Increase Frequency of Purchase
A designer can regularly send clients samples, pictures, and special promotions to stimulate their buying urge. Typically people buy the
furnishings and then put decorating out of their minds. By sending regular reminders, you keep decorating “Top of Mind”.
I want to be careful not to just skim over this without your full comprehension of the incredibly powerful dynamics here. If a client is not
intending on spending money or doing more decorating then a simple follow up may yield no action. However, the group we are targeting is the
one who plans sometime in the future to decorate or has been meaning to decorate and just hasn’t gotten around to it. If you bought new
bedding for your room and planned later to buy a new coach or table or window coverings, then all it takes is a little reminder to get you to take
action. If the decorator knew you planned on buying a couch, then just sending you a picture of something in your style will probably get you to
buy much sooner.
Other Ideas
1. You have products and services that your clients can buy from you again and again over time. Understand the "lifetime value" of your
average client. How much money does your average client spend with you over the course of their buying relationship? If you know that your
average client is worth $4,500 to you, what would you be willing to give away to get that $4,500? Certainly you pile on some amazing products,
bonuses or services.
Try this: Put out a letter to your local community (it could be something that hangs on their door). Don't make it too flashy; just write it simply.
Follow this template:
1. It should acknowledge the person as being valuable,
2. It should be personally written, and written as if one person only was reading it,
3. It should begin with the results the person should expect,
4. It should explain to the person your reason why he or she should get those results,
5. It should give the person some background,
6. It should give the person some detail,
7. It should prove any claims you make in a way the person can embrace,
8. It should tell the person what he or she should expect in terms of improvement or results,
9. It should remind the person why he or she should choose to at least learn more,
10. It should show the person how he or she can try it out without risk,
11. It should tell the person how they can contact you. Use a single telephone number. Don't give multiple options because that will lower your
response rate.
2. Think of the products or services that you could sell to your clients that either you provide, or that someone else provides. This is your back
end. To learn more about how to develop your back end, go the eBook, Block # 32.
Interior Decorator