Authority, Armour, and the Art of Client Management

In BOOTCAMP - my masterclass for interior designers who are levelling up - when we talk about ‘Managing Your Clients’, we cover subjects like self-defence and armour.

SELF-DEFENCE 

This covers the responses we drill into ourselves until they become automatic. I use the example of The Karate Kid, who practises repetitive, seemingly innocuous movements as part of household chores - movements that are in fact tucked away in his arsenal and re-emerge as tactical defensive manoeuvres when he’s called into battle.

We practise scripts for the most likely incursions: scope creep, working for friends, chiselling. And we strategise around the most sensitive periods in a project - learning how to turn potential danger zones into moments where you can claim hero status in your client’s eyes, where a different approach might have landed you squarely in meltdown territory.

ARMOUR

Armour is the systems, processes, and attitudes we build into our business to reduce the likelihood of being called into battle in the first place, and in Bootcamp we talk about four layers of armour: 

4. Layer Four

At the deepest level (Layer Four — our final fallback), we focus on the mental preparation that builds resilience and helps us recover from the PTSD of past ambushes. I’m a big fan of journaling with AI to process past challenges and navigate the emotional complexity of working professionally with other human beings in charged environments. (I wrote a blog post about this here.)

3. Layer Three

Contracts and insurances. We hope never to need them, but when we do, we are overwhelmed with gratitude to our earlier selves for having put them in place.

1. Layer One

Our demeanour, and the authority cues we intentionally signal. These shape client perception, quiet doubts, and foster calm compliance. For example, we study authority bias - and learn how to trigger it - applying a positive mental attitude over the top: always expecting the best, while calmly preparing for the worst.

So what about Layer Two? What is Layer Two?

2. Layer Two

Layer Two is our systems and processes: the finely tuned, upholstered, and polished journey our clients take through the business. It’s the documentation that keeps them fully informed, the smooth transitions that prevent our fragile cargo of clients from getting bruised or damaged as design becomes construction, supply turns into installation, and projects glide into completion and beyond.

Last year, when I was preparing for the very first run of Bootcamp, I analysed the BIID and SBID websites for guidance on the suite of documents fundamental to any successful interior design practice. Below you'll find the list I created, gleaned from these two sources.

BIID AND SBID RECOMMENDED DOCUMENTS

For your peace of mind and for the success of your business, it’s important to maintain control of your projects (to set the terms of engagement), and to prepare your clients and keep them informed in live time.  

The following list is compiled from advice provided by both the BIID and the SBID on business processes.  In some cases these document packs could be replaced by face-to-face meetings, with brief email precis sent as follow up.  

1. Website and Marketing Materials

• Service Overviews: Detailed information on services and the design process, provided via website content to educate clients on what to expect. 
• FAQs and Blog Posts: Answers to common questions, explanations of project stages, and educational content to establish the designer’s expertise and guide potential clients.

2. Initial Contact and Enquiry Pack

• Welcome Brochure: An overview of services, pricing models, and the designer’s approach. This can also include information about the design philosophy and examples of past work. 
• Design Process Overview: A high-level breakdown of the process, from consultation to project delivery, helps clients understand the stages involved. The BIID process is directly derived from RIBA Stages of Work.  

3. Consultation Pack

• Pre-Consultation Questionnaire: A set of questions to help clients articulate their needs, preferences, and goals for the space.
• Consultation Guide: A document outlining what to expect during an initial meeting and what they should bring to get the most out of the consultation.
• Post-Consultation: Use AI to generate meeting minutes recording every client requirement and preference. Enshrine a record of the brief for the project. Share meeting notes with the client after every interaction, in person or by phone.  Create a fully-comprehensive record of every decision taken, and every preference expressed. 

4. Proposal and Agreement Pack

• Fee Proposal and Scope of Services: A detailed document that outlines pricing, the scope of services, payment schedule, and the terms of engagement.
• Procurement Agreement: A separate letter setting out the processes and legal terms relating to supply of FF&E either as principal or agent. 
• Design Contract: An agreement covering responsibilities, timelines, costs, and liabilities, ensuring clarity on both sides. Either the BIID contract, or a letter of engagement with associated terms and conditions (as drafted for you by your lawyer). 

5. Onboarding Pack for New Clients

• Welcome and Onboarding Information: This includes a detailed introduction to the team, key contact points, and an overview of project milestones.
• Design Timeline Overview: A roadmap outlining key phases, from concept through installation, to set client expectations for project length and milestones. (Do not commit to a timeframe). 
• Roles and Responsibilities Guide: Clarity on who will handle various parts of the project, including contractors, suppliers, and any client responsibilities, including CDM and any other legislation. 

6. Design Development Packs

• Conceptual Design Pack: Initial design ideas, mood boards, and sketches that align with the client’s vision.
• Materials and Finishes Guide: A booklet or sample board showcasing options for materials, finishes, and furniture, helping clients visualise the space.

7. Project Management Pack

• Project Timeline Document: A detailed timeline to manage the sequencing of different project phases, allowing clients to understand what is happening and when.
• Progress Updates and Meeting Summaries: Regular written updates or summaries of meetings to maintain transparency and keep clients informed about ongoing progress and any necessary adjustments. This could include the ‘FRIDAY EMAIL’, an update on everything that happened this week, and looking ahead to next week - even if nothing happened. 

8. Installation and Styling Pack

• Installation Information: Guidelines on what to expect during installation, including timelines, preparations required by the client, and any disruptions.
• What will your clients’ expectations be of the finished space? Prepare them for reality, or allow budget / time for additional styling services and products. 
• Styling and Final Touches Guide: Tips on maintaining the newly designed space, including recommendations for caring for different materials or finishes.

9. Post-Project Completion Pack

• Project Closure Document: Final documentation including a summary of the work completed, warranties for furnishings or appliances, and a checklist of deliverables.
• Maintenance and Care Guide: Information on how to maintain various elements of the design, including upholstery, fixtures, and surfaces, ensuring longevity.

10. Client Feedback and Follow-Up Pack

• Client Satisfaction Survey: A short survey to gather feedback and learn about the client’s experience, helping improve future services. (Alternatively, the Amber Lewis lunch - or coffee - debrief). 
• Thank You and Referral Information: A thank-you note and an invitation for referrals, possibly with incentives, to encourage word-of-mouth promotion. Ongoing periodic communication - festive season or seasonal newsletter.  

A Final Word: From Theory to Practice

These documents may look exhaustive - and they are - but they represent the gold standard for managing client expectations, protecting your business, and delivering a polished, professional experience. You don’t need to create every one of them before you begin. What matters is knowing they exist, and understanding their purpose. You can layer them in, one by one, as your practice grows in confidence and complexity.

This is precisely the thinking behind Interior Design – Business in a Box, a new course I’m launching this September, 2025.

Built on Hothouse principles - minimum viable product, fast launch, live learning - Business in a Box is designed to help newly-qualified designers or early-stage practitioners get trading quickly.  

Instead of waiting for perfection, you’ll launch a structured and credible design service with the right essentials in place, and refine it in real time through client feedback. You’ll receive a ready-made toolkit of documents, workflows, and client-facing materials - with the opportunity to ask me questions as you go - so you can spend less time reinventing the wheel and more time learning how to drive it, and where you want to go.

It’s everything you need to start doing the work, building confidence, and attracting the kind of clients your dream business is made for. If Bootcamp is a masterclass in levelling up, Interior Design – Business in a Box is the runway that gets you off the ground.

Watch this space - I'll start taking pre-orders next week, at deeply discounted 'first adopters' special price!