A higher design fee signals expertise. Clients who respect your fee respect your process.
Decoy Pricing
Tier 2 is your primary target. Tier 1 makes it easy to start. Tier 3 makes Tier 2 feel reasonable.
Bundle, Don't Discount
Add deliverables before reducing price. "I'll add the annual refresh" beats "10% off."
Risk Reversal
Offer a 30-day satisfaction review: "If anything feels off, I'll source alternatives at no additional fee."
Revenue Model Breakdown
Design Fee (Tier 1)
Pure service revenue
100%
Design Fee (Tier 2–3)
Pure service revenue
100%
Product Margin (Trade)
On all sourced product
25–40%
Vendor Referral Fees
On vendor-referred orders
8–15%
Repeat Client Projects
Reduced fee, same margin
Lower fee
Referral Incentive Revenue
Track separately as growth KPI
N/A
Consultative Sales Scripts
SPIN-based · relationship-first · built to close premium
Discovery Call Opener
First call with a referred or inbound lead
›
"[Name], thank you for making time. I do want to say upfront — this call is not a sales call. I don't work that way. In the next 30 minutes, I want to understand your home, your life, and what you actually need. At the end, I'll tell you honestly whether I think I'm the right person for this project. Sound fair?
[Let them respond]
Perfect. So tell me — what's happening at home right now that made you reach out?"
The "not a sales call" line disarms immediately. It also pre-selects for serious clients who respect the process.
Budget Conversation
When they hesitate to share budget
›
"I completely understand not wanting to name a number — most people don't. Let me frame it differently.
Homeowners who work with me typically invest between $25,000 and $150,000 on a multi-room project. This includes my fee, all sourcing, delivery, and installation. Does that range feel aligned with what you're envisioning, or does that shift how you're thinking about the scope?
[Let them respond]
Okay — so if budget is around [X], what I'd want to make sure is we're building the right project, not the most expensive project. My job is to make every dollar do more work."
Give a range first — it anchors without pressuring. "Every dollar do more work" signals stewardship, not sales.
Proposal Presentation
Walking through the proposal
›
"I'm going to walk you through what I've built for you. I want you to hold your reactions until the end — and then tell me your honest thoughts. Deal?
[Present proposal]
Here's what I want you to take away: this is what your home looks like when every decision is intentional. Every piece connects. Nothing is random. That feeling you've been chasing — this is how you get it.
The investment for this project is [X]. My fee is [Y], and that's fixed regardless of how long the project runs.
What questions do you have?"
Ask them to hold reactions — it stops premature objections and lets the full vision land before defense mode kicks in.
Price Objection — Consulting Fee
They question the design fee
›
"That's a fair question, and I want to answer it directly.
My fee is [X]. What you're paying for is not hours — it's access. I have vendor relationships that give you trade pricing unavailable to the public — that alone typically covers my fee in savings on a mid-size project. You're also paying for the decisions I won't let you make — the ones that look good in the store and wrong in your home.
Most clients tell me afterward that hiring me was the cheapest decision they made.
Would it help to walk through the trade pricing math on one or two pieces we've discussed?"
Never apologize for the fee. Redirect to ROI immediately. The "cheapest decision" line is disarming and true.
Closing the Proposal
End of proposal presentation
›
"We've covered a lot today. Here's where I land: I think this project is right for you, and I think we're the right fit.
I work with a limited number of clients at one time — I'm in [X] active projects right now and I have capacity for one more. I'm not saying that to pressure you. I'm saying it so you know you'd have my full attention.
To move forward, I ask for a signed agreement and a 50% retainer, and then we schedule your project kickoff within the week.
What's your honest feeling right now?"
"What's your honest feeling" is the most powerful closing question that doesn't feel like a close. It invites real conversation.
Referral Conversation
30-day post-delivery follow-up
›
"[Name], I'm calling because I want to check in — how is the room feeling now that you've lived in it for a month?
[Let them share]
That's exactly what I hoped to hear. Listen — I want to ask you something directly. Most of my new clients come from past clients. And I'm always careful who I take on, because the relationship matters to me.
Is there anyone in your life — a neighbor, a friend who just bought, someone you know going through a renovation — who I should know about? I don't chase leads. But if you made an introduction, I'd treat them exactly the way I treated you.
Who comes to mind?"
Do this call at exactly 30 days. The emotional peak of gratitude is real. Ask for a NAME, not a "maybe."
SPIN Selling Framework — Adapted for Furniture Consulting
S — Situation
"How do you currently use this space?"
"When did you move in?"
"Who else lives here?"
P — Problem
"What's not working about the space?"
"What's it costing you to live with this?"
"How long has this been frustrating you?"
I — Implication
"How does the space affect how you feel at home?"
"If guests come, what does this say?"
"What would change if the room finally felt right?"
N — Need-Payoff
"If we solved all of that — what would that feel like?"
"How would that change your daily life?"
"Is that worth investing in?"
Discovery Framework
10 questions that close more than any pitch
1
Life Stage
Walk me through how you currently use this space and how you wish you could use it.
›
Why This Works
Opens with usage, not preference. Reveals the gap between how the space is used and how it should be used.
2
Lifestyle
Do you have children or pets? How does that change what you need from furniture?
›
Why This Works
Lifestyle filters inform material choices. Pet owners need different upholstery. Kids need different fabrics.
3
Aesthetic
Show me 3 photos on your phone right now of spaces that feel like "you." Don't overthink it.
›
Why This Works
Three photos = one emotional brief. More honest than any mood board they'd curate intentionally.
4
Budget
Homeowners who work with me typically invest between $15K and $150K. Where does your budget sit comfortably?
›
Why This Works
Anchors budget in a consultative range. Removes awkwardness and pre-qualifies immediately.
5
Timeline
Is there a specific date this needs to be done by — a move-in, a holiday gathering, or just when you want your life back?
›
Why This Works
Timeline creates urgency and commitment. Without a deadline, decisions get deferred forever.
6
Decision
Who else is involved in this decision? I want to make sure we have everyone in the room together from the start.
›
Why This Works
Identifies hidden veto players. The absent partner kills more deals than price.
7
Pain
What's the biggest frustration with your space right now? What's it costing you emotionally?
›
Why This Works
Uncovers the emotional ROI. Clients buy feelings, not furniture.
8
Vision
When this project is complete and you walk into the room — what do you see, feel, hear?
›
Why This Works
Future-paces the outcome. They buy it emotionally before it exists.
9
Priority
If we could only do one room perfectly, which room would change your life the most?
›
Why This Works
Prioritizes scope when budget needs focus. Always start with the room with the most impact.
10
History
Have you worked with a designer or consultant before? What worked, what didn't?
›
Why This Works
Reveals competitive landscape and process expectations. Adjust accordingly.
Discovery Call Structure
0–3 minFraming
"This is not a sales call." Set expectations.
3–8 minSituation
Questions 1, 3, 5. Life, home, timeline.
8–15 minProblem + Pain
Questions 7, 2. Surface the real frustration. Let silence work.
15–20 minVision
Questions 8, 9. They start to see it.
20–25 minBudget + Decision
Questions 4, 6. No judgment. Just data.
25–28 minNext Step
Commit to proposal date. Specific day, not "soon."
28–30 minReverse Close
"What questions do you have for me?" — flip it.
Follow-Up Sequences
Automated touchpoints · no lead left behind
Discovery Call Completed — No Proposal Yet
Trigger immediately when discovery call is marked complete
0
Same
Email
Same-day thank you + summary of what you heard from them. Restate their pain in their words. No pitch.
2
Day
Email
Send 2–3 inspiration images tied to their stated aesthetic. No selling — just "these reminded me of what you described."
5
Day
SMS
"Just wanted to check in — any questions while I'm putting the proposal together?"
7
Day
Email
Send proposal. Include a short personal note about what excited you about their project.
10
Day
Call
Proposal follow-up. "I want to walk you through my thinking." Walk every line together.
Proposal Sent — No Response
Trigger when proposal is sent and no response within 24 hours
1
Day
Email
"Checking that the proposal arrived — happy to clarify anything."
3
Day
SMS
"[Name] — no rush at all. Just wanted to say I'm genuinely excited about this project."
7
Day
Email
Add value: "Thought of you when I saw this piece — it's exactly what I had in mind for your [room]." Attach image.
14
Day
Call
"Are you still considering this, or has something changed? Either answer is fine."
21
Day
Email
Final follow-up: "I want to give you space. When you're ready, I'm here." Include proposal PDF link.
Post-Delivery Nurture Sequence
Trigger on delivery confirmation date — runs for 12 months
7
Day
SMS
"How are you settling in? I'd love to see a photo if you've styled the space!"
30
Day
Call
30-day check-in. Ask how it feels. Ask for a referral. Use the referral script.
90
Day
Email
"Any pieces that feel off? Any new rooms calling your name?"
180
Day
Email
Seasonal refresh idea email: "Spring/Fall is the perfect time to update [X]. Here's what I'm seeing."
365
Day
Call
Annual client call. "It's been a year — let's talk about what's next." Present annual refresh option.
Annual Client Cultivation Calendar
Month 1Post-project check-in call. Ask for referral.
Month 3Seasonal refresh email. Offer new accessory curation.
Month 6Personal note or small gift (candle, book). No pitch.
Month 9Trend email: "What's coming in for fall/spring."
Month 12Annual call. "What rooms are calling you this year?"
BirthdaysText birthday wishes. No offer. Just human.
Home Anniversary"Hard to believe it's been [X] years since we set up your room!"
New ListingsIf a past client lists — reach out. Staging opportunity.
Structured for maximum trust · minimum friction · one action
Hero — Above The Fold
Your home should feel as intentional as the life you've built.
Most people spend years living with furniture that was picked in a hurry, bought out of compromise, or simply never quite right. They walk into their own home and feel... nothing. You deserve to walk in and feel something.
I'm [Name], a private furniture consultant. I help discerning homeowners create spaces that are curated, cohesive, and deeply personal — without the overwhelm of doing it alone.
Problem — What They Feel
You know what you don't want. But translating that into a room that actually works is harder than it looks.
You've spent hours on Pinterest. You've walked through showrooms and felt nothing. You've bought pieces that seemed right in the store and wrong at home. And now you have a room full of furniture that doesn't talk to each other.
The problem isn't your taste. The problem is access — to the right vendors, the right eye, and someone who knows how to take the image in your head and make it real.
Authority — Why You
I've curated over [X] projects in [City]. This is my craft.
I have trade relationships with vendors most homeowners never see. I know which pieces hold up and which fall apart in three years. I know how light moves through a room and how that changes your material choices.
But more than anything — I listen. I spend more time understanding your life than I do showing you furniture. Because the best room isn't the most expensive one. It's the one that's right for you.
Social Proof — Voice of Client
"She changed how our home feels. I don't know how else to say it."
— [Client Name], [Neighborhood]
"We'd been trying to figure out the living room for two years. In six weeks, [Name] made it everything we didn't know we wanted."
— [Client Name], [City]
Offer — The Ask
Start with a single room. Transform how you feel at home.
Room Refresh — $2,500 design fee
For homeowners who want to begin with one space and experience the process first. Includes discovery session, curated selections, vendor sourcing, and delivery coordination.
Full Floor Package — $7,500 design fee
Three to five rooms, full curation, trade-priced procurement, and white-glove installation.
I take on a limited number of clients at one time. Inquiry does not guarantee availability.
Lead Magnet — Email Capture
The 5 Most Expensive Furniture Mistakes Homeowners Make (And How to Avoid All of Them)
Free guide. No spam. Unsubscribe anytime. Inside: the sizing mistake that makes rooms feel small, the vendor trap that costs clients thousands, and the one question to ask before you buy any piece of upholstered furniture.