K+BB Collective | The Designers' Corner

Archive for Business

Sep 19 2017

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Use Your Bio to Promote the Star You Are

Image courtesy of rakratchada torsap at FreeDigitalPhotos.net

It has never been easier to get the kitchen and bath services and products you sell elsewhere. Competition is intense. Search for “kitchen and bath professionals Denver” on Google, for example, and you come up with more than 2.8 million listings in a nanosecond.

But there’s one thing that prospective clients can’t get elsewhere: YOU. That’s why it’s absolutely, positively critical these days for you to sell yourself, as well as your services.

There’s no better vehicle for you to make that personal sale than through your bio on your website, your Houzz site and in social media. That bio is your most important online and print personal marketing tool; the vehicle you can use to explain all that you do, all that you’ve done and all that you can do – and how well.

Problem is, most K&B industry bios undersell the professionals they’re supposed to promote. They’re often vague and wordy and, in many cases, are more of a hindrance than a help. A poorly written bio can block you rather than boost you – and disqualify rather than qualify you for the kind of projects and clients you want and need.

You can’t advance to the next level in your kitchen and bath career with a personal profile that fails to distinguish and differentiate you: you can’t get good clients with a bad bio.

What does it take to create a profile that spells out your special-ness, establishes your expertise and communicates your credibility? To craft a killer bio, include your:

+ “Only” phrase (____ is the area’s only kitchen designer who…)
+ Experience
+ Skills, specialties, capabilities
+ Awards and honors
+ Client profile (who you serve and how)
+ Accomplishments
+ Unique services and products
+ Publication history (where/how you’ve been published)
+ Resources (vendors, contractors, etc.)
+ Affiliations
+ Educational background
+ Other qualifications

Use your bio to explain who you work with, and how. Include the benefits you offer and how you help clients overcome their most formidable design challenges. Point out how you help them save time, money and stress and make it possible for them to enhance the value and the resale value of their living space.

And don’t forget to talk about your team in your promotional profile. Point out how you work with some of the area’s foremost contractors and that you have access to a national (and international?) network of vendors and suppliers.

When you create and promote an effective bio, you ensure that the people you need to know…know you. Your bio is your very best way in these highly competitive times to blow your horn and toot your flute.

Fred Berns is a design industry coach and copy writer – http://interiordesignbusiness.net

Jul 17 2017

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Artificial Intelligence and Interior Design

Above image: A simulation of a design created by Artificial Intelligence.

It’s not just science fiction. Artificial intelligence (AI) is starting to leak into our daily lives, from Siri to smart appliances and Amazon Alexa. According to a recent report from Tractica, a market intelligence firm, AI software applications will grow from $1.4 billion in 2016 to $60 billion by 2025.

Planner 5D, a consumer-focused interior design app, is currently creating machine learning algorithms that will train on more than 40 million real user projects. The app’s AI is also learning general interior design rules, technical requirements and how to match colors and styles. For example, the app is learning that a TV cannot be placed in front of a window or it will reflect light; that a bed should stand sideways to a window and that a couch should be placed in front of a TV or a fireplace in the living room.

Our question was, will technology like this make professional designers irrelevant in the future? We talked with Alexey Sheremetyev, co-founder of Planner 5D, to find out more.

The Advantages of AI in an App

Speed is the main factor. Any design project takes a long time, because a person working on it needs to think each detail over and sometimes mistakes happen. Computers work much faster and use information that has been collected from other users and projects. AI doesn’t make mistakes either, unless there was a human error in programming. Therefore, AI can design any typical project much faster and with better quality. A user will only have to edit the final product according to their wishes. That also affects the price, making design much cheaper, since the process will be much faster.

AI and Clients

A user has to choose a space they will be designing, put down the walls and windows and indicate the address of the house. AI will then calculate sunlight and other parameters necessary for the project. Then a user has to choose what kind of space this will be (bedroom, kitchen, living room, etc.), select the style (Provence, modern, Scandinavian, etc.) and color palette. In a few minutes, they will have their project ready.

AI and Interior Designers

If a designer is working on creative projects, AI can hardly help. But if a designer is creating various similar-looking projects by using one template that only needs to be adjusted and modified, then this is a job for AI. For example, AI can be successfully used for a multi-apartment buildings or new-build developments where the houses look similar and have similar floor plans. A designer can prepare one project, and AI will be able to adjust it to other apartments or houses.

What influence do you think AI will have on the industry? Let us know on Facebook or on Twitter @kbbconnect.

Apr 26 2017

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Three Tips to Win Customer Trust


After a customer picks us as their bathroom remodeler, we send them a quick survey. At the end of it is an open-ended question, “Why did you select us?” I ask this because I want our whole company to know why and then emphasize our best traits to grow the business.

The most common answer is a simple one: our customers choose us because they trust us. We will be working on their home and in their home, doing projects that will keep their family comfortable and improve the value of their most valuable possession. Of course it’s about trust.

Somewhere along the way, our customers decide we are the experts they trust the most. That can be from meeting our sales team, talking to our office staff or reading something about us online. You can earn more customers by investing in the right resources to build your credibility, and here are the resources we recommend emphasizing:

Awards. Think of all the ways you can stand out from your competition. You’re established, you’ll be there if problems arise, and your installers are the best in the business. These qualities can all be embodied in the awards you have won. We showcase ours prominently when talking with potential customers. The message boils down to this: experts in our field think we run an excellent business, so you can trust us to treat your home like our own.

– Testimonials & Reviews. Customers want an easy way to tell they can trust you with their home. What better way to communicate that than to quote customers who trusted you previously and had that trust rewarded with excellent work? If you can, provide photos of the work you’ve done to go along with the reviews. After all, seeing is believing. New customers seek out reviews and choose you based on how you have treated your previous customers.

– Warranties. This is a procedure I would strongly recommend building into your business, and it ties into winning awards and earning great testimonials. Stand by your products, and do it in writing. If you present a written promise that you will stand by your work, that reinforces the trustworthy impression already given by your awards and reviews.

If your customer hears from multiple sources that you are trustworthy, and you stand behind your work in writing, you are setting yourself up for success. When you think about vital assets for your company, few are as important as your credibility. As a credible company, your customers will come to the table already trusting you to do right by them. Highlighting your awards, reviews and excellent warranties – you build that asset and in turn build your business.

Allen Erskine is the owner of Kansas City-based Alenco Inc. – in business and growing since 1986 and ranked in the top 100 largest remodelers nationwide.

Image courtesy of adamr at FreeDigitalPhotos.net

Oct 11 2016

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Hey Siri – How Do I Use You to My Advantage?

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Business is booming in the kitchen and bath industry, as new construction and residential remodeling continue to surge. Because of the Internet and websites like Houzz and Pinterest, clients know more about kitchen and bath design and the latest trends than they ever have. New products and technology are being manufactured globally and getting to our market at a faster pace than ever before. Deloitte Global predicts that in 2016, 2.5 trillion photos will be shared or stored online.

We’re all accustomed to getting more, better and faster information, and we’re getting it when we want it and with our own preferred mode of communication – whether it’s online via chat, email, text, social media or by phone. The amount of information we are creating and sharing is astounding. One solution for swamped kitchen and bath professionals is to add staff to keep pace, and another is to automate menial tasks using Personal Digital Assistants (PDAs) like Siri, Cortina, Google and Alexa.

Siri takes dictation faster than a professional typist can type; 100 words per minute versus 60-80 words per minute. I can’t even speak 100 words per minute. Siri’s speech recognition is an amazing 95 percent, and those capabilities get even better as Siri learns your language patterns, phrases and jargon.

This learning capability comes from Artificial Intelligence (AI). In 2014, Siri had a brain transplant when Apple baked AI into the iPhone, iPad, Mac and Apple TV operating systems. You are walking around with a supercomputer in your pocket that uses AI to act on your voice commands and has the ability to help you interact in new and better ways and to navigate the many aspects of life including how, when and where you do business.

Three Siri Productivity Hacks for Kitchen and Bath Professionals:

1. Search everything with Siri. You can search online: “Hey Siri, search Kohler.com for Dickinson farm sink.” You can also search the App Store, your email, your photos and your notes.

2. Use Siri to dictate to Notes and Mail. Use the Dragon Dictation App for everything else that’s at least a paragraph long.

3. Use Siri with Calendar to schedule meetings, change meetings, email people about meetings and cancel appointments all by voice:

Considering all the computer technology for business that’s now available, speech recognition and voice input might just be the most significant since game-changing computer input methods only occur about once every 40 years. The mouse and touch-screen input methods of the 80s overtook the keyboard input method that’s been around since the 1940s. The voice-input era is still in its infancy, but it’s already providing businesses with competitive advantages – especially to those folks who are very mobile like many of us in the kitchen and bath industry.

– Scott Koehler is a 27-year veteran of the kitchen and bath industry and owner of Dream Kitchen Builders, a design-build firm doing business in the state of North Carolina. Image courtesy of pannawat at FreeDigitalPhotos.net.