That’s a tough question, and Maria Bayer has a simple answer: You’re not communicating your value and uniqueness.

Maria, a sales coach with Design Success University, will address that topic in a complimentary training call scheduled for Tues., June 5.

The session is entitled: “Learn the Secret Formula to STAND OUT from Other Designers and Communicate Your Value So Your Prospects Are Willing To Pay TOP DOLLAR For Your Services!”, and you can register here: http://www.designsuccessu.com/aff.php?p=fber&w=mbpc0612

Tune in to this free call, and you’ll learn:

+ The 3 Magic Questions that will reveal exactly what makes you different from other designers so your Ideal Clients want to hire you.

+ The perfect words to use when you talk to prospective clients, so they know immediately that you’re the designer for them

+ The formula to build value and the secret ingredient that will help your clients instantly say “yes!” instead of saying, “I want to think about it”

+ To clarify your competitive advantage and avoid the biggest mistake most designers make

+ A step-by-step blueprint to define your unique style and value so you never struggle with it again

+ The secrets to speaking the same language as your prospects, so they’ll HEAR and HIRE you

+ The REAL reason why clients are willing to pay more for your services (and it has nothing to do with you being a better designer than the next one)     And MUCH MORE!

Many design schools do an excellent job at teaching design. However, they don’t always prepare you for what it’s like to run a successful design business.

The good news is that you don’t have to be salesy, charge less than you’re worth or stumble through another awkward conversation about your fees.

The “Communicate Your Value” training session will provide you with everything you need to know to find ideal clients  willing to pay for the amazing skills you provide.

To register for this FREE training session, click here: http://www.designsuccessu.com/aff.php?p=fber&w=mbpc0612.

Fred Berns is a sales coach for interior design professionals worldwide.

You can do million dollar marketing on a shoestring budget.

That’s the theme of my presentation scheduled for 11 a.m. – noon on  Wed., June 13 at Neocon in Chicago.

The pre-registration deadline is June 4 for the program, which is entitled “Market Smart: Make a Big Splash for Little Cash.”

For more information, visit   http://www.neocon.com/education/seminars/seminar-descriptions/, and select session code W319.

Some of the best marketing interior design professionals can do this Spring costs the least. Some costs nothing at all.

Should you take time at Neocon to attend a presentation on how to create a big buzz on a small budget?

It depends how you rank as a money saving marketer. Take this test and find out:

 True or False, you…

1/ attend one live networking event weekly.

2/ use a separate Facebook account for your business.

3/ have written three articles this year that have appeared online and/or in print.

4/ are a member and regular contributor to at least three LinkedIn groups.

5/ distribute at least one news release monthly.

6/ have a YouTube video which demonstrates your design skills and expertise

7/ have delivered three presentations this year to groups of prospects.

8/ distribute two blogposts a week

9/ update your website monthly (with a blogpost, video clip, etc.)

10/ use your “Only” brand (as in, “I’m the area’s only interior design professional who….”) on all your online and print marketing tools.

(source: Big Splash, Little Cash Marketing Materials Manual)

So, how do you rate?

If you answered “True”…

10-9 times, you’re a PRO-moter

8-7… ON-THE-GO-moter

6-5…SO-SO-moter

4-3… LOW-moter

2 or less…NO-moter

If you answered “True”  8 or fewer times, I’ll see you at my session on June 13 at Neocon.

Fred Berns is a marketing coach and trainer for interior design professionals and design industry partners worldwide

That’s what generals in ancient times did to prevent their troops from running away from battle.

And that’s what you should do to prevent yourself from quitting a marketing campaign too soon.

I meet too many interior design professionals so ready to retreat from a new marketing push that they make only feeble attempts to succeed.

Then they wonder why their efforts and results fall short.

How to get maximum results from minimal marketing is a theme I’ll cover in two upcoming presentations. The first is my “Big Splash, Little Cash” on June 13 at Neocon. The other program is my “Ready for Relaunch!” workshop the Business of Design conference in September.

When it comes to marketing, many design pros dip their toes. But only a precious few dive in.

I think of the kitchen and bath specialist forced to relocate to a new city. He considered launching a social networking initiative in  the new market.  But he chose not to.

And the remodeler who wanted  to concentrate on kidspace interiors. She was urged to research ideal communities for her service. But she chose not to.

And the window fashion specialist looking to work with elite, high end builders and architects. She pondered the idea of developing a “builders and architects” section on her website. But she chose not to.

And the interior designer seeking corporate sponsors for a furniture line and series of coffee table books. He considered mounting a marketing campaign to target these “partners.” But he chose not to.

In each case, they “chose not to” because of concern they might fail. They were more focused on what wouldn’t work, than on what would.

In each case, they decided to stop before they started. They were in retreat before they were in motion.

They’ll never know if those promotional strategies could have worked because they never gave them time. And their best shot.

Giving a stategy your best shot means concentrating on it, and committing to it for a set period as if it’s the one thing, the best thing, the only thing that will achieve your desired results.

Only at the end of that set period do you evaluate it, and ponder your next move.

Early retreats offer few results, and fewer rewards.

The next time you consider a new marketing strategy, be a diver, not a dipper.

Fred Berns is a marketing coach and copywriter for interior design professionals worldwide.

Chances are, you’re undervaluing your services or committing one of the other common “money miscues” of interior design professionals.

The audio program “Twice the Price: Double Your Dollars as a Design Professional”  points out that  many pros don’t get the fees that they set because they:

1/ fail to qualify prospects, as to their need, budget, commitment and authority to hire a design professional.

2/ lower their fees without reducing their service.

3/ undercharge for expenses.

4/ don’t explain their services.

5/ don’t realize that price objections are buying signals. (A prospect wouldn’t take the time to complain about your fees if she was disinterested in your services.)

6/ give away their time.

7/ discuss price too soon.

8/ discuss budget too late.

9/ don’t differentiate themselves from those who charge less.

10/  don’t attach a value to themselves and their service.

Fred Berns coaches interior design professionals on how to dramatically increase sales and promote themselves more effectively.

That’s my advice to interior design professionals looking to land more affluent clients this year.

You can break that  formula down to these five steps:

1/ Learn the Part.  Become the foremost expert on high end prospects in your area.

Find out who and where they are, what media  they follow and what groups they belong to. Discover what their key challenges are when it comes to interior design.

2/ Look the Part. Your website should wow ‘em, your bio should knock their socks off, and your client testimonials should be terrific.

3/ Act the Part. Act as if you already serve the high end market. Says Jack Canfield. “Act as if…and you’ll start drawing to you”  the very clients you seek.

4/ Charge the Part. If you want high caliber clients, charge high caliber fees. Affluent people are used to paying top dollar for top quality service.

5/ Market to the Market. Write, speak, tweet, text, blog and do whatever else it takes to get your foot in their door.

Fred Berns coaches and writes marketing materials for interior design professionals around the world.

How to recharge your  business by rebranding yourself is the theme of a new workshop I’m presenting at the Business of Design (BoD) Conference  in September in Los Angeles.

And you can attend the $395 “Ready for Relaunch!” workshop for FREE if you’re one of the first five people this week to register for the BoD Conference. Register at: www.designingprofits.com.

Just enter the promotion code fredfree at the time of your registration. (You must pay for your full registration at the time of entering this code and this offer is not available to those who are already registered. Other promotions coming soon will be designed for those already registered.)

Rebranding yourself is a key to getting bigger projects from better clients. It’s a key to differentiating yourself. And it’s a key to increasing your impact, influence and income.

That’s why I’ve created this new three hour workshop, for my first appearance at the BoD Conference since 2008.

The Workshop is entitled: Ready for Relaunch! How to Recharge Your Business by Rebranding Yourself.

Attend this workshop, and learn:

+ how to repackage yourself and your design business.

+ how rebranding can help you connect with much high-caliber clients.

+ how to position yourself as uniquely-qualified in your new specialty and/or niche.

+ a branding phrase that pays – and enables you to set and get higher fees.

+ how one rebranding technique can help you double your database in days.

+ the million dollar personal branding word that helps you wow any prospect, any time.

+ how to identify and use your 10 most powerful promotables.

Whether you’re looking to transform or merely tweak your business model, this workshop is for you. The program is an ideal fit if you’re contemplating any change in focus: from residential to commercial, hospitality to assisted living, mid-level to luxury, etc.

Rememberm you can attend this $395 “Ready for Relaunch” workshop for FREE if you’re one of the first five people this week to register for the BoD Conference. Register at: www.designingprofits.com.

So many interior design professionals struggle so hard to cope with the challenging economy. But so few earn top dollar.

Those who do run their businesses a gazillion different ways.

Yet, many embrace the same seven sales and marketing concepts.

Master some of these, and you’ll have some success. Master all of them, and you’ll have lots.

1/ Toot Your Flute. The most important sale you can make is the Personal one. Blow your horn, and communicate with confidence.

Your “Only” (“I’m the only local designer who…”) is the key to your YOU-nique Selling Proposition. Decide what only you can do, and prospects will buy only from you.

2. Sell “Now” as Well as “Wow.”

If procrastination is a problem, creating immediacy is the cure.

When prospects want to “think it over,” they don’t view your design services — or you — as a priority.

Convince them that now is the very best time to invest in your design services.

How? Explain that you can immediately assist them to enhance the resale value of their home, avoid price increases, save on utility costs, etc.

3/ Focus on the Future.

Tell them what to do now (call, buy this, download that) and what to do next.

Convert contacts into contracts by asking questions, pinpointing pain, and offering your service as the remedy.

Set up your next shot: discuss the next project before finishing the first. Upselling, cross-selling and other strategies lead to long term relationships.

4/Aim High.

Don’t mix with the minnows when you can catch the cahunas.

Look, act and charge the part of a uniquely-qualified,one-of-a-kind design professional. Develop and distribute a bio that spells out your specialness.

Then, when you’re face to face with a fatcat, save the best for first. Offer your best before the rest, showcasing your biggest-ticket services and products.

5/Build a Buzz.

Start conversations on Facebook and Twitter, share news and views on Linked In, pique their curiosity on YouTube.

And, by all means, blog on. Blog posts are great for search engine rankings, and business.

Other cool ways to communicate your credibility: write articles and present seminars.

6/ Wow ‘em With Your Website. Make it speciall, but keep it simple.

Play up your brand, benefits, and bio. Keep it current(with blogposts, articles, etc.) and interactive (with search boxes, Q&A columns, etc.), and make the site easy to navigate.

Include killer keywords and terrific testimonials.

Make it measurable: track who is finding you, and how.

Brevity is best: the average website visit is 4 seconds, 2 clicks. And your Home Page should rock, since 50% of your visitors will never go beyond it.

7/ Persist.

Never, ever give up.

Fred Berns is a leading sales and marketing coach, trainer and copy writer for interior design professionals.

What are they doing — and not doing — to make 2012 their best year ever?

They run their design businesses in many different ways, but they have one thing in common:

They’re all following seven simple sales and marketing strategies — none of which requires much time or money.

I’ll reveal those seven strategies at my presentation on Thursday afternoon to ASID’s Arizona North chapter.

“Supersize Your Success! 7 Steps to Peak Profits in Challenging Times” is the title of the CEU program, which is scheduled for 2-4 p.m. on Thurs., April 19 at the Arizona Design Center. It’s part of the Arizona North chapter’s Professional Development Day.

Also on the agenda for the day are ASID president Lisa Henry, who will discuss presentation skills, and Michael Thomas, who speaks on “Ethical Design.”

If you’re in the area, I invite you to attend this power-packed day.

For more information and registration details, visit http://asidaznorth.org/event-calendar/events/elements-trade-show-professional-development-day/

Fred Berns is an interior design industry sales and marketing speaker and trainer.

Join Gail Doby on Tues., April 17 for her tele-seminar entitled Seven Strategies to Create a Growing, Profitable and Sustainable Business. It’s scheduled for 6 pm Eastern (5 pm Central, 4 PM Mountain, 3 PM Pacific).

Register now! http://www.designsuccessu.com/aff.php?p=fber&w=sbdpc

Take part in the “Seven Strategies” call, and you’ll hear ideas that have helped participants in Gail Doby’s coaching groups achieve amazing results in their businesses. To register, visit: http://www.designsuccessu.com/aff.php?p=fber&w=sbdpc

And remember that Fri., April 20 is the last day to sign up for your half-price promotional bio. Register by that day, and your investment in the bio I will write for you will be 50% off the regular price.

Your new bio will promote you as the star that you are, giving you the credit you deserve. And it will position you as a uniquely-qualified, one-of-a-kind design professional.

Once you sign up, we’ll schedule an hour-long phone interview for the time that works best for you. You’ll receive the first draft of your killer bio within a week thereafter.

For information about the bio special, contact me at Fred@FredBerns.com.

Fred Berns is a marketing and sales trainer for interior design professionals.

In challenging economic times, too many interior design professionals say “yes” when they should say “no.”

They accept small jobs with high maintenance customers more interested in bargain basement prices than fine design.

If you’re stuck with these bottom feeders, you’re fishing in the wrong waters. When you mix with the minnows, you miss the big fish.

Working with the wrong customers is a formula for failure, if ever there was one.

How do you know if you’re keeping the wrong company? That’s easy.

Ask yourself if your current clients can afford to pay the kind of money you need to make to meet your 2010 financial goals.

If not, you’re lookin’ for love in all the wrong places.

You’re better off eying eagles than tracking turkeys.

Promoting yourself to higher caliber clients is way smarter than serving smaller ones who are more trouble than they’re worth.

The idea is to find prospects who value your services, and can and will pay any price for them.

How do you bond with these higher caliber prospects?

Some suggestions, from the Digital Audio Success Series:

+ Revise your marketing materials so that you look the part of a design firm serving the heavy hitters

+ Add a page to your website devoted exclusively to them

+ Submit articles to print and on-line outlets that high caliber prospects read

+ Network with, and speak to groups they belong to

+ Align with allied professionals already serving the high end market

In the meantime, remember this: you can’t earn the right income from the wrong clients.

Fred Berns is an interior design industry sales and marketing trainer and speaker.