5 Things I Quit To Increase Conversions & Make More Money on Custom Furnishings

There are five key elements in how to present custom furnishings that increase conversions, protect profits, and reduce revisions for full-service interior design clients.​

Let me show you the best way to present your design plans to clients that will help you close a deal faster, make more money, and be less likely to get shopped on your interior design presentations.​

When I started doing these five things, my closing rate for full-service interior design projects increased, and the time spent on revisions or re-specifying products became a non-issue.​

1. Stop Clients Dictating The Budget

The first thing I stopped doing was allowing the interior design client to dictate what the budget was going to be.​

That doesn’t mean that I disregard how much money they tell me that they have to spend, but I do educate them on what it would cost realistically to either design a kitchen or to redecorate a room.​

It’s likely been a long time since homeowners have purchased furniture and done a whole room all at once.​

Our job as professional interior designers is to come to the table, be able to explain to them what a specific interior design project might cost, especially based on the type of furnishings that you’re specifying. 

You are likely looking at higher quality and hopefully, custom furnishings, which is often a big reason why the clients hire you in the first place.​  

Here’s an example from our professional portfolio of a client’s living room with many custom design elements, including the drapery.

I let clients know that for a one room custom decorating project like a living room, bedroom, and dining room, we like to provide a starting point between $25,000 – $30,000 investment for the furnishings.​

Depending on the size of the room and the actual design of the space, that could go up or down. When you step up to have this open discussion around money, at least now they understand an idea of realistic starting from costs, and a more accurate estimate for their full-service decorating project.​

2. Present One Curated Option

The second thing I quit doing was giving clients multiple options.​

We carefully do all our vetting up front, on the Discovery Call and the first in-person meeting.  

We’re also very thorough at the initial consultation meeting, when we’re talking to the clients about what kind of style they like for their space, and talking about the investment as I just mentioned.​ 

For a step-by-step framework about asking the right questions before you ever start sourcing, check out my blog post The Perfect Interior Design Client Questionnaire.​

When we present to clients, we present one option.​ One option for a sofa style, one option for fabrics, one option for a table, lamps, etc.​

That’s not to say I haven’t got what I call my ‘back pocket products’. When you’re sourcing products, you do find other items that maybe could be a fit, but may not have been your favourite option initially.​

But I don’t show them these second options unless I feel that I need to.​ I want to sell them on our initial interior design presentation. 

This was a huge game changer! You know as well as I do that once we swap out one item, it can have a domino effect on the entire design, which can be really frustrating. 

A good reminder that once again, they hired YOU as the professional. Give one option only, and if needed, have that secret back-up weapon in your back pocket.​

3. Quit With The Psychological Projection

The third thing that I stopped doing was psychological projection.​

The definition for this scenario I’m referring to for interior designers specifically in terms of cost, is when a designer unconsciously assumes the client’s budget comfort, priorities, or price sensitivity are the same as their own, and then selects furnishings and materials at those price levels instead of what the client has actually communicated or can realistically afford.

Does this sound familiar? I think it’s inevitable when you first start up your own interior design business.

But often our clients are seeking our luxury interior design services so that we find them those one-off items, special high-end pieces to pull together a beautiful, unique space.​ ​

Don’t get hung up on the price of one or two items, especially when you come in on budget overall, and if those are the jewels that make the design shine!

Here are two amazing design projects where we did not hold back on custom finishes. These may not be rooms I would design in the same way or invest in for my own house, but the final results achieved were exactly why the clients hired us!

Insert image of movie theatre, concessions area with video games, and my sisters custom boutique closet room with all custom cabinetry including the spinning shoe rack.

4. Present A Lump Sum, Not An Itemized List

The other thing that was a huge game changer in my business is when we stopped itemizing products.​

When we present to clients, we reveal the total price for all the furnishings we curated for their entire space, and don’t need itemize every single piece.​

Present to them the lump sum and tell them this ahead of time.

This is a conversation we have with clients at the initial interior design consultation and I will straight up say to them:

“You know, I don’t want you to get sticker shock from a custom pillow with a beautiful fabric and each pillow is $400. Sometimes a fabric for a pillow could be the jumping off point for the entire space, and if I am close to or on budget based on our conversation about the overall investment for your project, then the price per piece is not relevant.​”

I’m telling you now my design friend, presenting in one lump sum will change your life!​ 

Speaking of pricing, if you struggle with how to put together an interior design client proposal, (or you just want to be nosey and see one of our real client proposals with a $40k service fee project), grab my Pricing & Proposal Roadmap. It includes a done-for-you template as well as a walk-through video of that $40k project and deliverables.

5. Come Prepared To Seal The Deal

The final and fifth thing that I quit to make more money with custom furnishing projects is not coming prepared to that presentation meeting with my contract.​

We always bring our Custom Design & Project Management Contract for the clients to sign right there and then.​

You can absolutely have a cooling-off period, but just think about it…your clients are super excited at this presentation meeting! You’ve just presented a beautiful design plan uniquely for them and they’ve been able to touch and feel all the fabrics.​

Strike while that iron is hot, and if they are ready to move forward with the implementation phase. 

At the same time, you want to collect 100% of furnishings as well, so you’re never out of pocket.​ 

To see at exactly what point in time and how much we bill clients for services and furnishings, you can get my Stress-Free Invoicing Guide here. 

Comment below to tell me your thoughts on these 5 Things I Quit To Increase Conversions & Make More Money on Custom Furnishings. 

Have you already implemented some of these strategies? Share your feedback and experience. 

For further Claire-ity on improving your systems and strategies specific to your interior design business, you can always book a 1-on-1 Coaching with me.