Are you a member of a local interior design or design-related organization? Do you take advantage of attending industry events? Have you worked with a business coach or been part of group coaching? If not, I’d advise you to consider the opportunities you are missing and take another look at what is available in your area, or online. This type of networking is not so much about marketing. It’s more about developing relationships that are advantageous for each other.
The value of networking goes beyond filling your pipeline. I’m sure you’ve heard the age-old saying that two heads are better than one. Or you’ve been told that a problem shared is a problem halved. These sayings have been around so long because their advice has been proven to be true. There are multiple advantages to building a supportive community in the design industry but let’s focus on four ways to do so.
1. Join Professional Organizations
Design or design-related professional organizations can offer many advantages to your business. They often offer educational events/seminars to increase your knowledge and thereby increase your value to clients. Attending their events can also help you network with and expand your “external” team members such as builders, contractors, vendors, lighting specialists, etc. These organizations may also offer special tours/events not available to non-members and could also offer special pricing as members.
As you continue to get involved in an organization you may be seen as an expert in your field and get the opportunity to speak at events. Those opportunities shine a spotlight on your expertise and offer great marketing opportunities for you. Membership and attendance at events also offer the ability to connect with others in the design community both locally and across the country. Think of the value of having connections when you are working with a client outside of the geographical areas where you have previously worked. They can offer recommendations for contractors, installers, delivery services, warehousing, etc. And of course, there is great value in the friendships that can develop with design professionals along the way.
2. Attend Industry-Related Events
Stay abreast of the industry-related events happening in your area – or that it might be worth traveling to attend. Do a little research first. Ask yourself how attending will be of value to you and your business. And as in all areas of marketing, be sure to weigh the ROI (Return on Investment) of both time and money you will invest by attending. There may be knowledge that you will gain that will increase your expertise and hence, your value to your clients. You may also have the opportunity to be on a panel or to be a speaker at these events. That advances the view of you as an expert and provides the ability to use it for marketing purposes.
3. Join a Mastermind Group
The majority of interior design firms are small and have just one owner. What if there were other professionals with whom you could share challenges and brainstorm solutions? By networking with others within your professional field, you will be able to identify individuals who share your values and whose firms may have a similar business culture. These are people and firms who might become excellent mastermind partners.
The idea of the Mastermind Group was formally introduced by Napoleon Hill in the early 1900’s. In his classic book, “Think And Grow Rich” he described the Mastermind principle as “The coordination of knowledge and effort of two or more people, who work toward a definite purpose, in the spirit of harmony. No two minds ever come together without thereby creating a third, invisible intangible force, which may be likened to a third mind.”
Going back to the fact that “two heads are better than one”, just imagine how creative 10 “masterminds” could be at solving a business challenge. What about using those masterminds to brainstorm approaches to growing your business, coming up with marketing ideas, and so much more? Many describe it as having your own board of directors. And of course, it’s not just about your firm but you will be creating a community of supportive colleagues who meet regularly (in person, via phone, video conferencing, etc.) to support each other and brainstorm new possibilities, help address challenges and of course set up accountability structures to keep you focused and on track.
4. How Coaching Can Lead to Building a Community
The culture at The Pearl Collective and the reputation they have built over the years has led to a strong sense of community. Their clients find that whether they are individual coaching clients or group coaching clients, there is a definite willingness to collaborate. Whether you are a single practitioner or have a large team, as we mentioned above, two heads are better than one. You may have people on your team with whom you brainstorm, but often there is value in going outside of those close to the problem.
Also having a supportive community can help you think beyond what you alone might have come up with. Strong relationships have developed among our clients, and they value the ability to ask each other for help, ideas, sharing of business ideas, etc. They also appreciate the ability to share with each other. They don’t see each other as competitors but rather they know that they can reach out for suggestions on possible solutions to challenges. In addition, they will be there to cheer on each other’s successes. Our clients have built a sense of community that goes beyond Zoom calls and online sharing. They also often arrange to meet in person, whether it be at Pearl Collective events, including High Point or other design-related events. There is great lifetime value in having this kind of community.
Imagine the positive effects of adding just one of the above “networking” opportunities to your business plan for 2025. Make a list of the benefits for your business, which will give you the best ROI for 2025! You’ll find that in addition to the positive advantages to your business, you’ll also make some wonderful friends along the way.