THIS MONTH:
+ Right People, Wrong Job
+ A Favor to Ask
+ Is This a Crazy Business, or What?

Right People, Wrong Job
Interior designers are extraordinarily gifted and talented at many things. Sales isn't one of them.

That's why hiring designers to design works, but hiring them to sell, doesn't. Those firms that figure that bringing on more designers will automatically bring on more sales, figure wrong.

Design companies whose primary immediate goal is to grow revenue should consider hiring professionals with sales and/or marketing backgrounds. It's often easier to teach them design skills than to teach designers selling skills.

Former sales reps, product managers and retailers are good hires for design firms. So are professionals who used to manage sales division or marketing departments.

Will those individuals become experts at space planning, custom cabinetry design, or motorized window treatment installation?

Probably not.

Will they be able to apply -- and will your firm benefit from -- their experience at closing deals, overcoming price objections and upselling?

You betcha.

If winning design competitions and getting your work published is paramount for your firm, adding highly-skilled designers may be your answer.

But if record breaking sales is your main mission, think outside the box, and hire outside the industry.

A Favor to Ask
Can you help me help you?

Can you please email me (Fred@FredBerns.com) by June 15 with your major sales and marketing challenges?

I'm compiling a list of topics for future issues of Business by Design and for my upcoming speaking presentations. Your input would be greatly appreciated.

When submitting your information, please identify your occupation. Are you primarily an interior designer, window fashion professional, showroom manager, retailer, architect, workroom manager, kitchen and bath specialist, etc?

I know you're very busy. All design professionals are. But if you could take just a few minutes to share with me a few sentences about your key challenges, that would help me a great deal.

Thanks so much!!!

Is This a Crazy Business, or What?
Call 'em "Peeper" Profits.

I asked those attending my seminar at the recent International Window Coverings Expo to jot down their top sales success story.

From one window fashion professional came a note on how she got six jobs on one street by getting and spreading news about a "Peeping Tom" in the neighborhood.

"The peeper was apprehended shortly thereafter," she wrote. "Needless to say it's not the best way to get business, but it's one way. Security sells!"