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Interview With . . . Blanca Robinson A Calming Effect Houma, LA by Maria Gracia 1. What is the name of your company? Where are you located? How long have you been in business? My name is Blanca Robinson of A Calming Effect. I'm located in Houma, LA and I've been in business officially for one year, although it seems I've been organizing forever. 2. Is this your primary business, or a part-time business? Currently it's a part-time business. 3. Are you a member of NAPO? (Please indicate if you're an officer.) Not yet. 4. Why did you become a professional organizer? I always wanted to have my own business but did not really know what. A friend and fellow business owner inadvertently put the thought in my head when she called me to ask how to contact a corporate representative in Houston for information she needed. When I told her I had all the necessary information she wanted in a handy-dandy organized binder, she laughed and asked if I gave lessons on being organized. On the way home that afternoon, it hit me. This is my niche! The seed was planted, cultivated, and A Calming Effect was born. 5. What type of organizing do you specialize in (home, office, etc.)? I do homes, home offices, home-based businesses, and small businesses. 6. Do you sell products, services, or seminars? Please describe. Primarily, I sell my services, although I do have a few products, in the form of booklets, available on the website. 7. Have you written a book(s)? If so, what is the title(s)? Not a book per se, but I have a couple of planners that I have written.
I have a free online newsletter titled 'Calming the Clutter.' 9. Do you have a web site? If so, what is the address? Yes, it is www.CalmingEffect.com 10. Is travel a big part of your business? I have a long commute to my full-time job, so driving and traveling does not bother me or pose much of a problem for me. I have some clients that are roughly a 2-hr drive away. This may seem like a great distance to someone else, but to me it's worth the effort to help someone who is really in need. These are generally full-day projects (minimum 6-hr commitment) to compensate for the extra distance. And their appreciation and happiness at the end of a project is so rewarding! 11. Who is your primary target audience? Because of my full-time job, I have a huge network of women business owners who lead very busy hectic lives and are trying to balance business, home, family, and personal time. They can't do it all and they are very happy to have me help them out. They trust me, know me well, know my work ethic, and we have established strong relationships. I deliver a quality service at a fair price, and they in turn are my best advertisers. They are my primary target, but I have had several clients contact me through my website. 12. Describe your typical workday. I work full-time as Executive Director for a non-profit organization so this pretty much consumes my day. Once I get home I work on A Calming Effect, either phone calls, research, paperwork, etc. 13. Every person interested in entering the professional organizing field is wondering, "Can I make enough money doing this?" What is your outlook on this question? I am amazed at what I have accomplished in just the past few months. I've exceeded my expectations considering this is a part-time endeavor for right now and I've got more projects lined up than I do free days! I love this - and it's something that feels natural to me. I will say, however, that this has not 'just happened' - I set goals for myself and continue to work my plan. I truly look forward to the day when I can go full-time. Because of a long-term commitment to my present job, that is probably a year to year and a half away. But in the meantime, I'll be able to spread my wings more, become a more well-known organizer, and develop more clientele. I have no doubt my efforts and hard work will pay off in the end. 14. Which of the following marketing vehicles have you used to help you grow your business (direct mail, newspaper advertising, free workshops, radio, television, web site, e-zine, telemarketing, yellow pages, joint ventures with other professionals, publicity, other: please describe)? My advertising has been very limited to date. I did a small workshop, which resulted in some planner sales and a new client. I am very proud of my website and have received numerous inquiries as a result. The only advertising I have really done has been word of mouth. I talk about my business to everyone, always have cards and brochures with me, and maintain a very positive attitude. And as I mentioned, my clients are my best advertisers. 15. Which one marketing technique have you found works the best for you? Please describe. I have recently joined a networking group that is in essence a referral group. It's one of those where there is only one representative from a given industry or field, so I am the only Professional Organizer in the group. I had attended a couple of meetings as a visitor and was very impressed at the caliber of members, their professionalism, etc. At my very first meeting as a member, I got one strong referral (which will become a definite job) and two other leads. I knew several people in the group, one of whom is a client, and another who has seen 'proof' of my work. Both gave me very strong testimonials, which further upped my credibility. 16. Describe a successful, creative marketing technique that you use, or that you've used in the past. I have a great digital camera and I take lots of before and after pictures at the initial assessments, and at each project. I print the more amazing shots in black and white on standard sheets of paper and insert them in sheet protectors, with the 'before' in front, and the 'after' on the flip side. I keep these in a 3-ring binder. Pictures tell a huge story and offer some pretty awesome testimonials. I also share these with the client and these serve as inspiration to maintain order. Some clients request copies of their pictures and they also have no problem doing 'show and tell' with close friends, which means more leads for me! 17. Do you feel that networking plays a big role in growing your business? All I can say is Network, Network, Network!! You never know when that one chance meeting may lead to a new client. Networking helps to establish a rapport with a prospective client. They will remember you and your attitude. Everyone I have met has either told me they need me or else they know someone who does. Several people have asked me for my card to pass on to a good friend who may be a bit clutter-challenged. 18. What do you do to generate referrals? As mentioned above, I network whenever possible and ask my existing clients for referrals. For very good friends/clients who have helped me generate business, I offer them a free hour on their next project for every client who books. 19. What do you find to be the most exciting part of your business? Helping someone to conquer their clutter - seeing their faces at the end of what seemed like a totally helpless cause. A lot of my clients become my friend (they even feed me while I'm there), and just about everyone has hugged me at the end of a job. 20. What do you find to be the most frustrating part of your business? Having to tell someone I can't get to them for a couple of weeks because of other commitments. I usually try to work around a client's schedule, so they know that once I commit, I will be there. Consequently, they honor that commitment as well and no one has ever cancelled out on me. Plus, once they have seen one room transformed, they can't wait to get to the next area. 21. Describe your greatest success in this field. A very good friend was always lamenting about the state of her 15-year-old son's room, so I offered to organize his bedroom. He was so frustrated at not having enough shelf space, drawers - you know the story! He and I worked together for about 5 hours and threw out so much old stuff - toys, books, school papers. We defined his various zones and assigned a home to everything. He was so ecstatic at having so much extra space in his 'new' room. Eight months later, he is still organized and can clean up his room in 15 mins on a Saturday morning! Needless to say, his mom is thrilled and no longer has to keep his bedroom door shut. 22. As a professional organizer, do you have a funny story to share? One client who had been trying so hard to get herself organized had bought numerous books on decluttering and organizing. In her very cluttered home office, there was a large bookcase that was overflowing with a hodgepodge of books, toys, magazines - you name it. The only thing that was neatly arranged in one little stack were 5 organizing books. She gave them to me for my resource library. When I did a second organizing job for her, we found 3 more books in the playroom. She gave those to me also. 23. As an organizer, what professional organizing information or tools are you always on the lookout for? I am an avid reader and have numerous books on organizing, time management, and feng shui. I am always researching for any ideas I can implement which will impact my client positively and perhaps help me to do a better job for the client as well. I also subscribe to a few select newsletters that other professional organizers publish. 24. Looking ahead, what do you see as your greatest challenge? Being patient while trying to establish a thriving business on a part-time basis. 25. What is your best tip for people interested in becoming professional organizers? Do your homework. Do ample research so that you can have knowledge and establish credibility. Offer to do a few freebies for some very close friends. Share your ideas and enthusiasm for your new business with those who are close to you and who will be supportive of your efforts. Avoid those who can't wait to say 'I told you it wouldn't work.' And be prepared to give it your all. From my own perspective, I do believe the field of Professional Organizing is still a relatively young one. I for one have definitely found an untapped market. 
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