As an interior designer, you likely did not enter the field because of a passion for project management and client relationships. Rather, you probably had a love for the creative design process or making people’s dream homes into a reality. But it’s what goes on behind the scenes that assures those solutions will come to fruition. Client challenges will inevitably arise, but it’s how you handle those problems that builds trust with your clients. You will be on the right track if you do the work ahead of time to build a strong relationship with clear communication. That means that your firm’s values and culture are evident from the first connection. It’s effective design project management that creates a loyal client and one who is more likely to enthusiastically refer you.
Developing a relationship with an ideal client is worth the time and effort. When you invest in creating a successful relationship with those clients throughout the project you will reap the rewards long after the project is completed. When you find those ideal clients, you not only want to keep them, but you want them to refer other ideal clients to you.
So, how do you develop those lasting relationships and avoid–or successfully address–client challenges?
Identify your ideal clients
You need to be very clear as to who your ideal clients are. It’s important to not only understand who your ideal clients who, but who your non-ideal clients are as well. Have a profile for what a good client looks like, as well as what an poor fit might look like. Often client disasters are the result of poor fit, whether that be with culture, goals, or something else. Make sure you have a filtering process in place and you may just avoid the majority of potential disasters.
- Create an effective marketing plan directed at attracting only ideal clients.
- Be clear on your website and communications who you serve.
- Develop a questionnaire to acquire detailed information about prospective clients before having a serious conversation.
- Develop qualifying questions for potential clients who you end up speaking to.
Have an onboarding process for clients
Once you’ve identified your ideal clients, you want to keep them around. Establishing an onboarding process will help ensure you keep them for the long term. Spending the time upfront will help avoid misunderstandings or client challenges that could come up later.
This is where you get to know each other, clarify preferred communication channels, and set proper expectations for both of you. This is the opportunity for you to understand their goals and for them to understand the reality of how the process works. Explain clearly what timelines are reasonable, and push back against any unwanted attempts to push something beyond what’s possible.
Review the contract
Review your contract, and make sure every stakeholder is present. When your client is a couple, make sure both members are included. Don’t assume that they are communicating! Disagreements and miscommunications between couples can be as dangerous to your client relationships as anything else. Be sure that they understand all parts of the contract and address any questions. Often, what they may view as a major sticking point is just a misunderstanding that can easily be addressed early on.
It is at this point that you can review the payment responsibilities of the client. Go over the process if payment is late or is not received. This information should be in your contract as well, and you shouldn’t be afraid to enforce it if it becomes necessary. But setting any kind of expectation removes excuses.
Be sure to have your contract regularly reviewed by an attorney so that you know it is legally binding. It is helpful to work with an attorney who understands the interior design profession.
Review the design process
Now that the boring but necessary contract review is complete, review the design process. Explain the challenges created by scope creep, both in time and money. Make sure the client understands what changes are allowed and how you will limit scope creep.
Clarify the budget the client has given you and how it will be allocated. Again, communication is key so they understand not just the cost of items but why to invest more in certain items or areas. If you have data on how much variance a client can expect in a project, consider using their budget to estimate a best-case and worst-case scenario range, and see if they are comfortable with that.
Clearly identify the responsibilities of your firm and the responsibilities of the client. This is where you can address the challenges to the smooth flow of the project when a client attempts to micromanage. If you have clearly identified your ideal clients and filtered them successfully, you have hopefully avoided micromanagers! But it is still important to explain how it can negatively affect the project. You might address this possible client challenge using humor to soften the message.
Be organized
Have an agenda ready for every client meeting. At the end, always make clear what the next step will be. Not only does this come across as professional and time-efficient, but it will help increase clarity and understanding between your firm and the client. Be aware that clients may be the worst offenders when it comes to getting off track. Between personal topics, venting about the project, and any sort of other chit-chat, a socialable client can derail a meeting. It’s important to create a good rapport with a client, but an agenda can help keep both parties on track.
Truly listen
The art of listening is key, and it’s helpful to be sure you instill the importance of listening in your team members as well.
Each time you or your team meets or talks with the client, be sure you are listening not only to their needs and wants but also little things, like their love of coffee, wine, cheese, gardening, etc. Then be sure to keep that information in their file and use it to send little gifts during the project, or even just bring up something you saw about that interest.
Often it is helpful to repeat back important information that your client said. This helps not only solidify it in your mind, but also gives the client the opportunity to correct you if you misunderstood. This clarity can avoid miscommunication and misunderstanding that can lead to client challenges later on. Don’t feel self-conscious about this. A little paranoia in the beginning can save a lot of stress later.
Communicate regularly and respond promptly
Frequent and timely communication is key to a successful project free of client challenges. This doesn’t mean 24/7 availability, and we encourage designers to have a healthy work-life balance. But it does mean making an effort to be communicative.
Set parameters in your client onboarding process and then be sure you stick to them. This includes how your client prefers to communicate (text, call, email, etc.) and what hours you are available, as well as how quickly you are guaranteed to respond to a message. You may also want to lay out a minimum frequency for communication to ensure that it happens.
If you promise that someone on your team will respond to their communications before the end of the business day, within 24 hours, or whatever you have set, be sure you or a team member always does what you have promised. To you, they are one of many projects. To them, they feel like they should be priority number one. Even if they’re not, work to make them feel like they’re your top priority.
Solving problems as they arise
Always give more than you promise. In other words, go above and beyond. People remember those little extras and they help build loyalty. This can also be done by underpromising and overdelivering. Be realistic with expectations, then try to exceed them.
If there are problems–and most likely there will be some–be upfront about whatever it might be, address the problems immediately, and keep your clients informed. Once again, communication is always key. Most people care about how a problem is solved rather than the fact that there was a problem. In fact, successfully navigating an issue that arises can leave a client feeling better about your firm than if the project had gone smoothly! Designers are problem solvers, so be sure to live up to that reputation.
Being a problem-solver also involves having a positive outlook. Look at client challenges as opportunities to use your creative skills. People would much rather work with someone who is a positive force rather than a negative one.
Finally, don’t ever forget to focus on what the client envisions as the final result and be sure to connect to what that means to them. People will be much more likely to invest in the feelings that the finished project represents than the “things” they are purchasing. Be sure to spend the time at the beginning to delve deeply enough to understand the emotional connection they have to that final result–the true why of the process. Only then will you be able to become the artist who successfully helps clients visualize themselves in the picture you paint for them. Helping them realize their vision and preparing them for the process that will make that vision a reality are important characteristics of truly successful interior designers. Combining those qualities with professionalism and clear communication will go a long way toward developing lasting relationships with ideal clients.