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Fred Berns is among the biggest names in the business of interior design.

My guess is yes.

This came to mind recently when an information marketing trade publication recently ran a profile about my business and career.

The article got the basics right: that I launched my speaking and coaching business in the interior design industry after working as a professional broadcast and print journalist.

But the four page article was filled with inaccuracies, particularly about my joint efforts with a design industry partner.

Comments that I never made showed up in the article as direct quotes. The story included inaccurate details about my business, and spelling errors throughout.

A problem? Not the way I see it.

For one thing, the article gave me visibility and credibility — and the opportunity to promote the fact that I was featured in an international publication.

I received several phone calls, emails and book orders, as a result of the article.

Then, too, I could get even more coverage in this magazine if I asked them to run corrections and clarifications — which I won’t.

Years ago, an interior designer commented that she avoided promoting her business in the media because of her fear of being misquoted.

“They never did and never will get what we do,” she remarked. “I don’t want to risk getting bad publicity.”

Short-sighted attitude, I thought.

Dennis Rodman, the outspoken teammate of Michael Jordan in the glory years of the Chicago Bulls, was dead on when he said: “The only ‘bad publicity’ is an obituary.”

Fred Berns is a coach, speaker and trainer in the interior design industry.

“Because I’ve won awards,” the architect told me.

“Because people know my work,” the interior designer declared.

“Because my cabinets sell themselves,” the showroom manager said.

Gimme a break.

If ever there was a career killer, it’s this: the attitude that you need not promote yourself because you do good work and have nice stuff.

Everyone does good work and has nice stuff.

That goes for Dolly Decorator. And Tom Trunkslammer. And big box stores. And Under-A-Buck Blinds.

You may not think so. But a whole lot of people with a whole lot of money do.

Its never been easier for people to find good work and nice stuff elsewhere. The one thing they can’t find elsewhere is you.

But they won’t get that unless you continue to market yourself.

Never stop networking.

Never stop promoting yourself.

And never — ever — assume your work sells itself. That marketing myth will put you on a fast track to failure.

Fortunately, some of the best marketing costs the least.

In my audio program entitled “Million Dollar Marketing on a Shoestring Budget,“  I share numerous low cost, no cost promotion strategies.

Some examples:

+ Write articles and columns

+ Present seminars

+ Network with allied professionals

+ Smile & dial — call prospects, ex-clients and others

+ Offer yourself as a media interview source on design

+ Use your voicemail as a marketing tool.

+ Seek referrals and advice at client focus groups

+ Solicit additional business and leads through client feedback forms

+ Assemble a “brag book” of testimonial letters

+ Hire students to design marketing materials

+ Barter for promotional services

Fred Berns is a speaker and coach in the interior design industry

Baldwin, the president of Donghia, Inc. and Bergamo Fabrics, has compiled a list of ideas on how small design firms can cope with a challenging economy.

I heard him share  his “ideas to navigate through change and challenge” at his recent presentation at the Denver Design District.

Visit his blog at http://rosecrans.wordpress.com/, and you’ll find a number of useful tips. Here are some of them:

The Tea Party
At the end of a project offer to host a tea party at the client’s house, and then join the client in showing the new interiors to all of his/her friends (the tea-party guests!). At that party, be sure to hand out business cards and/or your literature while showing off the wonderful job you no doubt did for the client!

The Silent Auction
Contact the private schools, church schools, charities and other private enterprises in your area that use silent auctions to raise money. Offer your services as a biddable commodity. You do not need to attend that church or school, what matters is that they can raise money using your offer of service. You, in turn, can arrange your cards/brochures, etc around the sign-up sheet, and the night of the auction dozens if not hundreds of well-heeled (hopefully) clients will see your name and design capability over and over again. Someone may actually win you to end up hiring you, but many will become aware of your firm.

Dream Consulting
For those who really really like people, consider this idea. Set up your design library as a place where prospective clients, for an hourly fee of $xx per hour, can browse, plan, dream, and create their new interiors (with a little help from you). Have coffee, carbohydrates, and a computer available, and give them their own special file to fill with the things they want/love/must have. Then, make the hourly fee refundable if they hire you/your firm to do the entire project!

Time, the ultimate non-renewable resource
Consider this down time an asset and do what you never had time for, whether that be enrolling in a class, visiting a museum or taking a once-in-a-lifetime trip. Use this as an opportunity to also spend some quality time with your business and learn a new technology, get to know your staff’s hidden strengths or reach out to former clients. Remember that time takes time.

Business Critical
Manage your business expenses and justify them based on whether they bring in or save you dollars. Is a new espresso maker critical to your business right now or is replacing a broken photocopier with a machine that faxes, scans and copies business critical?

Look Around the Corner
Take a moment to reflect on your business plan – what will recovery look like for your firm and for the industry? If need be, now is the chance to plan for a different future. Involve your best people in your development and plant seeds for tomorrow both within and with clients or partners for the future.

Staying Connected (from Boston)
A designer has developed a very successful networking monthly lunch program that includes: a leading contractor, architect, commercial designer, developer, and real estate attorney. They meet monthly to exchange leads and discuss business over lunch, with the lunch rotating from firm to firm each month. This has worked well for all of them to both develop business and stay sane in the during this difficult period of time.

Keeping in Touch (from Boston)
A designer told me that she pays attention to the small things that are important to her clients and follows up after projects are completed with small gifts and/or newspaper articles, and such. Some like cats, or collecting things, or a place/favorite vacation spot so as she comes across related things in her life she sends them. This has resulted in several repeat clients.

Getting a Project Started
Often, end user clients want to start their project but hesitate because of fear and/or concern for the future, and because of spending in general. One idea I heard is to offer to phase the project- by room, by floor, or by trade. This gets the project started but allows the client’s cash flow to become manageable.

Style and Stage
For a flat fee, go in and re-shuffle a house’s interior that is about to be put up for sale. Have a sliding scale: complete re-do, just the downstairs, etc. Then, use inventory you might have (accessories, lighting, etc) and offer to rent it to the client (homeowner or realtor or bank) during the sale period to add luster to the interior look and finish.

Fred Berns in a business coach and trainer for interior design professionals worldwide.

227 things, in fact.

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“Why” is why you miss out on bigger contracts, better projects and higher add-on sales.

“Why” is why you don’t connect with better clients.

“Why” is why you may be struggling in this challenging economy.

If you’re like so many design professionals, you do a subpar job of explaining WHY people should buy from you. And it’s costing you big time.

Sure, you tell your prospects and clients what to do: make an appointment, check out our website, buy our cabinets, hire our design firm, send us referrals and so on.

But you don’t adequately explain why. The result: thousands of dollars end up in your competitors’ pockets.

“Why” is, after all, the key, make-or-break question.

Tell them why, and they’ll buy. Don’t, and they won’t.

In challenging times like these, people wonder why they should move ahead with the kitchen upgrade, or the office remodel, or phase II of the project.

And why they need you.

And why they need you…NOW.

You need to address the “why” in your every call to action.

Say: Make an appointment, and we’ll give you ideas on how to increase the value of your home.

or, Check out our website, and you’ll see an article on the ten most common mistakes doctors make in furnishing their waiting rooms.

or, Buy our cabinets, because they carry the best guarantee available in this area.

or, Hire our firm because we’re only the one in the area with 27 years experience providing “eco-friendly” design solutions for vacation homes.

or, Send us a referral, and we’ll send you a check for $150 when they place their first order.

Remember: “Why” is their question. Make sure you have the answer.

Fred Berns coaches interior design professionals worldwide on how to become more profitable.

That unsurprising fact is included in a new survey by the American Affluence Research Center (http://www.affluenceresearch.org/), a marketing  firm that studies the wealthiest 10% of U.S. households.

It notes that only about 10% of the affluent are planning major remodels this year.  Compare that to 34% in 2005, the biggest year for remodeling by wealthy homeowners.

Remodeling plans for the group are less than half of what they were last year at this time.

The Center also notes that “plans to acquire either a primary residence or a vacation home have declined to record lows.”

The report is based on a survey of households with an average annual income of $290,000, an average net worth of $3.1 million, average investable assets of $1.4 million and an average primary residence value of $1.2 million.

In tight times, convincing new prospects to agree to major projects is challenging. That’s where the appetizers come in.

“Whet the appetites” of  wary prospects with introductory programs that can lead to major — and multiple — projects.

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Introductory programs like:

+ Buy the Hour Consultations, in which individuals seeking “only advice” can get yours — for an hourly fee.

+ 45-Minute Makeovers, where you provide a quick “capsule” of their design and remodeling needs.

+ Room Reviews, in which you focus all of your attention on a single room.

+ Interior Design Energy Audits, where you supply a checklist of energy saving tips for everything from window treatments to lighting systems.

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Each of these “get to know you” programs is an easy first step to take for even the most skeptical prospect.

Once you get your foot in the door, you can upsell, cross-sell and ask questions that can lead to long term,and lucrative relationships.

Fred Berns is the interior industry’s leading sales and marketing trainer and coach.

I could only come up with three.

That means that three design professionals each won the top prize for sharing with me the one sentence message about their design business or career that contains the word “only.”

Sharing top honors are:

Alesha Churba of A.E.Churba Design (http://aechurba-design.com/default.aspx )in Pocatello, ID.

 Kevin Gray of Sizeland Evans Interior Design(http://www.sizelandevans.com/) in Calgary, AB

Jeanette Simpson of KidSpace Interiors( http://kidspaceinteriors.com/Home.html ) in Lakewood Ranch, FL.

Each will receive a free copy of the Superstar Selling System for Design Professionals (http://fredberns.com/Products_SuperStar.html ) ) , the ONLY $300 audio training collection focused on how design pros can double their sales.

All three winning entries were clear, concise and specific. And all three were outstanding examples of how design firms can make good use of the single most important marketing word: Only.

Here are their winning commercials:

+ A.E. Churba is the only Allied member of ASID with experience in residential and commercial interiors in Southeast Idaho.

+ Sizeland Evans Interior Design Inc. is the only award-winning firm in Canada with over 40 professionals dedicated solely to the practice of interior design.

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+ (Jeanette Simpson is) the only interior designer in the state of Florida who specializes in residential and commercial design of spaces specifically used by children.”

Congratulations to all of these “award-winning” design professionals!

And a million thanks to all of the design firms throughout North America that submitted entries.

Fred Berns writes and speaks about the business of interior design worldwide.

You can just sit back and wait and hope for things to magically turn around.

That’s the risky option.

Or, you can take charge rather than take cover.

That’s the right option.

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If Option #2 is for you, then you absolutely, positively must read a FREE report on how design professionals can boost their sales and income in tough economic times.

How to thrive, rather than just survive in this economic downturn is the theme of this special report.

Discover how to boost your business by creating immediacy, overcoming price objections, and communicating your value.

Learn cutting edge selling strategies, and high value, low cost marketing maneuvers custom-made for these challenging times.

Find out how to use “this economy” to your advantage.

If rising above this recession is your goal, than this FREE special report will help you achieve it.

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Fred Berns is the leading sales and marketing coach in the interior design industry.

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- – “Yes, I’d like to order a gift basket for my coaching client in Toronto.”

“OK, fine. May I get your name and phone number?”

- – “Fred Berns. 303-665-6688.”

bandits dvdrip download “Ok, then. I’ll pass this onto Stephanie in sales, and she’ll call you right back.”

- – “Oh…any way I can place this order with you?

“No, I’m Angie, the owner, and that’s not my department. Stephanie in sales handles the orders. I’ll have her call you right back.”

- – “Gee, Angie, I’m kind of in a hurry here. Can you possibly help me?

“Yes, I’ll give your name to Stephanie in sales, and she’ll call you right back.

- – “But I have my credit card information right here. I can give it to you right now.”

“I’m sorry, Stephanie in sales handles the orders. I’ll have her call you right back.”

–”Uh…OK. Thanks.”

“You’re welcome. Bye now.”

That was 11 days ago. I’m still waiting for “Stephanie in sales” to call me right back. That’s why I placed my order with another company.

I’m thinking that “Angie, the owner” doesn’t get it.

She doesn’t get that hers is just one of 233,000 Google listings for companies that sell Colorado gift baskets.

And she doesn’t get that you don’t get a second chance to make a good first impression.

If you are, or work for, an owner like Angie, we need to talk.

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We need to discuss some rules for doing business in a tough economy — or in any economy, for that matter.
Rule #1: Sales is your department. Call yourself a designer or an architect or a builder, if you like, but first and foremost, you’re a salesperson.

Rule #2: Customers can buy elsewhere the design services and products you sell. Easily.

Rule #3: Never, ever make a buyer wait.

* Names in this report were changed.

 
Fred Berns speaks on sales and marketing — as well as customer service — to the interior design industry.

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Kerrie, a Sacramento, CA. – based designer who is a former premium coaching client of mine, has done an outstanding job of promoting herself in the broadcast and print media.

Her recent segment on KXTV News 10 in Sacramento is the latest in a string of  TV appearances for Kerrie, the  president of All-American Design & Furnishings.

Have a look at that segment(  http://www.news10.net/video/default.aspx?maven_playerId=immersiveplayer&maven_referralPlaylistId=1274333a64a5d7e45e434dd91191c8e94a1234b7&maven_referralObject=1101552424), and you’ll see how it showcases her passion about the green  movement. That passion inspired her to design and sell her own line of furniture made from reclaimed woods.

“Eco chic” design options are covered extensively in her upcoming book, Home Decor: A Sunset Design Guide.

A news release promoting the book points out how she has been “notably visible in the home and retail design business.”

She developed that visibility by devoting lots of time and energy to submitting articles and news releases to publications.

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She has written a monthlycolumn for the Sacramento Bee newspaper, and regularly submits articles and personal project photos to shelter and local magazines.

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Add to that a large number of speaking engagements that have resulted, in part,  from her role as a past president of  her ASID chapter, and as a national spokesperson for ASID.

Kerrie learned early on the lesson that’s so very important to design professionals: high profile is a stepping stone to high profits.

Fred Berns is an award-winning speaker, trainer and coach in the interior design industry.

The deadline is 11:59 p.m. on Fri., May 15.

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You can win a prize worth $300 for sharing with me a one sentence message about your design business or career that contains the word “only.”

Please email your entry to me at Fred@FredBerns.com.

If I select your “only” commercial, you’ll receive a free copy of the Superstar Selling System for Design Professionals, the ONLY audio training collection focused on how design pros can double their sales.

It sells at FredBerns.com for $300.

“Only” is the million dollar marketing word for design professionals. No word differentiates you better, nor attaches more value to you.

“Only” is the word. Coming up with your only statement (as in, “I’m the only design professional in my area who…”) is what this contest is all about.

As you create your statement, consider:

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+ How else you’ve been honored

+ Your design specialty

+ Your client niche

+ How many clients you’ve served — and where

+ Where you’ve been published

+ How else your work’s been featured

+ Where you’ve spoken or taught

+ Services only you offer

+ Products only you offer

+ Former career(s)

+ Educational degree(s)
Fred Berns is an Interior Design Industry speaker, coach and trainer.

That was my message last week during my guest appearance on a webinar offered by David Shepherd to members of his Best Practices Network. http://designingprofits.com/

I told the group that leading design pros are profiting in these uncertain times by applying four simple tactics.

They:

1/ Promote themselves as a “necessity,” rather than a frill. 

They point out how they help clients invest in furnishings that will reduce their energy bills, and enhance the value of their home and property.

2/ Create immediacy. They sell “Now!” as well as “Wow!” by explaining all the advantages of investing in their design services today. 

(”Save money now, rather than pay higher prices in the future on things like furniture and fabrics.”)

3/ Move in where competitors drop out. They find opportunities where others focus on obstacles.

4/ Turn “down time” into development time.

 They take time they don’t normally have to upgrade their websites, and reach out to prospects through such social networking tools as LinkedIn, Twitter and even Facebook.

Fred Berns teaches sales and marketing success strategies to design professionals and industry partners worldwide.

ASID has included my newest course, “Supersize Your Success : 7 steps to Peak Profits in Challenging Economic Times,” in its  2009-10 Distinguished Speakers Series.

Dropped from the DSS lineup are four other courses I have taught the past few years.

ASID will make available the “Supersize Your Success” program to its chapters, and to firms ,design centers, manufacturers and conference organizers.

For a free report on the principles covered in the course, click here: FredforFree.com

ASID is discontinuing the following courses:

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But you can still obtain, at http://www.fredberns.com/, the educational resources on which the discontinued courses are based.

To learn more about the book Sell Yourself! 501 Ways to Get Them to Buy from YOU, click here: http://fredberns.com/Products_SellYourself.html

To learn more about the audio program on how to set and get higher fees, click here: http://fredberns.com/Products_TwiceThePrice.html

To learn more about the audio program entitled Million $$$ Marketing on a Shoestring Budget, click here: http://fredberns.com/Products_Million.html

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To learn more about the “Methods of the Masters” audio sales training set, entitled the Superstar Selling System for Design Professionals, click here: http://fredberns.com/Products_SuperStar.html

Fred Berns, a trainer, coach and speaker, helps interior design professionals increase their sales and income by promoting themselves more effectively.

What if you can land bigger projects with better clients?

What if you can beat and actually benefit from this recession, and earn your highest income ever?

Well, you can — and you will — if you apply the strategies I can share with you in a special, one hour telephone coaching session.

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For that investment, you’ll receive private coaching on how to surmount your biggest obstacles.

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If ever there was a time to chart a new course, or at least modify your current one, it’s now. I can help you do just that during the Coach Call.

To learn more about, and sign up for the Coach Call, click here:  http://fredberns.com/coachcallprogram.html

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That one person isn’t a competitor or client.

That one person is you, because you’re not giving yourself permission to charge what you’re worth.

Please don’t tell me your clients may object to your fee in this economy.

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I don’t care.

And don’t tell me commercial and residential prospects in your area don’t pay design professionals that kind of money in tough times.

I don’t care.

And don’t tell me that you’re uncomfortable about charging your regular fee in times like this.

I don’t care.

Neither should you.

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Don’t dwell on all the reasons you can’t maintain — or raise — your fee. Dwell, instead, on all the reasons you can.

free while you were sleeping movie download Share your “only,” as in: “I’m the only window fashion specialist in my area who also offers a full range of design services.”

Tell how you save clients money because you work faster than inexperienced competitors, and offer furnishings that can reduce their energy costs.

Tell how you help clients enhance the value of their most valuable asset: their home.

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Fred Berns is among the world’s foremost business coaches for interior design professionals.

Thinking of reducing your fees in these challenging times? Don’t you dare!

Of all the bad ways for design professionals to cope with this economy, price cutting may be the worst.

It’s bad for your fee integrity and bad for your bottom line.

Lower your fees and prices, and you send a message that the value of your design expertise, service and products is, somehow, less now.

You tell me that you weren’t serious about your original

rates, markups and margins, and that, now, you’re willing to play with your prices.

And you signal that you’re ready to lower your standards, and do battle with the box stores, take on the trunkslammers and duel with the Dolly Decorators.
 
What a shame that so many design professionals devote so much effort these days to futzing with their fees.

That wastes time and energy that could be better spent focusing on their value.

Could it be that this economy has clouded your memory about your value?

Have you forgotten that you’re a unique, one-of-a-kind design professional who saves clients headaches, time and money?

And that you give clients the benefit of years of education and experience designing commercial and/or residential interiors?

You can’t keep your value a secret. Why? Because clients find a way to afford things to which they attach the most value.

Fred Berns speaks to and coaches interior designers worldwide.

That was a key takeaway from an award-winning research project I conducted in behalf of Hunter Douglas on the sales of  Luminette Privacy Sheers.

In the project, I discovered that the top 100 top North American dealers of Luminettes do the little things better.

Little things, like displaying Luminettes  prominently in their showrooms, and presenting them with enthusiasm and confidence. And cross-selling them with furniture and carpeting.

And offering 24/7 customer service and extended showroom hours. And following up quickly and regularly with customers. And asking for referrals. And promoting Luminettes in brochures and at home show.

Here are ten strategies that the top dealers rely on to sell Luminettes.  Can you apply any — or all — of these techniques to sell your highest end design products and services?

1/ Save the Best for First – Show ‘em the Luminettes first time, every time. Introduce the best, before exposing them to the rest.

2/ Be Dazzling in Your Display – Make it big and make it motorized, and watch your sales grow.

3 / Call them a Bargain – they’re more valuable than verticals, more affordable than draperies, and they give you the benefits of both. Is this a great deal, or what?

4/ Call them an Investment – they boost resale value – and help reduce energy bills.

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5/ Banish the “B” Word – most customers don’t know their budget anyway, so why press the issue?  Show them your Luminettes, and let them decide if they’re affordable.

6/ Share your “Only” -  Nothing differentiates you more. Finish this sentence: “We’re the only Luminette dealers in the area who…”

7/ Cross–Sell – “Now that I’m doing your carpeting, want me to do your windows?”

8/ Build a Buzz – Install Luminettes in a new building, or a new neighborhood. The word – and the “Wow” -  will spread fast.

9/ Follow Fast – Call tonight the customer you saw today. Offer to help him or her “talk it over” with their spouse.

10/ Sell Yourself – The most important sale you’ll ever make is the Personal one. Communicate with confidence and present yourself with polish.

The research project, entitled Profits by Design, received a Best Trade and Education “honorable mention” award recently from the Window Covering Manufacturers Assn.

Fred Berns is an award-winning sales trainer in the interior design industry.

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Two rules:

1/ Your commercial must include the word “Only,” and

2/  I must receive your “only” commercial by  11:59 p.m.  on April 30. 

Please email your entry to me at Fred@FredBerns.com.

If I select your “only” commercial, you’ll receive a free copy of the Superstar Selling System for Design Professionals, the only audio training collection focused on how design pros can double their sales.

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 It sells at FredBerns.com for $300.

“Only” is the million dollar marketing word for design professionals. No word differentiates you better, nor attaches more value to you.

“Only” is the word. Coming up with your only statement (as in, “I’m the only design professional in my area who…”) is what this contest is all about.

As you create your statement, consider:

+ Your awards

+ How else you’ve been honored

+ Your design specialty

+ Your client niche

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+ How many clients you’ve served — and where

+ Where you’ve been published

+ How else your work’s been featured

+ Where you’ve spoken or taught

+ Services only you offer

+ Products only you offer

+ Former career(s)

+ Educational degree(s)

Fred Berns is an Interior Design Industry speaker, coach and trainer.