People hate to lose things. Think about two small children playing. One child takes a toy that is on the periphery of where a second child is playing but the second child still yells “nooooooo”.
As adults, our subconscious brain does this too. We never outgrow this behavior, we simply learn how to control it outwardly. Gains (as in punch cards and loyalty programs) are not the key to driving behavior. Losses are.
To take a deep dive into this concept and all things related to behavioral economics, I highly recommend The Brainy Business podcast by Melina Palmer. She covers the concept of loss aversion in episode 9. You can listen to it here.
“I highly recommend
The Brainy Business podcast by Melina Palmer.”
Being able to see something or experience the end result is key in triggering loss aversion. That is why 100% satisfaction guaranteed offers are so successful. The customer experiences ownership and does not want to lose it.
So how does this relate to your interior design business and the selling of custom window treatments? Any time you can get your client to visualize themselves using and owning a product, loss aversion, and perceived ownership increases.
It can be hard to get your client to visualize what the window treatment will look like in their own home when they are only looking at an inspiration photo in a magazine or on Pinterest.
You want to make the experience as real as possible for them by showing them a rendering on a digital photo of their own window, with the window treatment style and fabric selection chosen just for them.
Your client’s brain can then visualize your design vision and ownership is claimed. This triggers loss aversion. Your client has bought in to your design concept and just like the small child with the toy subconsciously thinks “you better not take this away!”.
Scale Drawings – Multiple Designs
Our scale drawings are a great tool to help your client visualize your design and can be used in several ways. You can show your client multiple options for window treatment styles.
The examples below show the three styles presented to this client: a straight box pleat valance, a serpentine shaped valance, and a faux roman shade.
Even though the faux roman shade with inset trim at the hem was the most expensive, that was the client’s final choice. Visualization and loss aversion were certainly factors in this decision. Check out the after photo…. We think the client made a great decision, don’t you?
Scale Drawings – Multiple Fabrics
Our scale drawings can also be used to help your client visualize different fabric options. Here are two examples of stationary drapery panels in different fabrics. This client chose the solid fabric with inset leading edge trim. Another excellent decision!
Scale Drawings – Finished Dimensions and Installation Instructions
A third way our scale drawings are used is to finalize finished dimensions that are used when fabricating the window treatment and to provide detailed installation instructions for our installers. This line drawing shows the finished width, long points and short points for these shaped box pleat valances.
We used these dimensions when drafting the pattern so the finished valances would look just like the scale drawing. The installation instructions were taken off the scale drawing so our installer knew exactly where the valances should go on installation day.
This line drawing shows the finished width, long points and short points for these shaped box pleat valances. We used these dimensions when drafting the pattern so the finished valances would look just like the scale drawing.
The installation instructions were taken off the scale drawing so our installer knew exactly where the valances should go on installation day.
Say Yes to the
The designers we partner with are always telling me what a valuable tool our scale drawings are. But don’t take my word for it. Patty U. recently emailed her designer to move forward with her window treatment project by saying “Seeing the fabric on the windows definitely helped me to make a decision”.
Parkway Window Works exclusively serves interior design professionals and we are the only workroom in the region that provides the service of scale drawings. If you want to help your clients say yes (partly because they can’t bear to lose your design vision), contact us to get started.