Relationships with Past Design Clients – The Key to Repeat Business

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In a recent perusal of the blog at BusinessOfHome.com, we were intrigued by a post on how designers generate repeat business. In it, author Haley Chouinard asked a dozen designers how they go about maintaining relationships with past design clients to foster new or additional business.

We’re happy to recommend taking the time to read the ideas shared by the designers in the article but, what caught our eye, in particular, was this comment: “Whether I randomly see a home decor item they may like or do an activity that reminds me of a certain client, I will share it with them afterward.” (Tiffany Brown, Brown Builders Design, Charlotte, NC)

“Why?” you may ask. “Because,” we would answer, “doing this would not only be an excellent way to reengage with a past client, it could also be the perfect lead-in to meeting with them and proposing another project.”

“How so?” You may further ask. “Thusly,” we would likely respond…

Reengage Past Clients for Repeat Business

First though, a quick reminder about the value of repeat clients over new ones, which we shared in this post back in March:

Based on the latest research, designers and dealers will do themselves a favor if they can devise ways to retain or reengage existing and past clients. Why?

  • New clients are 7x more expensive to acquire than keeping or reengaging existing or past clients.

  • The probability of converting an existing customer is between 60% &70%.

  • The probability of converting a new client is just 5% to 20%.

  • Repeat clients spend an average of 33% more than new clients.

  • Repeat clients are 60% to 70% more likely to buy an up-sell.

These are just a few of the reasons that re-engaging and working to establish customer loyalty is critical to the growth of your business.

Relationships, Relationships, Relationships

And so, back to thusly…

Obviously, and by definition, there is already a relationship between you and previous clients. Following the advice offered by Ms. Brown presents a great opportunity for re-engagement on a highly individual basis.

By sending them a quick, “I saw this and instantly thought of you and (that room/space in your home)” note, you tell them you haven't forgotten them. Not only that, you’re still actively thinking of them and their ongoing design needs. And, as she also said, “This thoughtful reminder that someone is thinking of you is [a] feeling we all hope for in our daily lives.”

Imagine the different responses they might have to your note:

·         A quick “Thanks for thinking of me” note, then silence.

·         That same note with a request like, “Can you tell me more?”

·         Or, and this is what you are most hoping for, a note that says, “Thanks so much for thinking of me. Can we get together and talk about where you think it would fit best in my home?” (Cha-ching!)

That last one could be the goose that’s getting ready to lay a golden egg – right on your doorstep.

Take the Reins and Ride into a New Project

Let's take it a step further, shall we? Imagine you were at Market or in a showroom recently and saw the perfect sofa for a previous client’s living room. You know it’s perfect because not long ago you redesigned their kitchen for them and wondered how you might inspire them to renovate a room that made you think, “Ew!”.

Since you are a true professional, when you meet to discuss how the sofa would be a perfect fit for their formal living room, you are fully prepared with a plan to improve that space. You might also say something like, “This is perfect for a formal setting, right in front of that beautiful picture window. Or, better yet, two of them facing each other before that gorgeous fireplace!”

They may respond with something like, “Oh, I was thinking maybe the family room”.

“Oh my,” you would respond. “This piece is much more appropriate in a formal setting like your living room. But, hey, I think I remember the perfect choice for your family room, too! Let me just see if I can find it in my notes. Ah, here it is. What do you think?” (We knew you’d have it ready for them!)

Now, suddenly, you're not simply trying to sell them a sofa. You’re talking about renovating two rooms for them, all because you're such a thoughtful human being and a wonderful, professional interior designer! (Go ahead, pat yourself on the back!)

This is the definition of upselling a client. And, because they’re a repeat client, they already know and trust you. Plus, you’ve displayed your concern for them by letting them know you were thinking of them even outside the setting of their home.

And, don’t forget, you are 60% to 70% more likely to make a deal with them than with an unknown prospect. From there, closing a new deal with your repeat client should be easy!

When Opportunity Knocks, You Caused It!

Don’t forget to check out the article we mentioned earlier, either. There are some pretty cool tips there about how to maintain and grow relationships with past design clients.

If any of the ideas we offered above resonate with you, please let us know. Also, if you have more questions about how you can generate new business with repeat clients, Ted remains available to work with you on an individual basis, consulting on how you might best engage or reengage with your design and furnishings clients. Just… Get in touch with TD Fall today.