Want to Land More Design Projects? Don’t Over-Expertize Your Expertise
OK, yes. We made up a word. So sue us! If it got your attention and made you want to learn more about how to land more design projects, we feel no shame. (Well, we don’t anyway, really. It is our blog, after all!)
Anyway, the point we’re trying to make is (and we mean this with all due respect), becoming an expert in one area does not make us expert in others, nor should it. Sometimes, the more we know about something the easier it is to take for granted that others – like prospects or clients – know something about it too.
To put it another way, our familiarity with a subject need not breed contempt. But rather, the more we know the more likely we are to assume what our target audience knows. This can be deadly when trying to close a deal. In fact, there may be no quicker way to kill one.
Like Attracts Like (Not including clients)
It’s human nature and should come as no surprise, that those with similar interests find comfort associating with each other. Interior designers and furnishing suppliers tend to hang together. Salespeople with salespeople, marketers with marketers. Whole industries can become exclusive and the subjects of discussion among experts climb to higher and higher levels.
But, what happens when you're thrown together with a group of laypeople; or just one, a potential client?
Prospects will commonly express a desire but, because they lack the knowledge to make it happen, they look to an expert. In the internet age, they’ll go online to search for info but surely need more. (Often, what they find will be just enough to make them dangerous – to themselves.)
That is where you come in. And, that is where your experience, and your respect for them and their efforts to learn, will enable you to deliver a message that will resonate with them – and help you land more clients.
The key to successfully landing more projects in such a situation is to remember this… The fact that you know the benefits of a home renovation, or how the features the furnishings you suggest will make your ideal client’s life better, does not mean that they do.
Only Be an Expert When Necessary
Ultimately, you really can’t “know too much”, you just need to always be mindful that many people will know far less. And never forget, it’s your job to help them learn what they need to make an informed buying decision.
The fact that you're the one who taught them should take care of the rest.
Ted remains available to work with you on a case-by-case basis with business consulting that is targeted to your needs and goals. With more than 25 years of experience in the luxury furnishings and interior design industries, he has pretty much seen it all. So, if you're ready to work with a professional business consultant who can help you land more design projects… Get in touch with TD Fall today.