The Power of Connection: A recap of my time at High Point Market
As I reflect on my time at High Point Market, I feel a wave of both exhaustion and exhilaration. I connected with so many people, listened to great speakers, and delivered some wisdom of my own. I attended celebrations, dinners, panel discussions, and studio tours. I feel like I learned so much, and the most important lesson was the power of connection.
As an extravert from birth, I've always wanted to be seen, perform, have a microphone in my hand, and my feet planted on a stage. I've always loved people of all shapes, sizes, and colors and have been curious about what makes them the individuals they are today. This is what makes the work I do now so meaningful to me. It's a combination of my curiosity and my need for making meaning that makes leaning in and asking the questions that most people don't ask themselves such a natural endeavor for me. It not only allows me to get to know my clients on the deepest fo levels, but it also helps them to get to know themselves.
My favorite definition of Marketing and Branding is: Branding is the process of getting to know who you are. Marketing is the practice of telling the world who you are over and over and over again. So many of my clients design homes that serve as a reflection of the individuals that live within. I help my clients shape their businesses, leadership styles, and marketing messaging in a way that reflects who they are. And in doing so, something very powerful happens. They become happier, more fulfilled, less stressed, more confident, clear, and connected. And when they feel more connected to who they are, they also feel more connected to their careers, teams, and clients. This connection serves as a magnet that pulls partners and potential clients who share the same values and goals and trust one another through the process.
Over the past 7-10 years, the showrooms and people involved in organizing High Point Market have done an incredible job at developing and offering educational programming for the designers in attendance. And that program also creates a sense of connection. It helps us creative small business owners see that we are not the only ones who struggle, face challenges and even imposter syndrome. This Market, I had the honor of participating in that programming and attended some great discussions. Here are my takeaways.
Capturing The Luxury Client: Corey Damon Jenkins, Michelle Workman, Andrea Schumacher, and Barry Dixon.
Sitting on the floor of the packed room, I listened to different definitions of the word luxury and the strategies and tactics that each designer employed to build the businesses they now run today. But, for me, the biggest takeaway came from a question I was able to ask.
How can a designer who is growing her business do as the great Yves St Laurent did and make the client standing in front of them feel like their only client?
COREY: Respond promptly. Responding promptly does not mean you have to have the answer to the client's question. No, it means that you acknowledge them. "I received your email, and I will get back to you by week's end," for example. Not hearing from you causes the client to worry, so respond promptly.
MICHELLE: Don't talk to your client about your other clients. If your client asks to meet you on a date and time that you have another client meeting, tell them, "I am sorry. I am not available at that time. However, I could meet you on this or this date." Keep your other clients out of the conversation.
BARRY: Pick up the phone. We've all received those texts and emails that lead us to believe that our client is upset about something. That is the time to pick up the phone. I find that nine times out of ten, the client was not really upset. They were just in a hurry, or I read something into the message that was not there. So picking up the phone saves time and alleviates unnecessary stress and worry.
ANDREA: Send regular updates. In our office, Friday is update day. We send out a detailed description of what we've accomplished, where we are, and what's coming next.
One of the most magical things that happened to me during the height of the pandemic was meeting Ericka Saurit of Saurit Creative. From the first time we spoke, I felt as if I was talking to someone I had known all of my life and knew we would do more and bigger things together. My conversations with her at Market are rich, entertaining, and always teach me something. Here are some of the takeaways from our discussions.
Swipe Right: the similarities between dating and marketing: Ginna Christensen & Ericka Saurit
Instagram is not the only answer but should be seen as a part of a more comprehensive strategy.
We've gotten away from networking, which worked well for so many of us. But as a result of the growth of social media and the pandemic, we've almost forgotten how.
Social media is causing designers to stop trusting themselves and become slaves to the content each platform is prioritizing; they are forcing themselves to do things that aren't coming naturally.
Think about your marketing funnel like you would dating. You don't have the same conversations with a person on a first date as you do after dating for a year. The same is true for your marketing messaging. In the awareness phase, it's essential to keep your messaging high level and consistent, so you don't confuse and scare the potential client away.
Mastering Influence: where storytelling and leadership collide: Ginna Christensen & Ericka Saurit
All of the great leaders in the world are also masterful storytellers.
We are emotional beings, and emotions drive our decisions. Stories allow us to take our clients, potential customers, and teams on an emotional journey that makes us memorable.
Stories help us get buy-in, attract more of the right clients, and inspire our clients and teams to take bold action.
The Three Pillars of Leadership: 1. Why matters more than how. 2. Being matters more than doing. 3. Sharing the leadership load matters more than carrying the burden yourself.
Click here to watch the entire conversation.
Lessons in Leadership: Christi Barbour, Chaya Krinsky, Meganne Wecker, & Christina Pennant moderated by Ginna Christensen
Not everyone feels like they were born to lead. Instead, many leaders feel like we fell into it somehow.
Every challenge can be turned into a gift or opportunity. Many of the panelists sighted difficult situations that shaped and informed the leaders they are today.
The keys to good leadership are integrity, communication, and having an open mind.
Click here to view the entire conversation.