Five processes to convert more high-end prospects into clients

I don’t know about you, but when I walk into RPM Steak, I expect a very different experience than if I were to walk into an Outback.

Everything from the vibes, to the attire of the waitstaff, to the approach the servers take when they greet us at our table, to the attention they give throughout the night…

It’s elevated…

It’s attractive…

And it’s fully expected.

Because I don’t walk into RPM Steak with a coupon in hand and looking for a quick bite… I go there to spend money.

And the experience they provide? Matches the dollar amount I plan to spend.

Now I’m not walking you through my dining history to get you hungry, designer friend (although I may have accomplished that…)

I’m trying to get you to see how a certain dollar amount expects a certain client experience.

And when you have a goal of attracting a higher-end client? It requires higher-level processes…

starting with the onboarding process.

Why client onboarding matters in your interior design business 

The client onboarding process is your first impression with your prospective clients. 

And from the very beginning, higher-end clients are looking for someone to display a certain level of confidence, thoughtfulness, and organization that will allow your client to know that:

1. You care about them

2. You’re going to take care of them, and

3. They’re going to enjoy working with you

Now your style and personality will shine through regardless of your processes, but the first two require some extra time, and a little bit of strategy, to allow your clients to know that you’re the interior designer for them.

And because of that, I wanted to give you a leg-up on the competition.

Let’s dive in!

5 business processes that will help you convert more higher budget prospects into clients

1. Have a plan

   High-end clients are attracted to working with people that are organized.

   And what’s more organized than having a plan?

   While we know the end goal is to secure the client, the goal in each stage of the process is to get to know the prospective client, build a relationship with them, and give them the information they need at the time it makes the most sense for them.

   And the best way to do so?

   Is to have a plan for each meeting.

   Think about each step in your client onboarding process…

   • What do YOU need to know about the prospect to have you confident in moving them to the next step? 

   • What information do THEY need to know about you that will make them feel confident in moving on to the next step?

   • What is an ideal RESULT from the meeting or conversation?

   Use the questions above to craft an outline, or a plan, for each meeting you have in your onboarding process, and you’ll feel a lot more intentional going into it.

2.  Send calendar invites

   I am a huge fan of sending calendar invites as a way to stay organized, and your higher-end clients will feel the same.

   Calendar invites are single-handedly the best way to minimize any scheduling confusion. Just by sending one, you’re communicating, “I have it in my schedule for this date/time/location, so I’m going to make sure you have it in yours, too.”

   If a prospect receives the calendar invite and notices anything “off” about it, ie. their address is incorrect, they wrote it down for a different date, etc., they’ll tell you right away and you’ll make an adjustment.

   So moving forward, every meeting you have with a prospective client, send a calendar invitation to it. Include date, time, location, and any necessary details in the description (If I have an in-person meeting, I like to include both parties cell phone numbers here in case anyone is running behind).

   As for when to send the calendar invite?

   Do so within 24 hours of scheduling the meeting.

   Whether it’s that same day or right before you send your follow-up email (more on that) any more time in between creates opportunity for error.

3. Schedule the next meeting in the current meeting

   With high-end and desirable prospects you want to keep vibes high and momentum going in the onboarding process.

   And the fastest way to lose momentum and let another designer sneak in… is by leaving your clients hanging.

   From here forward, before you leave (or hang up with) your prospect, you’re going to schedule your next meeting with them.

   • When you are on a discovery call, you’re scheduling the in-person consultation while you’re on the phone with them.

   • When you’re in the in-person consult, you’re scheduling a proposal call with them.

   • When they say yes to working with you, you’re scheduling the kick-off meeting.

   Keep the prospect moving forward as much as you can so they always have that next-step on their calendar.

   And of course, you’re sending calendar invites for each of these meetings.

4. Send follow up emails

   I’m exceptionally passionate about this one because it’s the EASIEST thing to do, is helpful for all involved, and yet so many designers aren’t doing it.

   Every meeting you have should be followed up with a next-day email.

   This email should include (but is not limited to!)

   • Thanking the prospect for their time

   • Enthusiasm for the prospect of working with them

   • Any necessary details from the conversation

   • Next-steps

   • Reminders of homework you gave them (i.e please send me a link to your Pinterest board prior to the consultation so I can review.)

   It also should be easy to read, with bullet points, paragraphs, and bolding the things that matter the most.

   If time allows, I recommend creating the email the same day as the meeting and schedule it to send first thing the next morning. Again, sending it within 24 hours will create less room for error and enhance your process that much more.

   And don’t drive yourself nuts - if you meet with a prospect on Friday at 3pm, send this on Monday at 10am, not Saturday morning.

   | Note: If you’ve never schedule-sent an email before, this trick will blow your mind >>Tap here for a mini training<<

5. Start delivering your proposals LIVE

This is actually one of my most major secrets from my VIP Onboarding Day, but I’m feeling generous today, so here you go.

Stop emailing proposals to clients you’re excited about.

If you want to actually land this prospect as a client, start walking through them live, ideally via Zoom.

Delivering the proposal live will allow you to…

• Get in front of your prospect again

• Continue to build the relationship

• Convey enthusiasm for working with them

• Confirms they’ve reviewed it, at least once (because you’re doing so live)

• Be sure nothing is missing from your proposal (because you’ll say, “did I miss anything?”)

• Get a sense for their commitment and excitement in working with you (which will help you project your pipeline and schedule a lot easier).

No this doesn’t need to be a powerpoint. Yes, this meeting can be as short as 15 minutes.

But this 15 minutes is meaningful when you’re talking big numbers, and your high-end clients will appreciate this extra level of service.

Annnd there you have it!

Implementing these five processes in your client onboarding will absolutely increase your conversion rate of your high-end design prospects into clients.

Because all of these processes working together will display your confidence, your efficiency, and your ability to plan and execute.

Want more?

If you’re ready to take your client onboarding up about a notch (or about 10 notches), I’m currently taking on applications for Client VIP Days.

Schedule a free 15-minute consultation here.