Ever worried that you’re charging too much? Of course you have. You’re an interior design professional! But no more says Kristen Apicerno. Kristen, a Kimberley Seldon disciple, initially struggled with charging appropriate fees for her services. She felt that charging a project management fee was "double dipping" and peers and other professionals agreed. This erroneous attitude severely limited her earning potential, that is, until she joined BOD™. Once she implemented the systems, she realized she was undercharging and tackling the most challenging parts of the project for free.  Hear her story of meteoric success. 

In this episode we learn:
- always take the approach that designer and client are equals, and emphasize that with language
- during every step, tell clients what's going to happen before it happens
- ask purposeful open-ended questions and let the client do most of the talking
- use post-project opportunities to gain repeats and referrals

Business of Design® is your blueprint for running streamline projects and building a highly profitable interior design business. Get your business blueprint at 
https://businessofdesign.com/membership

Join Today

EP 423 | Double Your Profits with Kristen Apicerno

Succession planning might feel like a far-off concept, but the truth is—it’s never too early to start.

In today’s episode, we sit down with attorney Wendy Estela to tackle the big questions around IP and succession. Wendy believes that building a business that can eventually be sold doesn’t just prepare you for the future—it makes your business stronger today.

Tune in to learn:
- What intellectual property really means for your business
- How to recognize your worth as a designer and protect your value
- Key succession planning options—and when to start

If future-proofing your business is on your mind, this episode is for you.

Business of Design® is your blueprint for running streamline projects and building a highly profitable interior design business. Get your business blueprint at 
https://businessofdesign.com/membership

EP 425 | IP and Succession with Wendy Estela

Let’s be honest, some of the most powerful forces holding us back aren’t external. Our negative self-talk contributes to lackluster results and keeps us stuck. The messages may sound harmless, even reasonable, overtime they will erode your self-confidence and hamper your success. Change the message, you change the momentum.

In this episode we learn: 
	how negative self-talk quietly sabotages your business growth
	the real cost of staying stuck in a negative mental loop
	how to identify the limiting stories you keep telling yourself
	what it takes to shift your mindset and reclaim momentum

Business of Design® is your blueprint for running streamline projects and building a highly profitable interior design business. Get your business blueprint at 
https://businessofdesign.com/membership

EP 428 | You Keep Telling Yourself That with Kimberley Seldon

Who transitions from a cushy job in the corporate Craft Brew world into running an interior design studio? Our guest, Alexis Vitale. That’s who. While the corporate world gave her structure, business knowledge, sales skills, and more, it took tremendous courage to make the switch. Find out what mattered most to this business owner during her transition.

In this episode we learn: 

•	taking a calculated risk is scary, but staying stuck in fear is worse  
•	don’t be ok, with just being ok—go for great
•	it’s all about relationships—make frequent dates with new people and grow your network

Business of Design® is your blueprint for running streamline projects and building a highly profitable interior design business. Get your business blueprint at 
https://businessofdesign.com/membership

EP 429 | From Beer to Design with Alexis Vitale

What are Business of Design® members thinking about these days? Since Director of Operations, Cheryl Horne, speaks to members on a daily basis, she’s got answers. Cheryl and Kimberley dish about smart ways to increase current project sizes, how to determine how many jobs is the right number for you and why it’s so important to ignore your inner worrier when it comes to billing clients.  

In this episode we learn: 
•	key ways to determine which projects are most profitable
•	why it's beneficial to train new staff with BOD™ modules 
•	three profit levers to pull when your business is in a famine era
•	what happens when a client wants to shop themselves 
•	which course should you take first when you are a new employee

EP 432 | Member Qs with Cheryl Horne

Daniela Furtado is back and this time we put her on the spot by rapid firing the top marketing questions interior design professionals ask us at BOD™. As usual, she is full of insights and great suggestions.

In this episode we learn:
- what quantifies a good marketing return
- how to build a referral strategy that works
- how to manage a mix of offerings on your website
- should your prices appear on your website
- talk about money early and often

Business of Design® is your blueprint for running streamline projects and building a highly profitable interior design business. Get your business blueprint at 
https://businessofdesign.com/membership

EP 433 | Marketing 1-2-3 with Daniela Furtado

Our brains are wired to filter out information that is unnecessary; that’s why marketing fails so often. To get through the filter and get your client’s attention, you’ll have to do something radical—you’ll have to get different. Author and entrepreneur advocate, Michael Michalowicz shares his solution to the highly ignorable marketing trap.   

In this episode we learn:
- organize clients by revenue spent and their crush factor (how much you love working with them)
- find out where your ideal clients converge and market there
- avoid being highly ignorable, approach clients in a way that gets their attention
- perform your own R&D (rip off and duplicate)
- be the true you; lean into it
- be strategic about the mediums your market in (e.g., blog, tv, print ad, Facebook ad, etc.)
- also, be strategic about the method (e.g., gift basket of cookies vs. gift basket of tequila)
introduce keys (signifier that tells you if the marketing piece is working)

Business of Design® is your blueprint for running streamline projects and building a highly profitable interior design business. Get your business blueprint at 
https://businessofdesign.com/membership

EP 434 | Get Different with Mike Michalowicz

A website, like any great interior design project, needs a solid strategy, a thoughtful process, and an eye for aesthetics. In this episode, website strategist Elle Kwan joins us to unpack the essentials of building a high-performing website for your interior design business. Elle shares smart strategies for creating content that resonates with your dream clients and satisfies Google’s search engine algorithms. From clarifying your services to choosing the right website platform, this episode is packed with actionable tips to help you attract, engage, and convert.

You’ll learn:
- What a strong website strategy looks like
- How to speak to both clients and Google robots
- Why clear service definitions are key
- Pros and cons of popular website platforms
- Why starting small with a DIY site is okay
- How to stay focused and trust yourself through the ups and downs of running a business

Business of Design® is your blueprint for running streamline projects and building a highly profitable interior design business. Get your business blueprint at 
https://businessofdesign.com/membership

EP 435 | Website Strategy with Elle Kwan

As an interior design professional, you create beauty, function, and transformation for your clients—but are you building the same for yourself? In this episode we dig into the powerful connection between your sense of worth and your ability to build true wealth. If you’ve ever questioned what you should charge, struggled with confidence in business, or felt stuck on the income treadmill, this episode will shift your perspective—and help you design a business as intentional as your interiors.

In this episode we learn:
- why undercharging isn’t just a pricing issue—it’s a self-worth issue
- how wealth isn’t just about money, but about time, freedom, and choice
- the hidden costs of burnout and overdelivering
- practical ways to increase your profit margins without compromising your creativity
- how to reframe your mindset around money, value, and success as a creative

Business of Design® is your blueprint for running streamline projects and building a highly profitable interior design business. Get your business blueprint at 
https://businessofdesign.com/membership

EP 436 | Wealth and Worth with Carla Titus

Want to handle difficult clients and challenging situations with total authority? Well then, channel your inner 90’s action star (think Steven Segal)! Using a simple and effective technique, you can diffuse any challenging situation and turn an uncomfortable exchange into an affirming and positive step forward in your relationship. The bonus: this technique works with friends and family too.

In this episode we learn:
- how to diffuse a bad situation that is escalating.
- stress-reducing strategies that will keep you in top-shape for the challenging work you do.
- why hiring a coaching and/or psychologist is a sign of strength.
- 5 reasons you absolutely should charge more money.

Get the systems you need to attract ideal clients at https://businessofdesign.com/membership

EP 440 | Handling Difficult Clients Like a 90s Action Star with Dr Ganz

Business of Design® is the #1 trusted business training resource for design professionals around the world. Join thousands of design professional already using our field-tested project management strategies and enjoy increased confidence, improved client retention, greater profits and a business that thrives.

It’s time to take control of your business. 
Become a member of Business of Design®, today:
https://businessofdesign.com/?ref=2&campaign=podcast

New tracks tagged #Decorator