Thrive In Design

S3, E7: Integrating Digital Experiences with Designers (And it’s not Zoom)

If you haven’t listened to the last few episodes, we’ve been talking about all things social selling and how you can leverage it as an interior product company. We also discussed specific social selling campaigns that led to a few successes. Today’s episode is about digital experiences and the touch points to focus on to keep designers engaged on their journey with your brand. We discuss everything from coming to the trade show booth, touching the fabric, leaving with the fabric, and going on their merry way. 

One of the major concerns regarding social selling is designers rejecting digital experiences or their initial thoughts of digital experiences: ZOOM MEETINGS. So, if designers are “zoomed out,” is there any other strategy that you can use? Recently, Nicole, CEO of Thrive In Design, talked with a few designers who had these sentiments and came up with strategies to help you with social selling, digital-physical experiences, and engaging people in a unique and innovative way. 

Join this conversation with your host, Nicole, as she shares three things you should focus on to integrate digital experiences with your designers to level up your social selling, social engagements, and customer journey in a 360 perspective. Learn how to leverage the tools out there and those yet to exist to stand out and engage designers before they come to your trading show booth, while they are there, and even after.

 

Ready to jump in?

 

Key Highlights from the Episode:

[00:01] Episode intro and what’s in for you today

[01:15] Social selling and a recap of what we discussed in episodes 5&6 

[01:50] The Ultimate Guide to A&D sales, 90 days planner 

[04:12] 3 things to focus on to integrate digital experiences with designers 

[05:21] Messaging

[10:39] Digital tools 

[17:16] Reimagining in-real-life experiences 

[21:30] Quick recap 

[22:29] Episode wrap-up and calls to action

Notable Quotes: 

• “Messaging provides the words that help customers and prospects understand a firm's value (why it's useful) and values (what it believes in).” LEE FREDERIKSEN, PH.D. (blog: Hinge Marketing)
• Get clear on your messaging and how you are delivering it through different touch points with designers. 
• Whether you're doing social selling or any other sales strategies, if the messaging is not clear, it will not be effective. 
• Go against the grain and just do something different: Think outside the box, test out a new idea, see how it aligns with designers, then tweak and go from there. 
• In real life experiences are here to stay, but it is time to shake things a bit; it is time to innovate in a way that stands out.

Resources Mentioned:

1. Hootsuite: https://www.hootsuite.com/
2. Social Selling Mastery: Scaling Up Your Sales and Marketing Machine for the Digital Buyer by Jamie Shanks: https://amzn.to/3Ho6pAQ

Learn more about Thrive In Design: 

Website: https://www.thriveindesign.co/

Instagram: https://www.instagram.com/thriveindesign/

Facebook: https://web.facebook.com/thriveindesign/

LinkedIn: https://www.linkedin.com/company/thriveindesign/

 

Register for the next Thrive In Design live training here: https://training.thriveindesign.co/

 

 Get your copy of "The Ultimate Guide to A&D Sales": https://www.thriveindesign.co/brand-reps.

S3, E6: How To Run a Successful Social Selling Campaign on Instagram

As we discussed in the last episode, social selling is an invaluable tool for A&D sales reps looking to increase their reach and engagement on social media. By leveraging the power of various social platforms, such as Instagram and LinkedIn, you can create a coordinated campaign to deepen relationships with designers, land more specifications, and, ultimately, increase your sales. 

But, how can an interior product company really leverage social selling? Is it a waste of time? Or can it truly lead to increased brand awareness and revenue? With any new sales strategy, it’s important to do your research, test the concept, and track the data to understand next steps. Recently, Nicole, CEO of Thrive In Design, has been doing some testing of her own in hopes to drive sales at a major quartz manufacturer.

Join this conversation with your host, Nicole, as she breaks down an example of a 12 days of Christmas social selling campaign. She shares how she was able to set her objectives, get people to follow her, engage with them, deliver value and finally end with an ask, which led to greater engagement, long-lasting relationships, and a six-figure sale.

 

Ready to jump in?

 

Key Highlights from the Episode:

[00:01] Episode intro and what’s in for you today

[01:12] How to select the best social media platform to focus on 

[03:23] Recap: Social selling steps from the last episode

[04:26] How Nicole did a successful 12 days social selling campaign 

[04:35] Step1: Set your objective 

[07:10] Step 2: Get people to follow you 

[09:30] Step 3: Engage with them 

[11:28] Step 4: Inform 

[13:01] Step 5: Ask

[14:16] Nicole’s outcome from the social selling campaign 

[16:27] Quick recap 

[17:02] Episode wrap-up and calls to action

Notable Quotes: 

• Focus on the platform that is working best for you, where your clients are hanging out and spending most of their time.
• Be strategic with your social selling and aim for specific outcomes for the effort you are putting in.
• Social selling campaigns help you engage with people, build lasting relationships and spark sales.
• Social selling campaigns work, and the sky is the limit.  

 

Resources Mentioned:

1. Hootsuite: https://www.hootsuite.com/
2. Social Selling Mastery: Scaling Up Your Sales and Marketing Machine for the Digital Buyer by Jamie Shanks: https://amzn.to/3Ho6pAQ

Learn more about Thrive In Design: 

Website: https://www.thriveindesign.co/

Instagram: https://www.instagram.com/thriveindesign/

Facebook: https://web.facebook.com/thriveindesign/

LinkedIn: https://www.linkedin.com/company/thriveindesign/

 

Register for the next Thrive In Design live training here: https://training.thriveindesign.co/

 

 Get your copy of "The Ultimate Guide to A&D Sales": https://www.thriveindesign.co/brand-reps.

S3, E5: Implementing Social Selling into Your Sales Strategy

Social selling is becoming an essential tool for sales and marketing professionals in the product industry. By understanding the fundamentals of social selling, sales professionals have access to a powerful resource that can help them reach potential customers on multiple platforms and nurture long-term customer loyalty.

 

Social selling is using a brand’s social media channel(s) to connect with prospects, develop and build connections, and build a pipeline of leads. This tactic can help businesses reach their sales targets. However, social selling is different from social media marketing and social media advertising. Social media marketing is the use of social media to sell or promote a brand, service or product. Social media advertising, on the other hand, is paid digital advertising.

 

Join this conversation with Nicole as we talk about how interior design product companies can start or continue to embrace the new normal through social selling. We will talk about what it is, why it is beneficial, and a few practical steps you can start to implement social selling into your sales strategy.

 

Ready to jump in?

 

Key Highlights from the Episode:

[00:01] Episode intro and what’s in for you today

[01:38] A testimonial of The Ultimate Guide to A&D Sales

[04:13] Objections to social selling by interior design sales rep

[05:00] What social selling is not

[05:44] What is social selling?

[06:34] What qualifies as social media

[08:21] How to use social media for social selling

[10:48] Outdated sales tactics

[11:18] Traditional selling vs social selling

[13:11] Why is social selling important in 2023?

[15:30] Social selling is an art that can be learned

[18:41] The five, key steps of social selling

[21:04] Episode wrap-up and calls to action

Notable Quotes: 

• Social selling is not social media marketing or social media advertising.
• Any online platform you can use to get social with others qualifies as a social media platform. 
• Social selling uses social media and other tech tools to reach prospects and clients.
• “Today’s buyers engage social professionals much later in the buying process. But 74% of deals go to the sales professional who was first to engage the buyer and provide helpful insights.” Jamie Shanks
• You can create much value online, but no one is interested in you.

 

Resources Mentioned:

1. Hootsuite: https://www.hootsuite.com/
2. Social Selling Mastery: Scaling Up Your Sales and Marketing Machine for the Digital Buyer by Jamie Shanks: https://amzn.to/3J6Tncy

Learn more about Thrive In Design: 

Website: https://www.thriveindesign.co/

Instagram: https://www.instagram.com/thriveindesign/

Facebook: https://web.facebook.com/thriveindesign/

LinkedIn: https://www.linkedin.com/company/thriveindesign/

 

Register for the next Thrive In Design live training here: https://training.thriveindesign.co/

 

Get your copy of "The Ultimate Guide to A&D Sales": https://www.thriveindesign.co/brand-reps.

S3, E4: #DESIGNCHAT: How to Approach Interior Design in the Multi-family Space with Genna Weiner

Understanding the design needs from a multifamily perspective is an important part of the design and construction process. It can help you determine the best way to position branding for certain demographics, identify the performance criteria for different building types and develop strategies for meeting future market demands.

Join this conversation with Genna Weiner, a Director of Interior Design and Founder of the Black and Gold New York clothing line, as we explore some common design mistakes and how to avoid them. Genna shares her multifamily design process and provides some insight into what multifamily developers are considering in the “new normal.” We also learn more about Genna’s entrepreneurial endeavors.

Let’s jump in!

 

Key Highlights from the Episode:

[00:01] Episode intro and a quick bio of the guest; Genna Weiner

[02:13] What inspired Genna to pursue a career in architecture and interior design

[03:54] Genna’s favorite projects she has worked on and why

[05:44] Her design process in the multifamily space

[08:23] How Genna is informed about the demographics of the building

[10:01] When to start specifying interior products

[11:08] Genna’s secret of keeping track of every detail 

[13:27] Interior design trends and other contemporary issues that Genna has come across

[15:38] How Genna builds healthy networks with industry reps

[17:26] Genna’s other entrepreneurial endeavors and how they came about

[20:56] What she now offers through consulting

 

Notable Quotes 

• Whatever you are passionate about sticks with you. 
• There’s a piece of business for everyone to succeed. 
• What a design company will do when things go south is what matters, rather than what it will do when things are good.
• Networking is everything in interior design.

Connect with Genna Weiner

LinkedIn: https://www.linkedin.com/in/genna-weiner-ncidq-iida-203380b0/

Instagram: https://www.instagram.com/_gennaweiner/

Instagram 2: https://www.instagram.com/blackandgoldnewyork/

 

Learn more about Thrive In Design: 

Website: https://www.thriveindesign.co/

Instagram: https://www.instagram.com/thriveindesign/

Facebook: https://web.facebook.com/thriveindesign/

LinkedIn: https://www.linkedin.com/company/thriveindesign/

 

Register for the next Thrive In Design live training here (link is: https://training.thriveindesign.co/)

 

 Get your copy of "The Ultimate Guide to A&D Sales": https://www.thriveindesign.co/brand-reps.

S3, E3: Digital-Physical Experiences: Embracing the New Normal in 2023

As we all know, times have changed since the Covid pandemic made itself known to the world. Since then, we have shifted into what we now call the “new normal,” which begets a change in the design and sales process.

 

It is okay to embrace that and figure out how we can continue on in our business and continue making an impact on the built environment. Previously, we talked about building a loyal client base from the perspective of an interior product company. The awesome feedback we received from that episode has led Nicole, CEO and Founder of Thrive In Design, to dig deeper into this topic. Building a loyal client base is different from how it used to be, decades ago. Now, we have to consider translating experiences to a digital first (but, not digital only) point of reference. 

 

Let’s dive in and learn how we can thrive in the new normal as we continue to morph in an ever changing interior design industry. 

 

Ready to jump in?!

 

Key Highlights from the Episode:

[00:01] Episode intro

[00:50] Recap of the previous episode and what’s in store for you today

[03:26] The life of an interior designer before the pandemic

[08:21] How do we chart through 2023 as interior product companies?

[08:42] Data: Interior design industry trends 

[10:10] The new normal is inevitable and is here to stay

[12:21] Ways to integrate personal experiences both in-person and virtually

[17:30] A quick recap of what we have discussed

[18:30] Episode wrap-up and calls to action

Notable Quotes 

• Before the pandemic, an average A&D sales rep used to spend 80% of their time with designers face-to-face.
• Three out of four interior design firms consistently estimate that they will be somewhere on the remote work spectrum moving forward. 
• If you take your time to understand the customer journey before, during and after the pandemic, you can get insights on what to leverage and create an experience you (interior product companies and interior designers) both benefit from.

Learn more about Thrive In Design: 

Website: https://www.thriveindesign.co/

Instagram: https://www.instagram.com/thriveindesign/

Facebook: https://web.facebook.com/thriveindesign/

LinkedIn: https://www.linkedin.com/company/thriveindesign/

 

Register for the next Thrive In Design live training here (link is: https://training.thriveindesign.co/

 Get your copy of "The Ultimate Guide to A&D Sales": https://www.thriveindesign.co/brand-reps.

S3, E2: How Interior Product Companies Can Build a Loyal Client Base

There are so many great ways to approach business development and sales as an interior product company. No matter the strategy, the foundation of it all should always be building a loyal client base. In this episode, Nicole shares three types of specifiers; once you understand that, you can create a strategy that converts them to your loyal clients.

 

The first category is your product advocates: the group of people that you have served well and have spec’d lots of your products. These enthusiasts become your product ambassadors, making your brand grow organically with a committed, loyal base. You can leverage these superfans to bring in 80% of your sales.

 

Join the conversation, learn more about the other categories, and learn which strategies help continuously grow your customer base. You will also learn practical ways to build your brand awareness, dominate a specification, and strategically stand out.

 

Let’s jump in!

 

Key Highlights from the Episode:

[00:01] Episode intro

[00:35] Today’s focus: Building a loyal client base

[03:07] Vague advice Nicole has heard over the years

[06:33] A better way to approach business development and sales

[07:02] The 80/20 rule explained

[08:28] How to effectively apply the 80/20 rule in interior product sales

[09:46] Three categories of your designer clientele in building a loyal customer base 

[11:53] Leveraging your product advocates to bring in 80% of your sales 

[12:24] A quote from Pat Flynn

[13:06] Practical ways to start creating your superfans

[14:26] A quick recap of what we have discussed

[15:01] Episode wrap-up and calls to action

Notable Quotes 

• Scheduling the next appointment with a client before you leave is fantastic, but knowing the objective and strategy behind each appointment is more important.
• If you can focus on providing excellent products and experiences to your clients, you will create enthusiasts who will become your product ambassadors. Your brand will grow organically, and you will exceed your revenue goals. 
• Your product advocates category is the 20% that should bring 80% of your revenue.
• “People don't become superfans the moment they find you. They become superfans because of the magical moments you create for them over time.” - Pat Flynn.

Learn more about Thrive In Design: 

Website: https://www.thriveindesign.co/

Instagram: https://www.instagram.com/thriveindesign/

Facebook: https://web.facebook.com/thriveindesign/

LinkedIn: https://www.linkedin.com/company/thriveindesign/

Register for the next Thrive In Design live training here (link is: https://training.thriveindesign.co/

Get your copy of "The Ultimate Guide to A&D Sales": https://www.thriveindesign.co/brand-reps.

S3, E1: Keys to Thriving in Design

Every interior product company wants to thrive and make more impact in the world. But, what does it mean to thrive? According to the Merriam-Webster’s Dictionary, “thrive” has three definitions. These are; to grow vigorously (flourish), to gain in wealth or possessions (prosper), and to progress toward or realize a goal despite or because of circumstances. Together, we will break down this definition and apply it to the interiors industry.

 

To grow vigorously requires one to set an achievable goal and pursue it relentlessly. As sales professional of an interior product company, you must determine your revenue goals you want to achieve and then share it with your team so that you can all be on the same page. That target without a strategy is just a dream, so what will be the ways you plan to achieve them?

 

Join this conversation with your host, Nicole Lashae Ben, as she shares the best ways to thrive in your interior product business. You will learn about two of the most important questions you need to answer if you are ever going to set the best strategies for your business. She also talks about the value of building authentic relationships and product specifications in the commercial interior design industry. Also, learn why you need to do a SWOT analysis for your business and the external & internal threats that may affect it.

 

Let’s jump in!

 

Key Highlights from the Episode;

[00:01] Episode intro

[02:04] What’s in for you on today’s episode

[02:20] What does it mean to “thrive.”

[03:54] #Growing vigorously and flourishing in your interior product business

[06:07] Set strategies to achieve and exceed a target goal 

[07:16] Two important questions that will help you develop growth strategies

[10:48] Why gaining authentic relationships and specifications is better 

[11:28] How to empower your team to continue making authentic relationships

[13:06] #Striving to achieve a goal despite or because of…

[14:04] Do your SWOT analysis

[14:59] External and internal threats that may affect your business

[17:45] A quick recap of what we have discussed

[18:22] Your takeaways from the episode 

Notable Quotes 

• In order to thrive, you should quote the number that you want your team to achieve.
• A goal without strategies is just a dream. 
• Understanding your customer journey can help you develop strategies that will help you hit and exceed your target goals.
• Over 80% of your sales in business are based on the authentic relationships and specifications that you have created with your customers.

Learn more about Thrive In Design: 

Website: https://www.thriveindesign.co/

Instagram: https://www.instagram.com/thriveindesign/

Facebook: https://web.facebook.com/thriveindesign/

LinkedIn: https://www.linkedin.com/company/thriveindesign/

Register for the next Thrive In Design live training here (link is: https://training.thriveindesign.co/)

 

Get your copy of "The Ultimate Guide to A&D Sales": https://www.thriveindesign.co/brand-reps

S2, E6: Mastering Sales Planning

There has been one common theme this season: relationship building and its tie into sales planning for architecture and design representatives.

In this episode, Nicole Lashae Ben, CEO of Thrive In Design, dives deeper into this topic. Nicole spent a decade as a brand representative for interior product companies. During her career, she developed and implemented human-centered sales strategies that led to her earning over two dozen sales awards. 

Nicole is super excited and passionate about today's topic. She'll be sharing her five best practices when it comes to sales planning, which she beleives every interior product company should be thinking about as they are equipping their teams for success.

Learn more about Thrive In Design: 

Contact: thriveindesign.co/contact | Instagram: @thriveindesign | Facebook: @thriveindesign

>>> Register for the next Thrive In Design live training here.

S2, E5: Behind A Magnetic Interior Design Business with Pamela Durkin

In this episode, Nicole Lashae Ben, CEO of Thrive In Design, and Pamela Durkin, Founder of Pamela Durkin Designs, discuss the business side of interior design.

Design is powerful and Pamela wants designers to step into that power. After 30 years in the high-end design business, she is now helping other designers create a business they love through her In Demand Designer Program. She teaches them how to be magnetic and attract the best clients. This method makes owning a design business easier and more fulfilling. Her book, Elevate! can be found on Amazon.

Over the course of her 30-year design career, Pamela has served as president of ASID Florida South Chapter and served on the Board of Architecture and Design in NJ. Currently, she lives in Naples, FL and in her spare time, loves spending time on the beach and learning new moves in her home dance studio.

Listen in for a chance to learn about:
- How to be Magnetic to your Perfect Future Client
- Leveraging your Network to create multiple highly qualified opportunities
- Techniques to Blow Potential Clients away before you're even hired

 

Guest: Pamela Durkin 
Email: pam@pamela-durkin.com | Instagram: @pameladurkin | Book: https://elevatethebook.com/

Learn more about Thrive In Design:

Contact: thriveindesign.co/contact | Instagram: @thriveindesign | Facebook: @thriveindesign

>>> Register for the next Thrive In Design live training here.

S2, E4: Connecting with Designers as an A&D Rep with Sasha Denisov

In this episode, Nicole Lashae Ben, CEO of Thrive In Design, and Sasha Denisov, Senior Sales Representative at Lutron, continue a conversation that they started in season one of this podcast.

In the initial conversation (see episode nine of season one), Nicole and Sasha discussed:
- Sales strategies for A&D representatives
- The best way to take a consultative approach
- 3 resources level up your interpersonal sales skills

Listen in as they divulge more on these topics from their award-winning sales careers in the interior product industry.

After graduating with her Bachelor of Fine Arts in Interior Design from Syracuse University in 2012, Sasha leaped into a career in the design and construction industry. In her current role at Lutron, her focus is on driving sales within the home automation market. Based in Toronto, Canada, Sasha works closely with the A&D community, builders, and contractors to offer lighting solutions in luxury residences.

 

Guest: Sasha Denisov 
Email: sasha.denisov@yahoo.com | Instagram: _sashadenisov | Facebook: Sasha Denisov

Learn more about Thrive In Design:

Contact: thriveindesign.co/contact | Instagram: @thriveindesign | Facebook: @thriveindesign

>>> Register for the next Thrive In Design live training here.