When it comes to closing design deals, it’s not just about presenting beautiful work—it’s about understanding the key psychological and emotional sales triggers that drive more design sales and motivate your clients to say “yes.” By leveraging these triggers, you can influence buying decisions more effectively and make the sales process feel seamless and natural.
Episode Timestamps
- 19:45 Creating Urgency with Scarcity
- 24:30 Leveraging Guilt for Sustainable Purchases
- 31:15 Providing Specificity in Client Proposals
- 35:10 Building Familiarity with Well-Known Brands
- 42:20 Offering Rewards for Client Commitment
These next 15 triggers, inspired by Joe Sugarman’s book Triggers, will give you the tools to capture design deals with greater ease and confidence. Integrate these techniques into your design business to build deeper client connections and streamline the path to landing every project that you desire.
16. Exclusivity: People want what they can’t have—or what they believe is reserved for an elite few. As a designer, you already provide a service that isn’t for everyone, and that exclusivity increases its value.
TAKE ACTION: Highlight the exclusivity of your services. “This is a one-of-a-kind design, curated just for you.” Or, offer limited availability by booking only a set number of clients per year.
17. Belonging: We all crave a sense of belonging, whether that’s within a community or to an exclusive circle. Your high-end clients want to feel like they’re part of something special, something not everyone can access.
TAKE ACTION: Create a VIP experience for your clients, from client appreciation events to private previews of new collections or services. Help them feel like they’re part of an exclusive inner circle.
18. Desire to Collect: Clients often have a natural tendency to collect, whether it’s art, bespoke furniture, or unique décor items. By tapping into key psychological and emotional sales triggers for more design sales, you can encourage this instinct by positioning your designs as the ideal way to showcase treasured collections.
TAKE ACTION: During the design process, ask clients about any collections they have or dream of starting. Design spaces that allow these collections to shine and grow.
19. Scarcity: The less there is of something, the more people want it. Custom, bespoke, or limited-edition pieces tap into this powerful psychological trigger.
TAKE ACTION: Emphasize the scarcity of custom work or one-of-a-kind pieces. “Once this piece is sold, there won’t be another like it.” This creates urgency and helps clients commit faster.
20. Guilt Guilt can be a subtle but powerful motivator. It’s not about manipulation—it’s about understanding your clients’ values and desires, especially when it comes to making choices that align with their beliefs, such as sustainability.
TAKE ACTION: Offer sustainable products and designs, then gently remind clients of the positive environmental impact they’ll have by choosing these options.
21. Specificity: Generalizations don’t sell. Clients need specifics to feel confident in their decisions. Tapping into key psychological and emotional sales triggers for more design sales and clearly outlining the features, benefits, and uniqueness of a product or service will make it easier for them to say yes.
TAKE ACTION: Detail the reasons behind your choices for them. “This fabric is custom-dyed and high performance, ideal for your high-traffic areas.” Offer detailed explanations of why each piece is perfect for their space.
22. Familiarity: People are drawn to what they know. If your clients recognize the brands or products you’re recommending, they’re more likely to feel comfortable making a purchase.
TAKE ACTION: Lean on exclusive, reputable brands that align with your clients’ tastes. Introduce them to new brands by connecting them to what they already love.
23. Patterning: Human beings find comfort in patterns and familiarity. By creating recognizable sequences in your process or using familiar structures in your marketing, you tap into key psychological and emotional sales triggers for more design sales, building trust and ease.
TAKE ACTION: Use consistent processes in your client journey. From how you present your designs to the structure of your proposals, establish a clear, predictable flow that clients can rely on.
24. Harmonize: Aligning your design solutions with your client’s values creates instant resonance. When a product or design reflects what’s important to them, it becomes much easier for them to invest.
TAKE ACTION: During discovery calls, dig deep into your clients’ core values. Once you understand what matters to them, present design options that reflect those beliefs—whether it’s sustainability, luxury, or craftsmanship.
25. Reward: We all love a reward, even at the luxury level. Offering small perks or bonuses during the design process can encourage clients to commit sooner and invest more.
TAKE ACTION: You may be able to find rebates on appliances that encourage purchase, timely sales on finishes, fixtures, and lighting can provide incentive, or quantity savings. There are clients who love a good deal and will be swayed by rewards even at the top of the market.
26. Capability: Clients want to feel confident that they can use and enjoy the products and services they’re investing in. If something feels too complicated, they might hesitate to buy.
TAKE ACTION: In today’s digital age this is a big deal, there is nothing more frustrating to a client than having a home filled with smart tech that they don’t have the knowhow to use and enjoy. It would be like providing them with a glorious new kitchen with all the latest and greatest appliances and leaving them to sort out how to use all of it. Instead, provide a personal chef (yes, included in your fees) to provide lessons and a beautifully cooked meal or several meals so they truly master the new equipment and embrace the enjoyment of it.
27. Simplify: A smooth, simple buying process reduces friction and makes it easier for clients to say yes. The more you simplify, the more likely they are to move forward with confidence.
TAKE ACTION: Streamline your client journey. Make sure contracts, investments, and communications are simple and straightforward. Leverage tech to save time including a scheduler.
28. Contentment: Your clients should walk away from the design process feeling satisfied, content, and happy with their investment. By tapping into key psychological and emotional sales triggers for more design sales, you can build long-term loyalty and encourage repeat business.
TAKE ACTION: After completing a project, set up a post-project debrief to gather feedback, celebrate successes, and ensure your clients are fully satisfied with the results.
29. Perception: How your clients perceive a product or service can make or break the sale. As their designer, you have the ability to shape those perceptions with stories and context.
TAKE ACTION: Enhance the appeal of your selections by sharing their stories—where they come from, who made them, and why they matter. Crafting a narrative around each piece adds layers of meaning and value.
30. Self-Liquidation: Offering something complimentary at first can lead to more significant investments down the line. It’s about building trust with a small gesture that opens the door to bigger projects.
TAKE ACTION: Structure your design discovery process to start with a complimentary consultation, then gradually move into fee-based services. This builds momentum and leads clients to commit to larger, long-term projects.
Key Takeaways
By strategically layering key psychological and emotional sales triggers for more design sales into your design process, you’ll create a seamless path to sales. Remember, selling isn’t about being pushy—it’s about aligning your services with your clients’ needs and guiding them toward the transformations they desire.
When you’re ready to increase your interior design practice profits, work exclusively with ideal clients, and enjoy the time and resources for your extraordinary life, explore your coaching options. We’ve got your back in the business of interior design.
