INTD 55 business practices

marketing & selling

marketing & selling

process of getting goods & service to a client

3 major areas:•market development•advertising & public relations•sales

need to develop the communication techniques that work with the particular client group we seek

IDEAS??

market development

to maintain business activity & required growth in the future, must seek new business now

first and foremost, establish overall goals & define strengths and capabilities

look at:•size & general organization of firm•employee types & areas of expertise•responsibility of marketing efforts? follow through? •firm’s strengths? weaknesses?•how can you overcome weaknesses?•selling tools available? selling tools to acquire?

most costly mistake is to place entire emphasis on existing clients and overlook firm’s capabilities

market research

your market is your actual & potential clients

purpose of market research is to identify additional business areas & evaluate effective ways to secure business in these areas

includes •analyzing & understanding consumer circumstances, economics, attitudes•knowing competition•being aware of relevant government regulations

market research

all marketing is guesswork—the more information acquired, the more scientific & profitable your marketing becomes

investigating competition—relatively easy, just be observant; maintain rapport with design competition

identifying client—who needs what you have to sell? Is the product or service saleable? Is the client ready for this product or service? •set geographic limits•identify type of person you want to attract

market research—sources for jobs

referrals—be referable; do quality work, establish solid working relationships

•friends•interprofessionals (engineers, architects, etc…)•contractors•manufacturers, reps, wholesalers, suppliers, distributors•business development organizations/chamber of commerce•government & government officials•owners of apartment or office buildings

market research—sources for jobs

networking—what counts in business is not what you know, but who you know & how you use those contacts•meet business contacts on regular basis•make the first contact•ask the right questions•network with your competitors•stay in touch•send birthday & anniversary cards•send thank you notes•promote others•try to enlarge your networking system

market research—sources of market info

government publications & their use:www.brook.edu

federal consumer information centerwww.Pueblo.gsa.gov

helpful publications for general economic trends:•wall street journal•barron’s•business week•forbes

read what your clients read—if you work in a specialty, understanding current issues is a MUST

public relations

those business functions concerned with informing public of your abilities, activities & policies, and attempting to create a favorable public opinion

mostly consists of personal interactions, attending community functions & inviting public to see work

three purposes:•to make you known to your resources•to make you known to your peers•to make you known to potential clients

public relations—fundamentals

•provide the best possible service•call on potential clients•talk to current clients•attend every event possible within your community•go to various conferences or seminars and sit with your prospective clients•meet people—schedule lunch meetings.•be aware of your personal appearance•learn to advertise yourself•donate services to charitable organizations

public relations—tools

good PR requires you to spend at least a modest amount of money on certain promotional tools:

•business card•stationery•letters of interest•portfolio•web site•mailings•brochures•letters of commendationhttp://www.atelierid.com/ http://materialgirlsblog.com/

public relations as an investment

•entertaining•show houses•contests•publication

advertising

you decide: •how the ad should look & where to place it:•budget•repetition—smaller ad 4x vs. larger ad 1x•choose the right publication•print—newspaper, magazines•electronic—internetemail, social websites

•design of publication•photographer•video

interior design advertising

interior design advertising

process of selling design

initial interview requires:•advance research•prospective client report—basic info documented•planning—objectives?•technique—be neutral; observe, question, probe•charging?—notify client of policy beforehand

process of selling design

presentation:•agenda•techniques:

•be thorough, organized & exciting•check on time available•discuss why project is of interest to you•provide references•explain how you are different from competitors•put most important info first•speak up•dress in businesslike clothing•rehearse•give client something in advance that shows you have put in effort—model, analysis, etc…

•costs—generally 4-10% of fee to get a job

contracts & letters of agreement

one of most critical documents to design firm

•must be written in appropriate legal terms•should have legal consultant •attorney should review client written contracts •make sure that firm can confidently perform contracted services

•written as simply & clearly stated as possible•how/methods of completion•design only? spec writing? supervision?

•which areas to be designed•exact scope of project•purchasing & fee schedules—which items are included in your fee•time limit—prices & terms constantly changing

contracts & letters of agreement

ways to prevent lawsuits:

•clearly describe services to be rendered & designer’s responsibility•list amount of expected compensation•watch time commitments•stipulate who owns drawings & specs•retain the right to use your designs & documents as you choose•consider possibility of licensing documents•thoroughly delineate duties & obligations of each party

contracts & letters of agreement

ways to prevent lawsuits:

•be careful about listing prices—cannot be responsible for suppliers’ price increases•note that design detailing relies on work of other people—gives you a legal out if used faulty info•have certifications (flameproofing, fire retardants, etc…) prepared by appropriate agencies•spell out exactly how changes will be handled•disclaim changes made by anyone but yourself•try to put all documents in clear, simple, plain language

when to present letter of agreement/contract

simple letter or contract can be filled in very quickly—small projects•sign & get retainer on the spot

in most cases should see & review project before presenting—may need legal counsel

do not get so excited about starting new project that you forget about the legal ramifications

communication is the KEY to good contracts

participation activity:contracts & letters of agreement

…read through the ASID sample documents on pages 170-209 as well as the text examples on pages 211-224

…come prepared to discuss what you learned from these documents and any questions you may have in the next class