The Buyer's Brain™
Clients don’t buy design the way they buy a sofa. They buy with emotion, shortcuts, and bias — then justify with logic. In these workshops you’ll discover the hidden triggers that build trust, the role of loss aversion, and why identity matters more than logic.
This isn’t about becoming a slick closer — it’s about understanding how humans work so you can lead with authority and get to “yes” without the tug-of-war.
This is part of our six workshop series and can purchase separately or all together.
See when the first workshop starts below!
JOIN US!There are four workshops in "The Buyer's Brain" and
two included in "The Idea Economy".
You may purchase individually or you can get the full series of workshops and save $200!
Keep scrolling to read more!
Our first workshop starts October 8!
Workshop One
Why They Should Pay You That Much
JOIN US OCTOBER 8, 2025 12 TO 2PM CST
Stop shrinking your fees. In this workshop, you’ll learn how to communicate your value, not your “worth,” so clients see your price as an investment in transformation—not a cost to be debated.
WHAT YOU WILL LEARN:
- Learn how to sell continuity, leadership, and stewardship instead of one-off services or hours.
- Reframe design as reducing regret and safeguarding investment, which moves the conversation from cost to value.
- Avoid the trap of quick wins that undermine your authority and create long-term frustration.
- Understand how clear scope, cadence, and decision hygiene lead to repeat projects and long-term profitability.
Workshop Two
Say It So They Believe You
JOIN US OCTOBER 15, 2025 12 TO 2PM CST
The words you use can either amplify your authority or erode it. In this workshop, you’ll learn how to craft messaging that builds client confidence, stops scope from being picked apart, and pre-frames your pricing as stewardship rather than hours. You’ll leave with a ready-to-use Value Bank of proof points, language swaps, and case studies that protect your price every step of the client journey.
WHAT YOU WILL LEARN:
- Build a library of proof points, case studies, and outcomes that you can weave into every touchpoint.
- Replace weak phrasing with authority-driven language that reframes cost as investment.
- Use messaging that prevents clients from nitpicking scope or comparing line-items.
- Align your messaging across your website, proposals, and calls so clients arrive already confident in your value.
Workshop Three
Full Service, Full Value
JOIN US OCTOBER 22, 2025 12 TO 2PM CST
“Full service” is one of the most overused — and least defined — terms in the design industry. Without clarity, clients fill in the blanks, cherry-pick what they want, and erode your authority. This workshop is about giving “full service” teeth. You’ll learn how to define it in a way that sets you apart, demonstrate why it commands higher fees, and communicate it so clients see it as the premium choice. We’ll cover how to build deliverables, visuals, and language that stop the “just a little bit of design” requests before they start.
WHAT YOU WILL LEARN:
- Build a concrete, client-facing definition that elevates your positioning.
- Stop clients from cherry-picking services or stripping scope.
- Confidently redirect when clients try to compare you to piecemeal decorators.
- Stand out in a crowded market by owning “full service” as your identity.
Workshop Four
The Psychology of Yes
JOIN US NOVEMBER, 2025 12 TO 2PM CST
Clients don’t make decisions logically — they make them emotionally, then backfill with logic. Behavioral economics proves it. This workshop shows you how to use heuristics and cognitive biases to guide client decisions without gimmicks or pressure. We’ll cover the shortcuts clients use (loss aversion, anchoring, social proof, identity triggers) and how to build them into consults, proposals, and presentations. The goal: faster decisions, fewer stalls, and more yeses to your process and pricing.
WHAT YOU WILL LEARN:
- Use anchoring ontentionally by framing fees and options so the middle choice feels natural.
- Leverage loss aversion and show what clients risk losing if they delay or cut scope.
- Use testimonials and “most clients choose” framing to reduce hesitation.
- Present options that lead clients to the outcome you want.
THE IDEA ECONOMY
To view more info about the two additional workshops included in the series and what they are about then click below to read more about our Flat Fee and The Minimum Expenditure Playbook workshops
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, an 8 person, multi-million dollar design firm based on the Gulf Coast. In addition to winning dozens of industry awards throughout my 25 years in business (proving I’m a dang good designer who knows her stuff), I also know my actual knowledge and experience in business is 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 (🙄), I’m 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.