What Potential Interior Design Clients Think When You DON’T Follow Up With Them
If there’s one thing my clients have in common it’s that they are 100,000% against any sales tactics that feel sleazy or slimy. SAME! I’m all about honest-to-goodness connection and my ability to truly help someone. If there’s no connection AND I can’t help them, I don’t make an offer to work together. I would be doing myself and that business owner a disservice.
During a recent client consulting call, a designer was surprised to hear that I recommend three follow-ups at every interaction. She was like, “Won’t they think I’m desperate if I follow up that much?”.
Quite the opposite if you ask me!
When you follow up with a potential client, you’re presenting your company as one that is professional, organized, and detail-oriented.
I view follow up emails as a professional courtesy. Everyone is busy. Following up is your way of helping them move toward their goal and your reminders are how you make it easy for them to take that next step.
Consider this scenario:
A potential client found you on Google. They also reached out to a few other designers they found on Google.
In their mind, they are comparing apples to apples. They’re basing who they’ll take next steps with on the look of the website, quality of the portfolio images, professionalism of the email response, and the price.
I find that Google brings in more price shoppers than any other lead source because Google is generally step one in someone’s search, whereas other lead sources prospects are further down the path and already have that know-like-trust sense (where price ISN’T the only factor).
Let’s say after the prospect emails four designers, two stand out. They both replied quickly and professionally, sent helpful information over, and are within the prospect’s price and quality range.
The prospect books Discovery Calls with both designers and afterward is still torn. Both designers seem to be a great option. Who to move forward with?
Well, let's say Designer A sends a follow up email immediately after the Discovery call letting the prospect know next steps and providing any additional information the prospect might need to feel confident in moving forward. And then every 2-3 days, they send a follow up email to check in and offer to answer any questions they might have.
But Designer B, well Designer B doesn’t want to seem desperate, so they don’t email again after the Discovery Call. They told the prospect what the next steps were on the call so they would let them reach out when they’re ready to move forward.
Meanwhile, the prospect is receiving professional and thoughtful follow-up emails from Designer A.
In a situation where a prospect thinks they are comparing apples to apples, the follow-up process will be the differentiator that will move them to choose one designer over another.
What potential interior design clients think when you don’t follow up
In the above scenario (and we’ve certainly all been in this situation as the prospect), what do you think is going through the prospect’s mind when Designer B doesn’t follow up?
Probably one or more of these thoughts:
That designer didn’t want to work with me.
My project isn’t good enough for that designer.
That designer is too busy and can’t even send me a follow-up email. No thanks.
They’re not professional, and I prefer to work with professionals.
They don’t have a process in place; it's probably best I not work with them anyway.
So when you don’t follow up, the prospect is convincing themselves they are not a good fit for you (thus decreasing their chance of booking with you!).
Now, I know sometimes you don’t follow up with a prospect because their project isn’t a good fit. And that’s one way to handle it. I prefer being upfront and honest.
If it’s not a good fit and they’ve made it through to your Discovery Call, let them know right away.
If you need time to think about it, email them right when you decide it’s not a good fit to let them know you won’t be able to take their project and wish them well.
How many times do you follow up with a potential interior design client
Being a professional FIRST is always my recommendation. Sure, they may not move forward with you, but they might tell a friend, “Her prices were more than I could afford, but she was so great to talk to and very professional.”
As for follow-ups, you can Google how many people recommend, but in my personal opinion, after 14+ years of doing in-person, Zoom, and phone sales calls, I always do three follow-ups after every interaction, with the third one being the “magic email.” And sometimes, there are more than three follow-ups because there are multiple interactions (Discovery Call, Consultation, Contract Email).
If someone reaches out to inquire about working together, send the information they requested, then send THREE follow-up emails. One every 2-3 days. The third follow-up is, “Hey, I haven’t heard from you in a bit, so I’m thinking you’ve decided to go in a different direction. I’ll archive your proposal for now, but please let me know if you need help in the future.”.
Then, if you do a Discovery Call and the next step is to book a Consultation, the counter starts over. Send a recap email after the DC, then three follow-ups.
Then, when you send a proposal/contract, send three follow-up emails.
Regardless of what a prospect does, your process should be the same every single time.
Contracts, clients, and trust are won in the follow-up. Sometimes, they are the only thing differentiating you from your competitors. Sometimes, they just needed the nudge and helpful reminders. Sometimes, they weren’t sure, and your process instilled confidence in them.
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