Mastering your sales skills as an interior designer (how to win more clients!)
You probably think that working as an interior designer is all about creating beautiful spaces.
But the truth is that if you can't effectively communicate your vision and persuade clients to hire you, you'll struggle to grow your business.
And if you’re like most of the designers I meet the idea of "selling" probably makes you uncomfortable.
You don't want to come across as pushy or sleazy - instead you want to build genuine connections with your clients and help them create beautiful, functional spaces.
Fortunately it's possible to improve your sales skills without compromising your integrity or values and in this post I share a few tips to help you do that.
Understand your clients' needs and preferences
Sales is all about finding solutions to client problems.
So one of the most important things you can do as an interior designer is to truly understand your clients' needs and preferences.
This means taking the time to listen to their goals for their space as well as their likes and dislikes. To do this you will ask questions about their lifestyle, how they use the space and what they hope to achieve with the design (see my client onboarding questionnaire template if you need help).
Every client you encounter will come with unique challenges - e.g. different tastes, varying budgets, spatial constraints and diverse lifestyle needs. Your role as a salesperson in this context is not just to sell your services but to provide a solution that solves these problems.
For example, a client may have a small space that they want to maximise. Instead of trying to sell them expensive furniture or decorative items, your goal should be to offer creative solutions that make the space appear larger and more functional. This might include innovative storage solutions, multi purpose furniture or specific colour schemes to open up the space.
Another client may be struggling with a lack of natural light in their home. In this context you may suggest the use of mirrors to reflect light, the installation of skylights, lighter colour palettes or the strategic placement of lighting fixtures.
In both these examples you’ve come up with solutions to problems - not sold your services.
A big part of sales in interior design also involves alleviating the stress and uncertainty that comes with making significant changes to a client’s living or working environment.
Clients will likely feel overwhelmed by the multitude of options available and it's up to you to guide them through the process and offer expert advice and solutions that align with their vision and budget.
Overall you need to understand the client's problems and apply creative and practical design knowledge to solve those problems. At the same time you will build trust that you know what you are doing and are the right person to work with (i.e. that’s where the sales part comes in).
Provide solutions
Once you have gathered all relevant information from the client it's time to distill this knowledge into an actionable plan.
This involves making recommendations that are not only aesthetic but also practical, within budget and tailored to meet the specific needs and preferences of the client.
To present these solutions you’ll use visual aids such as sketches, mood boards or 3D renderings to help your clients visualise what you are proposing. Most clients are hopeless at picturing conceptual ideas so visual aids make it easier for them to understand your concept and see the value it brings.
The concepts you develop are ultimately communication documents that not only recommend design elements but also thoroughly explain their benefits and why they're the best fit for the client's specific situation - i.e. they also become sales documents that help get client decisions over the line!
Here’s a post I wrote about the purpose of your design documents that you may find helpful.
Build trust and be transparent
One of the most important things you can do to improve your sales skills is to build trust with your clients. This means being honest and transparent about your process, your costs and your timelines.
Trust is the foundation of all successful client/designer relationships and being transparent about the design process is a key part of this. You should clearly explain each step of the process, from initial consultation and concept development through to project completion. This helps set realistic expectations and gives clients a sense of control and involvement. Remember - most clients will never have done this before and it’s your job to walk them through the process step-by-step.
Transparency about costs is also crucial. You should provide clear and detailed estimates for a project and if a certain element of the design is likely to push the budget it's important to discuss this with the client upfront and explore potential alternatives. Likewise, if unexpected costs arise during the project these should be communicated immediately (along with a proposed solution!).
Also - don’t accept projects where the client is delusional about budget or you are just setting yourself up for failure!
In all interactions your goal should be to build trust by being transparent, reliable and professional. This will help lay the foundation for a strong relationship with your clients.
After all, happy clients are more likely to return for future projects plus recommend you to others.
Practice effective communication techniques
Another key to improving your sales skills is to develop effective communication techniques.
Active listening is a one of these techniques to get good at. This means fully focusing on the client, absorbing what they are saying and responding thoughtfully. It's not enough to just hear the words - you need to understand the ideas, wants and fears behind them. Active listening shows clients that you value their input and are genuinely interested in meeting their needs.
Asking open ended questions is another powerful communication technique. These questions (which can’t be answered with a simple "yes" or "no") encourage clients to express their thoughts in depth. This can provide invaluable insights into their preferences and expectations. For example, instead of asking, "Do you like this colour?", you might ask, "How do you feel about X colour palette?"
Responding to objections professionally and respectfully is also crucial. Objections are a natural part of the sales process and should be viewed as opportunities to provide more information, clarify misunderstandings or adjust your proposal to better suit the client's needs. It's important to validate the client's concerns, provide clear and honest responses and maintain a solution focused approach. For example if a client objects to the cost of a recommended material you could discuss its long term benefits, suggest alternative materials or explore ways to adjust the design in other areas to accommodate their budget.
By practicing these communication techniques you can overcome objections and enhance your sales performance.
Take a sales training course
Finally, if you are still lacking confidence in sales then taking a sales training course could be a valuable thing to do.
In addition to taking a sales training course, reading books and articles on sales can further expand your knowledge. A great book on sales that I’ve personally found really helpful is "Influence: The Psychology of Persuasion" by Robert Cialdini.
You may also find that practicing your sales pitch with friends, family or mentors can be very helpful. This gives you a safe space to try out new approaches or refine your delivery while getting some constructive feedback at the same time. You can also learn a lot by observing other successful sales people - e.g. via YouTube video trainings.
Remember the goal of sales training is not to turn you into a pushy salesperson, but rather to equip you with the skills and knowledge to provide value to your clients while simultaneously achieving your business goals.
Improving your sales skills as an interior designer doesn't have to mean compromising your integrity. It’s definitely possible to be a fantastic salesperson without being pushy or sleazy!!
Thanks for reading and catch you in my next post :)
Clare x
Dr Clare Le Roy
Courses and Templates for Designers and Architects
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