How to Avoid Interior Design Fee Fiascos…And Attract Your Ideal Client

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If you attended the How To Avoid Fee Fiascos…And Attract Your Ideal Client webinar or live event. Thank you for listening.

Most importantly, I hope you took at least one good idea from the presentation that you will immediately apply to your business. I’d love to hear from you.

What was your biggest AHA or take-away? What will you change from what you learned?

Thousands of designers have listened to the presentation, and I thank you for the feedback so far. Feel free to post any questions or comments!

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business interior designs, interior design classes, interior design fee, interior design fees

About the Author

Gail DobyYou're not alone any more. If you're looking for advice, solutions, strategies and support to help you take your interior design business to the next level, Welcome Home! We're experienced interior designers, and we truly understand the challenges and pitfalls of your chosen profession. We're constantly researching, learning and simplifying the latest information from the overwhelming glut of noise on the Internet to save you time and money. You'll learn practical techniques from innovative marketing experts and consultants that will help you transform your business and your mindset so you can achieve your dreams. We're different than other Interior Design Colleges - we offer interior design classes specifically tailored to your interior design career goals and needs. Let us know how we can help and feel free to email us with any questions and suggestions you might have. |Interior Design Business Success Mentor | Social Media Consultant to the Architecture & Design CommunityView all posts by Gail Doby

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  • Marilyn

    Question. I have had professionals (architects and contractors) request referral fees for potential client introductions for as much as 10% of the gross income. Is there a standard
    in the industry which is fair for referrals?

  • http://www.designsuccessu.com Gail Doby

    There isn't a standard that I know of, and everything is negotiable. 10% of gross is pretty substantial for a referral unless it is well-vetted. I would suggest that you create your own referral offer and that way they can choose to refer or not. You could give them a bonus if they send you great referrals on a consistent basis. Without knowing more about your business or the types of clients they might refer, it's hard for me to give you much more advice. If you're part of our Business Mastery Membership, you can bring these questions to one of our 15 minute live coaching sessions and I'll help you more directly.

  • Dawn

    I took this course last year and have been implementing it. I think that it makes life easier for both client and designer, particularly if you are already transparent in your business model. I have a couple of questions:
    1.) Is design education and experience in large prominent firms a differentiator ? (let's face it there are MANY out there who call themselves designers who have no design education or experience working with professionals). Does it matter to clients? How do you make them care?
    2.) How do you tactful explain to clients that DIY/HGTV aren't based in reality and can end up costing you more?

  • http://www.designsuccessu.com Gail Doby

    Hi Dawn. Congratulations on implementation. Value Based Fees do make a huge difference if you're willing to be transparent. Education is important to few clients. Your differentiator is your skill, service and personality. Once they like you and feel that you have the skills to do what they like and want, it's your service that really sets you apart. Name your services…create an emotional or real benefit of each service to explain it to them, Education is key. Ask if they watch HGTV, and if they think the budgets and time frames are realistic, then explain reality. Tread carefully so you don't insult them (I know you will) and then tell them as a professional, what it's really like. Hope that helps! Thanks for being part of DSU!

  • Jennifer

    The How to Avoid Fee Fiascos webinar had much valuable information. I started using fixed fees towards the end of 2010 and have found them much easier to work with than hourly. In fact, I have found that my clients have the check or in some cases the cash waiting for me before I have even asked for payment! I must agree that it transforms business. At this time, I am in the process of creating more fixed fee packages. The session was full of great tips on how to speak to clients.

    T

  • http://www.designsuccessu.com Gail Doby

    I am so glad you enjoyed it, and most importantly, this is what makes your life so much easier! I'm guessing you don't mind us using this testimonial since you posted on our blog :-) . Thanks again for sharing your feedback. Don't you love not having to worry about getting paid?! What a shift in the relationship, and you'll benefit from referrals as well. Keep up the good work!

  • Joylene

    when is the best time to discuss design fees? is it before drafting the floor and furniture plans or during ur first meeting with the client?

  • http://www.designsuccessu.com Gail Doby

    Hi Joylene, Here is a firm rule. Never do work without a contract. It depends on your fee structure. If you work by the hour (not my favorite for many reasons) then you discuss it in your first interview. Or, if Value Based Fees, you discuss it in the second in person meeting after you determine what the client values and what is included in your scope.

    Hope that helps. Be sure to sign up for our complimentary eBook about fees and salaries. You'll then get access to a great webinar about How to Avoid Fee Fiascos…And Attract Your Ideal Client. (complimentary) http://www.InteriorDesignFees.com

  • Lauren

    Gail,
    If 33% margin is the golden number for the Interior Design Industry. How did that number come about? Why 33% as opposed to 20%,or the grocery industry who eeks out 4%? What is the profit range for a healthy firm and I assume that is net profit.

  • http://www.designsuccessu.com Gail Doby

    This is gross margin, Lauren. I found this to be a great number for my business, and in my best years, my gross margin (before overhead) was 50%. If you add product mark-up and time billing, that's healthy. I've spoken with my CPA and a few other industry experts that work with multiple firms. The absolute minimum product mark-up, if that's the way you bill, should be 35%. However, there are many other ways to bill that can lead to much higher profits, like Value Based Fees. A net profit after overhead of 10% is a great target. The grocery industry is about volume and commodity products. Service providers have less “inventory” to sell, especially time, so the margins must be higher to make good money in the business.

  • Judy

    I just finished listening to the Avoiding Fee Fiascos webinar. Great job! I do have a question tho, about the applicability of the full class for me, a drapery designer/fabricator. I charge based on labor and materials as well as time (design time, measuring, etc) but the client gets a proposal for the finished project. It is not broken out in any way, except by room. Am I already doing what you're suggesting?

  • http://www.designsuccessu.com Gail Doby

    If you're combining and it works for you, that's great. Most drapery workrooms do add all of the costs in to the final product cost. If you're doing more than fabrication and design of window treatments, there is more to it. If your niche is focused just on this, then you don't need to get into the more advanced Value Based Fee System. They are two different things. What you are doing is a fixed cost for your project. No need to change if it is working for you as is. I'm glad you enjoyed the presentation.

  • Resinteriors

    Hi Gail, Thanks as always for your amazing insight and mentorship. I have a PIB client now that didn't start out that way 3 years ago. Great client at first; respectful, paid bills, etc. She and her husband now fight, fight, fight, especially over money spent for my services. They have a beautiful Pearson sofa that he's decided to use as another fighting point and delay using me, he says it's too low to the ground…he's not even 5' 10″ tall and it's a standard size sofa. Plus, we asked him 5 times to come to our retail shop to sit in it…he never did. She did and loved it. I like her alot, he's a PIB BIG TIME. How do I gently walk away from them?

  • http://www.designsuccessu.com Gail Doby

    That is a tough one. Did he sign off on the order? I'd have a “sit down” with both of them together and discuss how you can find the middle ground. It won't go away without it, and could lead to near divorce over costs. There is a great book, Getting to Yes. Can't remember the author right now, but you need a little more help to work through the issues than I can do justice to in a brief reply. You don't want to leave in a conflict situation because that could hurt your reputation…you'll be the bad guy. After you come to a resolution and get paid, I'd say to them that you feel that they may be better served by someone else. (Don't recommend anyone, though!) Let me know how it works out.

  • Tracy A Schneider

    Hi, Gail.

    I am looking to compare my working terms (when working with a client) with other designers. Do you have any references to proposals for new clients in your vast library?

    Tracy
    TSD

  • http://www.designsuccessu.com Gail Doby

    Hi Tracy, I'll be teaching a class on contracts later this year, and we include a proposal template in our Value Based Fee System. However, we will not offer sample contracts at any point due to our attorney's concern that each state's statutes are different. What I would suggest is that you download our free fee & salary survey eBook at http://www.interiordesignfees…. ($79 value). That's full of great information to give you an idea of how your competitors charge.

  • Jcrawford

    Thank you so much for a great webinar last night. Perfect timing. My “ahah” moment was when I realized that I am doing everything wrong!

  • http://www.designsuccessu.com Gail Doby

    I doubt seriously you’re doing everything wrong! It’s a matter of awareness and rethinking how you can provide an amazing client experience that is important and will totally shift your business. Please keep me posted on how things change for you. Thank you so much for commenting!

  • J. Parker

    The webinar was very informative, and encouraging. My ahah moment happened with client screening process. The questions and evaluation that must take place to determine if the prospect is someone I am willing to work with or not.  Thank you Gail, for sharing your years of expertise.

  • http://www.designsuccessu.com Gail Doby

    You are so welcome! The qualification process is just as much for us as it is for our clients to choose us. We have to be strong and not take bad clients. And, we have to watch the body language and ask very specific and clear questions and probe deeper to make sure they’re not just telling us what we want to hear. They don’t want to be rejected, either. If you memorize and use the verbiage I gave you, you’ll be amazed at how different your conversations are. Best of luck to you!

  • Lisa

    Thank you for the webinar (my first).  I work on an hourly + percentage so I see I need to gear up for a significant change.  But meanwhile, my AHA moment were:  1.  that I need to control the conversation when meeting with prospective clients and 2.  that I definitely need to change my wording regarding mark-up to “purchasing mgmt fee.”  I also liked your reference to prospects as “suspects” until . . .  Thanks, again.

  • http://www.designsuccessu.com Gail Doby

    Excellent Lisa.  How did you find us, by the way?  So glad you came to the webinar.  

  • debby g.

    Great Webinar, Gail! The biggest “AHA” was the true benefits of the Fixed Fee structure. I had already gone to this structure, but good to know that it is really what the consumer wants. As a sidenote, please let me know how I can retrieve my 3 bonus pieces for attending, I tried clicking on the link but got a blank screeen….thanks again! –debby g.

  • Lani

    Thank you for an excellent presentation. My biggest AHA moments were the idea of a “purchasing management fee” vs. a markup, and the idea of it being all right to hold the initial meeting in a coffee shop. I no longer have an office, and have felt since closing mine that I really needed to meet a prospective client in their home despite the drawbacks.

  • http://www.designsuccessu.com Gail Doby

    Hi Debby,

    So glad you enjoyed it.

    pat(at)designsuccessu.com would be glad to help you with the bonuses if you didn’t get them by email.

    Our stats are holding true on the fixed fees this year with our survey…about 80% of designers are finding that to be a preference. People don’t like surprises.

    So glad you made the call.

  • http://www.designsuccessu.com Gail Doby

    Hi Lani,

    I appreciate your feedback. Hopefully the information will help you feel more confident in your client and prospect relationships.

    It is so important to use benefit-focused words.

    Keep us posted!

  • http://moretimauraondesign.blogspot.com/ Isabel de Yzaguirre

    Hi, Gail and Erin:

    you truly know how the things go! You explainded things that have happened to me recently, prospects e-mailing me to know about my fees. You have given such an amount of good advice in a single webinar!

    My aha’s, the tips to detect the wrong clients, and the questions to ask them. I will never again lose time with the wrong people.Thank you for the bonuses, I will study all very carefully, and hope to be able to buy the Value Based Fee System class in a near future.

  • http://www.designsuccessu.com Gail Doby

    So glad it helped, Isabel. We’re delighted to have you in our “international” members group.

  • http://www.designsuccessu.com Gail Doby

    Hi Brenda,

    That’s a pretty broad question, and for each type of project, it is different. There is a process you go through to find out the scope of work, the value that the client wants and then multiple options for pricing per project.

    I wish I could give you a single answer, but that is why we have the class. I do hope you can invest in yourself sometime in the near future. Moving to this type of fee structure works for many projects, and can make a huge difference in your relationship with your clients.

    Thank you for posting.

  • http://www.designsuccessu.com Gail Doby

    Good for you! You’ll feel so much better not accepting the wrong clients.

    I definitely do NOT recommend putting your fees on the site. If someone sees them and decides not to call based on what you posed, you could be pushing away potentially decent clients. They need to base their decision on whether you are the right designer for them.

    Hope that helps.

  • Vivian Cumbess

    Hi Gail,

    My AHA moment was the idea of letting the client realize that we are both deciding whether we would be a good fit for the project. It is important to be able to be part of a high functioning partnership with a client. I never thought of it in those terms, so I felt a certain burden of trying to always be the one needing to fit the clients mold for me being lifted. SUCH FREEDOM!!!

  • http://www.designsuccessu.com Gail Doby

    “approve”

    That’s a great comment! I am so glad you feel liberated. We spend so much time trying to please our clients and we forget that if we aren’t happy, that it is really not worth working with difficult clients just to pay the bills.

  • Susan Halstead

    t was a well spent time investment. A good “take away” was the approach you recommended to avoid discussing fees during the first phone call. It is a succinct and gracious approach.

  • http://www.designsuccessu.com Gail Doby

    “approve” I’m so glad today’s webinar was helpful to you. I’ve always felt that getting one great idea from a class is time well-spent. Thanks for taking time out of your Saturday to attend.

    Warm regards,

    *Gail*

    Your shortcut to a more profitable and passion-filled interior design business
    *

    Join our Design Success University LinkedIn Group

    To schedule an appointment:
    *

    - info@designsuccessu.com
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    - Time needed
    - Contact number or Pat will give you call information

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  • Jaque Bethke

    I am very excited to move to the next seminar. So many tiny “tweeks” to improving the process. I have a large commercial client whom has set an expectation that includes “no surprises.” To accomplish this we are using a fixed fee contract and we presented it in person as you suggest. However, he thinks it is too expensive for the work product that it includes. We have secured a “face to face” on Friday to discuss. How would you recommend that we overcome the objection? We have been working on the project acquisition for near a year and our total project fees will be about 10% of project total. We will not be supplying product just architectural and design fees.

  • http://www.facebook.com/debbie.talianko.7 Debbie Talianko

    Thank you Gail and Erin for a well presented and on point presentation on design fiascos. I have to say my “aha” moment was to realize I have not clearly defined my ideal client. Until now, I have always put it aside and tried to ignore it. Well, no more! It’s time to put pen to paper!

  • http://www.designsuccessu.com Gail Doby

    Good for you, Debbie. It seems like a minor detail until you realize that it impacts your entire business. Let us know how this changes your results this year.

  • http://www.designsuccessu.com Gail Doby

    I would make a list of every “value” related benefit you are providing. Saving money, preventing costly mistakes, preventing “the surprises” that he wants to avoid that translates into change orders that can throw them over budget. Reinforce your professionalism and results for others and explain how you had a similar experience, and in the end (hopefully you have a testimonial to this effect) that it cost less to invest more in complete specifications. He’s actually given you a lot of hints.

    He’s giving you his objections, so answer them with testimonials and “value statements.” He’s given you the keys to closing the deal.

    10% is really reasonable. I often ended at 20% on residential projects.

    He may view an architect’s fees as the ones that should be the highest, so you explain the difference between the services you provide vs. the architect.

    After you finish VBFS, you probably want to take our Close Design Clients Now! class to learn more techniques to easily persuade your prospects to choose you. It’s a skill set that needs to be continuously honed.

    Hope that helps!

  • http://www.facebook.com/craftingsweetie Dorene Mangels-Bacalhau

    I definitly took away valuable advise which I will put into practice immediately, just starting my own business so I will be including the FAQ section on my upcoming website. Another thing that I wish I already had inplace was finding the ideal client…I already had the PIB who didn’t pay her entire bill so Upfront Retainers are coming into play for those characters for sure! Thank You

  • http://www.facebook.com/TinaHarvey336 Tina Harvey

    Thank you Gail and Erin for a well presented webinar on “How To Avoid Interior Design Fee Fiascos…And Attract Your Ideal Client.” What were my AHA moments? Well, as you may have guessed, there were many! Outside of creating a strong client profile and a value based fee system, how to manage the client on the phone and how to arrange the first client meeting in a neutral setting were two great first steps to transform my business practices.

  • http://www.designsuccessu.com Gail Doby

    “Approve”

    I’m so glad the session was helpful to you. Once you include those nuances into your daily practice, your business will become easier. Congratulations on spending the time on yourself!

    Warm regards,

    *Gail*

    Your shortcut to a more profitable and passion-filled interior design business
    *

    Join our Design Success University LinkedIn Group

    To schedule an appointment:
    *

    - info@designsuccessu.com
    - Subject
    - Time needed
    - Contact number or Pat will give you call information

    *
    *

Your Shortcut To A More Profitable & Passion-Filled Interior Design Business