Opinion


kbb Birmingham 2018 Show Special


How to… work with architects and interior designers


In light of the findings of our retailer survey in the January issue of kbbreview, Nick McColgan, owner of Snug Kitchens in Newbury offers some practical tips and advice to retailers looking to make the most of the opportunities collaborations with architects and interior designers can generate


W First steps


I used Google and the Riba and British Institute of Interior Design websites to find architects and interior designers in my area, and always ask anyone who visits my studio for details of the architects, builders and interior designers with whom they were working. A bit of web research told me the types of projects each specialised in and whether or not they were likely to be a good fit with us. Their websites would often contain summaries of their principals’ careers with details of specific projects they had worked on. Based on this information, I drew up a shortlist. I then called each firm on the shortlist, asking for the principal by name and introducing myself and telling them how much I liked their work, mentioning specific projects if possible. When a showroom visitor mentioned a project partner, I would make a point of calling them to find out more about the project.


orking with ‘introducers’, such as interior designers and architects, is time-efficient. Such relationships need long-term


cultivating, but if successful they can lead to high-quality, pre-sold enquiries from clients who have a good idea of your style and price point. In the 18 years I ran my business on Wigmore Street in London, I didn’t get a single referral from any architects or interior designers. Most of the time they were obstacles to be overcome or sources of conflict, as I didn’t understand their motivation. Not surprisingly, they often steered their clients to choose alternative kitchen suppliers. Then, three years ago, I opened Snug Kitchens in


Newbury. It was a new location for me, we had little web presence, no existing clients, and nobody knew who or where we were. I needed to build up some momentum, so, out of necessity, I started looking at local architects and interior designers as potential lead generators.


I was surprised how often my call was welcomed, sometimes extending into a long chat about business in general and other projects. I always invited them to visit the showroom for a coffee or found an excuse to call at their offices to introduce myself.


Building the relationship


If an introducer sends someone to me, I always call him or her to say thank you. I do the same once I have the deal, and suggest a meeting to talk about the project in more detail. Taking builders, architects or interior designers out to lunch is a great investment. You have an excuse to sit down with them for an hour or more to discuss their business as well as your own. I use the time to get an insight into how their trade thinks and what added value I can bring. It’s also a nice way to say thanks. At Christmas, I drive round to drop off a small gift for each of their teams. It’s a small token of appreciation and raises our visibility among the other members of the company or practice. We also run a Continuing Professional Develop- ment (CPD) event each year, which gives us an opportunity to introduce ourselves and demonstrate our expertise. We discuss market trends and new products, and explain the basic rules we use to design the best kitchen for a given space. At the moment, it is aimed at architects, but we intend to tweak it for interior designers in the future. By offering my time, knowledge, and a free lunch, I get to meet new contacts and to talk to them about my industry. I have found that appliance reps are always happy to support events. Getting together a group of architects and interior designers for an event is not difficult. An invitation also makes a great ice-breaker when you are cold-calling them. You then have a group of potential introducers wandering around your showroom for a couple of hours, drinking wine and eating good food. The perfect environment for a subtle sales pitch.


16 kbbreview kbb Birmingham Special Edition March 2018


Above: One of Snug’s kitchen projects that have come from working with a local architect


Working together on projects


Keeping in touch as projects advance is important. I ask for feedback on how my design will fit into the larger scheme, as they will be thinking about the project in a holistic way. Typically, an interior designer will want the finishes to work well with their choices, whereas an architect will be more interested in the way the space flows. I try to remember what is important for my introducer.


I’ve made a decision not to work with introducers who demand excessive commissions. If I can’t afford to pay it out of my margin, then I am uncomfortable with it. Most architects or interior designers simply want to do the best job for their clients. This means that what they want more than anything is to recommend a kitchen designer who will treat their clients well, do a good job and reflect well on the introducer in the long run.


I no longer see architects and interior designers as ‘the enemy’. We are all creative people and all we need is to ensure that we are on the same page.


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