Inspired.talk

Steve Nobel Presents: Hug Your Clients

Steve Nobel presenting "Hug Your Client" in NYC Wednesday.

This past week at Kravet in the D&D Building in New York City, design branding consultant Steve Nobel introduced a new lecture series titled “Hug Your Clients.”

Nobel, a well known speaker on the topic of luxury and affluence in our industry, presents a compelling case for establishing fulfilling relationships with your clients that are built on a foundation of transparency and accountability.

The presentation is filled with simple suggestions for ways to put your client at ease and create a mutual benefit. By singling out topics like pricing and invoicing, contracts, mark up, timelines, follow through and the “big reveal,” the take aways, while intuitive, will be a game changer for designers.

Nobel will be traveling the country, presenting at various Kravet showrooms. Upcoming cities include:

Atlanta May 9

San Francisco May 15

Denver June 26 

Chicago June 28

If you’re in one of those cities, you will not regret setting aside the time to hear this presentation. Throughout the year, Kravet hosts similar events all over the country. Check with your local showroom to get an upcoming events schedule.

INSPIRED.Showrooms at MOMA

 

Several owners from the Kravet Agent Showroom distribution network were selected to come to New York recently. The group was promised inspiration and got it – several ways. First, with typical Kravet hospitality, Scott Kravet led intimate tours of the design studio and guided the eager guests through every step in the process that brings new product to market. Print, pattern, color, weave, construction and every manifestation of the fine art of fabric is here.

Speaking of fine art, that afternoon we went to the Museum of Modern Art (MOMA) to revisit where it all began – modern art and design in America's mid-century. I led a tour through the galleries honoring the 25 breakthrough paintings by the most inspired generation of artists who became icons as New York's abstract expressionists. And slightly tongue-in-cheek, this may be the ultimate weave, Jackson Pollock's One: Number 31, 1950:

For more on this once-in-a-lifetime, fabulous exhibition, go to  MOMA Abstract Expressionism New York

And there's more; new groups of Agent Showrooms will be in New York for similar immersion in art, textiles and interior design later in the year. INSPIRED to take your own tour? Talk.

Steve Nobel

Founder and principal of NOBELINKS, a consulting practice specializing in the luxury markets for home furnishings and interior design, worldwide.

Inspired in Southern California

During this transformative period, it isn’t easy adjusting to the new normal. Every designer is trying his or her best to be demonstrably superior and pleasingly different from the rest. But too many struggle on their own without reliable sources for good ideas and familiar feedback. Last week, I was in Kravet showrooms leading a series of workshops with some real pros – experienced veterans, up-and-coming talents and others among the vanguard who are reshaping the way they do business. They are working on marketing, pricing and getting the next client project.

For these designers, marketing efforts are more selectively aimed at the most affluent prospects, connected by one or two degrees of separation to their current or former clients, or the very best realtors and contractors with brands equal to theirs. They’ve found that there may be as many as eight prospects for every one client. Just any project for any client that comes along won’t do, exasperation and fatal-client-fatigue is just too risky for their brands (and can lead to burn-out after two years of recession).

Pricing models are being rehabilitated to lessen dependency on sales while restoring the rewards from design. Today, many are finding that money is being made from style not stuff – concierge not common – custom not commodity. Project fees and higher hourly rates are driving income up while stretching the dollars for what and how much is being purchased. That’s good for clients, and good for designers.

For some, this new look at old ways will result in a fresh approach to the next client, especially if the proposal hinges on the value of design rather than sales. Actually, what many designers and clients have found is that even with a much larger fee or hourly rate, when compared to the prices for all of the other investments that a client typically makes in a new or remodeled residence (property, architect fees, contracting costs, landscaping, furnishings, etc), design is an extraordinary value, and really fair. When a designer acts as the trusted advocate for the client and orchestrates the entire project, the professional fee for professional value is demonstrably superior and pleasingly different from the old cost-plus method.

Inspired? Talk.

Steve Nobel

Founder and principal of NOBELINKS, a consulting practice specializing in the luxury markets for home furnishings and interior design, worldwide.

The Decorative Furnishings Association Asks “Why A Designer?”

 
A few weeks ago, Steve Nobel introduced us to a new campaign sponsored by the DFA that will introduce the general public to the joys of working with an interior designer. The campaign is called “Why A Designer?” and it developed in response to DFA-hosted industry Town Hall meetings. Early response to the campaign by the design industry has been resoundingly encouraging. The ad, previewed above, will appear in several national shelter magazines in January 2011, including House Beautiful, Architectural Digest, Veranda, Traditional Home, Elle Decor, Luxe Design+Interiors, Cottages & Gardens, and New York Spaces.

What do you think are the biggest barriers clients feel when considering hiring a designer? What brings ecstatic responses from clients? As always, we welcome your thoughts and comments and appreciate your feedback.

INSPIRED.Why A Designer?

Over the last few months, the Decorative Furnishings Association has made preparations to take the next big steps toward its mission: creating more consumers of design. DFA just unveiled the concept for its new advertising campaign: “Why a Designer,” which addresses the concerns affluent consumers have about using an interior designer.

The ads feature a practicing interior designer successfully interacting with a client in a well-designed living room where children are playing. The image is all about the happy, satisfying and rewarding relationship between designer and client. Below the image, statements of ‘myth’ vs. ‘reality’ will be listed:

“It's too expensive” – “We met our budget”

“I’d lose control” – “We worked as a team”

“It’s not practical” – “We love the results”

“It’s out of my budget” – “We nailed the budget”

“It’s not my style” – “It’s so us!”

It's the first campaign of this nature to be presented in the industry and is expected to launch in House Beautiful, Architectural Digest, Veranda, Luxe Interiors + Design and Elle Décor in January issues. Editor at Large gave it an initial thumbs up.

I have had a role in this, so naturally I am quite excited about the creative theme that centers on the delightful relationship between client and designer.

How do you answer the question, why a designer? Research shows that among affluent households that can afford an interior designer, only 15% actually use one. The campaign's goal is targeted towards the 85% who could be or should be using professional design services.

“We must sharpen our message about why working with a designer has so many benefits, and how designers can market their businesses accordingly,” said Cary Kravet, acting President of DFA and President of Kravet, “The DFA serves as a forum for industry to communicate a vision and plan for revitalizing the market.”

Momentum for the campaign is growing through a series of Town Hall Meetings sponsored by media outlets and design centers throughout the country. They are intended to expand awareness of, support for and participation in addressing challenges facing the design ecosystem throughout the country. The organized and open discussion also provides for all voices representing all segments of the community to be heard.

Inspired? Talk. Tell me in a few words ‘why a designer’? We will open the ideas for all our readers to share.

Steve Nobel

Founder and principal of NOBELINKS, a consulting practice specializing in the luxury markets for home furnishings and interior design, worldwide.