JACKSONVILLE, Florida – Any salesperson who is hoping to close a deal will know this to be true:  When it comes to making decisions, human emotion can defy conventional wisdom.

It is important to be aware of the influence psychological reasoning can have on the decision-making process, especially when it comes to making choices about interior design services.

“I have always been fascinated by what motivates people to visit a model show home, contact an interior designer, purchase a home or furnishings, or obtain professional assistance for a new home or remodeling project,” said Judith Sisler Johnston, president of Sisler Johnston Interior Design and ASID allied member.  “I learned early in my career that asking questions and carefully listening to answers is the best way to identify the needs that motivate people.”

While Sisler Johnston has enjoyed a successful career in interior design for more than 20 years, she also benefits from an earlier career in psychology.  The licensed interior designer’s educational background includes a master’s degree and private practice experience in clinical psychology.  While each career is uniquely different, Sisler Johnston has discovered her psychology experience can be beneficial in the interior design world.

“When meeting with a client for the first time, it is important to remain unassuming and informational while having plenty of time to listen carefully to their responses,” Sisler Johnston said.  “The more information gathered during this phase, the easier it is to work toward goals later on.”

Sisler Johnston refers to “Selling in the Ultimate Showroom,” an article by professional sales consultant Bill Lentz, which details the theories of psychologist Abraham Maslow.  In his book, “A Theory of Human Motivation,” Maslow categorizes a person’s basic motivations as a hierarchy of needs.

Understanding Maslow’s hierarchy – which includes physiological needs like food and water, safety and security, love and acceptance, and self-esteem and respect – and applying it to the client’s circumstances, can help define his or her motivation.  It also can provide the user with the satisfaction of helping others meet their needs and achieve their goals.

Maslow identified “desire” as the fuel behind the action.  Desire can be the same motivation that prompts people to visit a model show home or contact a professional interior designer for assistance.  Sisler Johnston says understanding the client’s desires can be the key to sales success.
                                                           
“We begin by asking the client about the factors that led them to contact us,” Sisler Johnston said.  “We ask if they have ever worked with a designer before and what their experience was like.  Based on their response, we ask about the scope of the project, the services they would like us to assist with and the goals they hope to achieve.”

Sisler Johnston cites an initial interview with a client who shared his family’s challenging experiences and health concerns resulting from the construction and finish materials discovered in one of their historic homes.  Upon learning about this experience and the client’s desire to build a Florida vacation home, Sisler Johnston recognized the family’s safety and security needs would be the motivating factor for every selection.  By asking questions and gathering information, she understood she would need to complete extensive product research before recommending materials and the presentation would need to highlight the products’ safety features instead of their design significance

In another case, Sisler Johnston worked with an international couple who wanted their home designed to reflect their achievements in America and include many of the design features they had seen after touring luxurious model homes, which had motivated the couple to contact the interior design firm.  When presenting her recommendations, Sisler Johnston focused on the quality, uniqueness and refinement of each option, highlighting how each would earn them their respect of their guests.

In both examples, Sisler Johnston used herpsychology skills to discover clients’ motivational desires, and tailored her services to accommodate their requirements.  Her keen understanding of their needs led to the development of satisfying relationships and resulted in successful projects for the clients as well as sales for the interior design firm.
                                                           
“If we don’t take the time to discover our clients’ motivations, we may attempt to influence them into decisions that will not achieve their goals,” Sisler Johnston said.  “I train my team to follow these techniques so they are equipped to assist clients with decisions that are consistent with their desires and goals.”

Whether it is working with a residential client or with builders and developers of single-family, multi-family, senior lifestyle communities or hospitality developments, the same fundamentals apply with regard to discovering motivational desires and understanding project goals.  The residential designers at Sisler Johnston Interior Design frequently provide these types of services to builder clients.  Many builders recognize the benefits of the firm’s focused, personal approach to making informed choices and they want to make the building experience more enjoyable for their homebuyers.

Sisler Johnston Interior Design offers comprehensive interior design services for residential and commercial clients.  The company designs private residences, builder model homes, community centers, hotel guest accommodations and office suites.  Sisler Johnston Interior Design also provides marketable designs for senior lifestyle communities.

ASID Allied Member Judith Sisler Johnston and her team of licensed, talented designers help clients enhance their surroundings with designs that range from traditional elegance to classic contemporary style.  Sisler Johnston is Jacksonville’s leading authority on designing spectacular spaces that are beautiful, functional and reflect her clients’ personalities and lifestyles.

Sisler Johnston’s design work has been featured in numerous books, newspapers, magazines and television programs.  Sisler Johnston Interior Design celebrated its 20th anniversary in 2004 and has been recognized with more than 100 industry awards.

For more information about Sisler Johnston Interior Design, call (904) 288-0908 or visit www.sislerjohnston.com.

Photography:

Judith Sisler Johnston, president of Sisler Johnston Interior Design, likes to determine her clients’ motivational desires so she can tailor the firm’s services and successfully accommodate their requirements.

1. Showcase Kitchen – Safety, security and healthy living are exemplified in ICI Homes’ Emerald Showcase green-designed model home at Plantation Bay.

2. Istoria Dining/Living – Homes with large entertainment spaces like Brylen Homes Istoria model help meet socialization needs and motivate many buyers.

3. Palms Villa Bathroom – Sisler Johnston designed this Fleet Landing bathroom to meet the safety needs of continuing care residents