Your first client came because they saw what you did to your own house, the second was a friend of the first, and so go the dominoes. But unlike dominoes, clients are not all one size. The game here is to use the smaller ones to leapfrog over to larger and larger projects.
I’m talking about high-net-worth clients with the exciting projects who have selected you over a dozen other firms vying for the same gig. How can you capture this level of individual, and is that where you want to go with your business? Do you have the infrastructure to support a certain level of quality, customer service and attention to detail that these projects expect?
Above photo: The journey from small beginnings to prestigious projects is paved with dedication and attention to detail. This Laurel Canyon home features a compact yet open kitchen with deep blue cabinets with brass accents and Anthropologie products throughout.
Practice Makes Perfect
That’s where practice comes in. All those projects lead to you not only understanding your craft better but also to building your business: finding the right people and software to assist in your growth, great subs, sharp billing and customer service during each phase. It’s important to keep a keen eye on how you and your team can do better. Along with the higher price tag come higher expectations, and if you grow too fast, you can crash or at least be so stressed out that it will not be worth it.
Personality, charm and a problem-solving mindset will get you in the door, but it’s the work and the quality of your supporting team members that will get you those important referrals. As you tighten how you communicate with your customers and feel confident in your billing and cash flow, you can show off your product and create a roadmap with measurable milestones to get you there.
Use Your Obvious Resources
Finding customers is easier than ever with social media. It pays to hire someone who can shoot beautiful photos and help you choose what pictures and information will attract your clients. A small bathroom shot in bad lighting does not attract higher-net-worth individuals. The same bathroom shot by a professional – with careful lighting and staging – will lift your social IQ. Everything you post needs to answer this question: Will this interest my ideal client? Obtaining a social media manager, even on a basic level, is very important to keep telling the story of your success and quality of work.
Offering services to high-end local causes gets your name out there as well and allows you to build your network. For instance, offering consulting to a well-funded cancer research auction. You get the benefit of helping others while attending an event and networking. Attending trade shows and reading relevant articles will keep you up to date on the newest technologies and add to your services.
Believe in Transparency
Sharing important details with clients and keeping deadlines makes them feel safe and builds trust. Springing changes on them after the fact will cause a disconnect that cannot easily be smoothed over. Your contract and a short “what to expect working with us” page can help both of you be clear: You keep track of what you have promised, and your client gets an understanding of your process. You might say, “We answer questions before the end of each day.” “We bill on the 15 of the month.” “You have access to your project’s timetable 24 hours a day and can leave comments.” This respect for the client’s need to know will support the growth of your business.
Don’t Forget the Follow-Up
How you present yourself speaks volumes in the first moments of meeting your potential new client. You don’t have to wear a suit, but be mindful of looking put together. Give yourself time to present the best, most focused you, and always send a follow-up note. Notes are the unsung heroes of business.
Keeping track of the project and what is said will continue to build trust and ultimately move you closer to your ideal clientele. It’s not just the quality of the work, it’s where artistry meets craft, and your job as conductor is to keep all these pieces singing together and your client standing in ovation.
Every business wants to grow, and for you, your team and your cash flow, you need to be honest if these high-net-worth projects are within your bandwidth. Do you want to stay under a certain number of charges to keep your life livable? Do you enjoy where you are and want to build upon that? All the above ideas are important to creating a smart business base with referrals, giving you the luxury of choosing who your next client may be.
By Kim Gordon, owner of Kim Gordon Designs in Santa Monica, Calif.
