Season 4 Ep 76: ASKED & ANSWERED - Why “What Does It Cost?” Is the Wrong Conversation
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About this episode
Price is one of the first questions designers hear, but it is often the wrong conversation to lead with. Cheryl explains why posting big budget numbers and focusing on square-foot pricing can create the wrong expectations, intimidate potential clients, and reduce design to a transaction. Instead, she shares a better way to communicate value. By helping clients understand the thinking, process, and decisions behind the investment, they can then make informed choices with confidence.
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These workshops are 2–3 hour deep dives (some more than one day) built for creative entrepreneurs who want to lead with confidence, price with authority, and grow with intention. We created this workshop series with tracks that cover the challenges we know designers face: pricing, sales, client relationships, project management, marketing, and leadership.
Each workshop is designed to stand alone — so you can choose the topics that matter most right now — while still connecting to the bigger picture of building a profitable, sustainable design business.
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ABOUT US:
Cheryl Clendenon is the host of The Damn Good Designer Podcast and an award-winning interior designer, writer, and business coach with 26 years of full-time industry experience. With a prior career in media and radio sales, she brings a rare blend of creative thinking and business acumen to the design world. Cheryl was named KBB Person of the Year in 2021, is a nationally published industry voice with a monthly column in Home Accents Today, and regularly speaks on pricing, scope, process, and profitability. Known for her fast pace, contrarian instincts, and practical insight, Cheryl helps established design firms build stronger businesses and define success on their own terms.
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