Description
Book SynopsisThis 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.
Table of ContentsPreface 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
