EP 031 - Unlock Your Design Potential: Insights from Marc Müskens
Nov 22, 2023
Institute of Interior Impact
🌟 Welcome to an exclusive episode of design revelations with Marc Müskens! Join me on an immersive journey through the labyrinth of interior design success, where I'll share invaluable tips tailored just for you, the visionary interior designer. 🎨✨
In this special edition, I invite you into our world, unraveling the tale of our design studio's inception. Spoiler alert: it's a narrative punctuated with challenges and triumphs, each paving the way for a profound connection with our clients. 🏗️📈
Picture this: harnessing our unique story as a beacon, magnetizing dream clients and projects toward us. Are you ready to transform your design journey? Brace yourself as I unravel my top three tips, crafted to streamline your design process while infusing entrepreneurial endeavors with unyielding fulfillment. Don't forget your notebook; this ride promises to uncover invaluable insights! 🚀📝
But hold onto your seats! The pièce de résistance is our very own masterpiece—the 'Quick A.S.K. Activator.' It's more than just a formula; it's the cornerstone of our success. This innovative method, comprising the three potent pillars of A.S.K.: Assess, Socialize, and Knowledge, has revolutionized our approach. By seamlessly mastering this trifecta, we've not just attracted deserving clients but molded our business around our envisioned lifestyle. Intrigued? I bet you are... 😉🌟
🌟 Welcome to an exclusive episode of design revelations with Marc Müskens! Join me on an immersive journey through the labyrinth of interior design success, where I'll share invaluable tips tailored just for you, the visionary interior designer. 🎨✨
In this special edition, I invite you into our world, unraveling the tale of our design studio's inception. Spoiler alert: it's a narrative punctuated with challenges and triumphs, each paving the way for a profound connection with our clients. 🏗️📈
Picture this: harnessing our unique story as a beacon, magnetizing dream clients and projects toward us. Are you ready to transform your design journey? Brace yourself as I unravel my top three tips, crafted to streamline your design process while infusing entrepreneurial endeavors with unyielding fulfillment. Don't forget your notebook; this ride promises to uncover invaluable insights! 🚀📝
But hold onto your seats! The pièce de résistance is our very own masterpiece—the 'Quick A.S.K. Activator.' It's more than just a formula; it's the cornerstone of our success. This innovative method, comprising the three potent pillars of A.S.K.: Assess, Socialize, and Knowledge, has revolutionized our approach. By seamlessly mastering this trifecta, we've not just attracted deserving clients but molded our business around our envisioned lifestyle. Intrigued? I bet you are... 😉🌟
Clients who connect with your story will become your ideal clients more quickly. Your authentic story creates a deeper connection than just showcasing your work. It's about finding the match on a deeper, more personal level. What really resonates with you, what is your unique story? Make it clear, become the expert in that area and see how your ideal projects and clients effortlessly find the way to you.
Speaker 1:
Welcome to this special episode of the Beyond the Terry Design Podcast. Today, instead of a guest, I have a story I want to share with you about entrepreneurship in the world of interior design. I'm Marc Miskins and, together with my partner, sven van Buuren, I'm the owner of our own interior design studio and additionally, besides that, we are the founders of the Institute of Interior Impact, offering business coaching specifically for interior designers. And therefore I have a special question for you why did you start your own business as an interior designer? For me, the question was straightforward I wanted more freedom the freedom to start my day at my own pace, perhaps with an hour of walking, exercising or, in your case, maybe yoga, before starting your workday. Freedom for you might be, like my partner Sven, the ability to work from abroad for a few weeks or months when I started my own business in 2008,. I opened the doors of my design studio with passion, with energy, with antigenism, but a few years later, this gradually turned into more and more hassle and stress, despite having the most beautiful profession in the world. It didn't go as I had hoped, and this even led me to doubt whether I was a good interior designer and if I had made the right choice. I no longer fully trusted my own abilities and at one point I was even on the verge of a burnout. Clients kept changing the design. I didn't always feel appreciated by my clients. Projects took way longer than planned and often resulted in projects I wasn't proud of, not portfolio worthy, so to speak. Let alone what was left at the bottom line in terms of money, especially considering all the extra time spent on the design. What was I doing wrong? Or is this how it's supposed to be? Still, I saw enough designers who seemed to have it all figured out. The lack of balance between my work and my personal life felt overwhelming. This was clearly not in line with why I started my own design studio. Something at the bottom line was that I was not a good designer. Something had to change. But what? What am I not seeing.
Speaker 1:
After many expensive but valuable lessons, we truly spent more than 100,000 euro on business coaching and training and stacks of business books and various coaching programs, from mindfulness to personal development. We have translated new insights into our own profession with many apps and downs, and this is something they didn't tell us at our design education. It's bizarre to experience what it did to our business, how it changed my mindset, even my health, my life. Every interior designer needs to know this. That's why we have transformed this knowledge and the most valuable insights into a simple, fun method that's worked for us and now for more than 1100 of our clients. We can only be grateful because we're now helping our LDL dream clients and we can literally shape our lives, our lifestyle the way we want.
Speaker 1:
Swen can work from abroad for a few months and, besides running a business, I hold the freedom with my family, my friends or just some time for myself. Nice right, which might be wondering why should you take this from us? Why listen to me? Good question. Maybe, after all the episodes, you don't know me well enough yet, but since 2008, I have successfully run an interior architecture firm with Swen and we have hospitality offices, shops, real estate projects in our portfolio Since 2015,. We have focused entirely on the high end segment of Villas Apartments. We have over 1100 set of art supplies now and each of them has decided that they want more. It is so satisfying to work with them. It literally gives you more meaning to your career, to your life, to your business. What I'm incredibly passionate about is, in addition to designing, of course, is helping other interior designers so that they can experience the delightful flow that we experience daily To be able to do what you love. That's why, in the past 10 years, we have built a LinkedIn community with over 200,000 interior design professionals from around the world. Cool right, three years ago, we started coaching and creating training programs for interior designers from our community because we saw a lack of good business coaches. That's what we saw there were not really good business coaches specifically for interior designers.
Speaker 1:
But let's talk about you. You have talent and passion for the most beautiful profession in the world interior design but you still lack the feeling of freedom and real satisfaction. You work hard and long hours, but you're not paid according to your actual knowledge and value. Let me illustrate this. This is what most interior designers do After getting a new assignment, we optimistically think that we can complete the design in a certain period right. But in reality it rarely goes that way. Clients fluttering crisscross to the design process, contractors with urgent questions, another project in the final phase taking just a little bit longer, and we often say, well, this is what it takes to have the most beautiful profession in the world. But that's not true. It can be different. A design process that goes smoothly and quickly, because then you enjoy true freedom, creative freedom, creating the most beautiful designs and, most importantly, spending time with your loved ones while getting paid what you're worth and finding joy and satisfaction in entrepreneurship. You have to be able to use your own personalized key to taking your studio to the next level. So I hope you have your pen and paper with you because I'm going to share three tips with a lot of value. Right now.
Speaker 1:
Listen, I'm going to dive deeper into the three of the most frequently asked questions of our Intervejan community. The first one Projects that truly suit me. We all know that you need clients to create beautiful notaries. There is no escaping from that. But how do you attract those dream clients, dream projects, those big, well-paid assignments?
Speaker 1:
Many designers invest thousands of euros in a website and multi-marketing, but that's where it goes wrong. If your message is not crystal clear and appealing to your potential clients, it's like throwing your hard-earned money into the file. You can get leads, but if they don't understand your unique value, it's literally a waste of investment, because many won't become clients and even if they do, they won't appreciate you for what you truly worth. So what's the key? The key is it's all about connecting more deeply with your clients. It's not just about matching the general needs, but also aligning with their personal desires, the style and, most importantly, the vision Clients want to know. One thing Is this interior designer I want to work with you want to match the connection that goes beyond just a beautiful portfolio. Here's the tip Show who you are, share your story, your values, your passion.
Speaker 1:
Ensure that your website reflects your essence, so that clients who resonate with you are attracted. You might be thinking now I'm already doing this, but I dare say, without even looking at your website, that you're not doing it enough. This is the mistake. Almost everyone makes it's clear to you, but often not to your client. In this regard, it's best to leave out all projects and information that don't align with this, with your vision? How Well?
Speaker 1:
Let me give you a few examples. If sustainability is your passion, make it the heart of your message. If color is your thing, let it shine. If you are practical, communicate that. If you have a lot for children and would like to involve them in your design process, talk about that. If you draw inspiration from unique items, showcase them on your site. Or if you're fully into health in the interior, be it by a philic design, science in design, more teamwork, more movement don't hide it. Clients who connect with your story will become your ideal clients more quickly.
Speaker 1:
Ask your existing clients if it's clear that you convey this, even if the project was not successfully completed. Your authentic story creates a deeper connection than just showcasing your work. It's about finding the match on a deeper, more personal level. So what really resonates with you? What is your unique story? Make it clear, become the expert in that area and see how your ideal projects and clients effortlessly find the way to you.
Speaker 1:
Question number two how can I find out what the client really wants? Imagine you get a new assignment. In one of the conversations, your client talks about their wishes. Everything seems to be going smoothly, but realize that there is always more beneath the surface. This is where you can unleash the magical power of why. Instead of settling for their first answers, start by asking why, because often your client doesn't even know why they really want that renovation or makeover. Think of it as peeling layers of an onion, which each why you peel off another layer and get closer to the core of what your client truly wants. And after a few rounds of why, you'll notice something interesting. Your clients start sharing more than just preferences. They share emotions, memories and even hidden desires that they may not fully understand themselves.
Speaker 1:
This is the moment when design transforms. You don't have a standard design anymore. You have a story, a deep, personal story that will seep into the fibers of the space. Keep asking questions why is that extension important? Why do you want more space? And if you ask those, why questions, a beautiful pattern starts to emerge and ultimately, after about seven rounds of why, you get to the core of what your client really wants to experience in the living space and maybe it turns out they don't need an extension at all. But the core is that they want to be able to snuggle up more often on the couch together. It's like well unlocking a kind of secret code. It is the key to a customized design that reflects the soul, even if you had opted for an extension and they go for renovations or move again in two or three years because this isn't quite it.
Speaker 1:
And the result? A design that is not aesthetically beautiful only, but also deeply intertwined with their identity, with the lifestyle and emotions of your clients. It's beyond the design. You haven't just transformed the house, you've created a lifestyle or established a stronger team spirit, or increased a restaurant's revenue by 25%. So why is asking why questions so crucial? Because it gives you the opportunity to go beyond your client's initial question, to make a connection that goes beyond furniture and colors and imagine how the rest of your design process will unfold now that this core is clear. So remember this magical formula of asking why seven times. It's not just a technique, it's the key to revealing the hidden story behind each design. So deep, explore and see how your design comes to life with a deeper meaning.
Speaker 1:
Question number three how can I free up more time in my busy schedule as an interior design entrepreneur? Very important question. It's great that you're still here, by the way, and I hope you've been able to take many notes. But let's now talk about something we all recognize lack of time. We're often so busy with our projects and we hardly have time to work on a business right. But why are we so busy? Projects often take more time than expected. There is a constant ad hoc request, last minute questions from contractors who urgently need questions and clients who flutter through our schedule.
Speaker 1:
And where does it all begin Exactly? At the very first beginning, during the initial introduction, entering our methods, the ask formula, ask, assess, socialize and knowledge Ask. It starts with assessing the basic needs and general preference of your client and then we take the time to connect on a deeper level before zooming in on our design skills. And why do we do this? Not just because it's more efficient, but mainly because it exposes the core of the design. You might be thinking, mark, it's easier said than done because I'm busy, but believe me, it starts with this small shift in your approach. I can attest to this. Along with Sven, we've applied this approach and we see similar results with other designers. For example, elaine, one of our coaching clients, found out that she was spending 8.5 hours per prospect, sometimes resulting in a prospect and sometimes not. She didn't even become a client sometimes, and now she knows within 30 minutes whether it's right for her and her success rate is 80%. And then the design process also runs much smoother. Let's translate it into concrete steps.
Speaker 1:
Before sharing your knowledge, showcasing your portfolio, socializing with your client, it's important to ask the right questions. This will not only save you time and energy, but also result in better projects. So what is Ask? Again, it stands for assess, socialize and knowledge. It's a proven system with three pillars that not only bring you the clients you deserve, but also change the entire timeline of your projects. So forget gas K A S knowledge, assess, socialize or SAC S-A-K socialize, assess, knowledge. No, that's not the right order. Embrace, ask For the projects and clients you deserve. This is the Ask system a clear process for your inquiries. S is activating your potential client. K is showing your knowledge and insights and becoming the only solution for your client.
Speaker 1:
And many designers are focused on improving their design skills, thinking they need a beautiful portfolio, a perfect website to be featured in magazines. But that's not true. Clients fall in love with your approach, who you are, not just the beautiful images. Well, it's great that you are expanding your knowledge in your design studio. You've gained some knowledge now, but if you don't know how to make it work for you, it remains theoretical. Just a few tips aren't enough. You have to act on it with the right energy and the right mindset. So how nice would it be if you and my team and I can help you to really apply this. Did you get to really make progress? Did you go from an interior designer who just does it, with projects going here and there or taking much longer than planned, to an interior designer who has the freedom to shape their own life? Did you're sure your next project will go smoothly? Sven and I, we have combined experience of over 35 years and we are super excited about all the new possibilities you can find here for yourself. Allowing you to experience the same.
Speaker 1:
We'll take you step by step through a clear program. Well, let me introduce it. Step one first, we're going to create time in your schedule, just like a lame went from 8.5 hours to 30 minutes and almost certain that this would be an ideal client and instead of spending time on clients who just aren't meant for you, and you'll not only save time, but you also save a lot of energy and frustrations. Step two design your life. Many people always know very well what they don't want, and that's why we're going to make sure we get a clear picture of what your ideal lifestyle looks like. From there, you're strangely seeing that you automatically attract the right clients who fit with you. It's magical. And step three you'll discover how to better explain your design choices to your client, because how often does it happen that clients don't understand us, while we know this is truly the best for them and that they make the choices we wanted to protect them from Step four we now know what your ideal lifestyle looks like, so it's time to shape your business literally Arranged your lifestyle instead of the other way around Completely in line with that, with what you stand for, with the impact you want to make and with your interiors.
Speaker 1:
And the last one step five as a last step, we're going to unlock your full potential. This formula works, we know that, but the real magic happens when we empower you with your unique self-confidential at the helm of your interior design studio. Have you feel my energy? And you're here because you also want more. If everything I've explained resonates with you right now, then click on the link in the description of the podcast and go to beyondinteriorsignclub. Find out the form there to find out if we are a good match. Really, you're at the perfect moment because this is your choice to take yourself from where you are today to where you want to be, and that in the shortest possible time period, to connect with like-minded people and other interior design professionals. And if yes, and if, for any reason, if you're not currently a good fit, we'll be happy to assist you with one of our paid online programs that I want to offer you for free, so you won't leave empty-handed. You're here to make you thrive.
Speaker 1:
Our goal is to ensure that interior designers derive more satisfaction from their work, are no longer overstressed and sometimes not even off the brink of a burnout. We want to make this world more beautiful. Right that we, as creatives, simply earn enough from our projects and we have the freedom in our lives that we deserve. All you have to do is to fill out the form below and then I'll see you on the other side. In the next podcast episode. I have something special for you again, so stay tuned. Don't forget to go to beyondinteriorsignclub. Let me repeat this again beyondinteriorsignclub. Thanks again. Bye for now.