Interior Designers: What Can a Business Coach Do for You?

Aug 8

Most interior designers run micro-sized businesses with the boss serving not only as the principal designer, but also as the head bookkeeper, marketing guru, HR manager & person who fixes the printer when the paper jams.

In terms of business success, this is NOT good. Being the best interior designer in the entire world doesn’t guarantee a successful interior design BUSINESS. Without help, a great designer with poor business skills is a recipe for mediocrity…at best.

This is where an interior design business coach can be worth their weight in gold.

For this article, we spoke with Andrew Brown, interior design business coach & creator of YourCoachApproach.

Douglas Robb - Interior Designher: In broad strokes, how can a business coach help an interior design business owner?

Andrew Brown - YourCoachApproach: To use a single phrase, a business coach helps interior designers see the wood for the trees. And there are many ways to do this. But to give just 3 examples:

Run an interior design business as a business, set out where you want your business to go. And then get there.
Be a better business owner, use mistakes as the inspiration you need to take your business forward.
Get the life you want, fulfil your creative passion, without being a slave to your clients.

Douglas Robb - Interior Designher: What makes an interior design business coach superior to a general business coach?

Andrew Brown - YourCoachApproach: Because no one can be all things to all people. Certainly, there are aspects of business coaching that are general across industries. Like demanding clients, business planning, putting contracts and agreements together.

Then there are those aspects that are specific to an industry. For instance, ensuring clients stick to the brief in each stage of a project. So that interior designers don’t end up giving away services for free. Repeatedly a consequence of interior designers, first and foremost, wanting to please their clients.

Another example is coaching visual people to use resonating language (words!) to attract new clients. A challenge that a coach is unlikely to meet if their client works in publishing!

Douglas Robb - Interior Designher: How can I find a “good” interior design business coach? Who can I trust?

Andrew Brown - YourCoachApproach: Fortunately for our clients, we have to be good at what we do. By virtue that the interiors industry is very interconnected. Moreover, there are very few business coaches in the UK who specialise in the interiors industry. So, our reputations would quickly be in tatters if we didn’t do a good job for clients.

There’s no requirement for business coaches to be certified in the UK. At the same time, a coaching qualification shows that we’ve invested in our business and our own capability. As such, I recommend only using the services of a qualified coach.

A coach’s experience is absolutely critical to the success of the coaching arrangement. And so, a full understanding of your coach’s background, and how it complements you and your business needs is critical.

Even more important, the relationship between client and coach. The client and coach need to gel and trust each other. To achieve this, coaches commonly offer perspective clients a free, no obligation, first consultation. With YourCoachApproach, this is an initial chat. It’s an opportunity to understand a client and how I can service their needs. If a first free consultation turns into a sales call, walk away.

Regarding testimonials, they’re a great marketing tool…..for sellers. A client may have no idea who’s written it: neighbour, friend, or even the coach themselves! Likewise, coaches have relatively few transactions compared to laptop vendors, for example, an average star rating is meaningless too. In short, make your judgement based on your first impressions of the coach. And what your instincts tell you. Not their testimonials

Douglas Robb - Interior Designher: You're based in the U.K. Do you work exclusively with U.K. interior designers?

Andrew Brown - YourCoachApproach: No. You may have noticed that my web and LI marketing is UK-centric at the moment. However, this to support national level SEO rather than only supporting UK clients.

Douglas Robb - Interior Designher: How much should an interior design business coach cost? How is the fee structure set up?

Andrew Brown - YourCoachApproach: Anywhere between £60 and £650 ($80 - $900USD) for a 1 hour to 1.5-hour session. This compares to the benchmark cost for generic life coaching of £45 ($60USD) per session. Most interior design coaches will offer single or pay-as-you-go coaching sessions. Packages are common too. Where the client signs up for (and pays up front) a number of sessions. As are monthly arrangements and subscription services.

There is a vast difference in what interior designers may pay for coaching. In the same way, large prestigious London interior design firms charge substantially more per hour than a local studio. For interior design services that are largely comparable. Large, prestigious London interior design firms mostly pay expensive business coaching fees. Those of us who are more affordable service smaller studios.

I recommend that interior designers spend on coaching what they can afford. And returns them and their business value. Think of it as an investment, not a cost.

Douglas Robb - Interior Designher: Who needs an interior design business coach? In your experience, what percentage of interior design businesses need help running the business side of their business?

Andrew Brown - YourCoachApproach: 100% of interior design businesses will benefit from help running the business side of their business. Kelly Hoppen, arguably one of Britain’s most influential interior designers, seeks and acts upon the advice of others. And she was once a Dragon on Dragon’s Den.

Douglas Robb - Interior Designher: Would you recommend hiring an interior design business coach who lives near the business, or with virtual meetings & Zoom calls, do face-to-face meetings matter?

Andrew Brown - YourCoachApproach: The online vs face-to-face debate has become a hot topic in the last two years. As a result, lots of ‘experts’ have popped up. My experience of online interaction pre-dates online interaction. Once called video conferencing, it was a dominant channel for me to serve clients and develop those in my care during my career. Online interaction works. Just not for everyone.

I deliver business coaching to my clients online. Due to its many advantages. Not least, cost-to-serve. A face-to-face coaching session will need travel to and from the meeting. And if the coach travels, the client pays for it. Depending on travel duration and cost, the coaching fee can double, triple or more compared to an online session.

But cost isn’t the only advantage of online coaching. The client is in their own environment. And not having to play host to the coach. No need to dress up, tidy up, put on an act. In this respect, the digital environment can be a comfortable place to be. Not everyone likes it. Equally, not everyone likes coffee.

Douglas Robb - Interior Designher: Why hire an interior design business coach & not just connect with an experienced interior design mentor?

Andrew Brown - YourCoachApproach: For the reason that a business coach and a mentor are different. And offer distinct advantages. An interior designer turned mentor may have been successful despite their lack of business ability. Such as they’re fantastic at spotting the next interior design trend. Or they’ve established great relationships with influential people.

Whereas business coaches specialise in the workings of the business. We can help interior designers become successful business owners. Even if they don’t have a crystal ball. Or aren’t an extrovert.

Douglas Robb - Interior Designher: What do you think about interior designers who stop designing to focus on coaching other designers. If they know more than the average interior designer, why not focus on building their own interior design empire?

Andrew Brown - YourCoachApproach: Sometimes we can question interior designers who’ve stopped designing to become a business coach. A kind of ‘those that can’t do, teach’ thought process. It’s not an idea I buy into. There’s no reason why an amazing interior designer can’t have more passion, love, and aptitude for business than creativity.

Similarly, I graduated from university with a degree in Neuroscience. And it’s a subject that still fascinates me. It’s just that I love business more.

Douglas Robb - Interior Designher: What should my metrics of expectation be? - more money, more clients, more time - what can a coach actually promise?

Andrew Brown - YourCoachApproach: I’d be wary of any business coach who promises precise increases in wealth, clients, etc. No coach can make such a promise. We’re advisers who guide and counsel clients. We don’t make the client’s business decisions for them.

That said, business coaches don’t get to wash their hands of any responsibility. We’re here to help clients achieve their business aspirations. This means the client and their business should be in a better place because of their investment in business coaching.

On the other hand, if they stay in the same place, or go backwards, the business coaching relationship isn’t working. Generally, the business coach will see this before the client. Make changes to the coaching arrangement. And if it still doesn’t work, a business coach with integrity will end the coaching arrangement.

Douglas Robb - Interior Designher: Getting into some specifics now...What parts of my interior design business can you help me with - contracts/paperwork, legal stuff, marketing, processes, employees/HR, strategies for dealing with clients/contractors/trades, etc

Andrew Brown - YourCoachApproach: All of the above. I am amazingly lucky in that my corporate and business career allowed me to build a wide range of ability. From commercial negotiation of complex agreements which needed a decent understanding of the legal stuff as an Energy Trader. To selecting and managing suppliers as an IT Manager.

Throughout my career, organisations asked me to solve problem areas. To redesign the processes, interactions, systems in that area. But my favourite part of working in organisations was developing others. Establishing programmes to help people grow. Of course, HR isn’t all the nice stuff. I’ve had my fair share of managing grievance, capability, disciplinary processes too.

As for marketing, YourCoachApproach is my 3rd business venture. Marketing is successful when your message resonates with your target audience. Strikes a chord with your potential client at an emotional level.

The key to finding the right messages isn’t complex. But it takes time and effort. Especially when you start a new venture. Thanks to the need to truly know who you’re talking to. That person who wants, needs your service. Whose problems you’ll solve. Even though they might not know their needs, wants, and problems. Also, my analytical approach, mathematical understandings, means I’ve can quickly cut through prevailing marketing myths.

Douglas Robb - Interior Designher: Can coaching & business experience from other industries be introduced to my interior design biz to give designers an edge on their competition?

Andrew Brown - YourCoachApproach: Absolutely. If an industry only looks inwards, then it hampers its ability to learn and grow.

As I’ve mentioned, my experience comes from a diverse corporate and business background. Energy trading and contract negotiation, software and risk management consultancy, IT development. On occasions, I still draw upon my neuroscience background for inspiration. And it’s what sets me apart from other interior design business coaches. My business learnings are from other industries. That I’ve adapted for the interior design business.

Douglas Robb - Interior Designher: As someone who has worked with many different types of businesses, I'm wondering if you see aspects of running a successful interior design business that is unique?

For example, residential interior designers sell…

a very personal service (your home)
that is expensive,
and can impact the homeowners personal wealth (home resale value).

Personally, I think it's kind of unique...but maybe my closeness to the business is clouding my judgment. I'm curious to get your POV on the service & if it's actually as unique as I think it is & if so, does your advice take that into account

Andrew Brown - YourCoachApproach: It’s almost impossible to compare the running of an interior design company to other types of business. And it’s the combination of nuances that make running an interior design business so unique.

For instance, both home-visit beauticians and residential designers offer a personal service in the home. But the way they deliver and charge for services is vastly different. A beautician is likely to visit every few weeks. Charge a few $10s and be in and out in less than hour. In contrast, a residential interior design project is likely go carry on for weeks or months. And typically costing $10,000s.

Both artists and interior designers are creative people. Yet the way they produce results varies hugely. Artists usually have sole responsibility how they can go about their task. Even for commissioned work. Whereas interior designers will often have to manage clients’ ‘creative input’.

Sure, we can find similarities in other industries when looking at one aspect of running an interior design business. But it’s the specific combination of business processes and challenges that an interior designer faces that make running an interior design practice so distinct from other businesses.

Douglas Robb - Interior Designher: What pitfalls can an interior design business coach help designers avoid?

Andrew Brown - YourCoachApproach: To give some prevalent examples:

What interior designers charge for, and what clients get from them, may not line up. And it comes back to interior designers wanting to deliver something that clients fall in love with. As a consequence, they regularly undercharge and over deliver. Repeatedly going beyond the scope of the project. To illustrate, sourcing furniture when the client has only paid for concept design.
To continue with a similar theme, often interior designers don’t charge clients frequently enough. Which means clients can hold interior designers to ransom over the smallest things at the end of the project.
Another typical pitfall is not running an interior design business as a business. Many interior designers strike out on their own, so they follow their creativity. Not feel bound to a studio manager. But being an interior designer and running an interior design business are very different. This is why I say to every prospective business owner, ‘Are you ready to spend more time on your business than designing?’
Creative people usually aren’t cynical people. Although it may seem like a strange flaw, cynicism is a means of self-protection. It helps stop others taking advantage. There’s plenty of swindlers who tell us what we want to hear. A quick fix that means we’ll never have to post on social media / write blogs / find clients again. It’s too good to be true. And a business coach, who’s developed a healthy level of cynicism, knows this.

Douglas Robb - Interior Designher: How detailed is the business advice you provide?

Andrew Brown - YourCoachApproach: I will answer the financial advice part first. In the UK, only businesses registered as financial advisers can give financial advice. And YourCoachApproach isn’t a financial advisory firm. (Ironically, I’ve the relevant qualifications!). This is also true of tax advice and accountancy services. All the same, I can, and do, help people make their business more profitable.

I tailor my advice to ensure clients gain the skills, knowledge, experience, and confidence in all areas of business. And build the platform they need to be successful in business. (It’s this ethos that inspired the name ‘YourCoachApproach’). To do this, I’ve a great deal of experience in all areas of business.

That said, I’m not a specialist in any one of them. At some point, an interior design business may need to hire experts who focus on just one area or another. Crucially, they’ll have the platform to spot the true experts from the many imposters.

About Andrew Brown - YourCoachApproach

“With over 20 years commercial experience, Andrew Brown is a business coach who helps interior designers from the UK and around the world achieve growth and success with their company.

He takes complex business situations and turns them into bite-size strategic ideas. So that interior designers can, step-by-step, do more with their studio.”