You know that feeling when a new consultation goes well, the client seems interested, you send out your fee proposal and then...they ghost you. 😭 Or worse, they come back to tell you they went with someone else.
If this happens to you regularly it's probably because your consultation process is broken and you're not inspiring confidence throughout the sales process.
What separates designers who consistently convert consultations into larger projects is generally a handful of behaviours that show potential clients..."This person knows what they're doing and I can trust them with my money and my project."
Here are the behaviours that will win you projects...
Show up early and prepared: Sounds basic but you would be surprised how many designers are late to consults or show up flustered and disorganised. Being right on time shows respect for the client's time. I suggest you arrive 5-10 minutes early and wait in your car so you have time to collect your thoughts and prepare for what you're about to do. Then ring the doorbell right on the agreed time as some people (me included!) find it just as annoying if someone turns up to a meeting early than if they are late.
Make them feel like they're your only client: When you're in a consultation make them feel that they are your only priority. Put your phone on silent, give them your full attention, remember things they've mentioned and ask thoughtful questions about their lifestyle (not just their project requirements). People want to work with designers who understand them and genuinely care about solving their problems, not just landing another job.
Have a strong point of view: If a client senses indecision or hesitation from you they'll feel uneasy about hiring you. They want (and are paying for) expertise and direction.
So instead of "What do you think about this approach?" say "Here's what I recommend and why"
Instead of "We could go either way" say "Based on the scope you've mentioned so far, I'd suggest this direction because..."
They're paying you for your professional opinion so make sure you have a strong opinion and give it to them clearly and confidently.
Build confidence through small actions: If you're early in your career and genuinely don't feel confident yet, that's normal. But you can still demonstrate confidence through other simple actions.
For example:
- make eye contact when you speak
- have a process and lead the consultation rather than waiting for them to drive it (I teach you how to dot his in Bootcamp if you need help)
- shake hands firmly
- speak clearly
- also remember to smile and be friendly (don't take yourself too seriously!)
Remove friction from their decision making: Your clients are already overwhelmed. They're likely juggling work, family and the stress of a renovation or new build. Your job isn't to give them more decisions to make, it's to simplify their lives.
Here are a few things you can do:
- Instead of giving them options, present one recommended option and explain why it works
- Make your process easy to understand (e.g. by outlining it in your Welcome Pack)
- Respond to emails as quickly as you can (especially from your paying clients)
- Document all in person meetings in writing and email out a summary to all stakeholders ASAP after the meeting
- Send a Friday Email with proactive communication on project progress
Make the process fun and easy for your clients and they will then recommend you to everyone they know.
Work on your communication skills: Even if you're only presenting to one person, you're still public speaking. The ability to articulate your ideas, walk clients through your thinking and answer questions confidently is crucial. If this skill doesn't come naturally to you then you need to practice. Ask a friend/partner to practice with you, record yourself and listen back or even join a public speaking group like Toastmasters. The more you do it the easier it becomes.
Show genuine enthusiasm: Passion is contagious. If you're visibly excited about their project, they'll get excited too. Clients want to work with someone who loves what they do, not with someone who is just trying to book another job. You don't have to be over the top or fake but let your genuine interest in design and problem solving come through.
Listen more than you talk: Consults aren't the time to be sharing how much you know about design, they are about understanding what the client needs and then selling them on the solution you offer (your paid services). A consult is a sales meeting, not a design "chit chat".
So during the consult ask questions, let them talk, take notes if you need to and tell them what you're hearing e.g. "So what I'm understanding is..." This all shows you're actively listening and helps you understand their requirements before you start selling them on solutions.
Look the part: First impressions matter and you need to look put together e.g. good grooming and dressing appropriately for the context. Think about it from the client's perspective...they're about to trust you with a significant financial investment. If you can't present yourself professionally, why would they trust you to manage their project?
Don't act desperate: If you come across as too available ("I can start tomorrow!" "I'll drop everything for this!") or too eager to please ("Whatever you want!" "I can definitely do that for this budget!"), it raises red flags.
Position yourself as in demand (without being arrogant about it) e.g. "I have capacity starting in March" sounds better than "I'm available to start as soon as you're ready" This lets a client know that you're successful, busy and worth waiting for.
Take aways
The behaviours described here have nothing to do with your actual design skills and are completely within your ability to learn or get better at. You can implement all of them starting with your very next consultation.
Pick a few that you think you aren't good at yet and for your next few consults think about how to improve them. Then pick a few more to add in after that.
Over time these small changes will compound and in six months from now you will start to convert significantly more clients than you are today. :)
If you need help with any of this I teach you how to improve your consult, your sales skills and how you interact and work with clients in my business mentoring program - Design Business Bootcamp
