As an interior designer, if you want to attract high-end clients there is a few things you need to put in place first. Attracting and working with high-end clients doesn’t necessarily mean that they are more demanding than your other clients’ groups. It’s more about aligning your brand to their expectations and what they want to see from a business they consider hiring.
So how can you do that? Here are 3 simple steps which will help you get that first high-end client.
Make a memorable first impression
As they say, first impression counts. Covering each step in your pre-purchase journey through the eyes of a high-end client, start reviewing every detail in the process. Remember, when purchasing a high-end design service, it is all about the feel-good factor of buying, receiving and then experiencing the service that customers or clients have paid a substantial amount of money for.
Knowing your client’s persona and expectations, review and look into the following areas:
1. Branding – Does your current branding communicate high-end service or product, or does it need upgrading?
2. Business cards – Does the design, paper quality and finish reflect the (new) positioning of your brand in the market and the client type you want to attract?
3. Website – Did you know that over 75% of visitors to your website judge your business, its credibility and reputation by the design and the visual aspect of it? Looking with a critical eye on your website, be honest and ask yourself: Does our website communicate high-end? What are the elements that are missing? What could be improved, removed, replaced or kept as it is?
4. Social media – Looking at your social media channels in a similar way, review each channel from the potential high-end client’s perspective. If necessary, make a list of improvements you can make. For example, if you know that high-end clients look at Instagram grid for high-end design projects and the style of your work, write down and implement the steps to making your Instagram grid more of an extension of your portfolio or work.
Portfolio package
The next step to attracting high-end clients is to create an attractive premium package. Most high-end clients associate high price with high value. They don’t want to have what everyone else has, they want exclusivity at premium quality, all delivered with a personal touch.
Understanding what such clients are looking for, put together a package with a special treatment or extra benefits. Think of something which would draw them in, with added value. When marketing your package storytelling is paramount. Connecting emotionally (triggering curiosity, aspirations or excitement) through stories can bring the right clients to your business.
These stories and service packages can be put together in a nicely presented digital portfolio book used not only for your website, but also for email marketing, enquiries and presentations.
Not having a project to showcase? Create one as an example. Imagine you’ve already landed that high-end client. Use modern day technology and high quality CGI software such as Corona to showcase your talent and style.
Unique customer experience: deliver the unexpected
High-end clients want to feel appreciated. Even before you start working with them, think about how to reward them for doing business with you using small gifts* or gestures that match their purchasing habits and exceed their expectations.
Which leads nicely to the last tip in this article: partner with a luxury supplier or showroom who already works with your target high-end client profile. There are many opportunities for you to explore such partnerships. From securing preferable trade discounts on products, or being that supplier of small gifts as part of the experience you want to provide*, to co-hosting events or workshops, collaborating with other high-end client oriented businesses can help you land your first high-end client faster.
To conclude, with the right tools and strategy, attracting high-end clients can be done with great success. Brand is everything. Focus on building your brand around timelessness, uniqueness and high value.
Written by Karolina Barnes, STUDIO/ESTILA
STUDIO/ESTILA is a brand design studio and marketing consultancy helping designers and design-led brands deliver exceptional, customer-centric storytelling experiences. From branding, brand story strategy, website design to photography, visuals and strategic collaborations, we open new opportunities and possibilities for our clients.
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