This week we focus on our Industry, which means Nick is joined by Phyllis Harbinger a few others that bring great value to you the interior designer.  On this episode of The Chaise Lounge, Nick chats with Holly Mattson from CIDA on interior design program accreditation, Fred Berns shares tips on sales and marketing in the design industry, and Phyllis Harbinger jumps in with some social media strategy.

Interior Design Accreditation with Holly Mattson (0:20)

Located in Grand Rapids, Michigan, Holly Mattson is the Executive Director of CIDA, the Council for Interior Design Accreditation. With 186 currently accredited programs in the US, Canada, and abroad, CIDA sets standards for quality assurance in professional level interior design programs. In her position, Holly works with the programs on an administrative level, where volunteers conduct evaluations of the programs, which include student interviews to ensure standards are being met.

Acquiring accreditation is voluntary and is obtained by completing an application on basic eligibility requirements and complying partially or completely with 16 specific standards. These standards range from basic resources, like faculty and facilities, to a focus on professional content, including a minimum of a bachelor's degree within the program and other basic education credits. Programs are reviewed every six years for re-accreditation.

While attending and graduating from an accredited program is not a necessity to become a professional in the design field, there may be an advantage. Accredited programs expose students to a rigorous process and curriculum, which can help prepare them for the professional environment. Employers may be looking for accredited programs on resumes and the level of preparation and education may better prepare student for NCIDQ, the National Council for Interior Design Qualification.

If you have any questions or would like more information, please visit accredit-id.org.  The FAQs, list of programs and contact information, online programs, and program accreditation history list may be a good place to start.

Marketing and selling yourself with Fred Berns (10:08)

Nick and Fred have known each other for awhile now, going back three years. Nick had called Fred for a live event in Denver. Interestingly enough, this event turned into Nick speaking with another group of designers and business owners, which ultimately parlayed into The Chaise Lounge. Now, Nick is podcasting on a weekly basis!

Nick and Fred were able to reconnect more recently at the Interior Design Society National Conference in Dallas. Fred spoke on the Selling Methods of the Masters. As he mentioned - It’s not rocket science!

Fred has been coaching interior design professionals for quite some time. He stated that so many work so hard, but so few earn top dollar. Throughout working with his clients, there are a couple of things in common when it comes to sales and financial success:

● Designers must sell themselves. They may not be the best designers, but they must be the best self promoters.

● Many say they don’t market themselves. If you have a website and/or social media accounts, this is marketing! It’s more than an ad in a magazine.

But what if selling is not your specialty? What if you have no sales experience? How do you get better?

Build your network. Make a hit list of who you need to know.

Probe for pain. What are the challenges, dilemmas, and pain points of those who you need to influence? Come up with solutions for that pain. Be the caregiver.

Blog, market, and produce content for social media on those pain points. Solve your clients’ problems.

The biggest mistake interior designers make in sales: Leaving money on the table. Too many clients are treated as one and done. But rather, Fred proposes: