If you have ever lost a client to a cheaper designer, it can feel like total rejection. It can bring up feelings of resentment and judgment, and when you lose a project you really wanted, it often makes you consider lowering your prices for the next one. This can create a snowball effect, with projects continuing to demand lower and lower prices.

If this happens once in a while, it’s not the end of the world, you brush yourself off and move on, but what if it’s constantly happening? Why are you losing clients to cheaper designers when you know that you’re providing exceptional value and you’re an excellent designer? The answer lies in your client. You’ve got to look at everything from the client’s perspective, not your own. That is the key to solving the problem of being undercut by other designers.

So, ask yourself, how did you sell yourself to the client? What part did you play in losing the client to a cheaper designer? Don’t forget that you are in sales! Yes, as a designer you’re selling a service and potentially a product as well. If the client perceived what you were offering as less valuable than the price offered by someone else, you need to evaluate your approach. I was that designer offering the cheaper price for a long time. In fact, I gained many projects early in my career because I was so cheap. But taking on hundreds of low budget projects taught me so much about how to sell interior design services!

The closest comparison might be clothing stylists, who, like us, must sell their service while also factoring in the client’s budget to purchase the “product.” Understanding how to present the value in our creativity is the key to selling interior design services.

You need to understand why you’re losing clients. Often, it comes down to your sales and marketing process. Clients frequently don’t understand what interior designers do, so they compare prices as if it’s an apples-to-apples situation. They choose based on price because they assume everyone is offering the same thing. It’s in how you sell your services that sets you apart. I learned this through experience.

Despite my 15 years of experience and training as a business and life coach, I initially sold my services very cheaply. I gradually increased my fees as I gained confidence in my ability to sell quickly finding out that people would buy my services for a higher price… if I presented it in the way they needed to see it to see the value in that price!

Understanding why people buy interior design services is crucial to understanding why you’re losing clients to cheaper designers. But why one person bus the design services over another varies based on target market (aka ideal client), project type, and your unique selling proposition (USP). Why should someone hire you over another designer? It’s not enough to say you provide functional design and a personal service to create their dream space - every designer claims that. You need to deeply understand your unique skills and market them effectively to your ideal client.

Your niche helps you find and connect with your ideal client. Different clients have different needs, for example, a first-time homebuyer versus someone downsizing, will be looking for different things in their designer. While you may have the skills to cater to multiple types of clients, focusing on a specific niche makes your marketing and sales efforts more effective. For example, I attracted clients who needed full-service interior and architectural design for large renovations, which matched my skill set and interests perfectly.

Many designers who don’t lead with an interior design style usually find it difficult to know their USP as it may not always be obvious. For me, it wasn’t until after working with over 100 clients that I realised my niche: I combined interior design and architectural skills at a time when those were often seen as separate professions. I marketed myself as offering “two for one,” which resonated with my target audience. Up to that point I believed that you had to lead with your interior design style… something that I didn’t have. I was someone with such a broad set of skills, I didn’t want to be pigeonholed to one style (nobody puts baby in a corner!)

So this realisation was really revolutionary, especially once I started mentoring because I found that there were others out there just like me… people who didn’t wan to lead with a style and who wanted to be versatile designers, but they still needed a niche! Without a niche, you won’t know how to market effectively. If you’re unsure of how to choose an interior design niche or a USP, check out this post and resources: How To Create An Interior Design Niche

Once you’ve identified your ideal client, the next step is understanding the problem you’re solving for them. Often, clients don’t even realise the specific problem they need help with. Identifying and clearly communicating how your services address their most pressing issues is what will drive them to hire you. Your services should align with your USP, target market, and the client’s needs, creating an irresistible offer.

Another reason you’re losing interior design clients to cheaper designers is because your selling or marketing process might be out of touch with what your clients need in order to purchase from you. Interior design requires a longer onboarding and nurturing sequence because it is an extremely personal service. Clients need to trust you, not just with their money but with their vision. Building that trust is essential.

By creating a process that aligns with your ideal client’s needs, you’ll demonstrate that you truly understand them. This confidence and clarity in your offering will make them feel there’s no other option but to work with you. So remember that the process is just as important as the product. Your systems, from onboarding to marketing strategies must be tailored to your target market.

Some clients would scoff at discovery calls or welcome questionnaires and random Instagram posts are unlikely to reach commercial developers, who are more likely to hire a designer once they’ve met face-to-face! If you’re new to these concepts, have a look at these posts: The Interior Design Questionnaire | Complete Guide and Why Interior Designers Don’t Need Discovery Calls

So remember, if you’re losing clients repeatedly to cheaper interior designers the price isn’t the barrier! Clients will pay you $250 or $50,000, if they believe you’re the only person who can deliver what they need. Know your USP, identify your niche, and create clarity in your marketing. Present an irresistible offer and demonstrate that you understand your client’s needs better than anyone else.

Make your offer so compelling that clients are eager to work with you and finally, know your ideal client so well that you create a service and position that offer at a price point that makes sense to that dream client. Selling cheap and selling luxury require different approaches! You can be successful at either, but the strategies differ.