Interior Design Business Resources

Real Designer: Jenika Cuadra

About Jenika Cuadra Jenika runs J. Kurtz Design in Los Angeles California. Before starting her business of 1.5 years and being in the business a total of 13 years, Jenika earned a BA degree in Interior Design. But even before that she grew up surrounded by construction and worked with her dad on a couple of jobs when she was younger. After college she also worked in retail merchandising and retail furniture sales.

What traits or talents have made you successful?The trait that has given me most success is dedication. It’s just not possible for me to be hands off on any part of a project. I do all that I can to understand each facet of a project as fully and completely as I can to ensure that nothing gets overlooked, all I’s are dotted and all t’s are crossed. Of course, there are always hiccups but when I know that I’ve worked as hard on something that I possibly can I feel better about tackling any issues that might arise.

Real Designer: Stephanie Kraus

About Stephanie Kraus Prior to starting Stephanie Kraus Designs almost 4 years ago in Pennsylvania, Stephanie Kraus worked in advertising and publishing sales. A self-taught designer, Stephanie works on renovations and whole house designs infusing her modern take on traditional with bold colors and patterns.

What traits or talents have made you successful? Resiliency, my work ethic, willing to learn new material and teach myself, being a risk taker.

Real Designer: Amy Aswell

About Amy Aswell Amy Aswell runs Amy Aswell Interior Design in Sacramento California. She holds a Masters of Interior Architecture (M.I.Arch) from University of Oregon and is a Certified Interior Designer and LEED AP. Prior to starting her design business in 2012, she taught interior design at the college-level. Amy loves variety and her project load reflects that. In addition to residential projects, she has done restaurants, TV shows, and designed custom furniture and lighting.

What traits or talents have made you successful? I take a positive approach with clients and new projects. I see every new job as a new opportunity to create something wonderful. Being able to hit the re-set button and learn from each new experience, grow, adapt, persevere and continue finding the joy in every new design program and problem. I like variety and prosper when a design job requires me to dive into research mode, whether it's a new restaurant concept, material innovation or advancements in sustainability.

How to Charge Premium Pricing

Many of you have expressed the desire to get away from Home Goods crowd and start mingling more with the Baker crowd. I believe that you need to earn your right to charge your clients for premium pricing by delivering a premium product and service to your clients.

Much of the ability to charge premium pricing is in appearances. It is best to offer premium products/services from the get-go than to try to climb your way up the price ladder.

You may want to consider the following factors in rebranding your company to attract more premium customers.

Two Reasons to Turn Down Money

The past few articles I've written have been about pricing and adding value to your business so that you can charge what you're worth.

But sometimes you actually need to turn down money to make money. By saying no to the wrong projects you open yourself up to the right projects. And we know that like attracts like, so the right projects will attract more of the right kind of projects.

Not only will you attract more projects that are the right projects, but by turning down projects you strengthen the muscle of saying no and trusting your instincts.

There are only two reasons to turn down money for a design project. Ultimately, it comes down to:

ClientsCapella KincheloeNovember 23, 2016interior design projects, red flagsComment

How to Increase Value Perception

Designers, if you've been around for any period of time, you've probably heard that you shouldn't discount your services. When you discount your services you create the perception that what you're offering is worth less and it's hard to go back to normal pricing. This is because of value perception.

Therefore, it can be harmful to the design industry when a designer undercharges because it decreases value perception.

The interior design service industry has suffered from a value decrease in the past 15+ years, while the interior design DIY industry has boomed. And this is precisely what interior designers are struggling with now, how to demonstrate value in their services when clients have been exposed to things like Home Goods and HGTV.

Should Interior Designers Accept Credit Card Payments?

As more and more of the world becomes digital, whether or not to take credit card payment has become a hot topic for interior designers.

For me, taking credit card payments has always been off the table, mainly for one reason: disputes. It is easy to dispute a charge with your credit card company for really any reason and this can cost the designer time and money to prove the charge. For me, it has been best to create a blanket policy of checks or cash only.

However, since I started my business, taking credit cards has become much simpler for small business owners with services such as Square and Payscape-Studio Webware integration. It is also quicker.

ClientsCapella KincheloeNovember 9, 2016interior design pricing, payments, credit cards Comments

Getting Shopped by Clients

One of the biggest challenges facing interior designers today is getting shopped by clients. This means that a designer proposes an item to a client, only to have them find that same item cheaper somewhere else.

I hear designers encountering this with clients all the time. But getting shopped by clients is not going to go away because I'm pretty sure the internet is here to stay. It is human nature to want the best price and the best deal and the internet makes that a lot faster and easier.

So what should we do about the inevitable? Here are some options and ideas to help you overcome this challenge.

ClientsCapella KincheloeNovember 2, 2016pricing interior design, pricing, vendors, getting shopped Comments

How to Turn Down a Project Like a Pro

There are many great reasons that you should turn down a project. And it is perfectly okay to turn down a project. We don't have to please everyone. You want to pick projects that you love, that give something back to you, not drain you. Here is how to politely say no.

ClientsCapella KincheloeOctober 26, 2016saying no, interior design projects Comments

Do you work for your clients?

Do you ever find yourself venting about your clients? Do you find yourself complaining that they found that chandelier cheaper after you emailed a tear sheet? Have you ever lamented that they changed their minds after touching, approving, paying, and installing the rug?

While client woes are all part of the job, there is a fine line between normal complaints and downright hostility.

And lately, I have seen too much hostility towards clients and what has started to feel like a battleground.

ClientsCapella KincheloeOctober 19, 2016pricing, working with a client Comments

How to Transform a Client from First Contact to Signed Contract

Signing clients shouldn't be hard. Learn how to sign more clients.

Wouldn't it be amazing if more of your inquiries ended up as signed clients?

Wouldn't it be great if you had to do less work to get your ideal clients to call you?

How about if they were practically ready to sign before your first meeting?

ClientsCapella KincheloeOctober 12, 2016 Comments

How to Find Clients

I get asked all the time how to find clients. But, I know where to find my clients, but I'm not sure where you'll find yours.

And that is good news. Because of your unique business you need to spend some time rooting out your unique clients.

You want clients that are going to love what you do and love how you do it. Ideal Clients. Dream Clients. Awesome Clients. There are clients out there that want to do business with you right now. How are you going to find each other?

Developing Your Brand for Interior Designers

Over the past few weeks I've written about developing your brand and today we're going to wrap that all up into this comprehensive post. Because branding isn't just a good logo anymore. It is the language woven into your website or the layout of your newsletter. It is the fonts you use and where you use them.

Essentially anything that you're putting out should have your brand stamp on it.

Make More Money by Specializing

Niche. Specialty.

Do a quick scan of your body and feelings that come up when you read those words.

Do you feel resistance? Excited? Annoyed? Defiance? Apathy?

Despite all the years that I have been in business and have been teaching other designers how you can make more money by specializing, I still feel a little bit resistant to it.

How to Communicate Your Value + A Giveaway

Sometimes it is hard to communicate your value, to articulate to a client why they should hire you. Why you are the best person for the job. Sure you have the skills required of an interior designer, but a client should hire you for your unique talents and what you bring to the project.

Figuring out how you are different and special is the key.

I read a book a few years ago that changed my business. Before reading this book, I was trying to figure out how to mold myself into a person that I thought clients would want to work with. Easy-going! Compliant! Cheerier!

Branding for Interior Design Business

Raise your hand if you started your interior design business without considering branding. When you start a small business there are so many other important tasks (finding clients! resale license!) that usually branding for interior design is not addressed until much later.

Which is fine. You can't do everything at the same time. But it should be something that is on your mind and on your must-get-done list.

I know that the word "brand" or "branding" can sometimes feel a little insincere or inauthentic. But you are not creating a large Brand (with a capital "B", like Coke or J.Crew) and you are not going to run your business as anyone but yourself.

Anatomy of an Interior Design Agreement 2.0

A couple of years ago, I wrote The Anatomy of an Interior Design Agreement. It became one of my most successful posts. Today, I am refreshing and revitalizing that post because my interior design agreement has been updated with all that I have learned over the past few years. Not just what I have learned in my own experiences, but in my fellow designer's experiences as well.

This is the first lesson. You should be continually updating and revising your interior design agreement. Each project will be a new lesson and you want to record those lessons in your design agreement.

This article also has a bit of a different perspective than the first. The first was geared more toward helping clients navigate a design agreement. This article, 2.0, is for designers to help clarify their interior design agreement.

Insurance for Interior Designers

I so adamantly tell interior designers to get insurance (DO NOT WORK WITHOUT IT!!!) that I also get a lot of questions about what insurance to have. I'm not an insurance professional and do not know your specific situation so I can't tell you what insurance is best for you. However, here is a primer of insurance for interior designers so you can talk to your agent about what may be best for your business.

Get as much coverage as you can, the more the better. You may think it's overkill until you need it.

A few reasons you must have insurance: protect yourself and your business, to avoid a lawsuit, computer crashes, server explosions, natural disasters...

Legal & Tax Structure for Interior Designers

Did you know that how you structure your business now could have long-lasting legal & tax benefits or disadvantages?

These are basic and simplified descriptions of the business structures. This article is not a substitute for professional legal & tax advice. If you have not set up/chosen a structure for your interior business yet OR you could benefit from a possible change in structure find a professional to discuss your specific situation. You create an entirely new business (in the eyes of the government) when you change business structures. It's best (so much easier) to start with the business structure that fits your (future) thriving business rather than have to get new bank accounts and start new records later.

How to Get Sued

No matter how great you think your clients are if you are in business you can get sued. Unfortunately, anyone can file suit for almost anything and you'll have to defend yourself. Whether you're at fault or not. This is the scary reality of running a business. But, the good news is the likelihood of facing a client or vendor in court is probably pretty minimal. It is important to have good communications with your vendors and clients and it is important to protect your business and yourself.

Here are 5 ways to get sued: