The Brand Experience Interior Designers Look For When Sourcing Luxury Products


Marilisa Barbieri, Business Consultant, Luxury & Digital Transformation.

When sourcing luxury products for high-end residential and hospitality interiors, designers rely on vendors who are trusted advisors, will provide solutions and will save them time.

In my previous article, I discussed how top retail brands targeting design professionals working on high-end projects shift their perspective from selling products to selling solutions. That means that brands put engagement first and transactions second. They become team players and provide solutions instead of just talking prices. They elevate the conversation from numbers to strategy and understand their clients’ pain points.

To acquire new clients in the luxury interior design world, build your brand experience around a solution-selling strategy. To become a trusted advisor, you have to elevate the conversation from the “what” and “how much” to the “why.”

Become a trusted advisor with a solution-selling strategy.

In a solution-selling approach, you do not sell products. Instead, you focus on selling solutions. For this reason, the interaction with the client is not over after the product sale.

Solution-selling is about maintaining an ongoing dialogue and being recognized as an expert with a valued opinion. How you make your customers feel during each interaction with you is very important. Interior designers buy products to benefit their clients and also to have the experience of working with you. This experience continues after the transaction and includes email interactions, phone calls, messages and in-person and virtual meetings.

ALSO READ:  How Manufacturing And Distribution Companies Can Empower Innovation—Or Not

During a presentation, don’t just do a product demo—focus on the challenges the customer is experiencing while working on the project. Ask them questions about the specific interior, understand the color scheme, review the layout and floorplan, etc. They will perceive you as part of their team when you show interest in their work, listen to their pain points and look to find a solution instead of focusing on the sale.

Ultimately, you want to set the stage for cross-selling and upselling opportunities. Shifting the conversation beyond the topic of price to creating value with your clients leads to deeper, more meaningful engagement and more sales.

Talking value instead of prices is an acquired skill. It means expanding your proposal to complementary and high-ticket items. Cross-selling and upselling should always be part of your sales strategy.

From Solution-Selling To Insight-Selling

ALSO READ:  The Misconstrued Power Of ‘No Comment’

Insight-selling is the ability to seize opportunities before everybody else. In the context of interior design, it means discovering new projects while they are still in the beginning stages. Gathering information about new hospitality or contract development gives you a competitive advantage later on in the process when bidding and purchasing has started.

The first step is to collect the information by asking specific questions to find out the opportunity within the opportunity and the unrecognized needs of interior designers. While working on a project with clients, ask if they are working on other projects. In my experience, designers who work on one hospitality or residential project probably have more projects. These other projects are also potential business opportunities for you, so make sure you find out about them.

The second step is choosing the right timing to engage in a conversation with designers. You want to engage with designers before the project starts and before they start shopping for products. The ideal time is at the beginning of the process. When the budget isn’t yet allocated, you can inform the designers how much to set aside for your products.

I suggest giving presentations at interior design firms’ offices or inviting clients to visit your retail store, even if they don’t have a qualifying project for you. They will be more likely to remember and contact you when an opportunity to use your product arises.

ALSO READ:  How To Harness Your Consumer Voice Through TikTok

In insight-selling, the conversation should start before the client has pinpointed a problem. You can begin by giving provocative insights on how to work with your products and how to customize them. For example, you can illustrate possible finishes and customization options for products and additional services you offer.

You have the power to direct the flow of information you exchange with clients. Coach the clients on how to buy and how you can support them during the process. Explore together the opportunities and advantages for them of working with your brand.

Key Takeaway

Solution-selling and insight-selling should be built-in practices in the experience. They are strategies that allow you to differentiate your brand from others. Focusing on value and acting as a solution provider are essential for standing out and acquiring clients in the luxury world.


Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?




Source link

Follow Us

Follow us on Facebook Follow us on Pinterest