How to Sell Your Wide-format Services to Interior Designers

When I talk to print service providers, one of the most common questions I get is, “How do I break into the interiors market?” Many know they have the materials for this market but don’t know how to reach the designers and decision-makers. Since I get asked this question a lot, I also ask it when I have the chance to speak to people in the industry.

Earlier this year, I shared a conversation with Sara Whiteley, a senior interior designer in Providence, Rhode Island. She shared the four phases of commercial design and gave insight into how print service providers could fit in with that process.

For a different perspective, I recently spoke with Nicole Lashae Ben, a consultant who works with companies to raise their brand awareness and ultimately secure more specifications in the interior design market. As someone who helps brands get more placements with designers, I asked her what she thought were the most significant barriers for print service providers and what advice she has for them to get specified.

What Exactly Do We Mean By Specifying?

When working on a project, interior designers need to create specifications. These specifications include details of the materials and products required to complete that project. If a designer is using your material, they will specify it.

Lashae Ben shared that most designers begin the process of choosing materials with brands they are already familiar with, for example, “brands that have strong brand awareness or are represented by a trusted sales rep.” Yet, sourcing directly from a printer is something designers haven’t done before, and there are no existing relationships with sales reps.

When I asked Lashae Ben what printers need to do to overcome this hurdle, she said they need to understand they’re “not just selling a product—you’re selling a service as well.” She continued, “You need to communicate not only the quality of your printed materials but also the value of the services you offer that make a designer’s job easier. By clearly defining what sets you apart and how you can meet both the product and service needs of designers, you’ll be in a much stronger position to break into this market.”

Where Should PSPs Start?

Lashae Ben’s advice to PSPs would be “to clearly define which market segment of interior design you want to focus on. The interior design industry is vast, with segments ranging from residential to hospitality, commercial, and even niche markets like luxury or sustainable design. Identifying your target segment will allow you to tailor your approach effectively.” She also suggests finding ways to stand out from your competition and thinking about what else you can offer to designers. Finally, figure out a way to tell your story in a way that will connect with designers. “Interior designers are often driven by aesthetics and emotion, so your brand story should connect with them on a deeper level, showcasing not just what you do, but why you do it and how you can add value to their projects.”

Designers are always eager to try new products and present clients with exciting new materials. Opportunities are out there, and as more designers become aware of the possibilities of digital printing, they are looking for resources to tap into.

If you’d like to learn more from Nicole, read our entire conversation on the Design Pool website.