How to Give Your Clients What They Really Want

By Linda Merrill

One of our favorite topics on my podcast show The Skirted Roundtable is about the initial client contact and the process of getting from initial inquiry to signed contract. We have been lucky to chat with some of the biggest names in the interior design industry and have learned so much from those who have really "made it." In design school, we learn about shape and balance, color or historic styles. We may even learn a little about business management. But the one thing that is likely never taught is how to get from "hello" to "sign here please."

On the other side of the equation, the client too needs to successfully go from "hello" to "I’m excited, let's do it!" I think the single most important aspect of this is not just getting to a signed contract, but the process of determining if the relationship is worth pursuing at all. Do both parties see eye-to-eye? Does the client know what they want, are they describing it accurately and does their budget match their wish list? Does the project bring the designer the right balance of artistic and financial reward and will the working relationship be smooth?

I'll admit that this has been something of a struggle for me since starting my own business. I've done the "walk around" with the client, listening to what they are looking to do, trying to match their wish list with their actual intentions while trying not to give away too much free advice. I've walked into homes that have nothing going that could jump-start the design and then been stared at mutely by homeowners who think I will magically have an entire plan at the ready. It's frustrating and, more importantly, unproductive.

Last spring, I was at a meeting with a marketing and PR specialist and was talking about this issue and also how it relates to getting budget numbers out of prospects who are either unwilling, or simply don't know how to provide a budget amount. He made a single, very simple suggestion, which was to create a detailed questionnaire and ask prospects to fill it out before scheduling the first meeting. Sometimes, the simple answer has been there all along. When we interviewed Vicente Wolfe on The Skirted Roundtable, he said he had an extensive questionnaire that his firm has clients fill out to help direct the design process, once the client has been signed. As I'm a one-person shop, I need to condense certain processes and this is one that seems tailor made for that purpose.

And so, I created a three-page document that I send to everyone who inquires about my services. Since I started doing this, the results have been fantastic. The clients all provided excellent feedback about how helpful they found the form to be and I learned a great deal about them and their wishes before the first meeting.

In a nutshell, here is what the form contains:

Page 1:

• An introduction and description of the form and reasons why it is important to fill out.
• I also have general overview of my service offerings, and a rough idea of my charges, which are generally determined based on the scope of the project.

Pages 2 & 3:

• Name, contact information, name of person who will be my main contact, and their contact information, preferred method of communication; who lives in the household.
• Overall project description; desired start and finish dates; previous experience working with a designer; level of design service desired.
• Specifics such as whether we will be working with existing furnishings and what new furnishings, fixtures and accessories are needed. 
• A series of checklists to help the client describe their design style preferences – such as magazines they like, movies they admire and stores they shop in.
• Other preferences, or distinct "dislikes"

This simple form has become an invaluable tool for me to help move the relationship from "Hello" to "Yes" or to "Thank you, but no".  Even if it is a no, I am usually satisfied that this is the right decision for both parties and can move along without wasted time or worry. And if it's a "Yes!" then we've already started the all-important first steps to creating a workable design program that will help ensure a successful outcome for all.

__
Linda Merrill is a residential interior decorator based in Massachusetts. Linda's design style can be described as "comfortable luxury" and she believes in working closely with clients throughout the entire design process. Her clients are mainly located between metro-Boston and Cape Cod and the Islands. Linda writes a nationally regarded design blog called ::Surroundings:: and is the host of the design podcast series The Skirted Roundtable.