Elevate Your Sales Process

Interior designers rarely struggle with talent. What creates friction is consistency. Enquiries fluctuate. Promising conversations go quiet. Projects begin without clear scope. Fee discussions feel heavier than they should.

Selling design isn’t about being pushy. It’s about having a clear process that guides clients from first enquiry to signed agreement. Without structure, growth becomes unpredictable.

This masterclass moves beyond “sales tips” and into something more strategic: building a simple, repeatable business development framework that helps you manage enquiries properly, set expectations early and align scope and fees.

This is not about becoming sales-driven. It’s about becoming commercially confident and giving your studio the structure it needs to grow sustainably.

How to build a simple, repeatable sales framework tailored specifically to interior design studios.
Move from reactive enquiries to intentional pipeline management aligned with your revenue targets and long-term studio vision.
Qualify clients effectively and structure first consultations with purpose and authority.
Communicate fees and scope clearly and professionally, without discomfort or overexplaining.
Guide clients through a defined decision-making journey that builds trust and momentum.
Convert more of the right projects while maintaining a natural, non-salesy approach.

This masterclass is for independent interior designers and growing studios who want to make business development a consistent, operational part of their studio rather than something reactive or occasional.

It’s designed for designers who want a steadier flow of projects, who recognise that talent alone is not enough, and who may avoid structured sales conversations because they feel uncomfortable or unclear. It’s particularly relevant for studios that are growing and need stronger commercial foundations in place to support that growth.

Whether you’re a solo designer or leading a team, this session supports those ready to move from hoping enquiries come in to managing opportunities with intention and direction.

meet your instructor

Julia Mainwaring

Julia Mainwaring is a sales and business development leader with over 25 years’ experience in luxury interiors, hospitality and high-end residential property. Originally trained as an interior designer, Julia began her career designing bespoke schemes for private clients before moving into senior leadership roles focused on strategic growth and revenue generation.

She has worked with super-prime residential studios, boutique hospitality brands and
organisations including Nomura Bank, The Italian Embassy, The Dorchester Hotel, and the Commonwealth Secretariat. As Sales Director for brands such as Jaipur Rugs and Pilgrim Payne, and as Managing Director of her own studios, Julia has built and refined end-to-end sales processes, implementing CRM systems, developing measurable pipelines and closing projects ranging from £50k to £3M.

Her expertise lies in helping design studios confidently communicate value, strengthen sales strategy and achieve sustainable growth.