Sales Representation Continues to Evolve

Last week we shared some thoughts on the ways that sales representation continues to evolve in the design and furnishings industries. Today, we’d like to offer a bit more on the transition to digital and social marketing that many reps are using to maintain contact with their clients.

First, though, we feel compelled to reinforce the notion that luxury furnishing sales reps are more valuable to designers than ever before. Why do we believe this? Because so many designers are in a serious time crunch these days. In other words, working with a rep who understands your approach to interior design, and has the wherewithal to support you, is an invaluable time saver whether in person or virtually.

So yes, while you may be seeing your favorite reps and lines less often, you are much more likely to be presented with products that meet your needs on almost an intuitive level;

Digital Showrooms and Interactive Websites

Once again we happily share the steps being used by sales reps to keep in touch and which were outlined in a recent article at BusinessOfHome.com.

As interior designers and luxury furnishings dealers continue to drive the shift and evolution of sales representation, rep firms and individual reps are being forced to rethink their approach(es) with their clients. Most prominent among these are digital/virtual showrooms and user-friendly websites.

What is it that we’re all dealing with?

• Hybridization of work models

• Working from home

• Reduced office sizes

• Smaller support staffs

• Limited memo libraries and on-hand samples

Above all, interior designers are experiencing a time crunch that is perhaps unprecedented in the trade. As the article explains, “During the pandemic, many designers experienced a massive influx of new work, robbing them of the free time required to wander a design center for inspiration. Covid restrictions didn’t help either. So, reps were forced to get creative.”

Further, “In addition to ease of use for designers, digital tools can help reps connect their clients with the products they’re most likely to appreciate. To curate his collection, New York designer Anderson Somerselle uses data about what designers are ordering to tailor his communication. ‘We can reach out and say, ‘Here’s the latest collection from this brand you’ve liked in the past,’ or we can put together sample boxes to send to them based on what they’ve already expressed interest in,’ he explains.”

“The catch is that maintaining a user-friendly website that’s easy for designers [to use] requires that the brands [virtual] showroom represents … the same digital-first approach. Historically, many haven’t, though the tide may finally be turning. Sarah Boardman, owner of the Milwaukee multiline showroom Woven Printed & Fired, says that she has seen even the most old-school trade brands invest in their websites in recent years, giving designers the ability to place sample requests and see full lines at all hours of the day.”

Independent Sales Reps Using More Social Media

For independent reps, staying relevant to their client's needs has become a massive challenge. For them, social media marketing has become a valuable tool. Simply by keeping in mind that interior design is a local business, regional sales reps might choose to set up viewing sessions. Here, a few reps could offer their best lines to a “roster of local clients”.

Sharing such an improvised and localized presentation on your most effective social media platforms in real-time can spark increased interest from your most important clients. Though somewhat brief by its very nature, such face-to-face interactions are a creative way to stay relevant and valuable to your clients.

“It’s hard for reps to get appointments, and it’s hard for designers to make time to see lines,” says [multiline rep Crans Boardman]. “This gives designers a way to see dozens of lines in just a few hours. We’ve done 10 of these since 2021, and we’ve had 300 designers attend – for me, that’s 300 sales calls. It’s been a good workaround on both sides.”

“It’s different than it was before, [he continues], but we’re making connections that we never would have before something like Instagram was available. It’s opened up a whole new world, and that’s pretty amazing.”

With the proliferation of social media platforms like Facebook, LinkedIn, on the new X (Twitter), and others, sharing images, reels, and videos of such carefully (and craftily?) curated events like these could be a lifesaver for an independent sales rep.

With that said, if you have questions we’ve yet to answer, Ted is available for business coaching and consulting to the trade. If you would like to speak with one of our local, luxury furnishing sales reps… Contact TD Fall today.