This assumption, that we create good first impressions by our hard work is flawed thinking. Making contact is not making a first impression. Until there is a need, we might as well be invisible. Think about it, you only notice the new Nissan Pathfinder when you decide you might want to buy one. Until then, the vehicle didn’t even exist in your mind.

To understand how the mind works in the buying process, we must study the discipline of psychographics. Psychographics examines the client’s perception of themselves and their perception of the world. How they think and how they make purchasing decisions.

Perception is the client's reality. Reality is what they perceive, right or wrong, and marketing is the art of managing the client’s perceptions. Like the angel and the devil on opposite shoulders, there are two parts to the mind: reason and impulse. The goal is to market to the impulsive side. Marketing to the side of reason is a critical mistake. Decorating decisions are emotionally based.

To understand psychographics, we need to examine how a purchasing decision is made. Initially there is awareness. The client has some sort of general information of the resources available to making a purchasing decision. When the need for design services is stimulated, we have a motivated prospect. This is when you want your business name in the mind of the client and to be thought of positively.

Once the client decides they need design services their quest begins. For your business to be considered, you need the client to have a “brand” preference. To create brand preference, your business must consider the strategy of “positioning.” Positioning is the client’s perception of your business. It will set you apart from the competition and create greater awareness.

How will you position your company? Are you the “expert”? Do you have a specialty or do you compete on price? These are a few examples of how you can position your business in the mind of the customer. All the images and signals you communicate should be consistent with your positioning statement.

To cement the image of your positioning, you need to have a “Unique Selling Proposition” or as commonly known a USP. A USP is a short statement that draws upon the imagination of the customer. It needs to be an upbeat message with great impact. I will share with you mine: The Designer's Coach, Strategies and Relationships for Growth.

At this point, we have now made our company the preferred brand in the prospective client’s mind. They are excited to get started and we have an appointment. Next comes the selling process, or the decorating decisions. If you have a good selling system, you and your client will establish an estimate or agree upon a budget. This is a crucial step before you start working.

Now the design work can begin. There are many opportunities to develop a connection to the impulsive character of the client. Conversely, there are also chances that you can create negative associations that could spell doom to the sale. We send out both verbal and non-verbal communications all the time, and we need to be aware of this. The sales person needs to connect positively and emotionally in order to move the prospect closer to the comfort zone in her mind where she can agree to write the check for a deposit.

This is a good time to stress the importance of appealing to as many of the senses of the client as possible. What sort of impression does your showroom, vehicle, letterhead, clothes make? These are all areas for making crucial associations in the mind of the customer. The prospect’s mind moves from conscious choices to unconscious choices frequently. You were referred by a friend, a positive conscious point. The sweater you are wearing reminds her of her ex-husband, a negative unconscious point. The fabric you show her reminds her of her favorite TV show. You need for positive points to win this game!

Congratulations! You get the deposit and now the work really begins. How will you manage the client’s mind while the order fulfillment process is underway? Will you remain in contact while they are waiting for the installation? Do you have a follow up system to continue sending out positive reinforcements that you struggled to achieve during the selling process? Do you have a customer management system that keeps you in touch periodically? Yes, I know lot’s to think about, but it’s worth the time.

To learn more, visit my website at www.thedesignerscoach.com or e-mail me at