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Dream clients are attracted to 
confidence. 

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Not that you need to be arrogant
or rigid, but you need to have 

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clarity. 
And so that's why we defined 

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those boundaries at the 
beginning. 

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You have clarity around your 
professional contract, your 

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onboarding process, invoicing 
promptly, you communicate 

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clearly, and you show up 
prepared. 

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And even if you're new, you can 
howl all of these things and you

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don't need 50 projects to 
operate professionally. 

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You just need structure. 
You just need one project. 

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You're now listening to Design 
Curious, a place where you, 

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creative One, are here to learn 
about what it really is like to 

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be an interior designer. 
And I'm your host and mentor, 

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Rebecca Ward. 
If you're worried about how to 

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succeed in a creative career, if
you're ready to learn your next 

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steps to become an interior 
designer, and if you want the 

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satisfaction of doing something 
you love every day, you are in 

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the right place. 
Grab a coffee, a notebook, and 

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let's dig into today's episode. 
Hello and welcome to episode 183

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of Design Curious Podcast. 
Today on the podcast, we're 

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talking about getting your dream
client something that everyone 

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wants, of course, whether you're
seasoned or starting out. 

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But what kind of tell you the 
best way to approach that if 

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you're starting your career in 
interior design and starting 

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your business? 
Before we get to that, I wanted 

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to share how grateful I am for 
you guys to be here listening 

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week in, week out. 
And I'd love to hear from you to

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leave me a review that just lets
me know that you're there and 

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I'm listening to you. 
So I recently got a review from 

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a listener, Bridget, who reached
out to me actually on Instagram 

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1st. 
And just to let me know, and I 

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had her leave a review on the 
podcast as well, just because 

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her words just really made my 
day and let me up. 

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And it's just reinforced the 
reason why I'm doing this 

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podcast and coming here week in 
and week out. 

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And then people are listening. 
Of course, if I have people come

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through the mentorship, I hear 
that. 

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But you know, if you're just a 
listener and going on with your 

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day, I'd love to hear from you. 
I know Spotify it. 

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You can't leave an actual 
review, but you can go onto 

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Apple Podcast and leave one for 
me there. 

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So here's what Bridget had to 
say. 

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She said. 
Rebecca is one of the reasons 

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why I decided to quit my job and
become an interior designer. 

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I was trying to figure out what 
I wanted to do. 

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Last year, after being in the 
fashion industry for almost 8 

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years, I decided to listen to 
Design Curious and it convinced 

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me. 
I'm now in school at NYSID or 

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NICID in NYC. 
Congratulations Bridget on 

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following your passion. 
I'd love to hear more stories 

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like this just to be able to 
support you and shout you out on

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the podcast as well. 
All right, let's start talking 

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about dream clients. 
So dream clients are really 

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built through clarity, 
boundaries, and belief. 

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So let's unpack that a little 
bit. 

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You have to define your 
boundaries of your business 

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before you get your first 
clients. 

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And of course, I'm saying this, 
and if you've already have a few

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clients and you haven't done 
that yet, that's OK. 

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But if you're looking to get 
started, doing it before you 

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have clients is really the best 
approach because this is where a

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lot of designers get it 
backwards. 

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They kind of wait until their 
client pushes them and then they

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react. 
And then instead of a dream 

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client or a dream project, they 
have something that they're 

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starting to resent. 
And a lot of it boils down to 

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that they've had their 
boundaries crossed that they 

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never iterated to the client in 
the 1st place though. 

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So we want to approach it like 
you are designing a project, you

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are designing your business. 
So you have to set up first of 

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all, your framework. 
So what are your non negotiables

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when you want to work with a 
client? 

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And this will be different for 
everyone, but you want to think 

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about some of these specific 
details like what are your work 

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hours? 
How do you like to communicate? 

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Is it e-mail only or are you OK 
with getting text messages from 

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your client? 
It's OK to say no to that. 

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You don't have to be available 
in every single way, but you get

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to decide what your preferred 
methods are. 

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Do you have a consultation fee? 
Yes. 

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The answer to that is yes. 
And then you need to tell them 

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that you get paid upfront before
you arrive on site. 

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What is your retainer structure 
like? 

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Do you have a clear fee 
structure? 

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And then on that fee structure, 
you don't need to negotiate on 

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that. 
That is just the way it is. 

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If they are trying to negotiate,
they're not your dream client, 

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right? 
Product pricing. 

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Do you like to have that 
transparency in there so that 

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your client knows before they 
ask what the markup is? 

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Or do you have a minimum project
investment? 

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You only take projects that have
a minimum of 10,000 design hours

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or something like that. 
It can be whatever it is that 

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you think is appropriate for the
business that you want to have. 

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Other things you can be specific
on is the number of design 

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revisions. 
Now, you'll especially have this

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if you have a fixed fee format 
because you really need to limit

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that scope creep. 
And then if you have a retail 

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shop with clients or no, and if 
you pass on your discounts or 

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trying to get photography, all 
of this can be defined before 

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you have your first client. 
And then it can be reiterated in

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your contract when you go over 
your contract with these 

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clients, that dream ones will be
totally fine with whatever it is

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that you have in there because 
it is the means to having you 

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work on their project. 
So you don't have to be 

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confronted about it when you're 
going over your contract. 

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You just say, this is how I do 
my best work. 

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So if they're pushing back with 
you on that, especially in the 

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beginning, if you've had a 
couple of pushy interactions 

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with them, then that's probably 
a red flag that you don't want 

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to work with them. 
But the dream clients are, they 

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love the boundaries, they love 
framework, they love systems, 

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and they love working with you 
and they want your vision. 

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Another way to attract your 
dream client is to make sure 

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that your money mindset is 
correct is right. 

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We talked about this a lot on 
the podcast and this is huge, 

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and so that's why we talk about 
it a lot. 

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You may secretly believe that 
because I'm new I should charge 

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very little, or people won't pay
for my consultations because 

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I've never done one before, or I
need to be flexible with my 

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weekend time or my evening time 
so that they will like me and 

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say yes to hiring me. 
But that's not the way to 

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approach it. 
You need to attract clients who 

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don't negotiate and who pay 
promptly and who don't question 

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every invoice and who don't 
treat you like a shopping 

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assistant. 
So if you don't want all those 

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things, then you need to instead
have the right money mindset and

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have those definitions for 
yourself and also for your 

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client. 
You need to know who your dream 

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client is when you see them, 
right? 

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When you recognize that they're 
checking all the boxes. 

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And so it's important to take 
this time to kind of define what

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that is. 
And money is going to be a play 

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a big part of it. 
You don't need to negotiate your

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worth. 
And the dream client will 

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respect your process so that if 
you have a client come to you 

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and they're not negotiating, 
check they're OK with your 

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process, check if they pay your 
consultation fee right away. 

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No drama. 
Check dream client. 

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They are going to value 
expertise. 

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You walk through the 
consultation with them and they 

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said, wow, this is great, let's 
get signed up right away. 

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I love what you had to say. 
Check dream client. 

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Do they appreciate that the 
design is a professional and a 

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luxury service and they're going
to let you kind of handle all 

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the details? 
Then check yes, that's your 

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dream client. 
So if they're not meeting those 

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criteria, you can say no to 
working with them. 

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Your best clients are not 
looking for the cheapest 

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designer. 
They want that clarity. 

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They want confidence, and they 
want leadership from you. 

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We've talked before about being 
a leader as an interior 

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designer. 
You're a leader to your clients.

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You're a leader to your trades. 
So let's have some correct money

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mindset that when someone pushes
hard on a price at the 

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beginning, it's rarely gets 
better later. 

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So dream clients trust the 
process and they don't want to 

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practice design with you. 
It's not someone who's like, oh,

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I always was interested in being
a designer. 

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Maybe I can design alongside of 
you and learn the ropes a little

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bit. 
No, that's, that's not going to 

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be a good designer. 
That's a mentorship and you're 

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00:09:10,840 --> 00:09:13,960
not signing up for that. 
You need to be leading the 

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project and your dream client 
will let you. 

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So it's all the starts with 
defining who your dream client 

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is. 
So let's get a little more 

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specific there with that. 
New designers will often say 

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that they will work with anyone.
Yes, I'll take any job, you 

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know, small bathroom, room model
accessorizing or any commercial 

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office that might come along. 
It's not great to be all things 

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to all people, right? 
The generalist, we've talked 

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about Nishin before, but really 
understanding who your ideal 

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client is, is going to help 
focus your energy. 

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And so who is that client? 
Who is the type of personality 

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that energizes me that I want to
work with that type of person 

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that what kind of lifestyle do I
love designing for? 

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Is it doctors or if it it's, you
know, second homes, beach houses

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or lakeside houses, or maybe 
it's historical homes or 

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cottages, you know, there's 
different things that you can 

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say that you love doing and 
those are the types of clients 

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you want to work for. 
Maybe it's a stage of life like 

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we've talked about and this all 
is related to niche, but it 

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could be like new parents or it 
could be aging in place, 

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physicians, busy entrepreneurs. 
All of that is OK for you to 

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define as people that you want 
to work with and that really 

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helps, of course, your 
messaging. 

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When you say that you want to 
work with those type of people 

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on your website and in your 
social media, it really starts 

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to attract those dream clients. 
So once you've identified who it

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is that you want to work with 
and what type of projects do you

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want to work on, and you've had 
all your structure set in place 

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with your contract and you've 
already defined your business 

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structure, your hours and all 
your boundaries that you need to

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have a healthy business and work
life balance and integration. 

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00:11:14,920 --> 00:11:18,040
Then you can start to tell 
everyone without feeling weird 

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00:11:18,040 --> 00:11:21,520
about it, that this is the type 
of person I like to work with. 

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That you don't always need ads. 
You just need clarity and 

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00:11:26,520 --> 00:11:29,760
repetition with your friends, 
your family, maybe your church 

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00:11:29,760 --> 00:11:33,160
community or your gym friends. 
Tell your hair stylist, tell 

200
00:11:33,160 --> 00:11:36,960
your contractors, your Realtors,
the architects and networking 

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00:11:36,960 --> 00:11:40,360
groups, the type of client that 
you're looking to work with and 

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they will remember that and 
start sending people your way. 

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00:11:44,160 --> 00:11:49,120
So you would say I'm focusing on
working with blank clients and 

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if you meet someone like that, I
love an introduction. 

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00:11:52,400 --> 00:11:55,880
So I'm focused on working with 
physicians because I really 

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00:11:55,880 --> 00:11:58,400
understand their needs since I 
was working in the healthcare 

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00:11:58,400 --> 00:12:00,280
industry before I became a 
designer. 

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00:12:00,760 --> 00:12:03,480
And so if you meet someone like 
that, I'd love an introduction 

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00:12:03,920 --> 00:12:06,960
with clients that you've worked 
with in the past, who you love, 

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00:12:07,640 --> 00:12:11,160
go back to them and say, who 
else do you know who can benefit

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from my services and is a kind 
and wonderful person like you? 

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00:12:15,440 --> 00:12:16,880
People love to be flattered, 
right? 

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00:12:17,080 --> 00:12:20,000
And so, and if they loved 
working with you, they're going 

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00:12:20,000 --> 00:12:22,800
to want to help you to get more 
clients, right? 

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00:12:22,800 --> 00:12:27,400
They want you to be successful. 
So those lines are powerful. 

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00:12:27,480 --> 00:12:31,280
And if it feels awkward saying 
that, just practice it a few 

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00:12:31,280 --> 00:12:34,080
times. 
It will start to become natural.

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00:12:34,520 --> 00:12:38,200
And it's great to ask your past 
clients, especially as you're 

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00:12:38,200 --> 00:12:41,880
closing out a project just like,
oh, I just loved working with 

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00:12:41,880 --> 00:12:43,680
you. 
I wish this project could keep 

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00:12:43,680 --> 00:12:47,360
going, you know, come back when 
you need to redo the guest room.

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00:12:47,360 --> 00:12:50,560
But in the meantime, who else do
you know that could benefit from

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00:12:50,560 --> 00:12:52,680
my services? 
That's kind of wonderful, Like 

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00:12:52,680 --> 00:12:54,520
you. 
So you're complimenting them. 

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00:12:54,520 --> 00:12:58,360
You're setting a behavioral 
standard, and it helps to filter

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your referrals. 
Dream clients often come through

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warm networks, not cold 
marketing. 

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So you want to be talking to 
everybody and letting them know 

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who it is you like to work with.
And then you want to start 

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acting like the designer that 
you want to become. 

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So dream clients are attracted 
to confidence. 

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Not that you need to be arrogant
or rigid, but you need to have 

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clarity, right? 
And so that's why we defined 

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those boundaries at the 
beginning. 

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You have clarity around your 
professional contract, your 

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onboarding process, invoicing 
promptly, you communicate 

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clearly, and you show up 
prepared. 

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And even if you're new, you can 
howl all of these things. 

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And you don't need 50 projects 
to operate professionally. 

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You just need structure. 
You just need one project. 

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So to operate like the designer 
you want to be, even if you're 

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just starting out, you don't 
need to, you know, scream it 

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from the mountaintops. 
Invest in those relationships. 

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Once you've established all of 
your foundations in your 

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contract, your boundaries, and 
the dream clients will start 

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coming your way. 
It might be a process and you 

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know it's it's a slow lead. 
Sometimes returning clients can 

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take several years. 
You want to nurture these 

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relationships. 
That's also why e-mail nurture 

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relationships are great to have 
a newsletter that goes out 

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monthly. 
You stay top of mind to someone 

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who might want to refer you to 
someone else. 

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You never know when those 
conversations are happening and 

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when that lead will come 
through. 

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But you want to make sure that 
you're consistent so that every 

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time someone reaches out to you,
they know what to expect. 

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The right client will feel safe,
you'll feel right, and the wrong

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client will feel uncomfortable. 
It's pushing you out of your 

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comfort zone. 
Any red flags going up, you're 

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going to say no. 
So you want to make sure your 

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clients are aligned with you and
it's not just haphazard taking 

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whoever will pay you. 
And that's how you can really 

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start to design your business to
be the way that you want it to 

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be. 
The way that it works for your 

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life is by clarifying and 
defining your dream client. 

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So practicing all these things 
will help attract those clients 

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to you and help you to start 
getting dream clients as you're 

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starting out in your career. 
All right, and if you need help 

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with defining all of those 
things, of course we do that in 

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boot camp. 
If you're looking to start your 

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business, we definitely build in
those foundations. 

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But maybe you have already 
started your business and you're

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like, oops, I never really 
defined those boundaries or had 

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my contract say anything like 
that and you would like some 

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help with that, Go ahead and 
sign up for my design mentor. 

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Links are in the show notes. 
I also have that Passion to 

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Profit webinar replay that you 
can go and listen to. 

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And that is it for this week. 
So stay tuned for next week. 

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I'll have another great episode 
and until then, stay creative. 

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Thanks for listening. 
If you love this episode, please

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00:16:16,000 --> 00:16:18,760
leave a rating and a review. 
This helps me reach other 

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00:16:18,760 --> 00:16:22,520
curious creatives like you. 
If you have a topic request or 

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would like to contact me, simply
head over to my website 

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rawarddesign.com or e-mail me at
podcast@rawarddesign.com.