Selling By Design™
For designers ready to stop hoping for clients — and start booking them.
Sales isn’t luck, and it isn’t just the first call — it’s the through-line of every project. From inquiry to contract, how you guide the conversation determines whether a client feels confident investing or drifts away with a “maybe.”
Selling By Design™ shows you how to lead with authority at each step: the discovery call, the consultation, the proposal, and every money conversation in between. You’ll build a strong sales system that filters out mismatched leads, positions you as the obvious choice, and closes projects without discounting or second-guessing.
When you sell by design, clients won't need to call anyone else.
See when the first workshop starts below!
JOIN US!Workshop one
Are You Diagnosing or Interrogating?
The DGD Discovery Call and Consult That Reveal Everything
DECEMBER 2, 2025 12 to 2 pm central
*PLEASE NOTE: DATES ARE SUBJECT TO CHANGE*
The discovery call sets the tone for everything that follows. Done right, it positions you as the trusted authority and builds instant client confidence. Done wrong, it feels like an interrogation leaving clients unsure and shopping for alternatives. In this workshop, you’ll learn how to lead discovery with confidence, ask the right questions without grilling, and create a repeatable process that turns inquiries into qualified, ready-to-invest clients ready for a stellar initial PAID consultation!
WHAT YOU WILL LEARN:
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How to take control of the conversation without being pushy and lead with authority.
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The exact prompts and smart questions that uncover needs and desires without overwhelming clients.
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Identify the right clients for you and how to gracefully say no when it’s not the right fit.
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Create a paid consult that is a professional diagnostic session priming for a larger project and not scratching out ideas on the back of a napkin.
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Bringing up the dreaded "budget" and how to navigate successfully.
- The best verbiage and positioning you can use to sound polished, professional, and in command.
- Awesome 30+ page workbook included as well as replays. This is not a fill in the blank workbook but the highlights of the workshop.
This is our sweet spot. Learn how our initial consultation makes the "Cheryl show" the best way to secure the client if the fit is right for both of you!
Purchase any 5 workshops and receive 10% off!
CODE: WORKSHOPS5
Workshop TWO
The Money Conversation
RESCHEDULED FOR EARLY 2026
*PLEASE NOTE: DATES ARE SUBJECT TO CHANGE*
Nothing makes designers--and clients--squirm like talking about money — but it’s the one conversation that defines whether clients see you as a leader or a liability. In this workshop, you’ll learn how to confidently discuss fees, budgets, and value without apology or hesitation. We’ll cover scripts for handling objections, reframing money as investment, and holding the line when clients push back. No more awkward silences or discounted fees — just clear, confident conversations that build trust and protect your bottom line.
WHAT YOU WILL LEARN:
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How to reframe fees as stewardship and leadership, not cost and introduce pricing ranges that set expectations early.
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Practical language for handling fee objections, discounts, and scope changes and how to protect your profit without eroding trust.
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Guide clients from “how much will this cost” to “what will this deliver" and how to respond when clients push back on cost.
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Stop apologizing and start owning your pricing with authority with ready-to-use responses for the most common money questions.
Workshop THREE
The Power of Choice: Why Clients Buy When They Feel in Control
DATES COMING EARLY 2026
Clients don’t want to be sold — they want to feel in control. The truth is, the way you present options has more influence over their decision than the actual price tag. In this workshop, you’ll learn how to use the psychology of choice to guide clients to “yes” while making them feel empowered every step of the way. From how many options to show, to how to frame outcomes instead of hours, you’ll walk away with a proposal strategy that builds trust, reduces stalls, and closes projects with confidence.
WHAT YOU WILL LEARN:
- Why clients decide emotionally, and how options make them feel safe and in control.
- How to design good/better/best proposals that guide clients to your ideal scope--Cheryl's teaches you the art of choice architecture!
- Use comparison to make your fee feel like the natural decision and walk away with a proposal framework ideas that help clients say “yes” faster.
- Present deliverables as results, not tasks, to avoid nitpicking and the dreaded discount question.
Purchase any 5 workshops and receive 10% off!
CODE: WORKSHOPS5
THE BUYER'S BRAIN™
To view more info about additional workshops then click below to read more about how to understand your clients and lead them with authority workshops.
OPEN NOW FOR FALL 2025
THE IDEA ECONOMY™
To view more info about additional workshops, click below to read more about our workshops on how to price your thinking, position your expertise, and sell what clients can’t touch.
OPEN NOW FOR FALL 2025
Success is for those who are willing to put the time and effort into being prepared and learning how to run a business. And not let the business run them.
Meet Cheryl Clendenon
A serial entrepreneur and owner of In Detail Interiors, a 7 person, multi-million dollar design firm based on the Gulf Coast. In addition to winning dozens of industry awards throughout her 25 years in business (proving she's a dang good designer who knows her stuff), she also has actual knowledge and experience in business that head and shoulders above the rest of those who currently coach and teach within this industry.
That’s why, instead of bringing you more fluff about how to sign luxury clients or social media marketing (🙄), she is going to teach you what you really need and WANT to know, which is how to increase your bottom line WITHOUT adding more to your workload.