Starting Your Career as an Interior Designer: The Business of Interior Design

I'm Into Something Good

I am a firm believer in opportunity and it’s important to position yourself to take advantage when it comes along.  Of course, you have to be able to recognize opportunity when it appears.  Defining opportunity is not as difficult as it may appear.  Listening to what’s going on in your community is one of the easiest ways to find out if there is an opportunity in your area.  Has a business just closed it doors?  Did you hear at last weeks Chamber mixer that a business owner might want to sublet his space?  What have you been hearing?  It may be classed as gossip but it’s also information that might be used to your advantage.  Business and business management has always been a fluid environment.  Changes are occurring constantly and change always brings opportunity.  While the rest of the world sits around and moans and groans about the economy you might be able to position yourself and your business to take advantage of a great opportunity.  It’s happened to us here in Carmel.  We are about to embark on a mutually beneficial working arrangement with a local lifestyle company who is expanding their retail space.  In the process the owner mentioned he was interested in having an on-site interior design presence.  Duh!!  I explained how we could help in that regard and he instantly got how it would work for both of us.  We will help create a small design studio in his new 12,000 sq. ft. retail space.  We will staff the studio and work with his retail clients to help them select items from his inventory.  We will also be working with these same clients to provide drapery, wall covering, flooring, furniture not carried by his store as well as accessories and fittings.  In essence, we will be running the same type of space we had at the Crossroads without the overhead.  It’s not a new idea but designers for a long time have walked away from this type of collaboration.  We will pay a commission on anything we sell to clients acquired through his retail space and he will pay us a commission on anything we sell from his store and inventory.  No money up front and lots of opportunity for each of us to make more money.  He was also able to understand he isn’t a designer; he’s a retailer. 

So, what opportunities do you see in your area?  Is there some way in which you could collaborate with a retailer in the area to increase your visibility and his or her profit?  As the in-house go to gal or guy you will be highly visible in the community and able to show off your skills in a great way without paying the overhead of rent, phones and the like.  It’s important to maintain your own identity and we plan to have signage in the store stating Interior Design Services Provided by Hale-Williams Interior Design.  I love the fact we won’t be working for someone else but with someone else.  This idea is just a slight tweak on how to do business currently.  Things will continue to change as they always have and this won’t be the only way we’ll do business in the future but it’s a great was right now.  It’s a good opportunity and we’re taking advantage of it.  Keep your mind open to ideas and innovations within your own community.  You never know where opportunity will knock.

We Gotta Get Out of This Place

I recently received an email from a women with whom I had talked before.  She is changing careers and had a few questions about what my book, “Starting Your Career as an Interior Designer” had to say and how she might try to get started in her small town in Canada.  I just got a second email and wanted to share with you her concerns and my answers.

 

Dear Mr. Williams,
I sent you an email once before, it was from my boyfriend's computer so it looked like the message was coming from someone named Chris but it was actually me Nicole ********.  I was the one who bought your book (and loved it) and wanted to take an online/distance interior design course and wanted your opinion on the course.  Well I have decided to take the course and I have tried to apply some of your other advice such as in the mean time working for a retail store such as in paint or furniture, Ikea or ANYTHING. I live in a small town in Ontario, if you can't tell by the name it’s a small town, and stores just aren’t hiring this time of year. They said maybe a little closer to Christmas and to leave my resume. Finding a mentor proved equally as difficult, unfortunately there is only ONE interior design company in the small town that I live in and I am seen as direct competition even though I have no experience and I’m not even in the same league as her yet.
 
Which brings me to my question, someone who is interested in promoting my services wants to see my portfolio but I have none. NOTHING. All I have is a dream, my ideas in my head, the books that I have read, and what I have done in my Sheffield Interior Design Course (also a distance course, the one I am PLANNING to take is more in depth then the one I already took). What should I do?  Should I show up with nothing at all, and just say I’m looking for someone to take a chance on me, and that everyone has to start somewhere. One suggestion I got was to cut out pictures from magazines of designs that interest me and display them in a "portfolio" style way and of course I was told to be honest and say that they are not MY designs but the style that I most study (as in read books about) and that I am confident I can bring this style to the client while incorporating the needs of the client. Please I AM LOST on what to do in this matter.
 
I basically bought your book too late. I only saw it AFTER I started my business. But the Sheffield Interior Design School said that many students take on jobs before they even finish the course, sometimes those jobs even end up paying for the course itself. So me thinking I can do anything took it a step further. Instead of taking on jobs I started a business!! So here I am having already advertised, made up business cards and have a website, trying to learn my butt off while perhaps getting a few jobs here and there. But if I would have read your book first I would have waited a bit longer. But its too late there is no turning back now. 
 
Please if you could give me advice on the portfolio thing and perhaps tell me what are some other good design books that will increase my knowledge as a designer I would appreciate it.
 
This will be my last question to you I promise. I am just an aspiring designer in need of some guidance.   Thank you

Dear Nicole,

You are far more adept than you believe at the moment.  Number one, you did not buy the book too late.  Learning is a continuing process and you will still be able to glean a lot of good information from my book and the other books you will read along the way.  Don't fret.  All of us started from the same point as you.  Yes, even me and my partner, Robert.  A beginning is just that, a time to start.  Never believe one single item of your arsenal of design weapons is the only one that will make you successful.  A portfolio is great, and one day you will have a superb set of photos to show potential clients.  At the moment, however, you don't.  Did you do any drawing, perspective or elevation, work for the other course? If so, use those drawings as a part of your portfolio.  Another important point for selling your services is that you will be working for the specific client and each has different needs.  Generally, photos of pretty room settings are not going to be what the current client is looking for.  It is still up to you to explain your process as a designer and how you will be creating a specific design scheme just for them.  Portfolio photos are simply to show the type of work you do, not specific looks you will recreate.  Many interior designers believe a portfolio can be as much a hindrance as help when it comes to interviewing.  Don't despair.  Include photos of your own homes and the rooms in which you live.  Don't worry that they aren't as expensive, large, whatever, as your potential clients.  You simply want to show the kind of style and sense of design you possess.  Ask good friends to let you come in their home and rearrange the furniture, add a little piece or two and give the room a bit of a makeover.  Then, photograph those rooms and include them in your portfolio.  In this instance you can explain the work you did without saying it wasn't yours.  Anyone who you think has a lovely interior would be your best choice to ask.  A portfolio need not be hundreds of pages.  Ten to twelve really good examples of your style will suffice to begin.  You could also take photos of rooms you admire and place them next to rooms you update and explain how the first room inspired you for the work in the second.  A silly as you may think it sound interviewing for the job is theater as much as standing on a stage and acting.  Only in this instance you are acting for real.  Fear not.  You will find your first client and within a few years wonder what all the fuss was about. 

Whether or not you see it I am a mentor for you right now.  Look a little farther afield from your home town for a mentor in your area.  It might be lots of fun and very educational for you to travel to the Ottawa or Montreal and visit the design centers.  Get friendly with the managers and helpers and acquaint yourself with the activities, meeting, seminars, etc. they have at those sites.  From that you should be able to meet men and women you would be willing and able to act as a mentor.  The relationship need not be a formal statement of "now you are my mentor" but more of one that would allow you to have lunch with this person once a month or so.  An informal way to work together.  You wouldn't be considered competition because you don't live in the specific city.  I will also add the designer in your home town is being very short sited.  You are not now nor will you ever be competition.  She will also never be competition for you.  Each of you will continue to pursue different clients.  Most professional designers realize this and are always happy to see more designers join the area team.  It raises the bar for everyone.  The designer in your town might just be frightened by your presence.  She may not be as qualified as you believe or she may have absolutely no business skill.  You are already way ahead of the pack in that regard.

I know this is a long answer but it's time for you to stop running around with your hair on fire, as they say.  Very calmly set down and create your portfolio and how you will organize it.  Set up appointments with those who are supportive and want to see you succeed and present your goods.  You have a wealth of experience from your previous profession and you are using a lot of those skills right now.  You will succeed.  It doesn't have to be the same way as everyone else it has to be the way you are most comfortable.  I still wish you the very best of luck.

I can't wait to hear of your successes.

Sincerely,

Tom Williams   

 

Everybody Loves Somebody

The following is an excerpt from my forthcoming book "Interior Design Clients  The Designer's Guide to Building and Keeping a Great Clientele".

"As part of your business plan you have ascertained where you expect business to come from and who will be bringing that business into your firm.  Not every client need be Mr. and Mrs. Warbucks.  As a matter of fact, most interior design firms in America work with a clientele that earns under $ 200,000.00 a year.  Does that surprise you?  It shouldn’t.  Although a huge amount of press is garnered by the large firms with the flashy names far more is spent with smaller firms on projects that will never be presented by Architectural Digest.  That is not a bad thing.  It represents an opportunity for you to find steady work and a good living.  The type of client with which you work and the amount they spend will change as you gain experience and grow as a designer and business person.  Early in your career it might make more sense to focus on what some refer to as the “low-hanging fruit”.  By that I mean those clients who are more readily available to designers who don’t have the prestigious credentials and experience needed to attract more affluent customers.  That’s not to say you shouldn’t strive for larger jobs and more important clients; and they may come as you mature in your career.  That, too, should be part of your business plan.  The type of client a more established designer will work with is usually more demanding of the skills a professional employs and willing to use the resources provided by an experienced business pro.  This type of client is enticed by an accomplished marketing campaign and the great word of mouth created over a period of time by successful designers.    

     Where Did All These People Come From?

Depending on where in the country you live your client will, in most instances, work as a senior executive; he or she will be a doctor, lawyer or real estate tycoon.  Some may own their own business.  You shouldn’t be surprised, that’s where the money is.  Entrepreneurs and small business make up the bulk of business in the United States and account for more employment than almost all the larger corporations in this country.  And, yes, you will be looking for those clients who have the disposable income needed for most interior design projects.  These clients will also probably be somewhere between thirty-five and sixty.  Old enough for the kids to be in college or just graduated.  They will have been homeowners for a decade or two and might even own a second home or time-share.  Retirement income and IRA’s have been established and usually there is enough cash for day to day living.  A lot of the expenses of youth are long past and the focus has now become more about style and substance.  Hence, extra money for interior design. 

     Clients in their twenties and thirties are far more internet savvy, have smaller budgets and will “shop” the interior designer if given the chance.  Young homeowners, generally, are still focused on simply creating a home for themselves and the kids and saving for future college tuition.  Clothing, food and the essentials of living are all part of younger couples challenges.  Once that hurdle is cleared they are ready for you.  This market, however, shouldn’t be ignored.  As with all generalities there will be exceptions.  If you are more comfortable working with people in this age and demographic group then by all means nurture that relationship.  These clients will someday be those clients, if you know what I mean.  If you, too, are in your twenties or thirties and would like to have a clientele that grows with you, this is your group.  You might find it easier to educate them in the ways of professional interior design and they will become very comfortable working within your parameters.  Most designers, however, look for a mix of clientele for the variety and challenge each brings to the table.     

     Smaller Percentages, Bigger Profits

These clients will further divide into two groups.  Twenty percent of these clients will give you eighty percent of your business.  Known as Pareto's Law, or the 80:20 Rule, this axiom will remain true throughout your career.  The 80:20 Rule applies in almost every sphere. You noticed it in school.  You found it on your first job.  In almost any business, 20% of the resource, or production, will produce 80% of the results.  You should also understand the reverse is true.  A project, or work, that takes up 80% of your time will produce only 20% of your profit.  It’s only after completing a few jobs will you be able to look at profits and see who, of your clientele, fall into the positive side of the 80:20 Rule.  It is these clients you will find easiest to work with and manage and it is they who will continue to come back for more work.  They will also be the ones who refer you to their friends and colleagues.  As you continue you will take on many new clients; all of whom will fall into the 80:20 categories.  The eighty percent are the ones to evaluate on a regular basis.  Some, if managed properly, may move into the twenty percent group but, generally, they will stay in the eighty percent group.  At some point you may decide to finish those jobs and move on.  It will be up to you.  It is, after all, your business."

 

I Can Dream, Can't I?

I am a member of a group on LinkedIn called Interior Design Networking Group and was interested to see a posting from a young man thinking of changing careers from Graphic Arts to interior design.  Here is his post.  “Any tips for making the transition in to Interior Design from DTP/Graphic Design?  I was fortunate enough to get a graphic design job immediately after graduating from a BAhons in Art & Design.  I so far have 2 years experience for which I am grateful but it tends to be the same type of work, all bound by very strict branding guidelines….

I am left feeling so uninspired.  In those 2 years I have developed an interest in Interior Design, which is an avenue I am sure I would like to pursue but I am worried that I am now typecast as a Graphic Designer and won’t be given the opportunity to make that transition.  Any advice?

Thanks, Nathan  http://VeryCreative.org  twitter.com/nathandainty  ”      

I posted a response which stated I believed he was much too young to have been type-cast already and I hoped he would follow his dream.  It got me to thinking about changing careers and the time and energy it takes to make that transition.  I know there are more and more people thinking about making changes because of the economic climate and the lack of job security.  Well, there hasn’t been job security for years and years.  As a matter of fact one of the reasons I became an entrepreneur was to protect myself from the uncertain job market out there.  It’s been that way since the late 1950’s or early 1960’s for professionals and now, more and more, for just about everyone else.  When I saw my father fired from a job in which he had worked for more than twenty years and in which he had been successful because of a merger with another company that wanted younger sales people I learned a very valuable lesson.  Things within a company you don’t own will always be changing in ways in which you will have no control.  Only if you own and operate your own business are you able to create the change and manage the outcome.  I realize not all people looking to change careers will also want to own and operate a business but it is something to consider.  At least a career in interior design allows us to take our expertise anywhere in the world and will usually allow us some sort of livelihood.  So, again, my advice to Nathan or anyone else thinking of change.  Now is the best possible time to make that change.  Things will get better and as they do we will see business in areas we had heretofore ignored.  Look for the opportunities out there and if you want a change, make it happen.

Tired of Waiting

As we all wait for the economy to begin its upward climb it’s hard not to wonder what each of us might have been able to do better over the past twenty-four months.  No matter what date you put on the decline in the forward movement in business in this country it’s obvious to all of us it’s been a long time.  At first we hoped it would only be a few months and we would be back on track.  As we have now come to realize this is the deepest recession since the great depression of 1929-1941.  We are all assured this won’t last as long and won’t be nearly as crippling as the previous deep cycle.  All that said, we are all very tired of waiting for our turn to come.  So what to do in the meantime? 

Robert and I spent the past weekend working as volunteers at the first ever Carmel Art and Film Festival.  The party started on Thursday evening with a gala reception and screening of (untitled), a film by Jonathan Parker.  Set in the world of New York City art galleries it is at once funny and compelling.  This film tries to answer the age old question, what is Art?  Who knows?  Friday included a few talks as well as an afternoon screening of The Queen and I, about the wife of the deposed shah of Iran.  The evening screening was Precious, a gritty and powerful look at illiteracy and personal goals.  There is much more to this movie, as well.  Saturday had more movies, talks and a screening of September Issue, about Anna Wintour, Grace Coddington and Vogue Magazines September 2007 issue.  The largest to date.  It is a compelling and interesting story of two women and the magazine for which both have worked more than twenty years.  Great fun.  Sunday included a brunch and interview with Alan Silvestri, the Hollywood composer.  It included scenes from Forest Gump, Romancing the Stone, Back to the Future and Cast Away, among others.  Mr. Silvestri was generous with his thoughts and the business of movie music. 

Once again you are all going to ask how this helps our business.  First of all we met and spoke to a wonderful and large group of people.  As volunteers we were on the scene for all the events including the late night after parties that were the talk of the town.  People saw us out, recognized our involvement with a very prestigious event and chatted to us about all sorts of things including business.  By Saturday night, actually Sunday morning, we both agreed we had done ourselves s huge amount of good in the area of marketing and public relations.  Oh, another great perk was Robert won the grand give-away on Saturday night.  A gift basket worth over $ 1500.00.  Ain’t that grand?  So, rather than sit there tapping your foot waiting for things to improve go out there a meet people and get involved in your community.  You won’t regret it, I promise.

Reflections

A few months ago I did an interview with Ava Living on-line magazine.  I thought I would share the interview with all of you.  I talk a little bit about the book and the business of interior design.  What else would I talk about?

Thomas L. Williams Speaks with Ava Living:

Starting an interior design business in today’s market requires a fine balance of creativity, articulate and thoughtful interpersonal skills, technical expertise, and most importantly, a well-researched and diligent business practice. With over 35 years of experience in the interior design industry, Thomas L. Williams has gathered his knowledge and know-how to bring you his one-stop guide to the ins and outs of running an interior design firm, Starting Your Career as an Interior Designer, which was published by Allworth Press in May of this year. This 240-page book outlines necessary practical steps and combines them with tongue-in-cheek humor to help guide entrepreneurs who are looking to transform their skills and passions into a successful design career.

Thomas L. Williams is co-owner of Hale Williams Interior Design in Carmel, CA (a business that was named Design Firm of the Year in 2008 by Best Practices Network, he has managed multiple design operations, currently serves as an adjunct professor at Monterey Peninsula College, has appeared on HGTV’s Designer Challenge with his business partner and co-author of Starting Your Career as an Interior Designer Robert Hale, and has also made appearances on regional television programs and conferences in the United States, Europe and Mexico.

How did you get your start in the field of interior design?

After studying English literature I took a job at a bank. Unhappy in that position, I heard that a local department store was hiring for display work and subsequently applied and got the job. After about six months in this new position, I was asked to do a furniture window, and after they liked what they saw, they asked me to work as a designer for the furniture floor which had a large budget and staff. Since I had no experience in the field of interior design, I asked if the department store would allow me to attend classes, to which they agreed if I assured them that I would stay for a time after my classes were complete. The rest, as they say, is history; I was able to study while working, and eventually left the department store to concentrate on my own contract work. I have now owned and operated my own interior design firm since 1978. 

Your book Starting Your Career as an Interior Designer was created to help entrepreneurs formulate their vision of their interior design business and to execute the steps successfully. Was the concept of this book to help fill a perceived gap in the market for budding interior designers, or more to share your wealth of knowledge with the populace?

For the past eight years, I have been teaching Business Practice for the Interior Designer at Monterey Peninsula College. The class is made up of women between twenty-five and fifty-five who have previously been working in other professions or who want to rejoin the workforce after raising a family. The text that I use in this class is wonderful, but there still is not enough emphasis on the business side of interior design. After all, if your business isn't going to be financially successful, why start in the first place? 

I still believe that most design schools and related professional organizations don’t do enough to help to educate designers about the business aspect in this field. Interior design is a tough business and an entrepreneurial designer has challenges that most business people never see. With these things in mind, this book is for budding and experienced designers, as well as people that are interested in making a living in the field of interior design. It was my intent to empower women in particular, and to help them succeed and prosper in their business, rather than simply survive. 

Humor is used as an element in your book to convey the message of successful design practices. Was this done to give your book a more accessible overview than the typical design textbook?

Oh, absolutely! We should never lose our sense of humor, and in many ways I find that it helps people remember the lessons or points that I want to make. Besides, I believe in smiling through life, not frowning... 

What are some of the most common mistakes that occur when entrepreneurs are setting up an interior design business?

First and foremost, starting without a business plan. Way too many designers think that they have good taste, good grades in design school, and that everyone will be dying to have them create interiors. In this multi-billion dollar business, those without a plan are destined to wither and die; I know, I’ve seen it happen! Anyone who has ever read a comprehensive business plan understands the importance of clarity of thought when planning to start a business. Also, if you are investing a certain amount of your own money into your business, wouldn’t you like to make sure in every way possible that you get your money back, and more?

The second biggest mistake is not spending enough on marketing and advertising early on. As part of the business plan, this facet of the business can reap huge rewards. It’s important to plan a campaign that might also, in this day and age, employ a lot of social media marketing. 

Finally, many designers seem to be unable or unwilling to change with the times. Change will occur whether you decide to participate or not, so get out there and embrace the new technology, new developments in green design, and your new clients! To everything that you can do to become a knowledgeable and determined professional in a sea of mediocrity. 

If you were to list the top five aspects of a successful design business, what would they be?

1. Intelligent planning; 2. Great marketing, public relations, and positive positioning within the marketplace; 3. Sensitive and continuing client communications; 4. Having an interesting and knowledgeable public persona; 5. The ability to mentor and teach both professionally and within the public arena

When initially entering the design industry, what are some of the key questions that an individual should be addressing in order to find their niche?

As always, you have to do what you like; if that means working on multi-story office buildings with detailed layers of expertise in order to succeed, then do it. If you prefer furniture design, be the best that you can be. When you have a passion for something the work, somehow, doesn’t quite seem like work, and it becomes a daily joy to meet the challenges head on, not a platitude. If at any time you find that this business bores you, sell it to your staff and then move on to something that you find more fulfilling.     

19th Nervous Breakdown

The past eighteen months have certainly been stressful for all of us.  Our business has been down and I fret from time to time about where business will be coming from in the future.  We have started a broad direct mail campaign in our area and I spend a time each day on that particular project.  We are creating mailings using our own stationery and letterhead and using a mailing list from the American Affluence Resource Council.  The list is very specific as to income, net worth, home values and, of course, correct names.  After working with this list for the past few days I am pleased to say we are on our way to contacting just those people who we define as our client.  This isn’t glossy magazine advertising with beautiful color photographs but an enticement to visit our website and view our portfolio.  Of course I worry about doing less advertising but I have the sense direct marketing and it’s very precise focus will, ultimately, bring us the business we need to survive.  I know I’m not helping magazine and newspapers with ad revenue but right now it’s about our survival not theirs.  Direct marketing options are also expanding.  Companies across the country are offering mailing lists that are more focused and easier to define.  Some, of course, offer printing services which include beautiful postcards and stationery.  We’ve actually chosen to use two slightly different types of marketing to address our needs.  And, yes, we moved forward with Jobsite.com. and the mailing starting going out last Friday.  No, the phone hasn’t started ringing off the hook, yet. 

With our own campaign we are also bombarded with daily emails and regular mail asking for us to attend e-seminars and other e-type investments of time and money.  It can become overwhelming at times.  I’ve gotten to the point that I delete the email almost before it can finish opening.  How many e-seminars can one person attend?  The explosion of direct marketing to professionals simply reflects, I believe, the knowledge that it works.  How many of you have attended at least one e-seminar recently?  Were you sent an e-mail about the program?  Now I’m not one to say e-mail blasts to prospective clients can work but I’m sure there is a company out there offering just that.  Direct mail as e-mail.  Can it work?  For some things it must.  There is just too much of it out there for it not to be effective.  So, why am I so nervous about the choices out there?  I’m nervous because I don’t want to make a mistake right now.  I know, however, the biggest mistake of all would be to do nothing.  So, even though nerves may get be twitchy, I’m going forward with what I believe is the right choice. 

I'm Always Chasing Rainbows

Robert and I continue to pursue different marketing ideas and campaigns.  We were recently referred to http://www.jobsitemailing.com and have decided to use them for a series of direct mail campaigns.  They will organize a list of addresses that surround a number of our recent renovations and interior design projects.  These people will then get a letter from us talking about the work we just did for their neighbors.  We were able to adjust the text to suite our particular type of design and project management.  We hope to see the first of those go out by the end of next week.  This referral came through our membership in the National Association of the Remodeling Industry (NARI) and came with a 10% discount on the first order.  This company, like modern postcard and others, includes the cost of production, the mailing list and first class postage for each of our letters.  So we now have a series of postcards that went out in late July and are looking forward to these letters going out this month.  I also contacted the American Affluence Research Center who announced at last weeks conference a 15% discount on mailing lists for Best Practices Network (BPN) members.  This list is broken down by zip code and net worth.  We opted for the wealthiest 10% mailing list in the particular zip codes in our area.  It was most interesting to see who and where the names are.  I was surprised at some of the names and wondered why others weren’t included.  When I contacted the company they reminded me there were other niche markets that the names I thought might be included were probably in.  So now we also have a list of 1,088 names within a twenty mile radius of our office.  We plan to create our own letters and send them out each week at the rate of about 100 a week.  So, that’s our plan.  Will we stick to it?  Of course.  Direct marketing isn’t about shooting in the dark for clients.  It is a proven and workable marketing campaign that can be done with taste and precision.  Our letters will go out on our letter head, in our envelopes, addresses personally with a first class stamp attached.  I just have to believe they will open the letter and read what we have to say.  Then, we hope they will be ready for our services.  I certainly hope to report positive results in the next few weeks.  I’ll keep you posted.

Yakety Yak, Don’t Talk Back

The Best Practices Conference was one of the best in a few years as far as I’m concerned.  The group was one of the most diverse and accomplished that has come together for the September conference for a while.  I enjoyed my work there and was pleased with the break-out groups we got together.  Everyone has been impacted by the current state of the business but each and every one had a story of hope and inspiration.  Tim Schulfe, of Tim Schulfe and Associates, has been named a finalist in the contest for the best model home design in America. To take a look and vote for Tim go to  http://www.nationsnexttopmodelhome.com/  Tim would appreciate your vote.  Also new for this conference was a new site for the Best Practices Network.  Go to http://www.thebpn.org/ and check out what our group of very talented designers is up to.  Yes, David Shepherd and his team worked long and hard to bring us up to speed and ready for the year ahead.  Tobi Fairley, of Tobi Fairley Interior Design in Little Rock Arkansas, and Diane Gote, of Design Works in Summit, New Jersey were named Design Firms of the Year.  Very well deserved and two of the most active members.  There was a lot of buzz this year about Social Networking.  Actually we have decided to describe it as Social Marketing.  Using those sites like FaceBook, LinkedIn and such to promote our business and used less for social chatter.  And, of course, we talked about what our clients will be looking for down the road.  One of the most important aspects of Hale-Williams new marketing campaign will be focused on value.  We will use the word in our advertising and promotion and make sure our clients are aware of the “value” we bring both in good prices on product and in professional services.

Oh, yes, I also talked a lot about “Starting Your Career as an Interior Designer”.  Actually sold a few copies while in Las Vegas.  A lot of people also asked about the new book, “Interior Design Clients, The Designer’s Guide to Building and Keeping a Great Clientele”.  They were asking bout the contest I entered at TalentTrove.com.  If I win the contest I get to write a screen play for a short movie.  Go to http://www.talenttrove.com/whatsyourstory  When you get to that page you will see the line that says Voting is now OPEN! Click Here to Vote!   The story is entitled One Chance.  I sure would love your vote.

So, that’s it from Las Vegas.  I’m spending a lot of time marketing the speaking gigs and Robert continues to call on potential design clients.  The summer people are gone from Carmel and we have our town to ourselves.  This is one of the nicest parts of the year.  Great sun and warm temperatures.  Enjoy!!

Viva, Las Vegas!

This years Business of Design conference will start this evening with a reception for the Best Practices Network and the announcement of the Business of the Year.  You may remember Robert and I won that very prestigious award last year and I am looking forward to who will be recognized as a leader in the industry by our peers.  I am also looking forward to talking to professionals from all across the country over the next few days.  Oh, and staying at the Encore for the first time certainly is going to be fun.  The room is beautiful and the views superb.  Still, the next two days are going to be focused on the state of the industry and how those of us who practice interior design in America are faring in these trying times.  The news is actually taking a more positive tone these days.  Housing prices and sales are up for more than a couple of months in a row and people are a little more optimistic about the future.  As well they should be.  We are a resourceful and energetic nation.  Young people, particularly, are more attuned to the opportunities that abound.  It’s always been that way.  Youth somehow is able to see, for the most part, the silver lining in each and every cloud we old fogies want to bring along.  I am always on the look out to spend time with the younger generation.  They believe totally in diversity as a strength and see working as a team as something positive.  They tend to be creative to a fault and are happy to take a chance or two.  Oh, wait a minute, that is exactly the way I described myself in 1972.  So much for change.  Still, it’s important to recognize the energy and excitement these people bring to our profession.  They will certainly embrace the changes that continue to happen and I know they will succeed.  I’m looking forward to meeting a few today, tomorrow and Friday.  They energize me and keep me focused on our exciting and wonderfully interesting business. 

Some may remember it was at this conference two years ago that I got the great advice to start my blog to help market the first book.  That, as you all know, eventually brought the publisher to me and a contract for the first book.  I just found out the second book I wrote for Allworth Press, Inc., “Interior Design Clients The Designer’s Guide to Building and Keeping a Great Clientele” will be published on April 20, 2010.  Exciting news, indeed.  This book focuses on defining your optimum client and the process of marketing, creating, presenting, servicing and keeping a client for life.  I find I enjoy the process of writing and hope this will continue to spark my imagination for more topics.  Is there a topic we in the profession aren’t discussing that should be covered?  I would love to hear from all you out there. 

Yes, I do find conference invigorating and exciting.  I always learn something and get to connect with friends and colleagues.  What could be better than that for a man who eats, sleeps and breathes the business?