Interior designer Christopher Grubb shares strategies for cultivating winning relationships with clients and other professionals.
“The relationship is everything.”
This was the main message from Christopher Grubb, an award-winning interior designer who addressed NKBA’s Northern New Jersey chapter at its October meeting. Grubb focused on the role of the designer in the renovation process, how it relates to client and contractor, and outlined strategies for keeping communication flowing smoothly — and amicably — among all parties.
He also dispelled the commonly held misconception among consumers that designers are too expensive, by showing how they can actually save money in the renovation process.
“Designers quarterback the project,” said Grubb, president and founder of Beverly Hills-based Arch-Interiors Design Group. “We often act as the homeowner’s therapist. And because designers speak the same professional language as the remodeler, designers act as a buffer between client and contractor.”
The meeting was a joint event between the NKBANNJ chapter and Builders and Remodelers of Northern New Jersey (BRANNJ) and took place at the adjoining showrooms of sponsors Wayne Tile and Ferguson Kitchen, Bath and Lighting Gallery in Ramsey, N.J. About 100 guests nibbled on hors d’oeuvres and cocktails, followed by a buffet dinner.
In his presentation, “Designers, Contractors and Architects: Partnerships in Profitable Collaborations,” Grubb touched on many aspects of the job from a functional or technical perspective, like keeping the project moving, staying within budget, documenting the design via very specific drawings, and participating in the bid and negotiation process — and making sure the client understands all of it.
But perhaps the most important contribution a designer can make is providing emotional support to the client.
Alleviating client frustration is one of the key roles of the designer.
“Contractors aren’t designers — and most don’t want to be,” said Grubb, who also designs custom home and bath furnishings under the Autograph and C.G. Collection labels. “Most contractors don’t want to go to a showroom for eight hours and pick out plumbing fixtures or pore over tile and other decorative materials. That’s one way designers fill this need for the homeowner.”
He continued, “Designers also can explain the impact of change orders to the client,” noting that even when the changes come from the homeowners, they often don’t realize the delays or potential budget spikes these alterations can cause. “The cost of a designer’s fee can be minimal compared to the cost of change orders resulting from miscommunication. That’s why nothing goes in the final bid that’s not specified and completely understood by the client. Have every finish called out, detailed, and know the lead time.”
Grubb also outlined several key strategies for designers as well as contractors to build and market their businesses, and how to leverage each other for future referrals and jobs.
Contractors, he advised, should do a little homework on the design firm and be familiar with its work.
“Have a great portfolio and take good photos,” he noted. “Visuals are everything. If you’re a contractor approaching a designer, don’t simply ask whether there are any projects you can bid on. Rather, ask to set up an interview to determine whether working together will be a good fit. Once you bid, if you don’t get the job, follow up to see what was off in your bid — that’s how you build a relationship. And finally, don’t forget to send a little thank-you gift for the interview or the opportunity to bid on a job — with a hand-written note. Even if the current job doesn’t work out, you’ve started a relationship and the designer might think of you next time. There is a great deal of faith on the part of the client when we recommend a contractor.”
He recommended that designers always mention the contractors in any marketing effort, such as publicizing an award for a signature project, or if a magazine profiles a design.
“You can share in the photography cost and focus on the parts of the project that show off your work best,” he said.
Other publicity strategies include entering competitions, contributing to local newspapers, magazines or blogs; volunteer to talk on local TV or radio shows, lecture in local schools, meetings of civic associations, retailers’ events, etc.
Finally, returning to the client relationship, he emphasized, “Just like in life, reputation is everything. An unhappy client will not be a referral, and in fact can be a detriment. Customer service and communication are paramount for success, as is a positive attitude.
“We tell our clients we know this is a stressful process, but we are creating your dream. It’s a little interruption, but will give you years of enjoyment and we want to make sure you are happy.”
