INTERIOR DESIGN

BUSINESS SUCCESS
CHECKLIST

This checklist will

help you identify
the missing links
to more income,
more time off,
and less stress.
 Ritz-Carlton, Denver CO

INTERIOR DESIGN BUSINESS SUCCESS CHECKLIST

MOST DESIGNERS THAT STRUGGLE FINANCIALLY DON’T HAVE ENOUGH CLIENTS…

they lack a consistent “business development system.” Without a “business development
system,” they experience the roller coaster ride of either too many clients or few to none
during weeks or months of the year which leads to stress about money and frustration.

MOST DESIGNERS WORK TOO MANY HOURS… they lack time management skills and
planning skills. This leads to overwhelm and burnout. Building skills and systems around
time management, project management and delegation can solve that problem. And, of
course, it means that a team is required. Working alone is just a job, and when you are
sick or on vacation, the money flow stops.

MOST DESIGNERS DON’T MAKE ENOUGH BOTTOM LINE PROFIT or enough

salary and draws which means they lack a profit model for their business and a clear
understanding of the finances of their business and how to achieve different results.
Every business should have a budget, and the CEO (you) should have the ability to read
your financial statements and project future sales.

ARE YOU READY TO CHANGE YOUR RESULTS? This checklist is for you if you want to
achieve a six-figure income and beyond.

I started coaching interior designers in 2010, and today, I personally work with clients
that have achieved at least $1,000,000 in sales per year, and in one case, nearly 8
figures. After VIP Days, coaching and mastermind work with these designers, we’ve
been able to build their sales, income and profit by addressing ten keys to building a
successful million-dollar plus business.

And by the way, you don’t have to have a

goal of a million-dollar business to make
more money and work less.

PG..2 ©2017 Gail Doby Coaching & Consulting | 720.477.0378 | www.GailDoby.com

 1. MINDSET If you worry about money and feel overwhelmed, or if you have fears about not being a good
enough designer or business person, you will reach a limited level of income and be unable to break through
to achieve financial freedom and recognition. Having the right mindset is essential to your success. Without a
positive mindset, you will experience less success and satisfaction with your business and career. Conversely,
if you have a winner’s mindset, you can achieve amazing results. For example, I have one client that jokingly
says he wants to achieve “world domination.” I truly believe he will do it in this industry, and in less than five
years, he and his partner have built a high seven figure business and will break through eight figures in the
next year or so. Here are the “winners” mindset characteristics:

FF Confidence. Without confidence in your design skills, business skills, ability to influence and sell yourself
and your ideas, you will struggle to break through your financial glass ceiling. With earned confidence,
you feel worthy of being paid well and treated with respect. Your income will grow and you will achieve
financial freedom.

FF Act in spite of fear and insecurity. One of the biggest challenges for most entrepreneurs is between their
ears. Their fears, doubts and insecurities stop them from achieving higher and higher levels of success.
What you focus on you get. Focus on your desired results and the reason why it is worth achieving and
take decisive action.

FF Sense of urgency. Without a sense of urgency, your results will always be achieved tomorrow, next week or
next year. The desired result will always be “out there” and will not be achieved. There is never a better time
than now to get results. One key element that must be paired with a sense of urgency is to be working on the
right things. How do you know if you’re working on the right things? Your current results tell you everything.
If you aren’t happy with your results, you may be working too hard and with a sense of urgency about the
wrong things.

FF Relentless determination. Setbacks are a fact of life – they provide valuable feedback so you can evaluate
and redirect your efforts to more appropriate actions. The key to working through the setbacks is relentless
determination to work through the obstacles to your goals.

FF Be willing to work harder and smarter than others. That includes your staff. It is your business, and no
one will ever care as much as you do about your success. Don’t expect your staff to be willing to sacrifice
their personal time for your business and financial goals. Pair the right skills, knowledge and actions with the
willingness to work harder and smarter than others and you will achieve more than you ever imagined. There
are always too many things to do and too many opportunities to work extra hours. Get focused on the tasks
that move the needle in your business. Set boundaries or you’ll soon find your business running you.

FF Be aware of your competition, but not intimidated. Use your competitor’s success as motivation to improve
vs. comparing your results to theirs. Ask yourself what is missing in your approach. What skills, knowledge
and actions will make the difference in below average results or an exceptional outcome? When you clearly
identify what your colleague’s (better word) unique value and then clarify your unique value compared to
theirs, you can then define your competitive advantage. Once you complete this exercise, you will be able
to position your brand and communicate the differences to your prospects.

FF Likeability & Authenticity. If you are self-focused (this goes back to the fears and insecurities) vs. focused
on your client’s needs, wants and best interests, you will be less likeable. You must like yourself and believe
you have true value to attract clients easily. Charm, grace, great listening skills, believability and genuine
commitment to excellence can be your compelling edge.

PG..3 ©2017 Gail Doby Coaching & Consulting | 720.477.0378 | www.GailDoby.com

 FF Decisiveness. If you are indecisive, you waste valuable time and energy. Indecisiveness is linked with lack of
confidence, fear and not having clear criteria for making solid choices. It’s better to pick a direction quickly
than take valuable brain power by rethinking your decisions. Decisiveness = more flow and ease in your
business.

FF No excuses. If you are frustrated because others aren’t doing what you expect, understand that you are
responsible for your results and those of your team members. If you don’t like your current results, take full
responsibility for them and identify your contribution to the situation. Fix the problem and not the blame.

FF Hire consultants to help where you don’t have the necessary skills. Many design firm owners stay small because
they think they have to know how to do everything themselves. It is a shortcut to hire experts vs. staying
stuck. You don’t have to have all of the skills, but you do need to identify what you don’t know and get help.

2. Clarity
FF Clear vision. If you don’t know where you’re going, how will you know when you’ve arrived? Clarity
removes roadblocks and accelerates success especially when a plan with deadlines is attached. If you are
stuck more than three days, ask someone that has solutions for assistance in resolving your situation. Why
suffer?

FF You know who should and can serve. If you don’t know who you serve best, and conversely, who you do
serve best (AKA your Ideal Client Profile) you are destined to struggle with client relationships. Make sure
you select your clients based on a value fit with your firm instead of their budget. It never pays to work with
jerks with big bank accounts.

FF You have a defined culture. Without a clearly defined business culture that is based on your values, there
will be a disconnect between who you are and what opportunities you attract to your business. Your
culture must be understood by your entire team and they must be committed to adhering to it.

FF Specific goals with plans to achieve them. Goals without clear plans and deadlines are dreams. Dreams
without actions do not add money to your bank account. Measure your results along the way.

FF You have a defined client experience. The client experience you deliver begins with their very first
interaction with you. If you are inconsistent, then your brand reputation will be inconsistent. Every aspect
of the client experience should be choreographed and planned so your team knows how to deliver a
consistent brand experience. Delivering a luxury experience requires careful thought and planning, and
your team needs to be trained to deliver service the way you do.

FF You know who needs to be on the team. A successful firm requires a well-oiled team. You know who fits,
you train them and you hold them accountable. You inspire and motivate them.

FF You know when to say no. Saying yes to one thing means that you are saying no to something else.
Without being selective, your actions appear scattered and you appear less professional and capable. Say
yes to few things, and make sure you use your values, culture and clear goals to direct your daily activities.

3. Brand Vision Without a clear brand vision, you can’t deliver a great brand experience. Your brand
vision must be clear, compelling, well-articulated with every touch point of your business. Soft skills count,
and those include your demeanor, the way your telephone is answered and how you make people feel.

PG..4 ©2017 Gail Doby Coaching & Consulting | 720.477.0378 | www.GailDoby.com

 4. Skills
FF Design. An average designer that has excellent marketing, sales and business skills can easily out-earn an
amazingly talented designer that doesn’t know how to run a business. If you have above average design
skills with business savvy, you have a winning combination. You need a unique point of view that is visually
clear, but that is even more compelling with the right words.

FF Marketing. Without a clearly defined marketing strategy with a handful of specific tactics that your firm
executes with excellence, your client flow will be irregular and that means that your financial results will
be unpredictable. Measure the effectiveness of the dollars you invest in your business. Advertising isn’t
targeted. Be careful about investing in the shotgun approach to marketing. For example, if a Realtor asks
you to advertise in their resource brochure with a promise of exclusivity, check with other advertisers to see
if they have actually gotten business from that expenditure.

FF Sales. Without well-honed sales skills, you can’t grow a successful business. Your number one job is to
bring in the work… at all times. You can hire people to assist, but this is one area that is the hardest to
teach, and no one can sell you better than you.

FF Leadership. If you aren’t comfortable with doing uncomfortable things, then you will not be perceived as
a leader. A leader makes the hard decisions and addresses challenges directly and quickly. Your ability to
clearly communicate, inspire and motivate your team, your vendors and your clients is crucial.

FF Coachability. If you aren’t willing to change your actions and learn from expert feedback, then don’t hire
an expert to assist you. Coachability, adaptability, and a willingness to accept honest feedback is the key to
constant improvement. You can do it your way, but is it the best way? If you want to perform at your best,
honest feedback will help you find the best route to your ultimate dreams. Constant improvement should
be your motto.

FF Productivity & Time Management. Where I see many clients struggle today is with time management.
They are victims of “Other People’s Priorities” and that means that you’re always last on the list. Your ability
to complete significantly productive work done depends on your ability to manage distractions, prioritize
and be selective.

FF Organization. Lack of organization is common in a complex business like interior design. The more people
that work on your team, and the less checklists, systems and processes that are clearly defined, the more
opportunity there is for error, unhappy employees and dissatisfied clients. Any task that happens more
than once in your business should have a defined process. Without structure, chaos will ensue.

FF Ability to Identify & Grow Talent. I have seen great companies struggle because they hire the wrong
people and keep them too long which creates major stress within your business (I’ve done it myself). Hire
slowly, fire fast. Seek the best talent you can afford and your life will be easier. Have a process for hiring,
onboarding, training, and managing your team. Your ability to read people and motivate them to be
their best self is a great asset that some people lack. Check references, correct bad behavior quickly and
privately, give praise in front of others. Find out what motivates your employees and give regular feedback
– especially corrections. Your goal is not to be liked, it is to be a respected leader.

FF Problem Solving. Avoiding problems means that you are abdicating your decisions and results to others.
Problems are your opportunity to shine. We encounter problems every day. Solve the problems quickly
and decisively. Problems and challenges are just feedback to redirect you to a better solution. If you are
postponing your decision because you are afraid of upsetting someone or making a mistake, emotions are
involved. Write down the issue and the possible solutions. The three-day rule applies. If you can’t figure out
what to do, ask for help.

PG..5 ©2017 Gail Doby Coaching & Consulting | 720.477.0378 | www.GailDoby.com

 FF Time Management. Without great time management skills, you’ll spend valuable time doing low return
tasks that others can probably do better than you. When you are strategic, clear and motivated, you’ll
accomplish more by delegating, outsourcing and of course, saying no to things that aren’t serving your
ultimate goals. More decisions, less distractions!

FF Intuition. Ignoring your gut instincts is a mistake. Have you ever made a decision that you intuitively
known was wrong and then suffered the consequences? Pay particular attention to your intuition about
prospective clients and employees.

FF Emotional Intelligence. Lack of emotional intelligence (or spotty application of it) creates psychic stress.
It may seem counterintuitive, but avoiding change, conflict and negative feedback doesn’t make you
stronger or happier, it actually weakens you. Emotional intelligence is like sand in an oyster – it makes
pearls. Welcome challenges as an opportunity to grow.

5. Knowledge
FF Improve your strengths. Schools teach us to improve our weaknesses, but that is counterproductive.
Improve your strengths and outsource or delegate your weaknesses. If you don’t have the knowledge to
do something, find people who do and get them to teach you directly. Coaching and consulting fills in the
gaps and gets you to your goals more quickly.

FF Know what knowledge you need to run a successful business first. Design skills are only 10% of what it
takes to run a successful business. Focus on learning the business skills during business hours and seek
inspiration outside of business through travel, music, art, human interaction and cultural activities.

6. PR & Marketing
FF Excellent Photography. When designers do their own photography or hire the least expensive person to
shoot their work, they are saving money in the wrong place – assuming they are striving for recognition
and the best jobs. Hire the best photographer you can afford and ensure that you have a great stylist on
board to dress the room correctly. Get feedback. Find a photographer that works for your target shelter
publication and hire him or her to walk a job with you and give you feedback.

FF Identify no more than three tactics that you will focus on during a ninety-day period. Many designers
apply too many marketing tactics without focus and clear intent. This results in a scattered, expensive (time
and money) and hard to manage PR & marketing approach. Social media takes a vast amount of time, and
your personal time is better spent creating a solid vision and business framework while outsourcing tasks
to specialists. Keep your focus limited and go deep with each tactic.

FF Measure the results of your investments in PR & Marketing. Advertising can be extremely expensive and
many designers fall in the trap of paying for ads that rarely result in clients. Look for a return on investment
that exceeds your expense. Don’t purchase ads just to position yourself in the market.

FF PR & Marketing is a daily endeavor. It is common to have a lot of jobs at one time and that is when most
designers stop marketing. Sometime in the future, you will experience a lag in client flow – the solution is to
market at least two hours per day. You do not have to personally do the work, it just needs to be done.

PG..6 ©2017 Gail Doby Coaching & Consulting | 720.477.0378 | www.GailDoby.com

 FF Editorial Calendar. Few firms have an editorial calendar that includes all of their PR & Marketing activities.
Create a 90 day, or better yet, a full year editorial calendar for your blog, social media, your newsletter, etc.
Make sure to include a budget for those tactics so you don’t spend more than you can afford. Your budget
should be between 3 – 12% of your total sales. The lower percentage is for larger firms.

7. Plan
FF Budget. Few creatives love numbers which is why they struggle to earn significant money. You can’t run
efficiently and plan for the future without a budget. Know your key metrics like the productivity of your
employees and margins. Review your financials continuously. If you don’t know how to read your financials,
then get an expert to assist you.

FF Cash Flow Projections. Even fewer firm owners create cash flow projections and this leads to tight cash
flow at inconvenient times.

FF Goals. Always create written goals, as well as a vision statement, mission statement and culture statement.
Talk about all of these continuously in your business so the team stays focused on the prize.

FF Improvement and training. Small firms neglect focus on improvements in key areas like systems and
processes as well as training of your team. If you want to keep improving your business, skills improvement
goes hand in hand with the ability to earn higher fees and keep more of your bottom line profit. Training
must be for your entire team.

FF Plan for things to go wrong. Think about what’s gone wrong in the past and figure out how to avoid
repeating the same mistakes. Identify the root of the problem and fix it at the root. You should maintain
cash reserves of at least 3 if not 6 months of payroll and overhead expenses. A client recently experienced
a health challenge, and as a result of building reserves, she was able to keep her firm operating without her
being actively involved for several weeks. You never know what will happen in the future.

Decide whether you are ready to “play big,” or whether you want to enjoy your business as a
hobby. Either way, we encourage you to choose a path that includes better business practices.

Join our private LinkedIn Group and get answers to your questions. Our community is supportive
and welcoming - we can’t wait to connect with you!

Warm regards,

Gail Doby Erin Weir

Gail Doby, ASID, is the Chief Vision Officer of Design Success Erin Weir is the Vice President & Co-founder
University and Gail Doby Coaching & Consulting. She is of Design Success University and Gail Doby
NCIDQ certified, and she is passionate about helping interior Coaching & Consulting
designers achieve six-figure and multi-six-figure incomes.

PG..7 ©2017 Gail Doby Coaching & Consulting | 720.477.0378 | www.GailDoby.com