EP 262 | How to READ your Clients with Heather Ferreras-Tokan

February 22, 2022

Listen Now

I landed the project! Isn’t that what we all hope to say each time we go to a consultation? Listen to new BOD™ member Heather Ferreras-Tokan share how she conquered her fear and insecurities and asked for the flat fee she needed to do her best work.

In this episode we learn:

  • when discipline becomes a way of life, success is nearly guaranteed
  • how to use the phrase, “in my experience”
  • make your to do list on your log sheets and you’ll capture all the time you devote to projects
  • how to use the READ method for communication

 

DESIGN INTERVENTION

Flat fees! Kimberley is my fairy designer godmother!! My one on one was more than impactful. I landed the project! Flat fees and how to respond to questions regarding flat fees. “How did you arrive at $20K for a flat fee design. How do you know it will cost that much for my house.” I used Kimberley’s famous words that i believe EVERY single member of BOD uses, “In my experience a house this size….”

 

TAKE AWAYS

  • R – Relate (sometimes is simple as a NY accent) – “So tell me where in NY you are from, I definitely know it’s one of the 5 boroughs.” – I have now just related to my potential client on a personal level.
  • E – Establish a need – what do they need?
  • A – Advance tailored solution – come up with a solution “Yes, opening up the wall between the kitchen and living room will create an open floor plan, etc.)
  • D – Develop a commitment – make a commitment to following through with that solution.

About Heather Ferreras-Tokan

Heather was born and raised in Queens, New York. and grew up studying dance, the Graham and Horton technique and ballet. She studied on scholarship at the Eliot Feld Ballet Theatre and with NDI where she performed at the Paramount Theater. She also studied at Dance Theatre of Harlem, Alvin Ailey, and Broadway Dance Center and attended the famous LaGuardia High School for the Performing Arts. Heather moved to FL in 2005, received a bachelors in Elementary Education. Today, Heather and her husband contractor, run Tokan Construction in Florida.

www.tokanconstruction.com

Thank you to our Sponsor!

Daniel House Club

Created by designers for designers, Daniel House Club maximizes your potential for profits and creative satisfaction by providing everything you need to source the products you want and manage your design business.

Visit danielhouse.club/bod to save 50% off your first year of Pro or Pro+ membership.

 

What DHC members are saying:

“Daniel House Club has been a game changer for me. It’s so quick and easy with a lot of brands that we’ve wanted to use but didn’t have accounts with. Their customer service is top notch whenever I have questions. It also keeps my clients happy because I can manage their expectations on shipping with the Daniel House Club 10% flat rate.”  ~ Pro+ Member, Trish Bonney

“I have come to totally rely on Daniel House Club for my business. They are my first stop to source a variety of items for each project. I know their customer service team will help me with any obscure questions and even go the extra mile to ensure items arrive at the right time.”  ~ Pro+ Member, Rose-Marie William

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Legal Disclosure | This podcast is for educational purposes only and should not be used for any legal decisions. Kimberley Seldon Design Group, Kimberley Seldon Productions Inc., Kimberley Seldon Design and Media, Inc., Business of Design™, or any of its affiliated companies or staff is not responsible for any errors or omissions effecting accuracy in any content, and they will not be held liable for the use or misuse of information, facts, details or any other aspects should there arise any defects, errors, omissions or perhaps inaccuracies. Extensive research has been conducted to put this podcast together for the purpose of educating our industry in order to better serve the public. Care has been taken to acknowledge ownership of copyrighted material. The advice and strategies contained herein may not be suitable for every situation. This work is offered with the understanding that we do not render any legal, accounting or other professional advice. Seek the advice of a lawyer and/or other competent professional person in all matters of law. Further, listeners should be aware that internet websites mentioned may change or disappear between when this was recorded and when it was listened to.

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