The sophisticated consumer is today’s client. As such, 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. In order to maximize profit on a project, design professionals must first adjust the way they price their services—think design and implementation. Not all clients need full-service design services. This especially holds true when “to the trade” sources become more lenient with who they will sell too and with the plethora of “do-it-yourself” resources that are sprouting all over the country. As such, a designer 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. A designer will need to think in terms of large design fees or increased hourly rates that respect their experience and time. So, what does this have to do with marketing? A lot. Think packing—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. Potential clients need to know that they can obtain as much or as little of a designer’s services as suits their purposes. This does not mean that designers need to lower their profit margins, but they do need to be willing to provide less service on a project. When meeting a potential client, it is recommended that a list of all services related to a project be presented in a menu format, allowing them to choose just what they need. Aside from the usual design options, consider listing: holiday and event décor; catalog and organize collections; art consultation; consultation for new home purchase; lifestyle 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 Claudia Dowling out of Huntington, 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. 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. Designer Adrienne Spencer in Lyndhurst, OH provides her potential clients with a Services Sheet in which she lists all of the possible services that she can offer to a client. Clients are able to choose from the “menu” of services and purchase just what they need. Based on selections, Adrienne can determine the best way to price her services on a per-project basis. She incorporates this approach into her marketing which includes giving seminars to consumers, advertising in local media, and on a brochure that she has developed.

Don’t wait for the phone to ring in order to promote this new service model, contact local media that write about home living and lifestyles and alert them 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.

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