Ask Us Anything: Dane Austin on taking design presentations to the next level

Summary

Trade Tales Podcast Summary: "Ask Us Anything: Dane Austin on Taking Design Presentations to the Next Level"

Podcast Information:

• Title: Trade Tales
• Host/Author: Kaitlin Petersen, Editor-in-Chief of Business of Home
• Description: Kaitlin Peterson engages with interior designers to explore creativity, financial stability, goal setting, and personal definitions of success within their firms.
• Episode: Ask Us Anything: Dane Austin on Taking Design Presentations to the Next Level
• Release Date: April 16, 2025

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Introduction

In this episode of Trade Tales, host Kaitlin Petersen invites listeners to delve deeper into enhancing their design business practices. The focus is on elevating interior design presentations to foster better client relationships and secure project approvals more effectively.

Framing the Question

Question Asker:
A relatively new interior designer shares her current presentation process and seeks advice on refining her approach to create more compelling and captivating presentations.

• Current Practices: Utilizes digital layouts, mood boards, tear sheets with fabric and material samples, presents two options per room, and secures client sign-offs on floor and lighting plans.
• Challenges: Seeks best practices from seasoned designers, exploring physical presentation methods, incorporating artistic elements like watercolors or soundtracks, and refining the final presentation product.
• Quote:
  “I've listened to so many of your shows and people talk about, you know, watercolors and music soundtracks and things. Maybe some kind of guidance on, like, when to pull those kinds of triggers.”
  [03:33]

Introducing the Expert: Dane Austin

Kaitlin Petersen introduces Dane Austin, a seasoned interior designer from Boston whose firm emphasizes thoughtful, high-touch service. Dane has expanded his projects to out-of-state locations, enhancing his firm’s efficiency and process management. He previously highlighted the importance of setting the right tone through presentations to build client trust.

Dane Austin’s Insights on Elevated Presentations

Creating an Engaging Experience

Dane emphasizes the importance of transforming presentations into immersive experiences that engage clients’ senses and emotions:

• “What immediately came to mind is that it sounds like she's doing all the right things.”
  [11:35]
• Theatrical Thursdays:
  Dane and his team dedicate specific days to client presentations, treating them like theatrical performances to ensure engagement and professionalism.
• Time Management:
  Limit presentations to around three hours to maintain focus and prevent client fatigue.
  [12:38]
  “I don't think that you can really get more than about three hours of time with a person to have good focus.”
• Sensory Engagement:
  Incorporate snacks, beverages, appropriate lighting, and background music to create a comfortable and inviting atmosphere.
  [12:00]
  “I want to make sure that we have snacks and bananas and apples and mixed nuts and dried fruits and some chocolate and sparkling water and flat water and everything there to help people to move through this.”

Physical Presentation Techniques

Dane advocates for tactile, high-end presentation methods to convey quality and attention to detail:

• Unwrapping Samples:
  Present physical samples in luxurious, branded linen-covered boxes, unwrapping them room by room to simulate a high-end retail experience.
  [14:38]
  “And everything is put together, wrapped in tissue paper, and tied with ribbons.”
• Room-by-Room Breakdown:
  Focus on individual rooms rather than overwhelming clients with entire house plans, making the information easier to process.
  [15:18]
  “I really do like to break it down into the individual rooms because I think it's far more easy to process and to look over it instead of feeling so overwhelmed by everything.”

Customization and Client Involvement

Empowering clients through choice and personalization is central to Dane’s approach:

• Multiple Options:
  Present multiple floor plans and furnishing options to allow clients to visualize various arrangements and make informed decisions.
  [18:11]
  “I like to showcase and decide. Let the clients feel like they're making a choice and always give them something to say no to.”
• Sourcing Trips:
  Conduct pre-trip sourcing with clients to select fabrics, finishes, and furnishings, ensuring their preferences are incorporated from the outset.
  [29:22]
  “I want clients to tell me, oh my gosh, I love this piece or this, that piece that's really catching my attention.”

Adding Personal Touches

Building a bespoke experience through personalized gifts and thoughtful gestures:

• Client Gifts:
  Provide personalized gifts such as pillows or gift certificates to favorite restaurants to enhance the client experience and demonstrate appreciation.
  [30:07]
  “We can do some more from the design center off the showroom floor and something from a catalog here and there.”
• Lifestyle Questionnaires:
  Gather detailed client information to tailor designs that reflect their personal history, preferences, and lifestyle.
  [30:24]
  “We collected a lot of information. We have a lifestyle questionnaire, and we really are getting personal with people.”

Practical Advice for Elevating Presentations

Dane offers actionable strategies for designers aiming to refine their presentation techniques:

1. Thorough Preparation

• Lifestyle Questionnaires:
  Use comprehensive questionnaires to understand clients’ backgrounds, preferences, and aversions, enabling more personalized and relevant presentations.
  [33:22]
  “Starting with a thorough lifestyle questionnaire is key because it allows you to pull so much of that information from people without actually having to ask the question.”

2. Professional Appearance and Environment

• Dress Appropriately:
  Align attire with the presentation’s theme, using colors and styles that complement the design palette being presented.
  [12:00]
  “We are dressing in the colors of the presentation.”
• Create the Right Atmosphere:
  Set the tone with appropriate lighting, music, and décor elements to make the presentation environment inviting and reflective of the design style.
  [35:25]
  “Creating that atmospheric ambiance with candles, soft jazz, fresh flowers.”

3. Strategic Presentation Structure

• Sequential Unveiling:
  Present designs in a logical, room-by-room sequence, allowing clients to immerse themselves in each space individually.
  [14:38]
  “We start with those spaces and work our way through.”
• Multiple Look Stages:
  Break down the presentation into stages (first look, second look, final look) to progressively refine and elaborate on design elements.
  [18:11]
  “It's all about breaking it down into smaller, manageable parts.”

4. Transparent Budgeting and Flexibility

• Radical Honesty:
  Be upfront about costs and help clients navigate their budgets by providing clear, itemized lists and offering alternatives when necessary.
  [37:48]
  “We're helping them to realize that it's not your fault that you quote, unquote, blew the budget.”
• Flexible Solutions:
  Assist clients in adjusting their designs to fit their financial parameters without compromising the overall vision.
  [38:30]
  “Help me figure out how do we go from 550 down to 400.”

Building a High-Touch, Bespoke Experience

Dane underscores the importance of every interaction point being meticulously crafted to enhance the client’s journey:

• Attention to Detail:
  From branded tools like tape measures and tote bags to ensuring all aspects of the presentation are polished and professional.
  [35:31]
  “Everything that we're presenting is branded for us and in our brand and in our voice.”
• Client-Centric Approach:
  Engage with clients on a personal level, understanding their likes, dislikes, and lifestyle to inform design decisions and foster a deeper connection.
  [30:24]
  “We collect a lot of information. We have a lifestyle questionnaire.”

Quote:
“It's really creating this elevated experience of what it is like to work with and work for and collaborate with Dane Austin design and team.”
[32:19]

Scaling Through Team Expansion

Dane shares insights on growing a design business by building a competent team early on:

• Delegation:
  Hire specialists in bookkeeping, procurement, and client service to handle various aspects of the business, allowing for scalability and efficiency.
  [39:42]
  “Expand my team early on and sooner, you know, in the start of my business was really helpful.”
• Cost Efficiency:
  By delegating tasks, the firm can maintain cost-effectiveness, offering clients lower rates for administrative work while ensuring high-quality output.
  [40:52]
  “I can bill half my rate for someone else to do administrative work. And it's actually a cost savings to the client.”

Conclusion and Final Thoughts

Kaitlin wraps up the episode by highlighting the essence of the conversation: elevating design presentations is about creating an immersive, personalized, and professional experience that resonates with clients on multiple levels. Dane Austin’s approach exemplifies how attention to detail, client engagement, and strategic planning can transform standard presentations into memorable experiences that secure client buy-in and foster long-term relationships.

Final Quote:
“I always try to figure out how can I plus it, like how can I take this idea or this experience and make it better and make it my own.”
[35:33]

Next Steps: Listeners are encouraged to implement these strategies to refine their presentation techniques, enhancing client interactions and advancing their design business to new heights.

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Notable Quotes with Timestamps:

• [03:33] Designer:
  “I've listened to so many of your shows and people talk about, you know, watercolors and music soundtracks and things. Maybe some kind of guidance on, like, when to pull those kinds of triggers.”

• [11:35] Dane Austin:
  “What immediately came to mind is that it sounds like she's doing all the right things.”

• [12:00] Dane Austin:
  “I'm really trying to create this elevated experience for our clients.”

• [14:38] Dane Austin:
  “And everything is put together, wrapped in tissue paper, and tied with ribbons.”

• [18:11] Dane Austin:
  “It's all about breaking it down into smaller, manageable parts.”

• [33:22] Dane Austin:
  “Starting with a thorough lifestyle questionnaire is key because it allows you to pull so much of that information from people without actually having to ask the question.”

• [35:31] Dane Austin:
  “Everything that we're presenting is branded for us and in our brand and in our voice.”

• [37:48] Dane Austin:
  “We're helping them to realize that it's not your fault that you quote, unquote, blew the budget.”

• [39:42] Dane Austin:
  “Expand my team early on and sooner, you know, in the start of my business was really helpful.”

• [40:52] Dane Austin:
  “I can bill half my rate for someone else to do administrative work. And it's actually a cost savings to the client.”

• [35:33] Dane Austin:
  “I always try to figure out how can I plus it, like how can I take this idea or this experience and make it better and make it my own.”

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Join the Conversation: Kaitlin invites listeners to submit their own questions for future Ask Us Anything sessions by emailing [e-mail]. Additionally, the first-ever Ask Us Anything Live event is announced, offering an opportunity to engage directly with industry experts.

Event Details:

• Date: Sunday, April 27th at 10 AM
• Location: Four Hands Showroom, Fourth Floor of Showplace, High Point Market
• Registration: fourhands.com/event-rsvp
• Highlights: Explore the new Krypton Fabric collection, enjoy breakfast, and receive unfiltered business advice from experienced designers.

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Stay Connected: For more insights and business advice, visit businessofhome.com. Don’t forget to subscribe and leave a review on Apple Podcasts to support the show!

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Produced By: Kaitlin Peterson and Caroline Burke
Edited By: Caroline Burke and Michael Castaneda
Theme Music: Kyle Scott Wilson

Transcript

[Kaitlyn Peterson]

Hi, I'm Kaitlyn Peterson, the editor in chief of business of Home. Welcome to Ask Us Anything, a new show where I'll be tapping former Trade Tales guests to answer all of your questions about building a better design business. Some weeks, we'll be workshopping a crisis. In others, we'll take a step back to talk about the big picture. Things like embracing change, hiring, or how to level up. No question is out of bounds. No question is too large or too. And we're keeping it confidential. So this is always a safe space to air your frustrations and share your fears. This week, I'm excited to field a question from a designer who's looking to bring a higher level of refinement to her client presentations.

[Designer (Name not specified)]

I am a relatively newish designer. I've been doing it for about a year. I never had anyone give me an interior design presentation, so I kind of fumbled my way through.

[Kaitlyn Peterson]

Our question asker is well versed in the basics when it comes to presenting design ideas. She's looking for advice on how to take her strategy a step further and how to paint a picture that sells her vision to her clients.

[Designer (Name not specified)]

So I kind of set the mood and talk about what we've discussed with clients in terms of their vision and my vision for making their ideals come true.

[Kaitlyn Peterson]

Okay.

[Designer (Name not specified)]

I have layouts and mood boards that I go through with them, and then I have accompanying tear sheets with fabric samples. I'll have finished samples of all the different things. Cabinetry, wallpaper, all of that. You know, I walk them through the mood board and show them kind of how it relates to the floor plan. I usually have had them kind of sign off on a full furniture plan.

[Kaitlyn Peterson]

So they've seen the floor plan already.

[Designer (Name not specified)]

Right. And I've already also had them sign off on a lighting plan and usually kind of have that well underway. My design present, I usually do just like two options for each room and then talk them through the different furniture options based off of that.

[Kaitlyn Peterson]

When you say two options for each room, do you mean like, option A is an entire kind of suite of products, and option B is an entirely different suite of products?

[Designer (Name not specified)]

Exactly. Yeah.

[Kaitlyn Peterson]

Okay.

[Designer (Name not specified)]

And then, you know, it may be that we end up picking a couple things from each and combining and then kind of re signing off on a final vision that's maybe a combo or, you know, sometimes they're like, oh, this room's perfect. Yeah, that's kind of like the current way I'm doing it.

[Kaitlyn Peterson]

What made you question what you're including and how you're presenting?

[Designer (Name not specified)]

So I just Kind of have a number of questions that I think maybe somebody that's been doing this longer than me would have answers to. Just kind of like, what are their best practices? Are they doing a lot of, like, actual physical boards where something's up on a wall maybe, and they're a little more physical? Like, I tend to do things very much on my computer or digitally. And then what renderings and elevations are they including those? And is that like client specific or is that kind of like something that they like to do every time, no matter what? No. I've listened to so many of your shows and people talk about, you know, watercolors and music soundtracks and things. Maybe some kind of guidance on, like, when to pull those kinds of triggers.

[Kaitlyn Peterson]

Do you feel like there are shortcomings in your process when it comes to communicating your vision, or is it more about sort of just refining the final product?

[Designer (Name not specified)]

I think it's more about refining and just kind of taking it to that next level. I know that there is a next level and I, you know, I just want to take it to that next place of making it that much more beautiful, that much more captivating, to really convey my vision and also just make the clients realize, like, this was a lot of work and I really want them to have a full vision that's perfect for them.

[Kaitlyn Peterson]

This is a designer who's already comfortable getting to a yes. And as we talked, I got the sense that she wasn't necessarily looking for a quick fix. A new Canva template wouldn't move the needle for her business. But what I loved about our conversation was that she was asking her question anyway. She was saying, I can do this, but how can I do it better? What's next? What's possible? To me, what's next in this case is about helping a client get beyond choice A or choice B. It's about harnessing all of the early trust you've built and creating a one of a kind experience that makes a client feel truly seen. As we ended our call, I knew just who to connect with to help our question asker take it to that next level. All that and more in just a moment. Our question today is all about what it takes to level up your design presentation, how to showcase your vision and help a client understand all of the ways that you're helping them build the home of their dreams. As you unveil your designs room by room, you're telling the story of their future. And there's no better way to get to an instant yes than by including the new upholstery offerings from Forehand, which feature luxury performance fabrics from Krypton Fabric on more than 100 frames, this expanded collection offers longevity, flexibility and a sense of ease to any client's home. With a 30 year track record as an industry innovator, Krypton is renowned for its indoor performance fabrics and through this new partnership with Four Hands, designers can shop for easy to clean sofas, dining chairs and more, all available in a stunning range of colors and textures. This is your opportunity to present timeless pieces that will actually withstand the test of time. Explore the line today by visiting fourhands.com Explore Krypton Even better, you can experience the collection at High Point Market this spring by visiting the Four Hands showroom on the fourth floor of Showplace. Today I'm joined by former Trade Tales guest Dane Austin. He's always prioritized thoughtful, high touch service and now his Boston firm is finding a new level of efficiency as they incorporate lessons learned from a handful of out of state projects. When Dane was on the show the first time, he spoke about how his presentation sets the tone for his entire design process, helping to build trust with clients by setting honest expectations. From the start, I thought he'd be the perfect person to answer today's question. Welcome to the show. Thank you so much for being here. I'm really excited to catch up. What have you been up to since you were on Trade Tales last?

[Dane Austin]

Thank you so much for the invitation to connect again. I really do appreciate it. Well, since I was last on the show, we have had a few projects out of state. We worked on a big project in Texas and we worked on a project in Washington D.C. and we did the House Beautiful Ho Home Show House in North Carolina and this is all operating out of our studios in Boston, Massachusetts.

[Kaitlyn Peterson]

How have you come away? Sort of stronger from working from afar.

[Dane Austin]

It definitely makes us more efficient with our time and the way that we schedule things and plan things. And we're continually reaching out to our contractors and our builders. What will you need from us next? Instead of them turning to us saying hey, we need this.

[Kaitlyn Peterson]

Has that experience changed the way you show up for your local projects as well?

[Dane Austin]

It has in the sense that it has made us more efficient here as well and we've streamlined our processes more so through the experience of doing that. Although I will say I think we were pretty well established in our processes before which which made it easier for us to take those out of town projects.

[Kaitlyn Peterson]

I totally hear that. What changes for you not having sort of whenever you wanted access to A job site. How does that change the way you think about a project or the way you solve problems?

[Dane Austin]

Well, it's really helpful to have someone locally who can be your eyes and ears and boots on the ground, so to speak, because you're able to reach out to them to pop into the site and check on things for you. You can get a lot done over FaceTime and through photographs and, and then you build in check ins and site visits to check on the progress of things.

[Kaitlyn Peterson]

What are you most excited about these days when you walk into work?

[Dane Austin]

Well, we've been doing a lot of public speaking and panels and lectures and I'm also recording my own podcast. So it's just an opportunity to share a lot of the knowledge that we've amassed over 20 plus years in the industry and pay it forward for other people to benefit from our experiences and the trials and tribulations.

[Kaitlyn Peterson]

What are you learning the more you.

[Dane Austin]

Share that we're all going through the same issues no matter what. Like seriously, no matter what level of success you've reached in your career, we're all dealing with the same problems. Whether it's, you know, I know it's a, a curse word these days, but tariffs and whether it's retention, employee retention, retirement, legacy 401k insurance, dealing with difficult clients, figuring out how to properly bill an invoice and how large of a retainer and all of those things, we're all working through those and striving for excellence no matter what level we've reached in, in our businesses and within our careers. And so the more you share that information and speak from the heart and tell people as it is, tell people the truth, don't candy coat it. I think sometimes people make a mistake of not sharing the ways in which we've circumvented an issue or done the troubleshooting for them, or pieces that arrive broken or damaged or they're discontinued. But you went out of your way to find a vendor to create something similar or reproduce something that can fit the space for that item that's no longer available.

[Kaitlyn Peterson]

Well, no candy coating here. Are you ready to give some advice?

[Dane Austin]

Absolutely. I'm happy to share.

[Kaitlyn Peterson]

Amazing. So this week we are fielding a question from a designer who is looking for insights on how to make her design presentations more elevated. She's got the basics down, she's getting the yes from her clients, so she's doing great. But now she wants to fine tune her approach. I know when we spoke last, the presentation is so crucial for you. You've really Focused on establishing trust and telling a story. I just thought you would be a great person to help this question. Ask her get to the next level. When you heard her question, what immediately came to mind for you?

[Dane Austin]

What immediately came to mind is that it sounds like she's doing all the right things.

[Kaitlyn Peterson]

Well, that's good. That's a great starting point.

[Dane Austin]

You know, she has a great professional polish to her, which I think everybody expects in this industry.

[Kaitlyn Peterson]

When you meet with a client, what are you hoping to achieve at a presentation? What's realistic to accomplish in one meeting? What's the ideal time frame? How are you thinking about what's possible?

[Dane Austin]

Well, we're really trying to get the clients excited for what's to come. And we talk about the journey that we're going to go on together and we explain that we don't know where we're going to end up, but we're going to figure it out together. With us as your trusted advisors and design guides to lead you through the process every step of the way. So we always try to do our meetings on Thursdays with clients whenever possible. I really appreciate working on the business on Mondays and Fridays and working in the business on Tuesdays, Wednesdays and Thursdays. So we have what we call theatrical Thursdays.

[Kaitlyn Peterson]

Ooh.

[Dane Austin]

Because we're putting on a show and people want to be entertained. So I don't think that you can really get more than about three hours of time with a person to have good focus. Once you're into the four hour mark, it's difficult to stay focused to. To keep your brain clear and, you know, save off brain fog. And so I feel like when you're planning for these presentations and meetings, it's a good idea to try to keep them at right around three hours and set people up for success. If people get hangry, I want to make sure that we have snacks and bananas and apples and mixed nuts and dried fruits and some chocolate and sparkling water and flat water and everything there to help people to move through this. So sometimes we've broken it up into two hours, have lunch and then do two hours after that. And that's been helpful and successful as well. Another thing that we do when we're doing our presentations is to make sure that we are dressing in the colors of the presentation. So yes, yes. You know, it's, it's all psychology. And we want to be as in tune with our presentation as possible. And when we first start out, we meeting with a client, we always wear light, natural neutrals. And then when we start Presenting the fabrics and the colors. We wear those colors as well.

[Kaitlyn Peterson]

That's amazing. One thing I want to go back to, you know, you said theatrical Thursday. There's so much about what you're talking about that is sort of like preparing for, you know, a theater production. Are you practicing and running lines? Are you putting on the show ahead of time with your team to prepare? Like, how are you thinking about getting ready for the moment when the clients are in the room?

[Dane Austin]

We do have a rehearsal.

[Kaitlyn Peterson]

Yeah, rehearsal. There we go. See, my theater language is not a.

[Dane Austin]

But, like, no worries. We do. It's not a dress rehearsal, but we do go through the process by which we will unveil and unwrap the presentation for our clients. And everything is put together, wrapped in tissue paper, and tied with ribbons. We start with the rooms that you would be entertaining in. And, you know, we're sharing the entryway, the living room, the dining room, and then the kitchen and. And going through. In the order in which you would tour someone's home and then.

[Kaitlyn Peterson]

Okay.

[Dane Austin]

And then going through the next set of spaces. We really think about how you would tour the space as if you were in person now. And we start with those spaces and work our way through.

[Kaitlyn Peterson]

That's incredible. Where is this happening? Is this in your office? Is this in the client's home? Like, are you on your turf or theirs?

[Dane Austin]

I really like to try to meet at a neutral place as much as possible.

[Kaitlyn Peterson]

Okay.

[Dane Austin]

So I will go to the design center and utilize the designer's lounge. I will sometimes use a work room that we're going to be working with or a showroom where we might be ordering a lot of fabrics or furnishings from. And whenever we need something very quickly, we can just run and get it. You know, we can pull that fabric, that trim, that wood sample. And I just find that that's a good place to meet. And it excites clients, too, because they get to see a little behind the scenes as well.

[Kaitlyn Peterson]

I want to talk more about these boxes you've boxed up, room by room, all of the physical samples. Is that right?

[Dane Austin]

Yes.

[Kaitlyn Peterson]

When did you start doing it that way? And what has that changed or how did that sort of shift the mood?

[Dane Austin]

I started doing that about 10 years ago. I knew that I wanted a way to present so that it felt like it was a high end, luxurious experience. And I just started thinking about when you're shopping at a designer showroom, you know, a high end luxury brand for fashion items, or when you are working with a personal shopper at Saks Or Neiman Marcus or Bloom, Jamie Dale's and how they unbox these pieces for you and show them, you know, and go through the whole.

[Kaitlyn Peterson]

Yeah, yeah.

[Dane Austin]

Production of sharing, talking about the stitching and the buttons and the contrast welds and the hand of the fabric and the quality and how it was made. And I just appreciate romancing the design in that same way. And I realized recently that so much of my previous history working and in my early college years in a tuxedo shop has also transferred into doing this now, because I understand those aspects of quality and beauty and customization and the hand of the fabric and the details. Aside from that, working in the hospitality industry as well, while I was working my way through school, I had a lot of experience in high end luxury hotels. And so it's very much about client experience and, you know, just making sure that you're wowing people.

[Kaitlyn Peterson]

Is the rest of the presentation digital? Is it on a screen? Is it paper tear sheets? Like, how are you moving the clients from space to space or piece to piece?

[Dane Austin]

I usually do first look, second look, and final look sometimes. Sometimes there will be a third look before the final look, depending on how many times we need to do a presentation. But that first look presentation is the big picture. It's the floor plans and it's the furnishings. It's lots of ideas and concepts. It's inspiration images that they have shared with us earlier on and it's inspiration that we're showing back to them and usually something slightly more elevated or developing their ideas even further. And so I love presenting multiple floor plans and showing the clients the many different ways that you could arrange the space. So just take a living space, for example, or great room. There might be six or seven or eight ways that you could really put together this floor plan, but I'm going to show you the obvious way and then some more outside of the box ways and then some, some ways that I think might best suit your family for, for the needs currently within your life and then how that can evolve for later years as the children get older or. I also like to show multiple floor plans using the same pieces of furnishings.

[Kaitlyn Peterson]

And like you can change your mind with all the same stuff.

[Dane Austin]

Exactly. And it really helps me to get the clients buy in because they're not afraid to move forward and place the order for those pieces, knowing that it can be arranged in multiple ways. And then we start to go through the furniture in that first look as well. And we'll show multiple different options for different pieces and explain the details. And why they're different. So maybe the sofa is upholstered to the ground, but this one's up on legs and this one is skirted. And we could do a contrast welt here, or do you want three seat cushions or one solid seat cushion? But a lot of times we are able to figure out some of those details On a pre trip with a client as part of our design development phase, we will. We will explain that we're going to take them out on a sourcing trip with us. We don't call it shopping because that sounds frivolous. So we always say we're going to go sourcing with you, and we're going to take you to just a handful of the showrooms that we think are most in alignment with what you will like best. And that gives people an opportunity to sit in things and to decide, do I like an arm that's slower or something that's higher and at the same level as the back height of the sofa or this chair? And I really enjoy doing custom upholstery pieces for the most part, really giving the clients opportunities to make those choices and feel like it's made just for them. And I think one thing that a lot of people don't always realize is for just a little bit more than something you might find out at a brick and mortar store on your own. We can customize something, something for you that that's made just for you and no one else has it.

[Kaitlyn Peterson]

What is the yes that you're looking for at the end of that first look meeting?

[Dane Austin]

Well, we're going to establish what the floor plan is and what the main furnishings are. And so from that, from that meeting, we take that information and the ideas, and we also understand what people don't want and why they don't like something and why they're put off by a certain thing that we've shown. And so we're developing that first look even further into the second look. And then we're bringing in some more pieces. That first look becomes more refined and we're adding additional things. But then we're also covering the fabrics and the flooring, which could be, you know, rugs or wood samples or tile and wall coverings, too. So it's more of the textiles in the second look because we then know after the first look what your floor plan is going to be and a good portion of what the furniture pieces will be. Now we need to figure out what are the fabrics going on those furniture pieces, and what is the flooring and the wall coverings that can go with that. So it's. It's a whole other animal. I feel it's a lot to try to cover all of that in one setting. By the time we get to our third look, we're going through even more refined. We already have the fabrics and the furnishings and the floor plan. So now we're talking about fixtures and finishes and equipment. So we're going through and talking about the lighting, the decorative aspects, some of the accessories, maybe even side tables and finishes for the nightstands and the dressers and the legs of the furnishings and equipment might involve wine refrigerators and appliance packages. And the range, the custom hood, going over your range, you know, things like that.

[Kaitlyn Peterson]

And then from there, that is the final look. Or is the final look sort of that one last holistic view at everything together?

[Dane Austin]

Yes. So we do put together that one final holistic look, as you said, and that's when we'll show a rendering of what the final room looks like. And not every client needs that or wants that. It is an additional cost. It's generally anywhere from $800 to $1,200 per room to show those renderings because it's a lot of time to plug in and input all of that data. But you can't really show a rendering of a space until you have everything picked out and you know what every surface and fabric is going to be. So the clients that need that, we're happy to provide those, but not everybody does. And I would say maybe a quarter of people are asking for renderings, and it's an additional service that we can provide if they want to it.

[Kaitlyn Peterson]

Hi, friends. If you're loving, ask us Anything. So far, I've got a surprise for you that I think you're going to love. The first ever Ask Us Anything Live, brought to you by Four Hands and Krypton Fabric. That's right. We're taking this show on the road with a panel in the forehand showroom during High Point Market. Designers Courtney Bishop and Ariane Bellas there, who appeared on recent episodes of Trade Tales, will be with me in the forehand showroom to tackle some of the real questions that we get on this show. And if you register now, you can submit a question of your own and hear it answered on stage. Mark your calendar and plan to join us on Sunday, April 27th at 10am in the four hand showroom on the fourth floor of Showplace. There will be coffee and breakfast to get your morning started. A chance to explore the new Krypton Fabric collection and a ton of unfiltered business advice. Sign up now at four hands.comevent-rsvp I can't wait to see you there. If someone doesn't want the rendering, what does that final look look like? Is that a collage? Is that, you know, like, just like a document with every single piece listed or how are you showing them how this vision is going to come together?

[Dane Austin]

Well, it's far more condensed into a PDF at this point. So you had asked earlier.

[Kaitlyn Peterson]

Oh, yeah. Digital or physical?

[Dane Austin]

Yes, yes. So we always start with the digital as we're building out, and we have a template that we have in place and it's has our color palette and our logo and we go room by room again, starting with entry, living, dining, primary, primary bath, and just so on and so forth. And. And that is what we end up printing for the first look and then utilizing that same printout oftentimes for the second look. And so we have everything in our computers, on the screen. We're all working in the same PDF, but then we pay to have this printed usually the day before for our presentation. And that comes in its own beautiful linen covered box that gets unwrapped and unveiled. And then we go room by room. Room. I think it can be overwhelming for a client to look at your floor plans in CAD drawings. The entire house, first floor, second floor, third floor, lower level, whatever it may be. I really do like to break it down into the individual rooms because I think it's far more easy to process and to look over it instead of feeling so overwhelmed by everything. But then we will utilize those printouts of individual furniture items for the second look when we're saying, okay, here's that chair. Remember, that's going to be here in the floor plan. And here are the three fabric options that we're looking at for this chair. And here are the three fabric options for the sofa. And. And so we'll go through the window treatments and the wall coverings as well and lay everything out in that way. And people will say, you know, we don't really like this, but we like that. And so we remove the items that they don't like. I always like to give three options, generally speaking. So I have vanilla, chocolate and strawberry.

[Kaitlyn Peterson]

The whole Neapolitan sandwich.

[Dane Austin]

Yes, but, you know, you have the safe, expected, neutral version. And then for, for the chocolate, it's often the more luxurious or elevated and rich and sophisticated. And then for the strawberry, it's playful and whimsy and maybe some, some more pattern or color. And I don't think good design is, is all of any one of those. You, you need to mix and match all of it so you have maybe a fun and playful fabric on your window treatments. Then we're going to do something rich and sophisticated on the sofa in front of it. And we can do more simple pared down pillows with a simple trim. And then it just ties it all together so you, you have a little of, of each flavor. But I like to sort of showcase and decide. Let the clients feel like they're making a choice and always give them something to say no to. I think that's really important. So they feel like they've made a choice along the way. At the end of a project, I never want someone to say, oh, my designer made me pick this.

[Kaitlyn Peterson]

Right, right.

[Dane Austin]

I find clients really appreciate that we always bring them along the journey of making the selections and the choices. And that way they, they know that they've, that they've made a choice. And so when you just show, in my experience, when you just show one item, people say, well, that's great, but what else is there? And so that is the reason for doing that sourcing trip during our design development with them before we even do a first look presentation, because it's, it's twofold, I want to overwhelm the client.

[Kaitlyn Peterson]

I was just going to say, be like, oh, you want to see everything that's out there? Here you go.

[Dane Austin]

So in the very front end, I take them to the Boston Design center or the design center in Houston or D.C. or wherever it may be. And we will go to different showrooms and I want clients to tell me, oh my gosh, I love this piece or this, that piece that's really catching my attention. Tell me why? What do you love about it? And then I might point something out. And if they say, no, I'm not a fan of that. Well, tell me why you're not a fan of that. I need to know why you don't like something just as much as why you do like something.

[Kaitlyn Peterson]

Yeah.

[Dane Austin]

I take all of that information and that inevitably pieces from, from that sourcing trip become anchor pieces within our first look presentation or our second look presentation. Remember when we picked out this fall covering or remember when we found that that dining chair that you absolutely loved and we looked at a dozen dining chairs that day and you said, no, this is the one I know this is the one I want. So that inevitably becomes a piece that we will be working with within the project. And sometimes a client might find A fabric that they see in the window as we're walking down the hall. And I've gone back to the showroom and bought that pillow in the window. And it is something that we gift to them during the big reveal.

[Kaitlyn Peterson]

Where did you intentionally go deeper at every touch point to make this process feel elevated, to make it feel bespoke, to make it feel super personal? I think that pillow that's a gift is a really good example. But how do you think about that at every touch point?

[Dane Austin]

I think it starts at the beginning of the process. And for us, we collect a lot of information. We have a lifestyle questionnaire, and we really are getting personal with people and we want to know what is it about your childhood home that you loved and if you can envision what it looked like, how would you describe it and how did it make you feel? And are there any materials or finishes or colors that you don't want to see in your space? And what was important to your parents when creating a home for you in your childhood? And, you know, asking those really deep questions, really getting to understand people and their backgrounds and then what clubs you go to or you're a member of and where you enjoy going on vacation and your favorite hotel and what you like about that hotel and your favorite restaurant. And these all become pieces that we utilize later in our process. So when we're going through the design journey together and we get to a point where a client says, oh, you told me I was going to hit a design fatigue at this point, or you said it was going to be an issue with financial fatigue here during this step. And here we are. And it's, you know, I'm kind of stressed out right now. It's. So we will give them a gift certificate for $350 to their favorite restaurant for you and your spouse to go out and have dinner on us. And as an opportunity to relax and unwind, we might also gift a person with a trip to their favorite spa. And, you know, it's just really getting a chance to know what clients like and how they live. And we ask people, what do you keep in your fridge? What are your go to snacks?

[Kaitlyn Peterson]

Is that what shows up at the presentation when they have to start making decisions?

[Dane Austin]

Yes. Yes it does. So we have a basket that has all of these favorite sweet treats and snacks and salty goodies and beverages and things ready. And we do that for our treats people too, when we show up on site and we bring chocolate bars and, and mixed nuts and fresh fruit and we just try to Treat everybody with that same level of care. Everyone that is a part of our team. And so we're creating this elevated experience of what it is like to work with and work for and collaborate with Dane Austin design and team. So it's really a high level, high touch experience. You know, it's a VIP experience or concierge level design services.

[Kaitlyn Peterson]

You know, we started this conversation and I love that you said, you know, it sounds like this question asker has it figured out, but if someone has it figured out like this question asker and wants to take it to the next level, where would you suggest they start?

[Dane Austin]

I think starting with a thorough lifestyle questionnaire is key because it allows you to pull so much of that information from people without actually having to ask the question. Some people aren't comfortable talking about these things, but they're happy to write it down. But I do think it's important to go through that questionnaire with the person as well and talk about some of the high level details and some of the things that stood out and pieces that you're going to keep in mind and refer back to it when you're doing your presentation. Some of it's a learning experience too. Someone might have an aversion to raffia because it feels like their home in the 70s on the walls, but then, you know, we're using it in a different application for their coastal home. Wrapping a piece of furniture that's lacquered. And so I know you said you didn't like this and I listened, I heard, I heard you. I saw that in your questionnaire. But this is a whole other use. And, and, and, and then I just think again, dressing the part, always looking your best, paying attention to your handbag and your shoes, that they're not scuffed and wearing clothes that are not discordant from what you're presenting and having your nails done, taking the time because you're pointing at a lot of things. So wearing simple, non flashy jewelry and stuff, that's very sophisticated but simple. I think it's just you, you want it to be about that presentation, but it's also about how you're presenting yourself and then creating that, the atmosphere with tantalizing the senses. I would like to light candles and we will play soft jazz music or classical or the client's favorite music in the background while we're presenting like it's just setting the tone so you're really tantalizing all the senses and you're creating this warm and cozy environment and bring, you know, even fresh Flowers on the table. And, you know, thinking that far ahead, whether you're going to the design center or to the.

[Kaitlyn Peterson]

I was going to say you're bringing all of this with you to the design Center. That's amazing.

[Dane Austin]

It's all part of our stage set.

[Kaitlyn Peterson]

Yeah. Oh, I love this.

[Dane Austin]

I always try to figure out how can I plus it, like how can I take this idea or this experience and make it better and make it my own. So maybe some of these examples and ideas aren't going to work for everybody and that's totally okay. But some, some aspect of it will excite you or be something that you can implement now. So I think it really comes down to thinking about every detail. Like, I love having tape measures that have our logo on them and having tote bags that are, that have our logo and we have pens and we have folders. And so everything that we're presenting is branded for us and in our brand and in our voice. And it feels luxurious, you know, and every time you do it, it gets easier, it gets better. And you can figure out other ways to add to it, to refine it. I don't know that there's any one thing necessarily, but this has all become an evolution of our, our presentation and our brand growth over time.

[Kaitlyn Peterson]

When you get to the end of that final look, you've got basically complete buy in on the vision on the items, on the selections. How are you getting from that? Yes to like a financial yes or the like, it's time to start placing orders. Yes.

[Dane Austin]

By the time we're at the final look, everything is in a spreadsheet and we break it down room by room again in the same order. So it's always consistent. And we explain on the front end, our job is to put a number next to everything that you say you want. So you're basically creating a wish list of items, a needs, wants and wishes. And that is your scope of work. And we're going to get all of your needs, most of your wants and some of your wishes covered. But we're going to put a number next to every single one of those things. And then you get to decide how you spend your money. And we tell people this from the very beginning. We generally have a range in mind, but I always want people to know that, that whatever they're saying that they want, what they think it should cost is never in alignment with what it actually costs.

[Kaitlyn Peterson]

Right? Totally.

[Dane Austin]

And in my experience, it's often double. If you think it should be 200,000, it's 400,000. If you think it should be a million, it's 2 million. But it's up to you how you spend your money, and it's up to you where you invest. When you explain all of that from the beginning and you're just, you practice radical honesty from the start, then it helps people to realize that it's not your fault that you quote, unquote, blew the budget. It's like, I just did what I said I would do. I put a number next to all the things you said you wanted. And so here it's up to you how you spend it.

[Kaitlyn Peterson]

That's really interesting. You are, as a kind of, as a creative or your firm is open to making the reselections as necessary to get to a number that the client is comfortable with.

[Dane Austin]

Absolutely, yes. I mean, by the time we've worked through this, most of the time our ideal clients are going to raise their budget, everything that they want. But there have been instances in the past where they might say, I've only set aside $400,000 to do these furnishings and I don't want to spend more. So help me figure out how do we go from 550 down to 400. And so we'll go through together and say, okay, this is where an area where I think we can reselect. Maybe we reselect this fabric because we need 30 yards of it. And I know it was a favorite of yours, but it's pretty expensive. And maybe we just do a pair of pillows of this instead, get that beautiful fabric in the broom. But instead of doing the draperies and that, we'll look at some other options. And not every piece has to be custom. I'm happy to use some flea market finds and pieces from the design center off the showroom floor and something from a catalog here and there. But I think the great design is a mix of high and low and everything in between.

[Kaitlyn Peterson]

This has been amazing. Before I let you go, I want to ask you about the best piece of advice you've ever received.

[Dane Austin]

I think hearing that I should expand my team early on and, and sooner, you know, in the start of my business was really helpful to realize that I didn't have to wear every hat and to build out the team to have someone who's really great at bookkeeping and a master at purchase, ordering and procurement and really good with client service and concierge level experience. And a person who can, can help with doing a lot of the coordinating or the scheduling and having associates who are executing your plan so that you don't have to execute every detail and just growing the team in that way so that you have someone in every seat and to realize that it doesn't have to just be you doing that. And a lot of that came from hiring business coaches early on. And they really helped me to excel and grow my business because I didn't know what I didn't know. And they just meet you where you are and help you figure out how to level up from that place. And I kept thinking, oh, I can't afford to bring someone else on.

[Kaitlyn Peterson]

Yeah, I was just gonna ask you about that. Yeah. I mean, because you invested early and often in team members, I think.

[Dane Austin]

Yes. Yes. And I just realized that their time is. Is billable. Instead of me billing several hundred dollars an hour, I can bill half my rate for someone else to do administrative work. And it's actually a cost savings to the client because they're paying someone else a lower rate to do all these things instead of paying me at my rate to do everything.

[Kaitlyn Peterson]

That's our show for today. Thank you so much for being here and for everyone listening with a question of your own. I'd love for you to ask us anything. Don't worry, we'll keep it anonymous. Please start the conversation by sending me an [e-mail] if you're enjoying Trade Tales, please leave a review on Apple Podcasts to help others discover the show. And if you're looking for even more great business advice, head on over to businessofhome.com Trade Tales is produced by me, Kaitlyn Peterson and Caroline Burke. This episode was edited by by Caroline Burke and Michael Castaneda. Our theme music is by Kyle Scott Wilson. Thanks again for listening and I'll see you here next week.