Richard Robertson Design

The sophisticated consumer is today's interior design client. The availability of information on sources and prices for many products that design professionals specify is readily accessed by these clients. The implications are tremendous.

While charging in the "old school" manner of hourly and cost-plus may have worked in the past, it no longer serves the purpose in every situation today. Design professionals must first adjust the way they price their services - think design and implementation.

"Not all clients need full-service design," says Richard Robertson, a San Francisco based Interior Designer who gives his clients "the flexibility to select which services are most appropriate and affordable." This especially holds true with the plethora of "do-it-yourself" resources that are sprouting all over the country. As such says Robertson; "I may be called on for consultative services only, leaving the purchasing largely to the client." Naturally, a cost-plus method will not suit this scenario. Instead, designers need to think in terms of flat design fees or appropriate hourly rates that respect their experience and time. So, what does this have to do with marketing? A lot. Think packaging-once a professional has adjusted pricing to accommodate the needs of the consumer, the way in which services and pricing are presented needs to change.

Robertson says, "My potential clients need to know that they can obtain as much or as little of my services as suits their purposes. If the best step for the client is a sofa from Pottery Barn, then they need to feel comfortable in telling me that." This does not always mean that designers need to lower their profit margins but it does mean that, based on the client' s needs, they need to be willing to provide less "full-service" design on a project and let go of control over the finished "look and feel." When meeting a potential client, Robertson now provides a list of all services related to a project presented in a menu format, allowing them to choose just what they need. Aside from the usual design options, Robertson's listing includes: holiday and event décor; catalog and organize collections; art consultation; consultation for new home purchase; lifestyle and entertainment advice. Customized pricing will follow the customized service offering as well.

Recently, I received a phone call from Susan A. in Brookville, NY who was looking for a designer to help her with space planning for closets and to approve her general design for four bathrooms that she is remodeling. Being a stay-at-home mom, she has the time and desire to oversee the work herself, but wants a designer's input on direction. After screening three referrals, she settled upon Maurice Dowling out of New York, NY who charged for ten hours of her consulting time at $250/hr, paid up front. While there might be future purchases made, the initial commitment is for consulting. Richard Robertson says: "Following delivery of the initial services, I reward clients who contract for additional services or purchases with more favorable rates." Think of it as volume discounting.

CREATE A MENU OF SERVICES

The menu of services should be translated into a marketing campaign to attract like-minded customers. Make sure that websites reflect both services and pricing options and that brochures are updated as well. A direct-mail piece would also serve well for letting past customers and current contacts know of this flexibility. Be sure to include the people that can promote your services including real estate developers and brokers, architects, and the myriad other related trades people that can be referral sources.

Local media that write about home living and lifestyles are alerted to this new trend. Be part of the new breed of design professionals that packages and promotes just the right amount of service to stay profitable and keep clients satisfied.