Why beform

Clients buy what they can see.

A renovation is bought before it exists. Until the client can see the result in their own space, every conversation is a guess, and guesses are slow, expensive and easy to undercut.

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In the client’s head

“Modern, but warm”
“Like the neighbors”
“Lighter, somehow”
“Not too dark?”

In your quote

Total

The client cannot show you what they mean.

Every project starts as a picture in the client's head. Words like modern or warm mean something different to every person who hears them.

The company cannot quote a picture it cannot see.

So it guesses, explains, draws and hopes the guess matches. The gap between imagination and quote is where sales stall.

What it costs

The gap is paid for by the company.

Nobody invoices it, so it rarely shows up in a report. It shows up in calendars, in drawing hours and in offers lost to a lower number.

Meetings that decide nothing
The first appointment is discovery. A consultant spends an hour finding out what modern means, and the client leaves without a decision.
Drawings nobody pays for
Plans and renderings are made before any contract exists. When the client chooses someone else, the hours are gone and the drawing often travels with them.
Offers compared on price
When nothing else is visible, the number is all there is to compare. The lower quote wins even when it should not.

Today and with beform

The same project, sold two ways.

AI illustration. A dated kitchen as the client photographed it — Today

AI illustration. A dated oak kitchen rendered with matte sage fronts, a quartz worktop and oak flooring — With beform

First contact: A contact form with a text field.; A photo of the client's own space and a formed direction.
The brief: Words like modern, warm and bright.; A chosen visual both sides can point at.
First meeting: Discovery, starting from zero.; Refinement, starting from a decision.
Drawings: Hours of work before any commitment.; Formed in under a minute and kept with the request.
The offer: Compared line by line on price.; Read against a result the client has already seen.
The partner at home: Has to imagine it from a description.; Sees the same picture and arrives convinced.

The research

Four findings, one direction.

Published studies on how people decide, and what each one means for a sale that starts with a picture of the client's own space.

7×

more likely to qualify a lead when you reply within the hour.

beform replies with a visual within a minute.

Oldroyd, McElheran and Elkington, 2011

2×

the weight of a possible loss against an equal gain.

beform shows the result before the quote.

Tversky and Kahneman, 1992

13 ms

is enough to grasp the meaning of a picture.

One look at their own room says more than a page of text.

Potter, Wyble, Hagmann and McCourt, 2014

10×

as likely to buy with six options on display instead of 24.

beform shows a few directions, not a whole catalog.

Iyengar and Lepper, 2000

Findings from published research, measured in the settings of each study.

See the working paper

Research

Why it works, according to the research.

The mechanisms behind a sale that starts with a picture have been studied for decades, in psychology, consumer research and economics.

Example scenarios

What changes when clients can see it.

All 9 examples

Example scenario

Kitchen studio · Surrey, UK

Showroom slots for clients who have seen their kitchen.

appointments a year, modeled: +45
projects a year, modeled: +7.9
revenue a year, modeled: +£276k

Read the example

Example scenario

Facade and painting company · Bern region

The facade decision, seen from the street first.

appointments a year, modeled: +32
projects a year, modeled: +4.7
revenue a year, modeled: +CHF 213k

Read the example

Illustrative scenario based on how companies like this use beform. Not a named customer. Modeled with the return calculator's planning assumptions. Not measured results.

Walkthrough