Everything You Need to Know About Interior Design Business Coaching - Q&A with Gail Doby
If you’ve ever thought of hiring a business coach to help you improve your interior design business, you need to check out the full-length, very in-depth Q&A we recorded with interior design business coach Gail Doby.
For those of you who don’t know Gail, she is the co-owner of the interior design business consultancy firm - Pearl Collective - and is one of the most experienced interior design business coaches on planet Earth.
I was introduced to Gail via her appearances on some of my favorite interior design podcasts and was consistently impressed by the advice she gave away for free to interior design business owners. She is legitimately one of my all-time favorite interior design podcast guests.
I was really excited to speak with Gail…and she didn’t disappoint. This is no fluff interview. I asked Gail all the questions I wanted to know for our own interior design biz.
In addition to our video chat, I had Gail answer an extensive written Q&A. While there is a lot of overlap in Gail’s video & text responses, there are a number of important differences, so I think there’s value in checking out both formats.
I hope this helps you and your interior design business. If you think we missed something, please email douglas@interiordesignher.com with suggestions for our next Q&A interview.
If you would like to contact Gail, head over to her website and tell her I said hello. FYI, I have zero personal or financial arrangements with Gail. I think she is very good at what she does and she was kind enough to give me a few hours of her time for this Q&A. On a personal note, she seems like a very nice person who has built her business on referrals and truly wants her clients to succeed.
Written Q&A with Interior Design Business Coach Gail Doby
Interior DesignHer: Why should an interior design business owner hire a business coach?
Gail Doby: A good business coach offers shortcuts and guidance to help interior design business owners scale their businesses profitable and sanely. The last part is extremely important because everyone has a life outside of business, and the lines often become blurred. They need skills and tools to achieve good life integration with their business. Balance is individually defined.
Interior DesignHer: Who needs an interior design business coach....and do you have an avatar for the type of designer who will benefit most from business coaching?
Gail Doby: We often find that people come to us when they are stuck or want to go to the next level. Our role is to guide and mentor them in addition to teaching them the business fundamentals. We have three avatars for our business, and the commonality between them is a willingness to be coachable, a desire to learn and proven design skills.
Interior DesignHer: What kind of change should an interior designer expect from working with a business coach?
Gail Doby: video only
Interior DesignHer: What pitfalls can an interior design business coach help designers avoid?
Gail Doby: There are so many pitfalls! For example, they need a strong contract that protects them and the right insurances. They need to know how to hire correctly to avoid toxic employees. They need to learn how to delegate and lead their teams so they aren't working 24/7, and so much more
Interior DesignHer: Can an interior design business coach help designers level up their expectations of what their business could be...to dream bigger?
Gail Doby: Absolutely yes! This is where we start with everyone we coach. They often don't see or believe in their potential. We see it and nurture it. We're their mentor, guide, confidant, coach, cheerleader and problem-solver.
Interior DesignHer: Which kind of coach should designers hire? Why should an interior designer hire an interior design business coach & not just connect with an experienced interior design mentor or join a mastermind group of ID business owners?
Gail Doby: We find that people come to us for our VIP Experience and stay for the community. You need both to feel supported. For many designers, they feel alone. When they find a combination of a coach and a community, they feel empowered, supported and encouraged. They belong to something bigger than themselves. We believe that they should feel safe and secure so they can share and learn from others. We want them to feel included and guided by people who care.
Interior DesignHer: Looking specifically at the different types of coaching are there - 1 on 1, group, mastermind, virtual, online course, etc. What benefits/drawbacks do you see in each and do different people do well with different types of coaching?
Gail Doby: We offer all of the above.
Some people prefer one-on-one VIP Days in person, and we do over that,but for companies that are larger than $2M. This is very customized and comes with a larger investment because I have so many decades of experience in the industry and with coaching.
For our VIP Experiences, these are done in small groups and often the people in the group are in similar sized companies with similar issues. These are tried and true for us. We have a 150 page manual, and we know that the curriculum works.
We also offer mastermind groups for all three levels of companies.
For our Circle level - the entire program is virtual. It works well for our emerging design firms that aren't ready to invest in our upper level programs - Alliance and Boardroom.
Both of those programs offer deeper trainings because the owners are at a different place as they scale. The curriculum and investment are greater as is the time investment.
Our Boardroom clients love the live retreats at luxury resorts twice a year with world class speakers and training.
Our Alliance group meets in person twice a year - once in Denver and once at High Point Market. They love meeting in person and connecting with us at an industry event.
Interior DesignHer: Referring to that old adage - those who can, do and those who can’t teach - what would you say to an interior designer who wonders about an interior design coach who used to be a designer, but gave it up to become a coach?
Gail Doby: I ran a successful design business with 7 employees before starting this business. I kept designing through the first six years, but this business requires full focus and attention. We've built the largest coaching team in the industry, and some of our clients have become coaches for us. Longevity says a lot. Most of our clients stay with us 5 - 10 years. Last year our clients combined did over $100M in revenue, so results are important.
Interior DesignHer: Conversely, what about an interior design business coach who has no first-hand experience with interior design?
Gail Doby: I personally tried a coach, and that person did not have experience running an interior design business. That's what drove me to start this business. It's tough to teach what you haven't experienced. It's not that other coaches don't provide value, but if they haven't dealt with difficult clients or shipping damage issues, they may not have answers specific to the industry.
Interior DesignHer: Why should our interior design business owner hire an interior design business coach vs a general business coach?
Gail Doby: I think it boils down to related experience. We've had many clients come to us after going to a general business coach. We are in a unique industry that requires an understanding of the creative, emotional mind vs. just providing business answers. There's more to interior design business success than just knowing how to run the technical side. The client and team management component in a creative business is unique. It requires emotional, business and design intelligence to succeed in this industry
Interior DesignHer: Is it better to hire a big coaching company with a team of coaches or a coaching solopreneur or something in between?
Gail Doby: It depends. Our clients become our coaches for a reason. They believe in what we do, and they know first-hand how our programs have changed their lives and businesses. A solo coach can only do so much. If someone wants someone with industry experience, one person can't cover all of the bases. We have coaches that have run retail businesses, online businesses, and more. I have not personally run those types of businesses, so that's why having a team is so valuable. We choose our pairings based on personality and knowledge fit.
Interior DesignHer: What parts of my interior design business can a great ID business coach help me with? Contracts/paperwork, legal stuff, marketing, processes, employees/HR, strategies for dealing with clients/contractors/trades, etc
Gail Doby: All of the above! We provide a contract template, financial tools, marketing strategy, leadership training, HR strategies, and much more. We come at this holistically, and also know we need to address wellness and mindset. Each of our clients is an individual that has individual needs and concerns. That's what works so well with our programs - our offerings are integrated with that in mind.
Interior DesignHer: What can a designer expect if they hire you? In broad strokes, what does your process look like? Onboarding, 1st month, 1st year, etc
Gail Doby: A proven process, guidance by experts and support throughout.
They experience a Clarity Call with our client development specialist, and once they sign their agreement and pay their first month, we set up an onboarding call. They provide financials, a questionnaire and other documents to prepare for their VIP Experience.
Then they receive onboarding into the next phase with access to our tools and community. Coaching is scheduled at that time. They meet with our CFO team once they've completed their VIP Experience.
Then they have monthly group and individual coaching.
Retreats are twice a year, and we also offer other trainings and tools throughout the year.
We have a great team that nurtures our clients and walks them through the process so they feel comfortable and prepared. We're constantly improving our services, tools and relationships through surveys, conversations and feedback.
Interior DesignHer: How did you get started in business coaching?
Gail Doby: Video only
Interior DesignHer: As part of my research, I have noticed that some business coaches are very "business-like" staying focused on business while others present more of a motivational coach kind of vibe. Can you comment of the different styles of interior design business coaches & the value they do (or don't) provide to designers?
Gail Doby: Motivation is great, but it is temporary and not "owned" by the client. What they need is training and support to make transformational shifts in themselves and that is not through motivational speaking. It's nice to feel pumped, but it doesn't last.
Eventually, they must fall back on the foundational training that will serve them for their lifetime of business. That what lasts. If that training is combined with compassion, empathy and nurturing, the feelings and results last a lifetime
Interior DesignHer: Residential interior design is an industry dominated by women running solo / small-team businesses Do either of these factors impact the type or style of coaching that works best...or am I making a mountain out of a molehill?
Gail Doby: We believe that our clients are on a journey. Most people start alone. As they build their belief in themselves and get "proof" that they are doing the right thing, they build confidence that leads to more growth.
Some people want to stay solo because they are not interested in running a business and managing people.
Many find that having a team allows them freedom and helps them to achieve more income. There is no right or wrong answer.
The big question is... are you ready to learn and grow? Are you willing to overcome your fears and gain the knowledge to scale? Do you want to earn more money?
At the solo level, it is hard to find a cost-effective one-on-one option. It's when someone is ready to go for it and they believe in themselves that they invest for where they want to go.
Interior DesignHer: What makes the difference between a great business coach and an average coach and a poor coach?
Gail Doby: You can speak to, experience, business knowledge, knowledge of the interior design biz, coaching business structure, software, human capital or any other aspect of the coaching business that elevates it above their peers. Constant learning, compassion and empathy for the individuals you serve, and tangible, life-changing results separate great from average or poor coaches.
The best coaches need life and business experience along with deep training. We seek to innovate and improve in our business, so we have our own coaches, and we create proprietary tools for the industry.
Interior DesignHer: How important are inter-personal skills? Is a personality match important?
Gail Doby: Absolutely! We've switched coaches before to ensure our client has the best experience. Some of us are more direct than others, and that doesn't fit everyone's learning style. We have some coaches that are softer, and we ensure they are matched with the more sensitive clients.
Interior DesignHer: What does the coach's brand say about their effectiveness as a business coach?
Does their success as a coach reflect upon the effectiveness of their coaching?
Are they social media famous?
How does a successful brand equate to my future business success?
Gail Doby: If you're at the top of your game, your brand needs to reflect your professionalism. Social media is less important for coaches though most of us have a presence. Famous is not important in my opinion.
Clients want to look for expertise in the area they need to learn. Brand is important today. It's what people see first before they call. If it doesn't look appealing, then it can turn off the person the coach could actually serve well. This is a visual industry, so aesthetics are important.
Interior DesignHer: Would you recommend hiring an interior design business coach from the same geographic area, or with virtual meetings & Zoom calls, do face-to-face meetings matter?
Gail Doby: It's not necessary today to be in the same geographic area. We serve people globally with virtual meetings by Zoom. Face-to-face is great, but not efficient for most people today. It makes a difference though if you want to build a long-term relationship.
Interior DesignHer: How do/should interior designers find their interior design business coach?
Gail Doby: Referrals, sample classes, and hearing them speak is where most of our clients come from. Testimonials and case studies show the results once someone is interested, and speaking with the coach or the client development team is how you can get more knowledge of the offerings any coach has.
Interior DesignHer: How can designers identify & avoid a sub-par business coach? Any red flags to avoid?
Gail Doby: Look for results, case studies and testimonials. Trust your gut. If you don't like the interaction with the client development person or you don't like the feeling you get when hearing someone speak or teach, then they are not right for you. You have to like the person to get the most out of the relationship.
Interior DesignHer: Let's talk money. How much should an interior design business coach cost?
Gail Doby: There is no one right answer. It depends on the structure the coach sets up.
In our world, we offer some free Masterclasses, and I always recommend trying those out. We have people repeat them multiple times.
Our other programs range from $500 a month to $5,000+ per month depending on the program. A great program won't be cheap. You're investing in yourself and it should be something you earn back in multiples. Pay in full can be cost prohibitive for many designers. It's often easier to manage your cash flow with monthly payments. Fair value is based on results for the investment. Only the individual can decide what they think is fair.
Interior DesignHer: What return on investment should a designer expect?
Gail Doby: We fully expect our clients to earn back their investment in the first year and then multiples in future years.
Interior DesignHer: What should my metrics of expectation be? - more money, more clients, more time for a personal life, growth of the company, etc - what can a coach realistically promise?
Gail Doby: More money, more time, more clients, personal growth and transformation, growth of the team and company, etc. We expect our clients to earn multi-six figures from their businesses. We've even had some earn 7 figures. Realistically, you should earn back your investment in a year and have more knowledge, confidence, revenue and income.
Interior DesignHer: How committed to my success does my business coach NEED to be? Should I expect my coach to be passionate about my business & giving me lots of amazing insights and 'aha' moments...or something more distant & business-like?
Gail Doby: Of course they should give you aha moments. Most of the time, they help you solve problems and they care. They want you to succeed. This is not a "call it in" kind of relationship. The coach should be "all in" and prepare for your calls and nurture your success.
Interior DesignHer: Should I expect brutal honesty from my business coach...even if it makes me upset?
Gail Doby: Yes! I've had clients get mad at me and then laugh later because they didn't want to hear something. Some have come back years later and said they didn't like something I said, but they also appreciated it later because they knew I was being honest.
Interior DesignHer: How detailed can and/or should the business advice be? Is it mostly suggestions of what the designer should do, or will there be detailed plans & processes...or somewhere in between?
Gail Doby: It can be all of the above. We always take notes on our calls, and share with the client. Sometimes we'll create a document and share it. I create tools constantly to solve problems for the clients. These become shared resources for all clients. Details are important. Sometimes we'll work through something on a call like a job description, so we review each sentence. For financials, we review every single line of their financials and our models with our clients. It's a very thorough process.
Alright…there’s our Q&A interview on interior design business coaching with Gail Doby - Pearl Collective. I hope it helps.
If you want to contact Gail & her team at The Pearl Collective, here is her contact info:
As always, if you’ve got any questions, concerns, comments or complaints, do not hesitate to email me at douglas@InteriorDesignHer.com and connect on social.