There doesn’t seem to be any room for error in our businesses right now – every little thing counts. And I am finding in my own business that now more than ever it is the little things that are making the difference – when I am shopping and when my clients are shopping with me. This might be a good time to let the big things take care of themselves – yes you know how to design, yes you know how to price your services, yes you know how to run a project – let’s assume all of that is in place and let’s really concentrate on the little things so you can GET to the big things. For example:
The other day I placed a big online clothing order for my sunny vacation to the Dominican Republic. Ordering is easy on line, my stuff shows up quickly – and that’s what I expect. Same thing this time – with one difference. About a week after receiving all of my items, I received a letter in the mail from the CEO.
Now I have worked many years in customer service, and I know this is a form letter, but never before have I received this letter. And this letter thanked me for my purchase AND gave me an email address and phone number for the CEO that was DIFFERENT from all of the contact info on their receipts or website. So that got me thinking…. What little things are you doing right now to cement, confirm, grow, establish, reinforce your client connections? What are you doing right now so that your client base is thinking of you first??
When I first started my business, I spoke with an acquaintance who had hired a designer to do window treatments and some accessorizing. On the day of the installation the designer was not present. She did call the client, asked how she liked it, and then said I’ll stop by some time soon and look it over with you. And she never did. And the client was truly puzzled. She had spent thousands of dollars with this designer and it was never important enough for the designer to “enjoy the moment” with the client. Not surprisingly, I was hired the next time around.
It is SO EASY to NOT do the little things. And it is SO EASY TO do the little things – and right now, THAT is making the difference. What little things CAN YOU DO?? I’d love to know – leave a comment.
Have a great rest of the week – Mary Larsen
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What do they call it….”an aha moment”. Both of the stories you told proved that a client wants to be appreciated and made to feel special. I agree completely, that personal service and your personality is what sets “you” apart from the other 3,000,000,000 interior designers out there. Thanks for giving me such a great reminder!!!!
Hi Mary!
First – hope you had a very Happy Birthday and have fun on your upcoming trip to the Dominican Republic! You made a really good point about the importance of really great customer service and follow up with clients. Personal service, attention to detail, follow up, keeping in touch, and being available to “hold a client’s hand” all count as being very important in my business.
Here are some of the “little things” I do in my business-
I have a Refer-a-Friend program which I wish more clients would take advantage of! Clients or friends who refer new business to me are eligible for free gifts or services. Amount depends on the type and size of referral.
I run monthly special offers which people can take advantage of if they visit my website.
I keep in touch with former clients – notes, emails, cards, occasionally a lunch or a “girl’s day out” just to have some fun together. Just started a newsletter a few months ago, too.
When working on a long distance project (many clients are 2nd home owners) I send weekly updates and pictures to clients via email so they can see how their project is progressing. That way, they also have a record of what is being done even if they can’t be there in person.
I remember clients and their families & pets for the holidays with small gifts. If it’s a big project, then a client will usually get some type of gift basket, plant, or floral arrangement from me for the holidays.
At the end of a job, my clients get a thank you note from me along with a a postcard for 10% off their next custom order as well as information about my Refer-A-Friend program.
Potential new clients get a welcome package when I meet them for the first time. Included are a flyer, promotional postcards, list of references, my resume, some pages from my website, a copy of a recent newsletter, and a calendar magnet which is printed with my business information. Sometimes, I’ll include a couple of other little “gift” items with the package, depending on the circumstances.
I’ve also been toying with the idea of doing a scrapbook for clients for big jobs. Have you ever done anything like that?
If so, how much extra work and expense is involved to do it right?
Thanks!
Mary,
This is a very timely article. I have been refocusing on where I need to improve on the “little things”. It is so easy to take those little things for granted. Even though I feel like I do a pretty good job with them, it’s easy to reduce their significance in my mind.
I need to come up with a more consistent system for following up. I need a referral program…I’ve drug my feet on settling on what I want to do. Sometimes hard to feel comfortable with coming up with just the right offer that will be appealing, yet not break my budget.
http://www.elegant-window.com
Thanks Mary!!
Today I’m taking c-chip cookies to the builder and crew working on a new build that I’ve been doing design work for.
I am also going to give some dollar certificates good for future use with my services.
And of course, a packet of “forget-me-not” seeds is always a good one.
Deb Landy
http://www.StageTwoSell.net
home-garden
Great article. I believe in hand written and hand addressed thank you notes after all first client meetings and post job. I also take flowers to every job I do and add those to the room.
Mary, thanks for your wonderful newsletters. I appreciate your taking the time to share your insight and experience with others.
On the topic of client appreciation: I am always, ALWAYS there for the installation and I think it’s unbelievably rude and unprofessional for the designer not to show up (installers agree — especially when there is a question about how something is supposed to be installed, or in the event there is a problem, etc). I always follow up with hand-written thank-you notes and for large projects and I had special stationary printed up just for this purpose on elegant heavy card stock with my logo and snazzy embossed envelope liners (because everything my clients get from me needs to reflect the high quality, high style image I want to project for my business). I also like to do a personalized gift at the conclusion of larger projects. Sometimes it’s a small accessory or monogrammed tea towl; it depends on the size of the job. I have been working with a truly fabulous client for the past sixth months, and she has spent more with me in that time than all of my other clients combined for 2008. When my photographer was at her home, I had him take portraits of her two beagles in the custom dog beds I had designed for them. I got a huge, life-size portrait printed and had it professionally matted and framed. Then I wrapped it with Japanese origami paper and a grosgrain ribbon and I’m bringing it to her next week. One of the dogs died unexpectedly on Easter Sunday, so I’m especially glad that I thought to have the portrait taken so I can do this for my very special client.