Are You Selling Yourself Short With Potential Clients?
A design coach reveals 5 mistakes designers make when presenting themselves in calls and online — and how to fix them
Cheryl Kees Clendenon
March 9, 2021
Houzz Contributor. Lead designer at Florida-based In Detail Interiors, strategy advisor at Damn Good Designer™ and retail shop keep.
Houzz Contributor. Lead designer at Florida-based In Detail Interiors, strategy advisor... More
Making the most of your unique selling proposition is essential in today’s competitive design and construction industry. Too often, however, I see designers making mistakes that end up costing them the job when they first speak with a potential client. I often see these same mistakes in their Houzz profile and online presence overall.
In this column, we’ll look at five common mistakes I see designers make and two critical steps they should take to fix them.
In this column, we’ll look at five common mistakes I see designers make and two critical steps they should take to fix them.
5 Common Mistakes Designers Make When Engaging a Potential New Client
Be honest and consider if any of these mistakes designers sometimes make in presenting themselves resonate with you.
1. Me, me, me. If you launch into a soliloquy about yourself and your services in the first conversation with a potential client, you can easily neglect to identify the prospect’s problems. Remember, letting the prospect talk is strategic. You cannot solve their problem if you don’t find out what it is.
2. Just the facts, ma’am. On that first call, going into information about rates, pricing structure and your rules or policies and procedures before drawing the client into your world is a big reason why a designer might get nixed. It’s more engaging to talk about the magic of the design experience. Designers who focus on the magic of design know there’s time for the rulebook later — after the client is sold.
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Be honest and consider if any of these mistakes designers sometimes make in presenting themselves resonate with you.
1. Me, me, me. If you launch into a soliloquy about yourself and your services in the first conversation with a potential client, you can easily neglect to identify the prospect’s problems. Remember, letting the prospect talk is strategic. You cannot solve their problem if you don’t find out what it is.
2. Just the facts, ma’am. On that first call, going into information about rates, pricing structure and your rules or policies and procedures before drawing the client into your world is a big reason why a designer might get nixed. It’s more engaging to talk about the magic of the design experience. Designers who focus on the magic of design know there’s time for the rulebook later — after the client is sold.
Discover how Houzz Pro software can help you market your business
3. Not daring to be different. Not developing and promoting a unique point of view, specific sweet spot or strong brand attributes because they may not be general enough to appeal to everyone is missing an opportunity to stand out. It’s important to identify what sets you apart and to share this in your conversations with prospects and promote it in your online presence. Clients choose us for our passion and level of detail because we have made it clear that that’s what we’re all about. Keep in mind that you don’t need to get all the leads — just the ones that are the best fit for your brand.
4. Lacking a discernible personality. Telling your backstory, warts and all, can be relatable and authentic. It’s OK not to be a carbon copy of the latest, greatest social media star. I am irreverent and I own it big time. My passion is my calling card and I balance the intensity with a team that keeps me grounded. Remember, it’s OK to just do you. Be you.
How to Create an Online Presence That Wins More Clients
4. Lacking a discernible personality. Telling your backstory, warts and all, can be relatable and authentic. It’s OK not to be a carbon copy of the latest, greatest social media star. I am irreverent and I own it big time. My passion is my calling card and I balance the intensity with a team that keeps me grounded. Remember, it’s OK to just do you. Be you.
How to Create an Online Presence That Wins More Clients
5. Sins of omission. Failing to convey what you did to transform a space on your website portfolio photos or Houzz projects is a missed opportunity. No need to give away your trade secrets, of course, but sharing the experience, skills and talent you utilized to turn a space from OK to outstanding can be a big win.
So use descriptive and explanatory language. Give people some tantalizing tidbits about how you created the vision, then bring them along for the ride. The right story can show serious prospects how you can solve their problems and create magic for them too.
So use descriptive and explanatory language. Give people some tantalizing tidbits about how you created the vision, then bring them along for the ride. The right story can show serious prospects how you can solve their problems and create magic for them too.
2 Ways to Fix Your Brand Positioning to Appeal to the Right Clients
Did any of the above sound familiar? Anyone raising their hand with a “Yeah, that sounds like me”? That’s OK, you can make it better. Here are my two top tips for fixing these five common mistakes.
1. Focus on the benefits your secret sauce brings to the client — not just the features of your firm. There’s a big difference between features and benefits. A feature is a description about an element of your business. A benefit is how this feature will help the client solve their problem.
As one example, your firm may be “award-winning,” and that’s great (congrats!). But until you translate that into a clear benefit to a potential new client, it’s not clear why they should care. It’s simply a feature of your business.
A benefit would be explaining why the awards matter to the client. Best of Houzz Service awards indicate that clients happily review you and appreciate not only your skill and talent, but also the high level of service you provide. This is worth explaining to potential new customers, both in calls and on your website, because it gives them a good indication that they too will enjoy working with you.
Another example is “full-service design firm.” That’s a feature. Most new clients don’t know what this phrase means. So turn it into a benefit by spelling it out. Why would new clients be glad they’re working with a full-service firm? Make your explanation clear and concise.
For example, a full-service design can deliver a turnkey project and save the client project management headaches, helping to alleviate the communication overload a homeowner might feel when dealing with contractors on their own. A full-service firm means having a point person to manage a myriad of project details and also help the client avoid costly mistakes. These are all benefits to the client — not simply vague, descriptive terms applied to your services.
Did any of the above sound familiar? Anyone raising their hand with a “Yeah, that sounds like me”? That’s OK, you can make it better. Here are my two top tips for fixing these five common mistakes.
1. Focus on the benefits your secret sauce brings to the client — not just the features of your firm. There’s a big difference between features and benefits. A feature is a description about an element of your business. A benefit is how this feature will help the client solve their problem.
As one example, your firm may be “award-winning,” and that’s great (congrats!). But until you translate that into a clear benefit to a potential new client, it’s not clear why they should care. It’s simply a feature of your business.
A benefit would be explaining why the awards matter to the client. Best of Houzz Service awards indicate that clients happily review you and appreciate not only your skill and talent, but also the high level of service you provide. This is worth explaining to potential new customers, both in calls and on your website, because it gives them a good indication that they too will enjoy working with you.
Another example is “full-service design firm.” That’s a feature. Most new clients don’t know what this phrase means. So turn it into a benefit by spelling it out. Why would new clients be glad they’re working with a full-service firm? Make your explanation clear and concise.
For example, a full-service design can deliver a turnkey project and save the client project management headaches, helping to alleviate the communication overload a homeowner might feel when dealing with contractors on their own. A full-service firm means having a point person to manage a myriad of project details and also help the client avoid costly mistakes. These are all benefits to the client — not simply vague, descriptive terms applied to your services.
2. Pinpoint what your team brings to the table and declare it as your brand promise. Once you’re clear on what you truly offer, declare this in a succinct, clear way on your website, Houzz profile and any other place a client first encounters you, including your discovery calls.
This is ours: “We design, create and execute happy, functional homes for real people who want stress-free professional attention to detail from an experienced team.”
In this short summary, I am declaring that we keep function and performance in mind, that we are professional and experienced, and that you don’t have to worry about the process or making mistakes because we are skilled and capable and can handle the entire project. Notice that all the things emphasized are actually benefits to the client.
This statement is underneath our home page photos on our website, and we use these talking points in the client discovery phone call as appropriate. Of course, later we go on to explain in greater detail, but the short summary is a great place to start.
Find out how Houzz Pro Website Services can help you build your brand online
This is ours: “We design, create and execute happy, functional homes for real people who want stress-free professional attention to detail from an experienced team.”
In this short summary, I am declaring that we keep function and performance in mind, that we are professional and experienced, and that you don’t have to worry about the process or making mistakes because we are skilled and capable and can handle the entire project. Notice that all the things emphasized are actually benefits to the client.
This statement is underneath our home page photos on our website, and we use these talking points in the client discovery phone call as appropriate. Of course, later we go on to explain in greater detail, but the short summary is a great place to start.
Find out how Houzz Pro Website Services can help you build your brand online
So get clear on your own brand promise. If you’re not sure where to start, take the time to consider your own skill set and design world view. What’s your sweet spot? Write it out. Study it. Refine it. Your goal is to create a compelling, brief bio about your firm.
Once you have a version that’s the best you think you can make it, consider hiring a professional to take it to the next level. But do the work yourself first, as no one can convey you like you.
Then believe what you say in your statement. Show your conviction by declaring it on your website and Houzz profile and in your social media. And, of course, you should work it into your discovery calls.
While these two points — focusing on the benefits to clients and clarifying your brand promise — might seem like details that don’t matter, I can tell you from experience that they absolutely can make a big difference. Getting these things right can have an enormous impact in terms of attracting the right clients for you.
Join the conversation: How do you communicate your firm’s benefits to potential clients? Share your tips and experiences in the Comments.
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Once you have a version that’s the best you think you can make it, consider hiring a professional to take it to the next level. But do the work yourself first, as no one can convey you like you.
Then believe what you say in your statement. Show your conviction by declaring it on your website and Houzz profile and in your social media. And, of course, you should work it into your discovery calls.
While these two points — focusing on the benefits to clients and clarifying your brand promise — might seem like details that don’t matter, I can tell you from experience that they absolutely can make a big difference. Getting these things right can have an enormous impact in terms of attracting the right clients for you.
Join the conversation: How do you communicate your firm’s benefits to potential clients? Share your tips and experiences in the Comments.
More for Pros on Houzz
Read more stories for pros
Learn about Houzz Pro software
Talk with your peers in the Pro-to-Pro discussions
Join the Houzz Trade Program
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@dreamdoctor I hear you. But the point is not all communication comes in the discovery call- it is also before they get there- that is why it is not mixed messaging- simply talking about what one can do before the client ever gets to you- but many don’t do research first. On the call I think many launch into this is how we work- charge etc- rather than listening and discovering the real problems the client needs to have solved. I am a sales person first and foremost- a designer second;-)
This is my email footer. I don't sell anything, including my services, I provide a service to my clients that they design/define, with my help, for their project. They contact me and we craft a program (largely self-directed) to meet their needs.
Architecture is about people and their desired relationship with their environment.
The project is the manifestation, of the relationship, of all the people involved in the project.
Bad people, bad project.
Though I am not an interior designer but a fine artist in process of rethinking how I present my work to clients, this has given me some very helpful advice! Thanks so much!