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Building a Client Investment Portfolio

Criss Hartman published this article on May 13, 2011 in Build Dreams. Total Comments: 1 | Comment

“Can we talk about your budget for this project?” This question can be one of the toughest to ask of a potential new client, especially during these changing economic times. It is a very personal question, but one that has to be asked so the client receives a design that falls in line with what they want to invest. My approach is to ask the question, “What amount do you wish to invest in your project?” Investment implies a return, which is what the client should expect to get from entrusting a designer to create a new kitchen or bathroom with their hard earned dollars.

In today’s economy, clients are going to numerous companies to receive quotations for their projects. You have seen them in your showroom. The client who comes to the appointment with their accordion folder stretched to its max, brimming full of quotes, cabinet brochures, drawings, magazine clippings, even finish samples. Sometimes, they’ll be the first to admit, as the folder is busting at the seams, that they are overwhelmed by trying to compare all the details.

Seize this moment and use it as an opportunity to set yourself apart from the pack. Instead of handing them yet another quote for their file, hand them their investment portfolio. Spell out the details of their project and what the return will be on their investment with your company. Be proactive. Try to provide answers before the questions are asked. This will not only show that you are organized and informed but it will likely differentiate you from others designers vying for the same business.

What should the investment portfolio include? As a client, I would want to know exactly what I would be receiving for my money. Not only would I want to know about the products, I would want to know about the services I’ll receive.

With any presentation, you will need to tailor the components to your client’s needs. The goal is to provide them with the information which will make them feel confident about their decision to invest with you, not to further overwhelm them with too much information. Along with the price quotation, the core of an investment portfolio can include items such as the following:

Cabinet Specifications Sheet(s)

During your initial design appointment, cabinet specs would have been discussed. Simply copy the cabinet spec sheet(s) from the catalog and include them in your packet. Physically highlight important features included in their quotation such as a cabinet case upgrade to all plywood construction, upgraded drawers, roll out trays and soft close door mechanisms. This will be a quick way for your potential client to remember what was included in your quotation.

Cabinet Elevations

Most catalogs include front and side elevations with dimensions of the cabinetry. Highlighting all information that pertains to their quote will be helpful, especially the wall cabinet height. Depending on the design and crown molding applications, you may have selected a 36” high wall cabinet, while another designer quoted 42” high walls.

Finish Awareness Forms / Finishing Information

Signed finish awareness forms are required by most manufacturers for painted and/or glazed cabinetry. Including a copy of this form will be helpful so they are prepared to sign it. Even if the particular wood/finish combination they selected doesn’t require a signed form, it’s still beneficial to include information about their selection. For example, if they are interested in Rustic Cherry, include information about the parts of the cabinet that will have rustic qualities and which parts will be clear wood.

Final Finish Selections – When finalizing selections, WOLF’s sales and customer service teams always recommend ordering a sample door -- especially if you don’t have an exact sample for the client to view. Sample chips are good to have on hand for clients to see the variety of finishes available but you should never allow clients to base their finish selection on a color chip! The minimal investment in a sample door can save you a lot of headaches in the long run.

Those sample chips, however, can be helpful in narrowing choices before ordering doors. Plus, if you include a sample chip in their portfolio it will help them in choosing paint colors and accessories. It also reinforces your understanding that you are in a fashion business and that the customer’s investment goes beyond your portion of the project.

Norcraft Cabinetry offers a sample door program in which you can purchase a 14.5” x 14.5” sample door in the wood species, door style and finish your client is interested in selecting. If you close the sale and place the order, Norcraft will credit back the cost of the sample door against the order. Not only does this ensure your customer has the opportunity to see a larger representation of the finish, but you get to keep the sample and build your sample library. For more information about this program, please contact your WOLF Sales Consultant, WOLF Customer Service or visit e-Toolbox.

Door Style Sheet

Including this information will help to clarify style and construction for price comparisons.

Warranty Information

Clarifying the differences between the warranty coverage for the cabinetry, hardware components, countertops, etc., will ensure all areas are covered. This is a great lead in to discuss how service calls would be handled after the cabinetry has been installed. Be sure to address post-warranty calls and fees associated with those services.

Certification Information

The demand is growing for the use of sustainable products and environmentally friendly production. If your catalog includes this information, or has a separate brochure, include it in the packet. It may not have been discussed previously, but it could help to spark even more interest in your product.

Project Timelines & Responsibilities

If your company uses specific forms to indicate each party’s responsibilities within a project, you can review or include a blank copy for them to review. For example, if this is a new construction project and you plan to go on the jobsite to mark the kitchen layout on the floor, you can include this so they can be assured of follow through. It’s also a good idea to review general timelines and set project expectations.

Portfolio Presentation

Pulling this information together in a convenient manner will make it user friendly. But, there’s no need to go over the top. The goal of the portfolio is to set the tone for your working relationship should you win their business. Ultimately, you need to illustrate to your potential client that you understand this is a large investment and that you are capable and prepared to serve them. After all, you aren’t just selling cabinetry, you are selling yourself and your company. You are building confidence that they will be taken care of before, during and after the sale. You are selling “no regrets.”

Side Note:

A discussion of drawings was purposefully omitted. Due to each company having different policies regarding design retainers and fees, I felt it best to omit this point. Depending on your company’s policy, copies of drawings may or may not be given to the potential client in this point of the sales process.