A commodity according to Websters’ is “a mass-produced, unspecialized product” or “a good or service whose wide availability typically leads to smaller profit margins and diminishes the importance of factors (brand name, for example) other than price.”

 

There are certain commodities that will always be shopped solely on the basis of price. Consumers, in their continuous efforts to stretch their valuable financial resources, will continue to drive to the gas station up the road to save 4 cents a gallon and will arrange their grocery shopping schedule to align with double coupon days. After all, a gallon of gas is a gallon of gas – a gallon of milk is a gallon of milk.

 

So what are we, as creative professionals in the building trades actually selling? Interior designers, architects and custom craftsmen would not consider what they offer a “commodity.” Our designs are unique; our work is custom. It is specialized to meet the needs and requirements of a particular individual. But is it really, in the eyes of the consumer, unique enough to warrant considerations other than price?

 

In this challenging economy, it is understandable why consumers shop us against each other, comparing what they believe is “apples to apples.” So…what can we do to educate our potential clients on the whole picture? How do creative professionals compete?

 

The answer, in the simplest of terms, is trust. Trust is how we can differentiate ourselves. While the concept seems simple, establishing trust with a client has several elements:

Be Honest – Don’t make promises you cannot keep, or have no intentions of keeping.If a project cannot be completed in the timeframe or budget they are proposing, don’t imply that it can.   

Do What You Say You Will Do – Returning phone calls and practicing punctuality go a long way in developing a relationship with a client. Their time is valuable and they will appreciate that you realize this.

 

Listen. Really Listen – Creating an end-result that is pleasing to the client involves listening to what they say, what they don’t say, and a careful observance of their lifestyle. Sometimes (many times) clients are not truly sure what they want or don’t want. Assisting them in figuring this out involves an open dialogue, asking questions and then really listening to the answers.

 

Don’t Ignore Objections – Nobody likes to deal with complaints, but they should never be shrugged off. Make suggestions, offer solutions and keep the lines of communication with the client open. Objections are often buying signals; if the client has no intention of working with you, he won't bother challenging you. It is true that “you can’t please all of the people, all of the time,” but you can sure try!

 

When it comes to a creative service, consumers need to be reminded that they will get what they pay for. Even the sum of the commodity-based parts (lumber, hardware, stain, fabrics, etc.) does not a commodity make. It is our added creativity and insight coupled with a thorough understanding of the client’s unique taste and lifestyle needs that sets us apart.

 

Developing a relationship with a client based on trust will aid them in recognizing the value of what we have to offer and to appreciate that we are worth it.