Trade Tales: Ask Us Anything

Episode: DuVäl Reynolds on Finding New Clients in a Slowdown
Host: Kaitlin Petersen, Business of Home
Guest: DuVäl Reynolds, Interior Designer
Date: February 4, 2026

Episode Overview

In this “Ask Us Anything” installment of Trade Tales, host Kaitlin Petersen helps a designer navigate the challenging and often taboo topic of business slowdowns—what to do when referrals run dry, inquiries drop, and it’s suddenly time to hustle for new clients. Special guest DuVäl Reynolds, known for his methodical systems and strategic brand building, joins Kaitlin to offer candid, actionable advice on finding new work, refining messaging, and using slow periods to strengthen your firm both financially and creatively.

Key Discussion Points & Insights

The Moment When the Pipeline Runs Dry

[00:53–03:18]

• A designer (question asker) shares that after 10 years of steady, referral-based work, her client pipeline has suddenly stopped.
  • Used to 4–5 projects per year; never had to proactively sell herself.
  • “I have no idea how to sell myself. I always came from the school of, you should act like you have a waiting list...” [01:45, Designer]
• She’s unsure whether she should invest in a business coach, a publicist, or social media—struggling to clarify her endgame and brand identity.
• Los Angeles’ saturated market makes her question what truly sets her firm apart.

DuVäl Reynolds: Building Resilience with Systems

[05:36–08:04]

• DuVäl’s firm relies heavily on systems, particularly Asana, for project management.
  • “With systems, you are able to take your eye off all the balls and the things you have to do...So their customer experience is so much better.” [06:11, DuVäl]
• The systems allow for adaptability during market changes (e.g., Covid, supply chain issues, tariffs):
  • “Our business is scripted out from the start...all the way down through gift giving.” [07:03, DuVäl]
  • Processes adjust in real time (e.g., vendor follow-ups more frequently during supply delays).

Strategic Evolution: From Small Jobs to Big Projects

[08:08–10:08]

• Growth in scope: The firm moved from individual rooms to full houses and product collections.
  • Proactively shifted website and Instagram messaging to match ambition—talking about where they’re headed, not just current projects.
  • “As the brand kept growing, I kept changing how I showed up to talk about what I wanted versus just what we are doing.” [09:04, DuVäl]
• Capitalized on visibility, partnerships, and documenting new types of work to attract desired clients.

Tackling Slowdowns: Recognizing and Reacting

[12:37–14:59]

• Slow periods are normal and inevitable—even after years of steady business.
  • Warning signs: Decline in inquiries, leads not converting.
  • “The first warning sign is when your inquiries go down...If I keep getting people interested, but no one is actually turning into a lead...maybe your messaging is off...” [13:28, DuVäl]
• To assess if it’s an industry-wide issue:
  • “When the industry is busy, everybody’s too busy to do anything with you. When everybody wants to do something with you...that’s a sign to say, hey, okay, something’s up.” [14:38, DuVäl]

Honing Messaging and Brand Alignment

[15:34–16:49]

• If client fit is off, consult trusted friends/colleagues to interpret your brand messaging honestly.
• “Ask someone you trust...what does my messaging say to you? What does this sound like?...Take the honest feedback.” [15:43, DuVäl]
• Adjust language to speak precisely to your desired clientele.
  • Misalignment (e.g., discussing DIY while seeking high-end clients) creates mixed signals.

Doubling Down: Hustling for New Work

[18:07–21:19]

• In industry-wide downturns, intense outreach is key.
  • “You need to be doing five to ten [outreach attempts] a day...That’s what I—we—do.” [18:50, DuVäl]
• Methods:
  • Cold outreach (email, Instagram DMs) to contractors, builders, developers, architects.
  • Language tip: Emphasize interests in new partnerships (“We're looking to expand in 2026...”); keep emails short and specific; include relevant portfolio work.
  • “I love a cold call, I love a cold reach out.” [19:03, DuVäl]
• Don’t be afraid to ask directly for what’s missing from your portfolio—specific requests can rally your network (e.g., seeking a condo project).

Overcoming the Fear of “Looking Desperate”

[23:47–24:17]

• DuVäl encourages designers to get past ego and shame associated with business lulls:
  • “I do wish that people would stop caring so much what other people think...There’s nothing wrong with asking for work.” [23:48, DuVäl]

Outreach Frequency and Consistency

[24:17–25:54]

• Increase outreach “when our leads are lower” or when monthly/profit goals aren’t met.
• Consistency is crucial: Always pursuing potential collaborations, even during busy periods, maintains pipeline health.

The Best Engines for Generating New Work

[26:04–27:07]

• #1: Referrals and repeat clients.
• #2: Networking (long-term payoff).
• #3: Cold calling/ emailing still “works.”

Weighing Investment in Coaching and PR

[27:39–28:37]

• Both business coaching and PR have value if affordable:
  • “A lot of [coaching] is just unlocking a mindset...if you can afford it...absolutely worth investing in.” [27:39, DuVäl]
• Reynolds notes his own growth occurred without a PR team or business coach, but recommends both for those who can make it work.

Quick Fixes for Short-Term Cashflow

[28:53–31:22]

• Large upfront deposits from quickly-onboarded clients.
• Offering virtual design packages or expert consultations (“Now my schedule is open for this—are you interested?”).
• Leverage slowdowns to launch accessible, lower-commitment offerings.

Using Slow Times to Build for the Future

[31:32–32:18]

• Slow periods are best used to streamline and systematize the business:
  • “If you can streamline your business and make it more efficient, you make more money.” [31:37, DuVäl]
  • Assess bottlenecks, outsource wherever possible, optimize workflows for better margins long-term.

Community & Learning from Others

[32:18–33:03]

• Hearing directly from other designers is invaluable—
  • “...having a designer answer a designer and hearing within the industry...It’s so important for us to hear from other people, to see that we’re not alone, that the struggles that anyone is facing, most of us are facing at some point.” [32:32, DuVäl]

Notable Quotes & Memorable Moments

• “I have no idea how to sell myself. I always came from the school of, you should act like you have a waiting list, right?”
  —Anonymous Designer [01:45]

• “With systems, you are able to take your eye off all the balls...It gives you the opportunity to delegate...”
  —DuVäl Reynolds [06:11]

• “As the brand kept growing, I kept changing how I showed up to talk about what I wanted versus just what we are doing.”
  —DuVäl Reynolds [09:04]

• “The first warning sign is when your inquiries go down...if I keep getting people interested, but no one is actually turning into a lead...maybe your messaging is off.”
  —DuVäl Reynolds [13:28]

• “You need to be doing five to ten [outreach attempts] a day...That’s what I—we—do.”
  —DuVäl Reynolds [18:50]

• “I love a cold call, I love a cold reach out.”
  —DuVäl Reynolds [19:03]

• “I do wish that people would stop caring so much what other people think...There’s nothing wrong with asking for work.”
  —DuVäl Reynolds [23:48]

• “If you can streamline your business and make it more efficient, you make more money.”
  —DuVäl Reynolds [31:37]

Timestamps for Important Segments

• [00:53–03:18] — Anonymous designer describes experiencing a drought in project referrals.
• [05:36–08:04] — DuVäl describes how systems support business during ups and downs.
• [09:04–10:08] — Shifting public messaging to shape the firm’s evolution.
• [12:37–14:59] — Recognizing business slowdowns and how to diagnose the cause.
• [15:34–16:49] — Testing your messaging with trusted contacts.
• [18:07–21:19] — Doubling down on active outreach during industry slumps.
• [23:47–24:17] — The taboo about looking desperate and letting go of ego.
• [26:04–27:07] — Best sources of new business: referrals, networking, cold calling.
• [28:53–31:22] — Quick-turn revenue streams during lean times.
• [31:32–32:18] — Using slow periods to build systems and efficiency.
• [32:32–33:03] — The value of designers learning from each other.

Summary Takeaways

• Slow periods are universal—don’t stigmatize or internalize them.
• Proactive outreach (email, DMs, calls) is essential, especially during downturns; volume matters.
• Consistently refine your messaging and ensure it matches your desired client base.
• Utilize slowdowns to build better systems—efficiency pays off in the long run.
• Seek out honest feedback and peer dialogue.
• There’s no shame in asking for work; honest, transparent effort is respected and effective.