Smart designers don’t manage client behavior—they shape client identity. Most clients don’t walk into your studio acting like dream clients. They’re unsure, anxious, maybe a little too hands-on—or maybe unable to make a decision. A savvy designer understands the power of helping clients see themselves differently.
If you treat them like design-savvy, big-picture thinkers, they begin to see themselves that way too. Treat them like a micromanager, and they will become exactly that. Effective designers reflect the client’s potential back to them to create a confident and collaborative client experience. This is a win win!
Designers sometimes talk about so-called “red flag” behavior —asking too many questions about the contract, wanting best pricing, or struggling to understand complex details that take time to execute. But the behavior is usually a reaction to uncertainty, anxiety, or inexperience. The deeper question is—how does this client see themselves right now?
Are they confused? Insecure about their taste? Fearful of making mistakes? Probably all the above. Our job is to gently reframe their self-image into someone who trusts the experts, appreciates bold design, and goes beyond mass-market DIY solutions. When done well, behavior shifts naturally.
Client says: “I’m worried I’ll mess this up. I don’t know what’s ‘right.’”
What they misunderstand: That value lies in making perfect choices, maintaining control, and avoiding mistakes, rather than hiring well, sharing honestly and allowing the process to unfold.
You might say: “You have great instincts. We will shape them together. You’re open to ideas, embrace out-of-the-box options, and we love how willing you are to trust the process.”
Catch Them Being Good
Shift your emphasis away from behaviors toward character: “You’re an astute client who pays attention to details, just like we do. I’d appreciate your feedback on our contract.”
Help clients see themselves as art aficionados, as people who value your expertise. Help them envision who they can become, not just who they seem to be now.
It’s the same tactic I used when my kids were young. Instead of always catching them misbehaving, I tried to catch them being good. Not just “you did the right thing,” but “you’re the kind of person who’s thoughtful, kind, responsible.” Behavior matters, but the real shift happens when people see a better version of themselves—and believe it.
You don‘t need to flatter. You need to frame.
Reframing your approach greatly impacts client responses, especially during inevitable project hiccups. When clients wait patiently through delays, acknowledge their understanding. When they trust bold material choices, frame that as design-savvy. If they let go of problematic ideas, celebrate it as good judgment. Don’t just thank them—mirror the client they’re becoming.
Client says: “What if I change my mind later?”
What they misunderstand: That committing to something bold traps them and risks regret.
You might say: “You’re the kind of client open to exploration, that’s how great design happens. Every choice we make fits into a cohesive creative vision. We are not winging it.”
Encourage the connoisseur mindset
Clients don’t know what they haven’t experienced. Challenging their preconceived ideas might initially cause hesitation or a project stall, not because they dislike it, but because it’s unfamiliar. Don’t push, instead plant seeds. Frame them as the kind of person who gets it—because they are. You’re showing them their forward-thinking style, not forcing an idea.
Client says: “This is risky. No one I know has something like this.”
What they misunderstand: Unfamiliar doesn’t equal wrong.
You might say: “This is a signature move, most people aren’t brave enough to try it. This is how ‘wow’ happens.”
Identity sticks better than instruction
Telling clients to relax doesn’t help. Reinforcing their existing positive traits, however, is powerful reframing. Instead of: “You need to be more flexible about timelines.” Try: “You have been incredibly flexible—that’s helped keep this project humming along.” Teaching expectations is part of our job as professionals, but reinforcing identity gets you better results faster and with fewer battles.
Stay the guide throughout the process
When clients get nervous, they go rogue. They loop in friends and great aunt Suzy for their opinion. They backslide into predictable store vignettes. And when this happens, the project can go downhill quickly and create angst in the process. The work gets safer and less ambitious. Clients need you to be the expert guide in order to feel safe. Losing your role as the guide can mean risking the mediocrity found in accepting what is familiar and available.
We rarely experience this in our firm—not because we’re lucky, but because we prioritize the client experience and build a solid process framework:
- Actively listening to their needs.
- Delivering clear weekly communication recaps.
- Providing patient, experienced guidance.
- Collaborating in a way that values their voice.
- Building trust intentionally, never assuming.
Client says: “I really want to stay involved in all the details.”
What they misunderstand: They fear that losing control leads to poor outcomes.
You might say: “You’re invested, which shows you care deeply about the outcome. We’ll keep you informed and involved without needing to carry the stress of all the details.”
Repetition is our friend
Reinforce identity at every touchpoint, emails, initial consultations, the presentation, your website. Your messaging should reflect who they’re becoming. “Clients like you want more. You are design minded. You invest wisely but want the best.” When that message shows up consistently, in your words and in your process, they start to believe it. That’s when the project finds its rhythm and momentum builds naturally.
Client says: “I just want to make sure I’m not overpaying.”
What they misunderstand: They think controlling costs ensures the best outcome.
You might say: “You prioritize smart investments—that’s exactly how we approach every decision. You’re investing in expertise, an epic transformation and creating value in your home.”
Experienced design firms are not just designing creative and functional homes for the client’s lifestyle; they are managing how clients see themselves in the experience. Done intentionally, you will not just deliver beautiful projects, you will create clients who become your strongest advocates.
Cheryl Clendenon owns In Detail Interiors, a full-service design-based retail showroom in Pensacola, Fla. She also consults with and coaches other small businesses and interior designers. cheryl@indetailinteriors.com
