Are Client Referrals the Best Way to Grow a Design or Furnishings Business?

Business
Written By

Perhaps second only to working with previous satisfied clients, gathering referrals from them will likely be the best way to garner new business. Whether a luxury furnishings store or interior designer, happy customers are usually eager to share their positive experiences with friends and family. So, use them to get client referrals as often as you can.

A marketing plan that does not include asking for referrals, especially in a service-oriented business like interior design, is incomplete. Yet, just like “asking for the sale” during a presentation, many designers neglect this step in relationship building. And, not to be left out, many furnishings salespeople do the same.

Turns out, online reviews and testimonials have nearly the same power as direct referrals from clients; that is, a recommendation to people they know.

“Did you know that 97% of consumers regularly read reviews before choosing to work with a business? Did you further know that almost all of those consumers trust online reviews and give them as much weight as a personal recommendation from someone they actually know?” (Podium.com)

Value of Online Reviews and Testimonials

  • Expand Your Online Footprint – From your website to review sites (e.g., Houzz.com), online reviews and client testimonials are fantastic reputation builders. In fact, recent research shows that positive customer reviews make 73% of customers trust a business more. And, of 74% of customers who were asked to provide feedback, 68% were willing to do it.

  • Learning to Ask is the Hard Part – Make asking for a client review part of the process by mentioning reviews at the beginning, middle, and end of every project so it will become a habit. This will also make it more difficult for a satisfied client to refuse your request (for whatever reason).

  • Manage Your Reputation Online – Reputation management is a big deal these days because everyone is online where impressions can last forever. A bad review can cause lasting damage and may be very hard to remove. Instead, respond to negative reviews immediately with a request for more info or a call. Then, get busy asking your best clients for a positive testimonial to counter the “bad press”.

  • Create a Testimonials Page – Websites without a page full of client testimonials are incomplete. Just like before and after images of your design projects, testimonials offer “social proof” that you're good at what you do. They can also offer the big plus of telling prospects that you're easy to work with. (So, best advice – BE easy to work with!)

  • Get Direct Referrals – Asking for reviews and testimonials should be a given but, you also need to ask former clients for names. Your goal here should be to get the names and contact info of people your client knows; people who respect their opinion and who will be open to your approach. Make sure to ask them if it will be OK for the referred prospect to call and ask for more information about you too. This could be critical to landing that lead as a client.

Follow-up is Critical (As Is a “Thank You”)

Whether an online review, testimonial, or direct client referral, showing your gratitude proves that you value the relationships you have with your clients. At a minimum, a big fat “Thank You” is called for, though many business owners offer a reward for a direct referral. This may be something as simple as a gift card or if the referral has enough value, a discount on future work.

Finally, make all reviews available to prospective clients to showcase your credibility and experience as a pro, and include them in any prospective client welcome materials. And yes, it’s perfectly OK to proof and edit for typos and such. (In fact, it’s highly recommended as further reputation protection.)

Looking for more tips on sustainable design trends, designer marketing tips, and product ideas? Get in touch with TD Fall today.