The Power of Networking: Leveraging Connections in the Design Industry
Depending on your personality, the word “networking” can instill either fear or a thrill. But as a business owner, networking can be an invaluable tool to finding not only other like-minded business owners, but future clients. The power of networking does not lessen when it comes to interior designers, either. Often, interior designers rely very heavily on word-of-mouth marketing, as well as connections throughout the industry for services, contractors, virtual assistants, and so much more. For this reason, as an Online Business Manager, I highly recommend leveraging networking connections in the design industry.
The Power of Networking
“Design to communicate, not just decorate” - Tony Stanton
As designers, we communicate ideas through color choices, decor, etc. so why does it often feel so difficult to communicate and connect with our fellow designers? Some of it is time, or maybe a bit of introversion, but despite all these factors, networking is, nevertheless, incredibly important.
“Attending conferences, workshops, and networking events in your field will give you tangible opportunities to create genuine connections.” - wearebrain.com
The true power of networking is the deeper connection we make with like-minded individuals who contribute to the same industry we do. Mutual interests, a desire to better the industry, mentors or friends to turn to for advice, and a sense of community all grow out of networking.
We live in a period of time that can easily be very isolating—social media, LinkedIn, and online groups make it feel like we have community, but nothing beats a real connection. Networking is so much more than marketing (though it helps there, too). It’s a bond to people, building a solid foundation in a relationship that can be mutually beneficial, or even turn into friendship.
What’s more, roughly 60% of jobs are obtained through networking. And for interior designers, it could be the key to unlocking a whole new client list, internal team, or even PR through referrals.
You’ve heard the saying “its all about who you know.” Networking is the gateway to meeting the potential connections in your business and in life.
Leveraging Connections
Now, once you’ve made the connection with other interior designers, contractors, realtors, and the many other professionals that can be found at networking events, it’s time to leverage it.
This might look like a simple email. When you’re at the networking event, try and gather as many business cards and email addresses as possible. A day or so later, send out an email letting everyone you spoke with know that it was wonderful to meet them. If possible, include something personal as a reminder to your connection. Include a link to your services, and politely ask that they share your name with anyone looking for what you offer (and that you’ll do the same for them). You could also invite them to drop into your studio to get a better idea of what you do, or just have the chance to speak further.
Plan a coffee date. If you feel like you’ve made a few good, personal connections, reach out to those individuals or group and set up a coffee date. Just one morning, for an hour or two, at a local hot spot. Keep the conversation going, discuss current projects, ask questions and get advice, and more.
Offer to share resources. This may seem like you’re building your own competition, but there is so much work to go around, and even if a business seems identical, YOU make the difference in why clients work with you. By offering your gathered intelligence, you’ll be extending the olive branch to see what sort of resources others have that could make a huge difference in your own business. Through email, or maybe a group chat on Slack, or Facebook rally a few of your new connections to share their favorite resources, contractors, sample sites, virtual assistants, and more. Together, you can create a masterlist of quality resources for you all to harness.
Stay proactive and do some of the leg work. Just because you’ve connected with someone who has offered to assist you whenever you need it, doesn’t mean they will always follow through. It’s important, therefore, to stay proactive. Shape your requests for help, introductions, etc. around you doing some of the work.
For example:
Don’t say: Hey! I’d love for you to introduce me to ____.
Do say: Hey! I’d love to introduce myself to _____. Do you think they’d mind if you shared their contact info with me?
That makes less work for your new business connection, while still following through on something you discussed. And it might even prompt them to make the introduction themselves anyway.
Explore out-of-industry events. While networking within your industry and even your niche is important, it’s also a great idea to venture a little outside of it. Find an entrepreneurs group that invites professionals from a wide variety of industries. Attend small business networking events or find events for a personal interest or hobby. You never know who you’re going to meet!
From Experience
I’ve joined a networking group from the start of opening JBVO with other virtual businesses who catered to interior designers. This group is responsible for my initial referrals, testimonials, and was an amazing sounding board when I was gathering experience. I also became a member of IDS as my area started a new chapter. The amount of information gained on business practices, processes, vendor resources, industry partner options, and more is an education I would pay for over and over again, just from connections made through IDS networking events. At the same time, I offered my own business advice to those connections made, and from that, gained friendships and referrals. As a military spouse, I understand the importance of community, and that doesn’t stop when it comes to business.
Networking for Interior Design Virtual Assistants
A quick note: interior design virtual assistants have just as much to gain from interior design networking events as interior designers themselves! If you are looking to niche into the interior design industry, sign up for some networking events in that industry and make connections! One of the greatest things about networking is you never know who is going to be your ticket to the next big contract, job, or opportunity.
All of these networking resources apply to you too, VAs!
Interior Design Networking Events
Now, talking about networking is all well and good, but where do you find events to attend? There are a few great resources out there.
Interior Design Society. The Interior Design Society’s focus is broadening the “network, professional development, and continued education” of interior designers. They have four different types of educational and industry-related events (including High Point Market), in addition to their chapter meetings.
American Society for Interior Designers. Determined to advance the interior design profession, the American Society for Interior Designers (ASID) offers continuing education opportunities as well as various events throughout the year.
Design Chicago. A residential design conference, Design Chicago welcomes all designers annually for two days of open houses, presentations, and product features.
Eventbrite. The popular event planning website is a great way to search local and national events. This is also a great tool for finding events outside your industry, simply search realtors, entrepreneurs, or small businesses.
Facebook. Though we are looking for off-line ways to connect with people, something like Facebook is another great online way to find the events you’d like to attend.
Your local economic and community development department. An underutilized resource in most cities and towns, the local economic and community development department often hosts networking events, mixers, and other opportunities to meet other local business owners.
Conclusion
Remember, your network is all about reciprocity. You should be ready to offer as much as you ask for and be a proactive member of your new network. While it’s hard to break into networking and new groups of people, it is also vital for the growth of your business. And, remember, a few good, quality connections are better than hundreds of weak, passive connections.
As an OBM, I love helping my clients find new avenues of community and ways to grow as an interior design professional. If you are looking for help expanding your network and business, get in touch today!
