About Gail Doby, ASID 23 years as a professional ASID Designer NCIDQ certified Designer of multi-million dollar new construction and multi-hundred thousand dollar renovation projects Millions of dollars of interior design and construction jobs Built design firm to almost $900,000 in revenue before 9/11 Rebuilt leaner firm with fewer employees and regained passion for design Sales & Marketing with Fortune 500 company, Armstrong Word Industries, Inc. Won several remodeling awards Published over 60 times Interior Design degree Finance & Banking degree Founder & CEO of Renaissance Design Co-founder & CVO of Design Success University Speaker Author Social Media Strategist Obsessed with learning, mentoring and coaching As seen in... Luxe Magazine Kitchen & Bath Business Kitchen & Bath Design News Colorado Homes & Lifestyles Colorado Expressions Home Theater Magazine Denver Business Journal Denver Post Rocky Mountain News The Villager About Design Success University Learn cutting-edge marketing and attract higher paying clients. Clarity * Confidence * Connection Design Mastermind – renew your enthusiasm for design, get fresh ideas and solutions to difficult challenges, and connect with compassionate new friends and supportive peers from non-competitive markets. Marketing Intensive Series – hear innovative marketing experts teach the latest techniques to keep you way ahead of your competition and establish you as the go-to professional interior designer in your market. Business Mastery Membership – remove the constraints to your success and develop a clear and concise blueprint for your business. Save years of trial and error and learn what really works so you enjoy your passion instead of struggling to learn the hard way. Ultimate Interior Design Business Blueprint – uncover the hidden secrets of running a successful interior design business with this comprehensive, practical and easy read 220 page manual. “I always feel charged and back on task after learning from you. I wanted to share some recent wins.  After last week's call on "Constraints", I gave some sincere thought to what I LOVE to do in my business... window treatments... I wrote in my gratitude journal the same evening "I have two window treatment clients in February 2010".  The next day, a past client called to order two valances.  I know the second client will come soon. I also learned from you about qualifying leads.  So long story, hope you see that I put your sage advice to work.” - Your biggest fan, Tami Smight "Thank you… thank you… thank you…the idea of a removing constraints from your Business Mastery Monthly Mentor Class was huge.  I identified mine while working through the 2010 Planning for Profits exercises and I’m in the process of removing it." - Sandra Delong, Inviting Interiors "This was fantastic!  I really gained great insight from many of the topics, but the big aha was about my website.  It really is a laundry list, and I have to redo it to focus on the customers' wants and needs. Thank you so much." - Diane Schlageter, DeeDee's Interiors "The biggest AHA moment for me was learning that asking more/better questions makes me come across more knowledgeable.  I always worried that I was being too nosy!!" - Deb Pinelli, A&J Interiors "I learned that clients have many fears of making the wrong decision and being taken advantage of.  I will definitely be doing a better job of explaining to clients how I am looking out for their best interests and repeat it to them often throughout their projects." - Leslie Cohen, CKD, ASID

Dear Interior Designer... Are you finding that HGTV's unrealistic portrayal of interior designers and our real value has transformed consumers into more difficult clients? Has the Internet created a monster with clients checking your prices online and even purchasing their own products and cutting you out of the profit you used to earn? Are you facing... Smaller projects Tighter budgets and… More competition…from your own clients… We can help you survive and thrive in this new marketplace for design services. What are Value Based Fees? You base your fees on what your prospect really wants – an amazing result and experience… not an endless series of expensive time bills and mark-ups. Does This Make Any Sense? Nearly 7 out of 10 of your customers want fixed fees because they hate surprises, outrageous bills, and high mark-ups. Yet you’re billing your clients by the hour -- just like 94.4% of interior designers do. You Can Do It The Way You've Always Done It...Or... Confidently lead your prospects to choose you as their interior design professional over less qualified competitors who still try to make them do business their way instead of the way the prospect really wants to be served and without high-pressure selling tactics. Especially if you hate selling and marketing, you learn effortless techniques to guide your prospects so you can get the client, and then relax and enjoy the new relationship. Address your client’s fears and concerns directly and lead them to make the best decision – to select you to create their dream project. Know exactly what your clients value and avoid nasty surprises or confrontations about miss-set expectations. If you only provide services by an hourly fee and mark-up, you are in a no-win situation with the client or prospect. Quit fighting outdated and unpopular pricing and business strategies that don’t work with today’s economy and rapidly changing consumer attitudes. Prospects don't know how to differentiate your serviceswhen they compare your hourly rate to another designer and you can lose great projects because of it. Your prospect focuses entirely on the hourly rate and they select the least expensive designer without knowing why you are the most qualified professional. Let me tell you my story... How do I know this? One of my prospects bought a $4.85 million dollar spec home that I designed inside and out...down to the iron and glass porch cover and custom cast stone exterior details...and they didn’t want to pay my $200 hourly rate!

I could see their faces go white when I told them my rate. I knew I lost the job the instant I said how I charged.

I was devastated.

And what's worse...I knew that home so well that I could have done the design work in half the time and I knew what would make that home sing!

And when I saw it on a Christmas tour...my worst fears were confirmed...

The other designer botched the job!

I knew I wasn't the only one suffering with this challenge.

I struggled with this so many times, and it frustrated me because I knew I was the perfect designer for so many jobs, and yet my high fees scared my clients and lost jobs for me.

I just couldn't figure out what to do differently...until I spent 18 months of thinking, searching, reading, analyzing, asking questions and hitting a wall.

During August of 2009, I read a series of books and had an epiphany. No need to re-create the wheel, I just needed to adapt a proven solution by a Million Dollar Business Consultant who developed the Value Based approach.

So...that's why and how I created this Value Based Fee System for Interior Designers.

"Gail's questions (from the Value Based Fees class) to qualify clients are excellent. I used them when interviewing a prospective client on the phone. Her response to the questions....'the other designers I interviewed didn't ask me these questions...I can tell from this alone that you are the designer we should hire...' Apparently, just the questions themselves gave her the confidence to hire us. It is very apparent that Gail spends a lot of time putting together these classes. I have learned A LOT, and this after being in the business for over 30 years!! Thanks Gail!"  (Latest update…she is our graduate with both a $20,000 and $30,000 contract!) Susan J. Moss, ASID, LEED AP, Trans-Pacific DESIGN "I've recently been hearing a lot about Value Based Fees, but did not know how to approach them. I now feel confident that I can charge this way and will definitely be implementing it with my next new client. I learned A LOT and have been reviewing everything so that I may implement it in the future. I'd enthusiastically recommend this class." Rosa Dest, Rosa Dest Interior Designs "I needed help with putting a value to my name. I learned that it is important to set a fee before the work is done, and I also liked the discussion about the mark-up of items. I'd enthusiastically recommend this series to my peers." Anne Simmons, Anne Simmons Designs

Now you can...

• Control your clients so they don’t ruin your beautiful design work with products they purchase on their own without consulting with you.


• Know exactly how much profit you’ll earn before the project starts and get paid before your work is complete so you don’t worry that you’ll receive the final payment and potentially lose all of your profit.


• Enjoy your passion for design again, knowing you don’t have to fight the common challenges with client relationships that made many interior designers lose their businesses and look for a job with someone else.

What's Wrong With Hourly Billing And Mark-Ups?

• Hourly bills limit your income to the hours you work. If you get sick or take vacation, you lose money.


• Your services are a commodity when you bill by the hour.


• When your first big bill arrives, your client is mad because they are surprised! And...you lose control of your client, and you credibility…and you lose the job in many cases.


• Clients are uncomfortable and question your motives even when they don’t say it out loud when they see how much you make on products. Your client knows that when you select expensive products you select, you make more money. How do you look?


• You lose trust and control of the project with just one product your client finds for less money!

Can’t it just be like it used to be?

Where are those clients from even two years ago that paid your fees and mark-up?

• When you enjoyed your passion for design with great clients?


• When your happy clients referred you to their friends and acquaintances?


• When you created beautiful spaces that magazines loved to feature?


• When you felt confident and excited to design every day?


• When you felt happy and fulfilled with your chosen profession?


• When conflicts with clients were virtually non-existent and it wasn't such a struggle to get paid?

You may wonder if the Value Based Fee System really works because money is tight right now and you don’t want to waste money on an unproven class…

We don’t blame you.  One graduate won two lucrative contracts – one for $20,000 and the other for $30,000 with what she learned from the Value Based Fee System and she is thrilled!  Warning! You may not experience the same results.

You worry about losing money due to pricing mistakes and unscrupulous clients who say “while you’re at it” to get more work from you and not paying you for the added scope…

Learn how to set expectations and avoid this costly mistake!

"I have learned how to handle questions about my fees from difficult clients. I've learned how to begin research into my business in consideration of a fixed fee billing. And yes, I'd enthusiastically recommend this series to my peers." – Sharon Olsen, Designer's Edge Kitchen, Bath & Interior Design

• If you do business the way you’ve done it in the past, you’ll miss out on great projects.  If you haven’t experienced the changes in consumer attitudes, you will.


• “Insanity: doing the same thing and expecting a different result” – Albert Einstein


• We give you the tools, process and answers so you don’t struggle any more.  If you’re ready to be the most professional and confident designer in your marketplace, you owe it to yourself to invest in this series.  Avoid the most stressful part of the business for most designers…get clients, keep them happy and get referrals easily and effortlessly.


• We guarantee that you’ll benefit from this series, or you can request a full refund within 30 days.  All we ask is that you listen and apply what we’re sharing with you.


• This system will help you close more business, make more money and confidently build your business with happy clients.  If you just don’t think you received value for this, we’ll either help you craft your first proposal, or just let us know and we’ll refund your money immediately.

I’m ready to invest so I can be the obvious expert! 
I know I have nothing to lose and everything to gain! 

Remember, this special price
is only available until midnight
Eastern, March 21st!

Regularly $299

$249

Here’s What’s Included In Your Investment of Just Two or Three Billable Hours For Many Designers… Value Based Fees System   You get instant access to your private Value Based Fee System Membership Site for one Value Based Fee without hidden membership charges the minute you sign up so you can get answers now… You'll get access to a new recording every few days to pace your learning, gain the greatest understanding and avoid the overwhelm of too much information at once... Nuts & Bolts Session “Customize Your Value Based Fee Offer" with Gail Doby, ASID – Get ready for this two hour information-packed recording.  You’ll learn the keys to successfully managing the client interview process, the mindset and practice required, what specific questions to ask before you meet the client in person, what questions to ask during the interview, how to create a three-tiered offer, pricing options and how to handle questions from your prospect that you’re not ready to answer.  You’ll want to listen to this session a few times to get all of the juicy nuggets of information.  Gail shares all of the secrets and process with you so you are ready to get your first Value Based Fee Project the next time the phone rings MP3 Recording & Transcript of interview and Q & A - ($149 Value) Case Study #1 Interview with Kathy Alexander, Allied ASID Alexander Interiors, LLC "How to Determine Your Value Based Fees" Kathy’s first project was a $5,000 fixed fee 20 years ago.  Her fees are as much as $50 - $60,000 for a project MP3 Recording and Transcript plus Q & A - ($99 Value) Case Study #2 Interview with Valentina Cirasola Valentina Interiors & Designs "Setting Fixed Fees" Valentina shares her unique approach of 20 years works on large renovation projects in Qatar, San Francisco and her native Italy MP3 Recording & Transcript of interview plus Q & A - ($99 Value) Case Study #3 Interview with Kristi Dinner, Allied ASID Company KD, LLC "Fixed Fees For Happier Clients" Kristi’s 18 years of commercial and residential experience includes many award-winning and frequently published projects.  She shares her recent approach to fixed fees MP3 Recording & Transcript of interview plus Q & A from DSU's Gold Membership Monthly Mentor Series - ($99 Value) Case Study #4 Interview with Vicente Wolf Vicente Wolf Associates, Inc. “Controlling Your Clients For Profit” Vicente Wolf’s refreshing humor and candor show that even celebrity designers have client challenges.  When asked about his 38 years of experience without formal design training, he says that business skills are the key MP3 Recording & Transcript of interview Plus Q & A - ($99 Value) Total Value - $545 *Bonuses* Interview with Sharon Drew Morgen "Buying Facilitation® - It's Different From Sales" - MP3 Recording ($79 Value) "Interior Designer's Top Challenges & Solutions" with Gail Doby, ASID - MP3 Recording & Notes -($49 Value) Design Success University's Testimonial Template by Gail Doby, ASID - ($29 Value) Pricing Strategies Worksheet – so you can easily figure your pricing for each project -($99 Value) Client Interview Questionnaire – just print this and have it in your notebook during the client interview, and better yet, use it in your initial phone interview…you might just get the job without an in-person interview** -($99 Value) Value Based Fees Proposal Template – just fill in the blanks and print on your stationery with your normal contract  -($149 Value) Total Value - $1,049 Sign up now for the Value Based Fees System today for only Regularly $299 $249 Hurry…this special price offer expires midnight Eastern on March 21st! "Knowing how to charge and for what has always been an issue that has never been comfortable. The Value Based Fees Series seemed like a system to invest in. I'd enthusiastically recommend the series." Kathy Miller, West Majinney Interiors

    Here's What You Get:

• In Gail's session, you learn a step-by-step process to create your Value Based Fee proposal, how to answer questions and how to deflect the question about your fees until you establish your value. You learn exactly what questions to ask so you are fully prepared to lead your new client to sign your agreement. You model Gail’s process quickly and easily and save time and years of trial and error.
  


• Why you may be shooting yourself in the foot before you even hear from a prospect…and it's about you and your self-confidence…Gail gives you strategies to bolster your confidence easily.
  


• How to stop wasting your time talking with unqualified prospects and make time for the clients who value your services and who willingly pay you what you're worth so you can enjoy your business again.
  


• PDFs of the answers from the case study Q & A sessions so you see actual real-world processes and solutions and get clear advice about how to develop your own system.
  


• MP3 recordings of four Case Study interviews plus Gail’s Nuts & Bolts session so you can listen when it is convenient for you. Listen to the sessions again and again so you remember the information and you don’t miss any of the valuable strategies.
  


• Client Interview Questionnaire to pre-qualify clients and avoid client headaches.  Learn proven questions that one graduate used to pre-qualify and get a client over the phone after she had interviewed other designers.  You’ll establish yourself as an expert and someone who is putting the client’s best interests ahead of your own financial gain to separate yourself from your competition.
  


• Fill in the blanks of the Value Based Fee Proposal Template and shortcut your proposal creation process.
  


• Winning strategies that four other successful designers use so you have clear guidelines to create your offer so you feel confident and secure that you’ve considered the alternatives.
  


• How to answer the difficult questions and curve balls your prospects throw at you with complete confidence. Establish your credibility, authority and position as a trusted advisor in a pleasant and non-confrontational way so you feel relaxed and assured.
  


• What questions to ask every prospect to make sure you're talking to the person who is making the financial decisions so you don't waste your time talking with someone who isn't able to make the decision and you work with clients who appreciate your honesty and integrity.
  


• Why you should avoid discussing fees before presenting your proposal so you confidently maintain control of the process and prevent an early derailment or loss of a project that you really want.
  


• Why you shouldn't use an hourly rate to bill your client because you become a commodity instead of a professional – you’ll learn how to be perceived as an expert every time
  


• How to get paid on time and even early for your expertise. Avoid conflict over high bills and get paid for what you’re worth.
  


• How to avoid discounting your bills so you can make more money, run a profitable business and enjoy the freedom you deserve with your business instead of losing the money you could be using for your kids school or that much-needed vacation.
  


• How to create a proposal that leads to a high probability that the prospect will sign and reduce the amount of new prospect meetings that you need to run a successful and vibrant business that is rewarding and fun again.

Is our industry going to eventually use this method as the "main" way to charge?

Based on ASID’s survey results and with all of the opportunities for consumers to purchase pre-packaged services through Internet sites and even interior designer's own websites, I'd say yes. If this is what our clients want, why are we not giving it to them the way they want it? Besides, our time is a commodity, and there is no leverage in billing by the hour. We're limited in what we can make based on how many hours we work. What happens if you get sick when you bill by the hour?  You lose money.

What are Value Based Fees?

They are fees based on what results you produce for your client instead of how many hours you work. You establish what they value before you make your proposal and you price according to what they want to receive in terms of a result.

How do you qualify clients for a Value Based Fee scenario?

We give you the questions and the process to follow in Gail's session. It's important to practice and prepare so you are ready to answer those meaty questions. Guaranteed…you will stand out from the competition in a positive way and win business.


How do I avoid giving away my services for free and how do I deal with scope creep?

Gail walks you through the process, and it is important to remember that you are in control. If your client wants to add more to the scope of work, that requires a separate agreement.

I just started my business.  Should I take this class?

You can, but this series is recommended for experienced designers. We advise a minimum of two years of experience so you are able to fairly estimate your Value Based Fee Proposal.

I expect that at the end of the series, there will be a definitive step by step process, a framework, and a tool to follow when setting a fee, such as questions to ask up front, and how situations will be handled.

Yes, you will have a process to follow and you will have specific questions to ask. Gail even explains what to do if they ask difficult questions.

On top of that, the economy has slowed interest in a service that is seen as a luxury.  Many people are unable to borrow money to improve their homes, or even move into a new home because they can't qualify for the loans.

The Internet has compounded the problem.  Access to design resources is growing every day.  We can't fight it, and the industry will never go back to the way it was.

HGTV has both increased the interest in interior design, and also skewed the consumer's view of what good design is, how much it costs and how long it takes. 

The phone is ringing less often for most designers, and some are giving up and closing their practices.

And, some competitors are so hungry for business that they are tempted to cut their hourly rates just to stay in business.  How do you compete with that and stay profitable?  You don’t play their game…you respond to market demand, learn the pitfalls to avoid and create a plan to be the leader in your market.  Take yourself out of the competitive game and stand confidently as the only choice for the savvy clients you want to attract and keep. 

You are not alone!  Billing for time and marking up products automatically puts you in a conflicting role that can be perceived as unethical by your clients.

I spent 23 years as an interior designer thinking about the fundamental flaws of the traditional billing model for our business, and since starting Design Success University I finally found the solution.

Finally, I found solutions from another consultant who makes well over $1 million per year in his practice, and I adapted his ideas for our industry.  This proven model works for him and he's successfully coached other industry consultants, too. 

Sign up now for the
Value Based Fees System!
This special offer only available until
midnight Eastern, March 21st!

Regularly $299

$249