Business by Design this month reports on a better way to make more money.

THIS MONTH:
+ Commitments, not Customers
+ Creating Clients

+Commitments, not Customers
More customers won't help you substantially increase your profits.

More clients will.

There's a difference, you know.

A customer buys a chair from you. A client hires you for a project.

A customer only cares about the lowest price. A client cares about the best solutions to their design problems.

With a customer, you close a deal. With a client, you open a relationship.

Think of a customer as a "date." Think of a client as a long term commitment. So, why is it that so many design professionals seem more intested in pursuing one night stands than going steady?

Why do they spend so much time gazing through binoculars for new prospects?

Why do they spend so little time focusing their microscope on their current clients -- and on additional ways they can serve them?

I don't get it.

Studies show that the long term value of each client is more than 100 times the value of a single transaction.

Not only do you make money in ongoing relationships, you save it. It costs five times as much to attract a new customer as it does to retain an existing one.

+ Creating Clients
Want to convert your customers into clients?

+ Discuss long term goals as well as short term priorities

+ Ask for their feedback -- and about their future needs

+ Inform them of all your design services and products

+ Pitch commercial services to residential clients, and vice versa

+ Ask upselling questions ("Have you considered also redoing the kitchen?")

+ Share your successes -- and testimonial letters

+ Stay in touch