When you meet people for the first time, who are the ones who stand out? Aren’t they the people who had a story you remember? That story may just have been a clever, out-of-the-ordinary description of their business. Or it may have been a captivating few sentences about how or why they got started in their business. What tends to make those stories memorable is that they are not just a typical introduction. It is more personal and engaging – so often more memorable. With that in mind, be sure you develop your own story to effectively connect with prospective clients and referral partners in your design business.
Show Your Passion
Help people understand why you are passionate about your business and how you created it. Your passion will come through and they will be more likely to respond to it. You want to let people know what sets you apart from the competition and makes you unique. If you faced challenges along the way but managed to overcome them, you might share that. People love stories of overcoming adversity and they will be more likely to remember you because of your struggles.
Develop a story that aligns with your firm’s values and will be relatable to your prospective clients. In developing your story, ask yourself:
- Why would someone care about your story?
- What is it about your story that will stand out?
- How does it relate to your values and what makes it unique?
- How does the story add validity to the services you offer?
Make your story personal and share why your company matters to prospective clients. Rather than trying to “sell” yourself and your company, share how you provide solutions that will relate to their pain points. Remember, designers are problem solvers and stories are great ways to showcase those abilities.
The Personal Touch
Testimonials from previous clients are great ways to show how your expertise has worked successfully for others who had the same challenges. Quotes from happy clients about how your design made a difference in their lives are effective to use. Every client has their own story, and prospective clients may be able to see themselves in those experiences.
You can create several short stories to use when first meeting prospective clients or referral partners that will help them remember you in addition to your name and the name of your firm. Keep it short and simple, but memorable. Think of it like an elevator pitch, but one that appeals to emotion rather than focusing on numbers and figures. But the best way to connect is to ask questions yourself, so come up with some ways to incorporate questions into this story.
Social media offers a way to expand on your story and expand your audience. The key is to be authentic and to be consistent. If you commit to social media, then you must post regularly for it to be effective. Don’t just focus on sharing business content but include your life and your interests – be relatable and build a community. People would rather follow a human being than a faceless business.
Sharing Your Story
Take advantage of opportunities to speak to groups in which you may find prospective clients and referral partners. Speaking offers another way to share your story in a personal format and in a longer format than just a personal introduction. You also have a much more attentive audience. Let the person introducing you share the basics of your name and business and possibly a short bit of background. Then you can jump right into the subject matter you plan to cover and focus on capturing their interest. A great way to forge a personal connection with an audience is by starting with an engaging story. So start strong! Then start your business pitch once you have their full attention.
Using Your Name
Many designers start their businesses by tying their own name to the name of the business – Jane Doe Interiors or Doe Interiors, for example. The positive side of doing this is that it can help people remember both your name and your business name. There are some designers who have created such a strong brand that their name recognition has grown beyond just the designer to encompass the entire firm. The possible challenge to tying your name to the firm can be later in your career if you decide to sell your firm. Learn more about the pitfalls of using your own name by listening to our podcast episode with Patti Julber.
Some designers don’t think about selling their firm – they just close the doors and walk away. But your business is an investment. And if you have built a successful business, then it makes financial sense to think about selling it when the time comes for you to retire. At this point, the name of your business needs to be considered in how it may affect the salability of the firm. So think ahead! For many, it might be a good idea to think about a new name that is not connected to your own, while you are still in charge of the firm. You can establish this new name and get it clearly connected to your brand so that when you decide to consider selling the business, it may be more appealing.
If you have not already, start to develop your story and your brand. You will find your opportunities will increase in connecting with more ideal clients as well as in planning for a possible sale of your business in the future.