Ask Kathryn: How do I work with "The First Timer" client?

By Kathryn Waltzer of Kathryn Waltzer Interior Design

The client who has never worked with a designer- we’ve all been there. Watching the blank stare form on their faces as we explain the differences between a design fee and mark up. Or seeing them glance at their watches as you define, exactly, what it is you will do for them. And how about the allergic reactions elicited when you tell them their budget will cover about ½ of what they wish to accomplish? That’s when you know you’ve lost them. At larger firms, there’s often someone dedicated to disussing all the yucky stuff while artfully closing the deal, leaving us designers to do what we do best- design. But at my company it’s me, and while I have increased my batting average over time, I don’t always reach base. How can we be clear without scaring these first-timers back into leurs châteaux nus that are in dire need our expertise? I asked a few always-busy colleagues to share their trade secrets of how they handle The First Timer.

Susann Thomason Tunick tells us, “ I have a one sheet that outlines the interior design process  from A to Z, i.e. meet with clients, measure and prepare plans, photograph existing furniture, present plans, present furniture/fabrics, etc. I bring a set of plans, a Proposal and an Invoice so they understand how the billing cycle works. I find it extremely helpful to have a shopping date at the PDC so they can open up their minds to all of the possibilities. Most clients new to design don’t understand the process until outlined.”

“The key is giving them comfort and confidence,” says Susan Corry, whose down to earth approach puts people at ease. What if they don’t like the design she is proposing? Susan assures them that her flat fee for the presentation includes time for a specific amount of revisions and if they need to see even more options, they can pay an hourly fee after that. She also will change the way she usually works if it’s mutually beneficial, and she’s willing to specify retail products to meet a certain price point.

Jill Seidner describes her method. “I’m flexible. Often clients want the negotiating power. I outline a proposal of the scope of services and a realistic approach to what the project will entail. But sometimes clients don’t understand the time a project will involve and will omit line items from the proposal. To close the deal, I will often abide, but what it comes down to is that I am compensated for my time and ideas – and I make sure the client understands that. “

As for me, I SPARE the First Timers : Skill (expertise); Precision (clarity on the process); Awareness (budgets, fees contracts – this is where you qualify them); References (talk to my clients) and Education (which is pure damage control from mass media interpretations). And I still get asked if I paint or move the furniture.

Kathryn Waltzer writes about the Business of Design for Decorati. She is the principal of Kathryn Waltzer Interior Design in Los Angeles, and is a graduate of the Environmental and Interior Design program at UCLA Extension and a professional member of ASID. Click here to view Kathryn’s Decorati Portfolio.