To-The-Trade S2E31 Avoid Client Price-Shopping & Maximize Profits with Laura Thornton

Show Summary:

In this episode of “To-The-Trade,” Laurie Laizure and Nile Johnson interview Laura Thornton, an accomplished interior designer with over 25 years in the industry. Laura shares her journey from growing up surrounded by construction, influenced by her father, to transitioning from studying law to embracing her passion for design. The conversation covers her evolution from commercial to residential design, highlighting the importance of flexibility, client relationships, and the deep fulfillment that comes from creating meaningful spaces.

Laura also addresses the challenges she has faced in recent years, particularly due to market uncertainty from events like COVID-19 and shifting economic conditions. She emphasizes the significance of financial literacy for designers, sharing insights from her Profit Academy, which teaches designers how to improve their profitability, manage expenses, and build sustainable business models. Laura provides practical advice on avoiding being price-shopped by clients, managing client expectations, and maintaining healthy profit margins.

Furthermore, Laura discusses branding and marketing strategies, the benefits and limitations of media exposure, and how giving back to the community and industry mentorship can strengthen a designer’s professional network and personal fulfillment. She concludes by advising designers on managing burnout, advocating for strategic delegation and outsourcing tasks to maintain creative energy and personal balance.