As far as you can tell you’ve done everything right; you’ve networked to gain leads, you’ve followed-up at the prearranged time and place, but you still are not getting the level of business you need. It’s important to remember that Interior Design is a highly competitive business and unless you know how to “close,” to make the customer sign on the dotted line, all your efforts will be in vein.
Unfortunately, the key error many interior designers make is that they focus on the “end” rather than on the process from the customer’s point-of-view. Research has proved that, in actuality, the sale is made within the first 30 seconds of the time the presentation is started. Much of this is due to the fact that the act of purchasing something is inherently an emotional process, not a logical one. And, people want to buy from those they believe can identify with and understand their needs.
So, how can you increase your closing rate by creating a stronger opening? After arriving for your presentation, certain steps can be taken within the first 30 seconds to capture and hold the attention of your clients:
- Ask the client what they are looking for then listen…really listen, responding to their concerns by asking questions to clarify key points.
- With experience you’ll come to identify the common desires of people based on lifestyles and careers. For example, those in business for themselves generally have a take-charge mentality. They need to know that they will be consulted and be able to give input every step of the way.
- Let the client know immediately what you would like to accomplish during the meeting. This may include finding out more about what they would like, or explaining the steps you’ll take toward achieving their goals.
- Any remodeling project contains some element of risk on the part of the client. It’s important that you acknowledge that fear is a normal part of any undertaking involving the redesign of a home. It’s also disruptive to lives and they need to know you will be there to provide any support they feel they need in order to realize their vision; this not only reinforces rapport, but also serves to develop a level of trust needed in a project of this nature.
- One of the most important things is to change your own mindset to match that of your client’s. You must uncover their wants rather than focusing on their needs. Of course they need a toilet, but maybe what they really want is a ToTo High Efficiency Turbo Flush toilet. As the interior designer it’s your responsibility to discover what they really want and be able to separate that from their needs. You need to focus on satisfying the want first as many times this will take care of the perceived needs.
Without the close you have no business so this skill is extremely important to develop. This takes some practice, but once mastered you’ll be amazed at how your closes increase.
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