Thrive in Design Talks Selling to Designers

When I speak to printers at events such as last year’s Printing United Expo, printers often ask me how they can sell to interior designers. They know they have the capability to print products designers need and use. However, they don’t know how to connect with them directly. Recently, I had the pleasure of talking with Nicole Lashae Ben about her business, Thrive in Design. As we talked, I realized what a valuable resource she could be for these printers. I invited Nicole to sit down and share her insight into selling to interior designers and how her business can help.

Nicole Lashae Ben of Thrive in Design

Can you introduce yourself and describe your business for us?
My name is Nicole Lashae Ben. I’m the CEO and founder of Thrive In Design, a design and innovation consultancy. At Thrive In Design, we focus on empowering design-focused brands to effectively tell their stories. We specialize in managing the marketing and production aspects of product launches and podcasts. Our goal is to enhance brand awareness, secure more specifications, and drive revenue growth for our clients. We understand the challenges brands face in standing out in a crowded market, and we’re here to take on the complexities of marketing, allowing our clients to concentrate on what they do best.

What types of businesses do you work with? 
I primarily work with interior product companies, art consultants, and multi-line reps within the interior design industry. These businesses are at the core of what we do at Thrive In Design, as we understand the unique challenges and opportunities they face. In addition to that, I also attract a lot of service providers who are adjacent to the interior design industry, such as printers, installers, logistics, or other supportive roles. Our goal is to help these businesses effectively tell their stories and stand out in a competitive market, whether they are directly producing interior products or offering services that complement the design industry.

What inspired you to start this business?
I’ve always known that I wanted to be an entrepreneur, and I’ve also always known that I wanted to be a design strategist. A design strategist is someone who combines creativity with analytical thinking to solve complex problems in design, focusing on aligning the design process with business goals. It’s about looking at the bigger picture and making sure that every design decision is strategically aligned with the brand’s objectives.

I realized that if I stayed on a traditional path, climbing the corporate ladder to reach my dream role, it might take me until I was 50 or 60. I wanted to live out my dreams now, and I knew I was capable of bringing them to life as an entrepreneur. The pandemic also highlighted a need in the market for the vision I had in mind for my business. So, I decided to act on it, and it’s been growing ever since. Starting Thrive In Design allowed me to blend my passion for entrepreneurship and design strategy while fulfilling a genuine need in the market.

Can you define “specifying” for printers?
When an interior designer is working on a project, they typically create what’s called specifications. This is essentially a comprehensive document or book that includes everything they’ve selected to be part of their design. This usually covers items like furniture, fixtures, and equipment, and sometimes even the service providers they want to use for the project.

“Specifying” refers to the selection or the selection process that a designer goes through while they’re designing the built environment. As a printer, your goal should be to have your product or service included in that specification. Being specified means that your offerings are chosen to be part of the final design, which can lead to more business opportunities and a stronger relationship with the design community.

What do you think is something that printers don’t know about how designers specify materials?
One thing that printers might not realize is that the main information a designer needs to know is whether a material fits their design intent, if it meets the budget, and if it aligns with the project’s lead time. These are the basic criteria that guide the selection process. However, what’s often overlooked is that most designers start by choosing brands they are already familiar with—brands that have strong brand awareness or are represented by a trusted sales rep.

If a designer doesn’t know your brand through either stellar brand awareness or a reliable representative, it’s unlikely they’ll consider your products when specifying materials, even if you meet the basic criteria. This highlights the importance of building strong brand recognition and establishing relationships with key players in the design industry to ensure that your products are on their radar from the start.

What advice would you have for print service providers who want to sell directly to interior designers? 
My first piece of advice 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.

Once you’ve defined your target segment, develop a strategic plan for how you’ll penetrate that market. This plan should include identifying key players, understanding their needs, and determining the best channels to reach them.

It’s also crucial to dial in on how you’ll stand out from competitors. Ask yourself, what are you offering to interior designers that will truly catch their attention and make them choose to work with you over any other vendor? This could be anything from unique print finishes, exceptional customer service, or even sustainable practices. Whatever it is, make sure it’s something that sets you apart.

Lastly, be able to tell your brand story in a way that resonates with your target audience. 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.

What do you think is the biggest hurdle for printers who want to break into this market?
The biggest hurdle for printers trying to break into the interior design market is understanding that you’re not just selling a product—you’re selling a service as well. Designers often need more than just the final printed product; they might require custom sizing, graphic design, or even help sourcing imagery.

Because of this, it’s crucial to get clear on your value proposition and how you’re positioned within the interior design industry. 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.

Can you briefly describe your ACE The Journey? 
ACE The Journey is my proprietary method, deeply rooted in design thinking, which is a problem-solving approach that focuses on understanding the user’s needs, generating creative solutions, and testing them to find the best fit. It’s closely tied to customer journey mapping, which is the process of visualizing the steps a customer takes from becoming aware of your brand to making a purchase and beyond. Both design thinking and customer journey mapping are essential because they help you deeply understand your customers, anticipate their needs, and create experiences that resonate with them.

ACE is an acronym that stands for Awareness, Consultative Selling, and Execution:

• A is for Appearing or Awareness: This is the stage where you’re capturing your target audience’s attention. It’s about making sure your brand is visible and that potential customers are aware of what you offer.
• C is for Consultative Selling: This stage is all about understanding your customers’ needs and guiding them to the best solution, rather than just pushing a product. It’s where you build trust and establish your expertise.
• E is for Execution: This is where you deliver on your promises and execute the sale. It’s about ensuring that everything goes smoothly and the customer is satisfied with the end result.

Getting all of these stages right along the customer journey is crucial because it leads to a boost in brand awareness, more specifications, and ultimately, increased revenue. ACE The Journey ensures that every touchpoint with your customer is thoughtfully designed to create a positive and impactful experience.

Tell me a bit about your podcast. Why would it be a good listen for print service providers? 
My podcast, called Thrive In Design—the same name as my business—is a platform where I interview industry leaders from the interior design world, discussing how they’re approaching product development and sales in an ever-evolving industry. I also share a lot of strategies and tips for brands looking to stay ahead of the curve in this competitive landscape.

For print service providers, it’s a valuable listen because I openly share the insights I gain from my research and industry experience—all for free. You’ll get a deep dive into the challenges and opportunities within the interior design industry, which can help you better understand how to position your services. And if you find that you need help implementing these strategies, that’s when my team and I are here to assist you in taking those insights to the next level.

Anything else you’d like to tell us?

I’d love to invite you to join my monthly webinar. It’s a great opportunity to gain even more insight into the strategies I share on the podcast and get a closer look at how you can work with Thrive In Design. The webinars are interactive and provide a deeper dive into the topics that matter most to design-focused brands. I’d love to see you there!