Stop Matching the Internet Price

If you’ve ever felt your stomach drop when a potential client says, “I found this online for less,” you’re not alone.

But before you start promising to match that price, let’s pause.

I recently overheard a designer explaining that she always matches Internet pricing. I understood why she was doing it. She was trying to avoid the inevitable conversation later, when the design is finished, everything has been sourced and suddenly you’re spending days explaining why your price is higher than something they found online.

The problem? You’re giving away your profit before you’ve even got the job.

And you don’t need to.

It’s Not an Apples-to-Apples Comparison

First, you need to know who you’re talking to.

Your ideal client probably doesn’t want to spend hours hunting the Internet for a sofa. They want you to design their home, make it beautiful, handle the details and tell them when they can invite everyone over for the first party. That’s the dream client.

So when Internet pricing comes up, simply ask: “Do you like to shop and buy on the Internet?”

If they say, “Absolutely not. I don’t have time for that,” great! Explain that your studio provides white-glove purchasing and installation after the bespoke design is complete.

Because that’s what they’re paying for.

A sofa doesn’t magically fly out of the Internet and land in the right spot in someone’s living room. Someone has to source it, order it, track it, arrange shipping, receive it, inspect it, deal with damage and install it.

That someone is you.

You may not be the cheapest price on the Internet, but you can promise to get your client excellent value for their money. That is a very different promise.

Sometimes the Best Answer Is “Let Them Buy It”

Now, if your potential client tells you about the $60 they saved after spending three weeks researching a piece of furniture online, listen carefully.

This person may simply want to buy their own stuff.

And that’s okay!

You don’t have to match the Internet price to win the job. You can offer a fee-based design service that includes the concept, colour scheme, space plan and a very complete purchasing list. Then they can take it from there.

You’re a designer. You don’t have to be the purchasing department, the problem-fixer and the installation person unless you’re being paid to do those things.

And please, don’t get yourself into hybrid purchasing where you buy some things and the client buys others. In all my years in design and coaching, I have never seen that turn into anything but a headache.

The same goes for custom work such as millwork. If you’re creating it, you need to control how it gets built. Otherwise, someone changes your drawing, something goes wrong and somehow you’re the one getting the phone call.

No thank you!

Protect Your Profit, and Your Peace

Your job isn’t to win every client at any cost. Your job is to build a profitable design business.

So don’t automatically assume you have to match the Internet price. Find out what your client actually wants first. Explain the value of the service you provide. And if they truly want to purchase everything themselves, let them!

Design the room. Get paid properly for your design work. Then move on.

Because clearing that space might just make room for your ideal client, and that could be a whole lot more fun and a whole lot more profitable.

You can listen to the full podcast episode here.

Until then, design something beautiful… and get paid what you’re worth.

With love,

Terri