packages I offer, I use it to base my fee and it's easier to explain to the client. It's not perfect yet but I'm working on it. I also like the idea of offering low, medium and high options. This works for me because I have clients who have some existing items that are high end but need a spruce up and we can achieve this with a lower end product and get the same look. I just explain to them that these are not museum quality products and ask them if they're Ok with shopping Crate and Barrel, Pottery Barn or even Target. Every time they say 'yes!'. Everyone is trying to save money right now but still desire a beautiful space to live. Thanks again for your help and passion!

  • http://www.designsuccessu.com Gail Doby

    Hi Dale, if we all seek to improve every day, we'll be so much better at what we do and offer. It's interesting that even designers with more than 30 years experience have these AHAs during these sessions. My goal is to help designers be perceived and actually be professionals worthy of great appreciation, acknowledgment and compensation. So glad you felt that you learned something. It's my passion and mission to help you and everyone in our industry. Please send your designer friends and colleagues to our blog. The more we can improve our industry, the better it is for all of us. Thank you for you kind words.

  • http://www.designsuccessu.com Gail Doby

    Hi Michelle, I'm on a mission, and if you just got that one thing, then you're on the right track. I'm glad you're seeing improvements, and when you're ready, please do think about the Value Based Fee System because it will take you to the next level in your business. Happy to help! I'm glad you appreciate the passion for the business. Most importantly, I'm here to save you time, stress and money by avoiding mistakes. Thanks for your post!

  • ivylehman

    That today you need to package what you are offering toyour clients. I never thought about that however I have notice lately that alot of places including the chiropractors are now doing this. What a great idea.

  • http://www.designsuccessu.com Gail Doby

    Good! Now…what can you offer on your website or blog to get people started with you?

  • Pamela

    I’am a certified interior designer. I had to erase at least half hour of on and on.
    This is what I want to say to all of you….

    Stop !!!!!!!!!!!!!!!!!! giving away you knowledge…
    your expertise
    your Ideas
    no matter how small you think it may be..
    The days of a client saying……What do you think…should I do….? Could I do…. ? Would you do….?

    People will get you to their homes on the predense that you are there for …window treatments, paint color selections….furniture arrangement…..etc………and there they go……

    Say it with me…THAT REQUIRES ANOTHER APPOINTMENT …CALL ME…. AND WE CAN SET UP ANOTHER TIME……..which of course YOU CHARGE FOR….

    The people who do not do this….Are doing an injustice to all of us…….

  • http://courtneyblantoninteriors.com Courtney

    Hi, I missed the webinar as well. I receive your emails, but have not received the recording, transcripts and 3 sets of Q & A documents. How do I receive this?

    Thanks so much!

  • http://www.designsuccessu.com Gail Doby

    Hi Courtney, I am sorry you missed the webinar and no worries, we'll get the info to you. We just found out late yesterday that there was a really crazy glitch in our email system that Erin just discovered by accident. She re-queued the recordings and transcripts…(we combined into 2 Q & A docs for simplicity). Just email info@designsuccessu.com in case you still don't have it. It's probably in your inbox now, or double check your spam filter. Thsnks so much!

  • Pjulber

    My big “Aha” moment was that I need to track everything better or just plain track time. Also remembering to wow my clients with unexpected services.

  • http://www.designsuccessu.com Gail Doby

    Terrific…tell me how it goes for you.

  • Alejandra

    Hi Gail: I really enjoyed the webinar and will listen to it again, learn alot from it like doing the same expecting different result! Im definately interested (actually needed desperately) on a one on one session with you or may be the comprehensive program. Please let me know what you think!!!
    Thanks,

    Maria

  • http://www.designsuccessu.com Gail Doby

    Hello Alejandra, I'm so glad you enjoyed it. The Value Based Fee System is a great place to start. The designers who take it and apply it make literally tens of thousands of dollars when they apply it. Just one client pays for it many times over. I'd start there. My time is extremely limited for one-on-one coaching. However, I do think there are a few spots left for the fast action bonus with 30 minutes of coaching. I'd act quickly and do that.

  • Eileen

    My biggest AHA moment for this webinar was; that clients are fearful of interior designers! I had no idea!

  • http://blueartichokeinteriors.blogspot.com Susie Goldstein Interiors

    I need to rework my web site and get rid of the laundry list! I want my site to be a reflection of me and the value I add to the client.

  • Tracy O'Brien

    Greetings Gail!
    I thank you for allowing me to feel as if I were not alone on our Interior Design roller coaster.
    I have tried most things- being a bit of a researcher myself…and am finding myself needing to rethink this biz constantly.
    After 16 years, you gave me food for thought that just might ignite my brainwave from last week….in short, thanks for the ” kick” or “trick.”
    May we all gain success and fortune…because we do try to make people happy and healthy in their environment.
    Cheers!
    Tracy O'Brien, Designs by O'Brien.
    P.S. I HATE my website again! LOL

  • http://www.designsuccessu.com Gail Doby

    Amazing isn't it?

  • http://www.designsuccessu.com Gail Doby

    Thank you for getting that…it's so important.

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