We have all been there. You have a fantastic discovery call with a potential client. The chemistry is great, they love your portfolio, and they are excited to start. Then comes the inevitable question: "So, what do you charge?"
You state your minimum fee. There is a pause. And then... silence. They ghost you.
You just spent 45 minutes selling your services to someone who could never afford them. In the interior design industry, we often feel that discussing money early is "tacky." In reality, hiding your pricing is not polite. It's inefficient.
The solution is not to put a price list on your Instagram. The solution is an Investment & Design Services Guide sent before you ever get on the phone. Here is why this document is the ultimate filter for high-quality clients.
1. It Anchors the Budget (Before You Speak)
Most clients have no idea what interior design costs. They might assume a full renovation costs the same as a few pieces of furniture. If you wait until the call to correct them, you put them in an embarrassing position and waste everyone's time.
Your Investment Guide does the heavy lifting for you. Include a specific "Your Investment" section that lists "Starting From" prices. For example, £2,500 per room or £15,000 for full service.
By seeing these numbers in black and white, the client self-qualifies. If they book the call after reading this, they have already silently agreed that your fees are within their range. No awkward pauses. No ghosting.
2. It Explains the "Hidden" Costs
New clients are often blindsided by procurement fees. They assume you make money solely on the design fee and do not understand the industry standard of charging a percentage on goods.
A professional guide creates transparency. Define Procurement Fees explicitly. For example, 25% on trade rates. Explain what that fee covers: ordering, tracking, coordinating deliveries, managing damages and returns. When a client understands that this fee covers the logistics of bringing their project to life, they see it as a value-add, not a tax.
This transparency is standard among established designers. When clients see these fees clearly explained, they understand you are running a proper business.
3. It Establishes Boundaries Immediately
One of the biggest fears designers have is being treated like a 24/7 employee. If you don't set boundaries early, clients will text you on Sundays.
Your Investment Guide is the place to professionalise your operation. Include a Communication Guidelines section that clearly states office hours (for example, Monday to Friday, 9am to 5pm) and response times. It signals that you run a structured business, which actually increases their trust in your ability to manage their project.
Clients respect boundaries when you set them early. They don't respect boundaries you try to enforce later.
4. It Showcases the "How," Not Just the "What"
Clients are often anxious about the process. What happens after I sign? Do I get to keep the drawings? How long will this take?
If you only talk about aesthetics, you miss the chance to sell your project management skills. Your guide should map out the workflow. Use a detailed Process table, taking the client from the Initial Consultation all the way to Post-Completion Support (if this includes your services).
When a client sees a roadmap, their anxiety drops. They realise you have a system, and they are willing to pay a premium for that safety.
The Quality Over Quantity Mindset
The goal of the Discovery Phase is not just to get more leads. It's to get the right leads.
By sending an Investment Guide immediately after an inquiry comes in, you stop chasing "tyre kickers" and start focusing on clients who value your worth. You are not just sending a PDF. You are sending a message that you are a professional who respects both their budget and your own time.
Will This Lose You Clients?
Yes. The wrong ones.
Anyone who disappears after seeing your pricing was never going to become a paying client. Your Investment Guide doesn't cost you opportunities. It stops you from chasing people who were never buying.
The clients who stay? They are the ones who see your value and have the budget to match.
Stop wasting time on bad leads. Download our Interior Design Investment & Design Services Guide Template, fully customisable and ready to filter for clients who actually hire you.