How To Sell To Architects and Designers: Understanding and Developing the Interior Designer Persona
Creating marketing materials based on a specific buyer persona is a good way to build desire for your architectural product or material. Personas are a marketing tool that take a deep look into who is specifying, why they are specifying and how your product or material solves a problem for them. Once you have your persona created, crafting the verbal and visual tone for your brand is a whole lot easier AND more powerful.
I think developing buyer personas is best left to the reps. Sales reps are your boots on the ground, your intel forces in the field. They stand between your company and your customers. Sales reps can offer key insight, testimonials and common objections that are vital to creating effective marketing materials that connect with architects and interior designers.
Let’s take a look at a sample persona of an interior designer.
Meet Lucy, Interior Designer
Lucy values style and great details above all else. She is a Millennial and, like other tastemakers of her generation, she uses Instagram and Pinterest to find and connect to cool brands. She even has a personal social media strategy so she can always convey the right image. For Lucy, experience is everything. From having cocktails at a trendy boutique hotel bar to hanging out with her friends after a spin class, Lucy always brings a sense of effortless style to any occasion.
Lucy will develop a focus in her career such as hospitality or healthcare. The path to partnership for designers is less straightforward than it is for architects. Most likely, one day Lucy will start her own design group.
Lucy uses technology to create meaningful relationships online. She is service-oriented and expects every brand to be as robust as its industry leader. When it comes to ordering a sample, Lucy, as a typical Millennial, would rather do so online. She is a confident problem-solver who wants to be educated, understand all of her options and see what a product will look like in situation before she specifies it. Lucy needs a company that has marketing materials to match her needs.
Never before has a generation of specifiers had so much unfiltered access to products, materials and information. Too much information can be overwhelming. Studies show that the more choices people have, the more likely they are to become fatigued and decline to make any choice at all. Every single thing in a building has been chosen by a designer or architect. It is important that companies streamline how they present information to match every phase of the specification journey so designers don’t get overwhelmed and opt out of the process.
Has been drawn to art and design since childhood
Extrovert and a networker
Lives and dies on details
Responsible for growing sales for the firm
Reputation and legacy are always in the forefront of her mind
34-year-old, white female
Savannah College of Art and Design graduate
Annual income $48K
Married with one child
Stylish and tasteful in everything she does
Early adopter of trends
Wants to be recognized for talent and ability
Seeks to create one-of-a-kind environments
Wants to bring brands to life
Wants to convey beauty and style to the customer experience
Aims to become partner at an integrated firm or build her own
Can be overshadowed or talked down to by architects
Every detail matters; choices made must stand up to years of wear
Product failure undermines trust between designer and client
How does your product or material help?
Now that you know Lucy, ask yourself: How does my product or material help her overcome her challenges and achieve her goals? Use the answers to help craft your messaging strategy to reach interior designers like Lucy.
Why wouldn’t someone like Lucy specify your product or material? What would her objections be? If your reps have helped to create the specifier personas, they should have a list of objections that they have heard in the field.
Getting a real quote helps to set the tone for your marketing materials and is a great way to make your persona feel personal and relatable. If you’d like help getting a quote, let us know, as we have access to interior designers who are always happy to tell us what they think about a product or material—sometimes without even being asked.
The basis of a strong marketing package starts with getting to know your customers. Personas are an easy way to understand the wants and needs of specifiers so an effective verbal and visual marketing package can be crafted.
If you have a question that hasn’t been answered or would like find out more about how Epiphany can help you get specified, give me a call: 804.377.0106.