In over 30 years of serving the interior design community exclusively with our carpeting business, we've picked up a few consistent practices or "musts" from successful designers. The most oft repeated axiom is probably that the overwhelming majority of a designer's business comes from referrals. So it pays to invest time and energy into the relationships that you've already formed.
1. Listen
Understand, appreciate and acknowledge your client’s aesthetic sense. Sure, their sense of style and choices will benefit from your relationship, but it's relevant to understand where they are at right off the bat. Your client will probably love that you've taken an interest in what they’re “bringing to the table.” Of course, you may have a unique perspective or particular style that you want to implement, but just acknowledging your client’s style and choices could ultimately improve their idea of a project’s success and result in future referrals.
2. Sneak Peek
Help your client visualize the changes. In your mind you can envision what your choices will look like in their space. Your talent and experience allows you to do this much better than your client will be able to do it. To get beyond “trust me” and give them a peek into what you see, use sketches, mood boards or computer renderings.
3. How Much?
Is budget not important? Congratulations, you win. But for the rest of us, this issue can be the referral killer that keeps a past project, regardless of how great it turned out, from leading to future projects. “The project turned out beautiful, but it went way over budget.” That’s not a very good referral. Keep the client informed and onboard with escalating project costs.
4. Cash Flow
A clear fee and billing structure can prevent the business side from limiting the success of an otherwise talented and passionate designer. Clients can’t pay if they haven’t been billed, and subsequently designers can’t buy if they haven’t been paid or haven’t established credit. Establishing and managing credit relationships with vendors is critical to the success of a designer’s practice.
5. It Takes a Village
Be involved in your professional community. Develop good relationships with vendors, tradespeople, architects and builders. Friendly working relationships within the professional community will improve problem-solving abilities on a particular project and can lead to new referrals.
Success as a designer has as much to do with maintaining positive client relationships as it does with having established a body of good work. From my conversations with designers, I’d estimate that 90% of new interior design business comes from client referrals. Keeping your clients satisfied, and minimizing anxiety and surprises will ensure future work and pave the way for new client referrals.