New Client Meetings - 7 Steps to Success

Meeting potential new clients for the first time can be nerve racking. Wondering if they will be a good fit for your business and services. Wondering if they will like you. Wondering what you should say.

Let me give you some straight talking tips on how to make your first client meeting a success.

(1) Do your home work.

 Before you meet with your prospect make sure you know why you are meeting, and what the [client or]company does. You should be walking into the meeting with a pretty clear idea of what you can do for them, or which type of service may be suitable for them.

I'm not saying you will always know. But in most cases you should have a good idea. If you don't, you are attending the meeting without any objective. It's guesswork.

By doing your homework you can be armed with insightful questions. Plus it means you spend less time talking over the basics, and can get stuck into how you can really help them.

You can do this home work (or pre-work) by asking initial questions over the phone; or asking them to answer some questions in writing; or by checking their website; or by reading up on their industry.

(2) Make a good first impression.

 Simple things make a big difference. Make sure you are dressed well. Not too fancy. Not too casual. Aim to be a notch above the standard you expect your prospect to be dressing at.

• Turn up on time, or 5 minutes early.
• Don't park right out the front in their customer carpark.
• Get the name correct for the person you are meeting.
• Be nice and polite to the receptionist and anyone else you may meet.
• Greet your prospect with a firm handshake and smile, saying Good to meet you.
• Wait and follow the lead of your prospect as to where to go and when to sit down.

(3) Find out WHY.

 This sounds simple, but can often be tricky to identify. By asking suitable questions you need to clearly understand:

• Why are they looking for help now, at this time?
• Why are they considering your type of services?
• Why have they contacted you in particular?

See how we have drilled down to obtain very specific reasons in the three questions above. The answers to these questions will give you valuable insights into the potential this prospect offers you.

(4) Confirm their time frame.

Probe and confirm their expectations of timing.

• When will they be making a decision?
• When do they want to start?
• When do they expect completion?
• When do they expect your input?

(5) Specify outcomes they are seeking.

Don't beat around the bush when it comes to finding out what they are trying to achieve. Ask them how they think your services (or, this project) will help them. What will they achieve? How will they know when they have done that?

Sometimes clients are not clear on these factors themselves. By you asking them to explain it, they will often appreciate your help in helping then clarify what they want to do. After all, you are the expert in their eyes.

(6) Clarify what comes next.

 Make sure you have stated, or paraphrased their words, about what will happen next after this meeting. Don't leave it in limbo. Don't be scared to make it plain.

Demonstrate self-respect by ensuring clarity regarding the next step. Let them know you don't expect your time talking with them to have been wasted. You expect some action.

(7) Follow up. Always. And Soon.

 No matter what the time frame, or what the service being offered, always follow up promptly. Send a brief email to say, Thanks, we'll be in touch soon. Or send a few bullet points or summary of key items discussed. Or send your official contract, engagement letter, or proposal.

By following these 7 steps you will be streets ahead of your competitors... and you will win more business more easily.

By Stuart Ayling

Photography by Leloft 
 

Stuart Ayling runs Marketing Nous, an Australasian marketing consultancy that specialises in marketing for service businesses. He helps clients to improve their marketing tactics, attract more clients, and increase revenue. For additional marketing resources, including Stuart's popular monthly newsletter, visit his web site at http://www.marketingnous.com.au.

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10 Warning Signs That a Client Is Wrong for You

10 Warning Signs That a Prospective Client Is Not Right for You

In difficult economic times it is easy to let go of standards and take on a client who does not fit your vision of your ideal client. When few clients are in the pipeline it often looks attractive to take the ones that show up. When you do this you run the risk of having an angry client or worse one who is out a real energy drainer. Here are ten warning signs that tell you to avoid the client.

1.  The project is not in your area of expertise.

The prospect has a seemingly simple matter. You could do it but it is outside your practice area. It may be easy or it may look easy because of your lack of experience. If it is outside your practice area it will take you extra time to understand the issues and do the work necessary. Use your time to solidify your brand and practice area(s) not something that will require research and study to learn something you are not used to doing and may never have a need for again.

2.  Conflicts with other cases you or other members of your firm are working on.

Both #1 and #2 should be done during the screening call which in most practices can be done by a staff member.

3.  Scope of the work is not right for you at this time. 

The case might be too large or too complex. It might have a time frame that is not possible for you to handle given your resources. These are opportunities for you to refer the work to another designer or ask another designer to do the pieces of the work that are more than you can handle.

4.  Client's expectations are not in line with reality. 

Be clear about what is possible, how you work, and what you expect from the client. Don't take on a client who wants you to do something you are not comfortable with or will put you under pressure that you do not want.

5.  The client does not have the money or is unwilling to pay you a reasonable fee. 

Watch out for clients who argue about your fee, do not want to give you a retainer, or will not agree on a payment schedule.

6.  You get a feeling in your gut that this client will be difficult for you to work with. 

It may feel illogical. You may not be able to articulate a reason but a red flag goes up as you are talking with the prospective client.

7.  The client has had several other designers work on the matter. 

This is a huge red flag. There usually is a reason that other designers have left the case. Carefully question the client and the other designers before you take on the client.

8.  The client is unreliable and/or demanding. 

Clients that are late for meetings, don't show up for meetings and/or expect immediate attention are going to make working for them difficult and unpleasant. They will always have excuses for their lateness or need to rush. If you take them on as your client, expect to hear a lot of excuses.

9.  Client requests that you skip steps to lower his/her costs. 

Once you have standards of procedure for your practice, do not allow a client to influence you to lower them. That said some clients do need to lower costs and may ask if there are ways the client can do some of the work him/herself. Only agree to this if it is something you are comfortable with and if this appears to be a reliable client, someone who meets the other nine criteria.

10.  Client does not listen to you and does not seem to understand initial instructions

Clients need to work with you on their project. They will need to collect information, show up for appointments and handle issues as you recommend. Prospective clients who seem distracted or are more interested in telling you the gory details without listening to you, will behave that way while you are working on their project. Determine if the time necessary to get through to them is worth the effort.

By Alvah Parker

Photography by Gonzobrum

Alvah Parker is a Practice Advisor (The Attorneys' Coach) and a Career Changers' Coach as well as publisher of Parker's Points, an email tip list and Road to Success, an ezine. Subscribe now to these free monthly publications at her website http://www.asparker.com/samples.html and receive a values assessment as a gift. Work becomes more meaningful and enjoyable when you work from your values.Parker's Value Program© enables her clients to find their own way to work that is more fulfilling and profitable. Her clients are attorneys and people in transition who want to find work that is in line with their own life purpose. Alvah is found on the web at http://www.asparker.com. She may also be reached at 781-598-0388.

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Do's & Don'ts for an Effective Design Business Referral Network

Top 10 Do's and Don'ts for an Effective Business Referral Network!

Every business must have a powerful referral network. It is very unlikely and terribly expensive to "advertise your way to success". Without tons of capital, it can't be done. It is far more effective, and more fun, to create an effective network that sends you clients, supports your business, and makes you money. Unfortunately, most professionals confuse effective networking with passing out business cards and schmoozing. They are NOT the same. Here are my Top 10 Tips for a network that will help you build your business.

1. DO: Be visible and well-liked! Know lots of people and be sure they know you.

2. DON'T: Inappropriately use acquaintances or membership lists to build your practice. People hate being put on the spot!

3. DO: Join and contribute to worth-while groups and causes. You have to put in before you can take out. Be known as a generous person with lots to give.

4. DON'T: Grab the spotlight or Chair every committee. Don't turn down positions of leadership or responsibility, but don't be pushy. Let people discover you!

5. DO: Show up! Whatever your current circle of friends and relationships, this week go someplace else! Keep adding new circles of influence and expand the range of your interests and involvements. Keep growing the circle!

6. DON'T: Expect colleagues with similar expertise to be referral sources. They have their own businesses and are unlikely to share clients with you. Be realistic.

7. DO: Reach beyond your profession for business connections. Look to business owners, salespeople, educators, and managers. Anyone who connects with lots of people and who does not compete with you is a potential partner.

8. DON'T: Rush into business relationships. Have lunch, get acquainted, but never push a business card or brochure on anyone. Conveniently "forget" them at the office, and send a thoughtful follow-up letter with the material a couple days later.

9. DO: Make sure your business connections run both ways. Referring clients must make business sense to both sides. Make sure your work provides increased income, more convenience, better outcomes, or other benefits for your referral sources. This is only fair.

10. DON'T: Panic or try to rush. Most successful practices only need 3-10 great referral sources. Select and cultivate them wisely and patiently. It pays huge dividends!


By Philip E. Humbert
Photography by Sugarfree.sk

© Copyright 2003 by Philip E. Humbert. All Rights Reserved. Written by Dr. Philip E. Humbert, writer, speaker and success coach. Dr. Humbert has over 300 free articles, tools and resources for your success, including a great newsletter! It's all on his website at: http://www.philiphumbert.com

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10 Ways to Market Your Design Practice Without Advertising

The Top 10 Ways to Market Your Business or Professional Practice Without Advertising

Every business and professional practice MUST be in the public eye. You need clients! They need your goods and services. It's a mutual alliance for mutual benefit! However, if potential clients don't know you exist, or can't find you, you will go bankrupt! They won't benefit from your services and you won't make money. This makes marketing a necessity. Advertising is one form of marketing, but it's terribly expensive. Here are the Top 10 alternatives:

1. Contact 5 past customers or referral sources to thank them for their business and ask them to evaluate the quality of your service. Let them know they are the most important part of your research and development program. Listen to their suggestions!

2. Re-do your business cards, brochures or letterhead. Up-date your slogans, be certain your use of colors, textures and headlines is appropriate and represents precisely the image you want to convey. Hire a graphic designer. Don't skimp on your first impression!

3. Announce a new program, new products, new hours, new personnel or new policies. So long as it is real and improves the quality and level of your service, this is news that customers, clients and the media will want to know about.

4. Attend and participate in networking opportunities. From business open-houses to neighborhood picnics, to greeting people you've done business with when you see them around town, always look for ways to remind people of who you are and the services and benefits you provide.

5. Cooperate with other organizations to achieve name and brand recognition you couldn't achieve on your own. Sponsor a local softball team, join with a radio station to sponsor a contest, or participate in a charity golf tournament. Partnerships can bring huge rewards!

6. Offer a seminar, class or workshop. Local news media will often cover an interesting topic, and it's a great way to make people aware of your services. Charge little or no admission, have great handouts and materials, and get a crowd together.

7. Use direct mail. Typically, we think of this as "junk mail" going to thousands of people, but more often it's a matter of using your word processor to write a personal letter to 200 past customers, colleagues, or even competitors. Make it interesting, personal, and remind them of your special niche or unique services. Include a coupon or certificate. Make sure your direct mail is not "junk"!

8. Form an alliance with your suppliers, colleagues or even your competitors to offer a "combo" package that neither of you could offer alone and share the marketing expenses. Attorneys and accountants can offer compelling packages. A massage therapist might pair with a Chiropractor, a gym, or a weight-loss program. Who can you team up with?

9. Review everything a potential customer sees or hears when they do business with you. How do you answer your phone? Do your signs needs re-painting, is your lobby attractive and comfortable? Is your desk a mess? Do you take pride in your appearance and take time to make clients comfortable? It's all in the details!

10. Re-submit your web page to at least 5 search engines this week. Each search engine has it's own rules and you don't want to flood them, but it is wise to up-date your listing at least every few months. (And, if you aren't on the web, well, that's tip #11.)

By Philip Humbert

Photography by Photoeuphoria
 

© Copyright 2003 by Philip E. Humbert. All Rights ReservedWritten by Dr. Philip E. Humbert, writer, speaker and success coach. Dr. Humbert has over 300 free articles, tools and resources for your success, including a great newsletter! It's all on his website at: http://www.philiphumbert.com

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Stumbling Blocks that Limit Design Business Growth

Top 10 Stumbling Blocks that Limit Business Growth

Never in history have more entrepreneurs launched more new [design] businesses! In America, thousands of  design business open their doors every single day! Unfortunately, most of them (over 90% of them) also close their doors within two years. Businesses are started with high hopes and glorious dreams. It is easy to start a business. It is much more difficult to build it, to make it succeed, to avoid the traps and pitfalls and frustrations, and enjoy the fruits of success over the years. In working with hundreds (probably two to three THOUSAND) entrepreneurs over 25 years, here are the mistakes I see most often. Avoid them!

 

1. Fear and Confusion.

There is either a sense of being over-whelmed by the size of the tasks, or a refusal to master the work of being an entrepreneur and business owner. There are specific skills to owning and running a successful business. Learn them! You can master this! You can focus and succeed! (This is often the time to hire a coach!)

2. Lack of Capital.

Capital comes in three forms: Time, money, and energy. Some people have one or two, but not all three, and they fail because they simply can not sustain the growth phase of their business. EVERY business is a commitment of everything you have. You may start "small", but that does not mean casual or part-time!

3. Lack of Courage or Commitment.

Building a business is always risky. Some people perceive the risk as frightening, others see it as an exciting challenge, but there is always risk. Manage it. Limit your potential losses. Understand the risks and enjoy the process. You will make mistakes. Learn from them and go on.

4. Refusal to select and target an audience.

No one can sell their services to "everyone" - a message that goes to everyone is unlikely to create a sense of urgency in anyone in particular. Attorneys focus on one type of law. Physicians specialize. So should you.

 

5. Choosing the wrong audience.

A market that can not or will not pay or an audience that is too small or dispersed is a recipe for disaster. The "poor" desperately need medical, dental, legal and other services, but who is going to pay you? The same problem exists when trying to reach an audience that is dispersed over a large geographic area and not easily identified.

6. Fuzzy or unfocused message.

What exact benefits do you provide? To whom? Under what circumstances and at what cost? How can people contact you? Be precise, be clear, be specific.

7. Lack of planning - too many random efforts.

Many entrepreneurs try a little radio, a direct mailing, join a service organization, offer free samples, and then report that they have "tried everything and nothing worked". Pick one, and stay the course! You become identified with your marketing techniques. Choose a logo, a color-scheme, and a marketing technique and stay with it!

8. Too much advertising, too little relationship building.

Advertising works best for tangible products because clients can see the results. Intangible services are very difficult to advertise and are almost always purchased based on the quality of the relationship. The more people know you, and the more they know about you and your caring, your professionalism and your quality, the more business you will do. Build networks of relationships!

9. Laziness and/or Greed.

Your business ONLY exists to serve the client! You must make a profit in order to continue serving clients, but service is the key to success. Everything must be focused on that. The statement, "I want to be my own boss", or "I want a business that supports me" may be true (and be totally honest and reasonable), but they are a dangerous focus for your business. Customers first!

10. Having a product or service that fails to produce adequate benefits, or fails to serve as promised.

Some professionals are incompetent. Some don't use current technology, or are sloppy in their delivery. Particularly with services, even ONE mistake will undermine client confidence, loyalty, and trust. Do your best - every time!

By Philip Humbert

Photography by Jean Scheijen

 

© Copyright 2003 by Philip E. Humbert. All Rights Reserved. Written by Dr. Philip E. Humbert, writer, speaker and success coach. Dr. Humbert has over 300 free articles, tools and resources for your success, including a great newsletter! It's all on his website at: http://www.philiphumbert.com

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Business Ethics for a Succesful Interior Design Practice

Top 10 Principles for Positive Business Ethics

This morning, I read about a company using on-line auctions to defraud customers. Last week, I consulted on an ethics complaint where a business coach betrayed a client's confidentiality. Recently a physician was convicted of insider trading based on information from a patient, a violation of both business ethics and her professional ethics.

Business ethics are the key to profits. If clients and customers don't trust you, and your business ethics, they will not do business with you. Would you buy from a company you didn't trust? Of course not!

Business ethics have become a hot-button topic. There are often ethical conflicts between making money, and doing what is right. There can be dilemmas about doing what is best for your employer, what's best for your own career, and what's best for the customer. Business ethics is about negotiating these mine-fields. Here are my Top 10 Principles for Positive Business Ethics:

1. Business Ethics are Built on Personal Ethics.

There is no real separation between doing what is right in business, and playing fair, telling the truth and being ethical in your personal life.

2. Business Ethics are Based on Fairness.

Would a dis-interested observer agree that both sides are being treated fairly? Are both sides negotiating in good faith? Does each transaction take place on a "level playing field"? If so, the basic principles of ethics are being met.

3. Business Ethics Require Integrity.

Integrity refers to whole-ness, reliability and consistency. Ethical businesses treat people with respect, honesty and integrity. They back up their promises, and they keep their commitments.

4. Business Ethics Require Truth-telling.

The days when a business could sell a defective product and hide behind the "buyer beware" defense are long gone. You can sell products or services that have limitations, defects or are out-dated, but not as first-class, new merchandise. Truth in advertising is not only the law, business ethics require it.

5. Business Ethics Require Dependability.

If your company is new, unstable, about to be sold, or going out of business, ethics requires that you let clients and customers know this. Ethical businesses can be relied upon to be available to solve problems, answer questions and provide support.

6. Business Ethics Require a Business Plan.

A company's ethics are built on its image of itself and its vision of the future and its role in the community. Business ethics do not happen in a vacuum. The clearer the company's plan for growth, stability, profits and service, the stronger its commitment to ethical business practices.

7. Business Ethics Apply Internally and Externally.

Ethical businesses treat both customers and employees with respect and fairness. Ethics is about respect in the conference room, negotiating in good faith, keeping promises and meeting obligations to staff, employers, vendors and customers. The scope is universal.

8. Business Ethics Require a Profit.

Ethical businesses are well-run, well-managed, have effective internal controls, and clear expectations of growth. Ethics is about how we live in the present to prepare for the future, and a business without profits (or a plan to create them) is not meeting its ethical obligations to prepare for the future well-being of the company, its employees and customers.

9. Business Ethics are Value-Based.

The law, and professional organizations, must produce written standards that are inflexible and universal. While they may talk about "ethics", these documents are usually prescriptive and refer to minimal standards. Ethics are about values, ideals and aspirations. Ethical businesses may not always live up to their ideals, but they are clear about their intent.

10. Business Ethics Come from the Boss.

Leadership sets the tone, in every area of a business. Ethics are either central to the way a company functions, or they are not. The executives and managers either lead the way, or they communicate that cutting corners, deception and dis-respect are acceptable. Line staff will always rise, or sink, to the level of performance they see modeled above them. Business ethics starts at the top.

Ethics is about the quality of our lives, the quality of our service, and ultimately, about the bottom line. An unhappy customer complains to an average of sixteen people. Treating employees, customers, vendors and the public in an ethical, fair and open way is not only the right thing, in the long run, it's the only way to stay in business.

By Philip E. Humbert

Photography by BelleMedia 
 

© Copyright 2003 by Philip E. Humbert. All Rights Reserved. "Written by Dr. Philip E. Humbert, writer, speaker and success coach. Dr. Humbert has over 300 free articles, tools and resources for your success, including a great newsletter! It's all on his website at: http://www.philiphumbert.com  

 

All content on this site/blog is for informational purposes only, and does not constitute legal advice. If you require legal advice, retain a lawyer licensed in your jurisdiction. The opinions expressed are solely those of the author.

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Top 10 Requirements to Becoming & Remaining a Profitable Interior Designer

The Top 10 Requirements for Your Business to Become and Remain Profitable

We live in a relentlessly competitive world. The daily pressure to work "better, cheaper and faster" can make even talented business owners and entrepreneurs lose site of first principles. As you cope with the decisions and details of running your business, focus on the fundamentals! Regardless of the type of business or the products or services you sell, here are my suggestions for the Top 10 Basics that will make your fortune:

1. Client Benefits.

You and your clients must clearly understand the benefits that your products and services provide. Most buying decisions are based on the consumer's perception that a new color will add prestige or that a smaller, lighter product will be more convenient. Clients buy benefits.

2. Extra Value. 

Clients must receive more in value than you charge for your goods and services. Most of us don't want a "fair" exchange, we want a bargain, the sense that we got extra value for our money.

3. Extraordinary Service.

This means attention to detail. Answering the phone on the first ring, providing an 800 number and 24-hour customer service numbers are examples. L.L. Bean has made a fortune with it's "no questions" guarantee. So can you!

4. Know your Audience.

Every business has to know their audience. Volvo and Nissan have very different audiences, and their advertising, pricing and even the location of their dealerships reflect this. Young adult audiences may value low price, while another group may value quality, performance, reliability or some other item. This is even more critical for service organizations who's products are invisible (consulting, education, coaching, etc).

5. Location.

In the old days, this meant the street address of your shop or store. Now it means getting your marketing messages into your client's hands when and where they are receptive. Be certain your website is located at the top of the search engines. Make your Yellow Page ad larger or distinctive. NASCAR race fans are the most brand-loyal consumers in America. If you want to reach them, buy space on a race car!

6. Convenience.

Clients expect to shop at their convenience, to pay by credit card, to call an 800-number, and to have their questions answered correctly the first time. Obviously, most service providers (medical, legal, consulting) can not be available 24-hours a day, and how you handle that problem will say much about you and your business to potential clients. Make it easy to do business with you!

7. Innovation.

New is good, newer is better. Clients expect the benefits of the most modern technology. At a minimum, they expect the convenience of email, voice mail, pagers, and fax. If there is a faster, better, cheaper and more reliable way to do it, adopt cutting edge techniques before your competition does!

8. Reliability.

Consumers assume they can rely on your products and services. If they are purchasing your time and expertise, they rely on your availability, your advice, your attention to detail, and your follow-through. Durability may be less important in a throw-away age, but consumers demand 100% reliability. Be available for them every single time!

9. Planning.

Planning takes on strange twists when a computer chip "generation" lasts 6 months and a website may be "old" in 6 weeks. Planning is the ability to monitor, influence, and profit from change. Planning means having a mission statement and the flexibility to respond instantly when new information allows you to fulfill your mission more effectively. Planning means you control your destiny.

10. Communication.

Communication means instant, 2-way communication between every level and every branch of an enterprise. It means communicating with your vendors and competitors, and working with your clients so they become your most important designers, researchers and customer service experts. It means an "open door" policy and flat organizational models. It means listening is more important than speaking. It means ideas rule the world.

By Philip E. Humbert
Image by Ivan Chuyev

© Copyright 2003 by Philip E. Humbert. All Rights Reserved. Written by Dr. Philip E. Humbert, writer, speaker and success coach. Dr. Humbert has over 300 free articles, tools and resources for your success, including a great newsletter! It's all on his website at: http://www.philiphumbert.com

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The Global Leader in Business Information Resources for Interior Designers

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