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Informationen zum Autor Mary V. Knackstedt, FASID, FIIDA, is president and founder of Knackstedt, Inc., of Harrisburg, Pennsylvania, and New York. She is an interior designer, furnituredesigner, consultant, and lecturer, and has taught interior design business practices at Harvard's Graduate School of Design for more than ten years. Knackstedt heads the Designers' Business Forum, a program dedicated to raising the level of interior design firms. ALSO BY Mary V. Knackstedt, Published by Wiley: The Interior Design Business Handbook: A Complete Guide to Profitability, Fourth Edition Klappentext Discover the latest insights in marketing and client relationsfor interior designersTo be a successful interior designer, it's essential to market yourself and your firm effectively. A must-read for interior designers establishing a client base, as well as for seasoned interior designers aiming to grow their businesses, Marketing and Client Relations for Interior Designers offers valuable tips on enhancing client relations and building lasting relationships for a growing practice.This step-by-step manual helps you design the marketing program that best fits your unique practice and provides helpful business forms to help keep you on target, including staff questionnaires, planning guides, and design services outlines.With insight, simplicity, and uncommon sense, industry expert and authorMary Knackstedt guides design professionals through all aspects of promoting a design business, including how to:*Design specialized promotional resources, market research, and personal interactions*Establish a company profile that attracts clients*Find clients who are most likely to want your services*Budget marketing efforts accurately to avoid unnecessary expenses*Handle complaints diplomatically and with minimum problems*Build a better relationship with clients*Create proper contracts and letters of agreement*Set prices that are appropriate for your servicesBrimming with examples and proven strategies from successful, highly profitable firms that make it easy to apply the book's marketing techniques to your own business, Marketing and Client Relations for Interior Designers is your design firm's guide for business development, successfully marketing its services and maintaining long-term customer relationships. Zusammenfassung This book is focused on marketing and promoting an interior design practice. Client relations tips are described, as well as the process and importance of branding an interior design practice. Inhaltsverzeichnis Preface ix Acknowledgments xi PART 1 Effective Marketing Strategies 1 1 Positioning Your Firm 3 2 The Marketing Plan 13 3 Objectives 19 4 Company Profile/Internal 23 5 The Marketplace 41 6 Current Issues Influencing Our Market 53 7 Market Research 61 8 Targeting the Right Clients 67 9 Partnering with Technology 73 10 Techniques That Develop and Nurture Relationships 81 11 Who Will Lead? 103 12 Preparing Marketing Materials 107 13 Becoming a Major Force in Interior Design 117 PART 2 Selling as Communication 121 14 An Introduction to Selling 123 15 The Client Comes First 131 16 Rapport 137 17 Organization 143 18 The Art of the Interview 151 19 Your Brand 159 20 Preselling 175 21 The Presentation 183 22 Qualifying the Client 191 23 Defining a Project 207 24 Customer Service 215 25 How to Handle Complaints 221 26 Contracts and Letters of Agreement 225 27 Charging for Your Services 231 28 The Installation 249 29 Learning 257 Suggested Reading List 261 Index 263 ...
