How To “Help” Homeowners Pay You What You’re Worth

It’s one of the many challenges interior designers and decorators face in growing their business: Getting clients (in this case, homeowners) to value what you do so they pay accordingly. It’s a challenge because – to tell you the truth – they don’t really understand what you do and all that goes into doing it. I attended a seminar at SOFA (Source of Furniture & Accessories) www.visitsofa.com a few weeks ago. I’ve been told that I’m a really good note-taker – so here are my notes! Not an interior designer or decorator? That’s OK, plenty of value for you too: If you work with a designer or decorator, these notes will help you understand their challenges (i.e. THEIR raw CE2.0 data) and may even spark some ideas about how you can help them. Oh, and please feel free to pass this along to those you know. These concepts are easily transferable to anyone providing services to a homeowner. Can you find the fit with your service?     Topic: The Value Proposition: How To Have Clients Value What You Do Speaker:  Glen Peloso (Peloso Alexander Interiors among other credits) Sponsors: Green Mountain Soapstone and Lorocque Custom Wall Beds Key messages from the session: 1. What you’re worth starts with YOU valuing what you do. 2. The Client-Designer Relationship is a R-E-L-A-T-I-O-N-S-H-I-P. At the heart of it is communication. <JoyfulProfit observation: A relationship takes two. Both client and supplier need clearly defined roles in advance and agreement on them.> 3. A home is a reflection of who a person is, their identity and their status in society. Needless to say,...

How Entrepreneurs & Small Business Owners Are Leveraging Raw CE2.0 Data and Growing Their Businesses

Leveraging the raw CE2.0 data of your target market can be the difference between success and failure for your business. Why? Raw CE2.0 data often reveals the “elephant in the room”. When your products and services directly resolve the problems your clients wish they did not have, your clients are instantly aligned with you and your offer. This ensures the creation of a mutually authentic connection with your client. You’ll spend less time strategizing and more time producing. Everything you need to know to create a strategic plan for your business can be found in the raw CE2.0 data of your market. You can be bold with your marketing strategies. There’s no trying in leadership. You are a leader or you’re not. Bold marketing helps you take the lead by differentiating in a crowded and confusing marketplace.   Examples of business owners who are doing this right.   The Simplicity Principle The founder of this company, Chloe St. Pierre-Grills, came up with this product idea to directly address the pain Small Business Owners associate with bookkeeping tasks (which of course lead to tax pain!). Brilliant. And it works. I tried it. Check it out here: http://www.thesimplicityprinciple.ca/     Stiletto Dash The founder of Stiletto Dash, Delilah Panio (a Stiletto Dasher herself) started this company to address the needs of women business travelers that were previously unmet. There was a big gap in the marketplace. Delilah was caught in it . She was the target market for her business. And, as Entrepreneurs do – she did something about it. Stiletto Dash is upgrading the business travel experience for women and...

How Home Builders, Renovators & Home Services Suppliers Are Leveraging Raw CE2.0 Data and Growing Their Businesses

Leveraging the raw CE2.0 data of your target market can be the difference between success and failure for your business. Why? Raw CE2.0 data often reveals the “elephant in the room”. When your products and services directly resolve the problems your clients wish they did not have, your clients are instantly aligned with you and your offer. This ensures the creation of a mutually authentic connection with your client. You’ll spend less time strategizing and more time producing. Everything you need to know to create a strategic plan for your business can be found in the raw CE2.0 data of your market. You can be bold and direct with your marketing strategies. There’s no trying in leadership. You are a leader or you’re not. Bold marketing helps you take the lead by differentiating in a crowded and confusing marketplace. Examples of businesses winning with raw CE2.0 data Greening Homes – A story about innovation The home renovation industry is not known for its marketing innovation and homeowners typically find it challenging to tell one contractor apart from another … not any more! Committed to being an impetus for change in what is often a very wasteful, unhealthy, and energy inefficient industry, this company is one to watch. With conviction and a quiet confidence that can only come from leveraging the raw CE2.0 data of your customers, founder Chris Phillips and crew are succeeding where others have failed. Check them out here: http://www.greeninghomes.com/     Dave’s Ducts – A story about changing the face of an industry This is a story about heart, commitment and quiet leadership. Determined to help...

Is HGTV really the problem, or are you just failing to leverage the CLIENT EXPERIENCE 2.0 that it provides?

You know it and I know it; HGTV has forever changed the face of home renovations. This network has caught on like wildfire with homeowners, so you know it’s not going away anytime soon.  But here’s the thing. I regularly hear complaints from suppliers of all kinds to the home renovation business that the shows on this network give homeowners unrealistic expectations about home renovations and these unrealistic expectations cause problems for you in your efforts to get clients and to build relationships with them. In my business, whenever I hear a ‘complaint’, from anyone, I’ve learned to see the complaint as a trigger to understanding the underlying CLIENT EXPERIENCE 2.0 of the person complaining. When I fully understand the CLIENT EXPERIENCE 2.0 of the person complaining, I’m able to use that understanding to build products and services that address that complaint.  There’s intelligence in a complaint. But, only if you see it that way.   Here’s how complaining about HGTV programming can work for you When you find yourself complaining (out loud or to yourself) about how you think HGTV’s programming has done you and the home renovation industry ‘wrong’, look at it head on and learn to leverage the CLIENT EXPERIENCE 2.0 data that it’s offering. Write a list (or create voice notes if you prefer to have audio notes) of every single thing that drives you crazy about HGTV and its programming. DO NOT FILTER your thoughts – just do this as a stream of consciousness. Attribute each thing that drives you crazy to a specific show/personality if that makes sense, or just leave it as...

Working with First Timers – Could it be your company’s CLIENT EXPERIENCE 2.0 Advantage?

This is the real transcript of a conversation I had not long ago over email with a friend of mine who was about to embark on a renovation for the first time E-V-E-R.  I kid you not. This is a true transcript of the dialogue (names changed or deleted to protect the “first timer”). If you are a Renovation Contractor, ask yourself this:  Can I handle working with “First-Timers”? Can I afford not to?     First Timer: “Reno is driving me crazy….one forward, two back.  We have a drawing from the contractor.  I wish I had a firm idea of what I want as I flip and change with each different view I get and make myself even more confused.” Me: Sorry to hear of your renovation experiences.  How is the supplier helping you with all that? First Timer: “I must be very needy Catherine as no one I have come in contact with seems to give me the confidence to move to the next step and see the end vision. Ridiculous I know as I should darn well know what I want without expecting others to work that out for me.“ Me: You may be.  : )  But – you’re not alone. This is a very natural state for a ‘first timer’. Suppliers in these markets (who want to work with first timers) must understand this and offer services to help facilitate the first timer through the project. Otherwise, they’re not responding to the need that is present, and only responding to their need to implement a project (and make money doing it). This plagues all service industries (and...