170 | Secrets to Effective Selling, Pricing, and CEO Mindset With LuAnn Nigara

Have you ever felt uncomfortable talking about money with a client—even when you know your work is worth every dollar? Maybe you’ve said yes when you wanted to say no. Maybe you’ve underpriced a project just to avoid conflict. Or maybe you’ve worked twice as hard for half the pay and wondered why running your interior design business still feels exhausting instead of empowering.

In this episode, I’m joined by legendary business strategist and podcast host LuAnn Nigara. We’re having the honest conversation every creative entrepreneur needs to hear about sales, pricing, confidence, and standing fully in your value as a designer. We talk about why so many designers undervalue their work, how unclear processes lead to undercharging, and what it really means to sell your services with integrity and authority.

If you’re ready to stop second-guessing your pricing, start documenting your processes, and finally step into your CEO role, this episode is for you. You'll learn how to sell your interior design services with confidence, without feeling pushy, awkward, or salesy.

Featured Guest:

LuAnn Nigara is a business strategist, speaker, and host of two podcasts: Window Treatments for Profit and A Well-Designed Business, the leading podcast for design professionals with nearly 9 million downloads. A seasoned entrepreneur with 40+ years in the industry and three successful businesses, LuAnn helps creative entrepreneurs lead with confidence, build systems that drive profitability, and finally get out of their own way.

Through LuAnn University, she offers practical, high-impact courses taught by industry pros. And for business owners ready for deep transformation, her Chairman of the Board one-on-one coaching provides the clarity and accountability needed to lead at the highest level.

What You’ll Learn in This Episode

✳️ Why interior designers consistently undervalue their work—and how to shift that mindset

✳️ How documented processes directly impact your pricing, confidence, and profitability

✳️ The difference between employee work and CEO work in an interior design business

✳️ How to respond when clients question your authority or your pricing

✳️ Why selling is not a dirty word—and how to reframe it with confidence

✳️ How to stand firm in your boundaries without damaging client relationships

✳️ The connection between confidence, pricing strategies, and better clients

Read the Blog >>> Secrets to Effective Selling, Pricing, and CEO Mindset

NEXT STEPS:

🎯 Sign up for the Launch Your Business Bootcamp today and start building your business the right way.

Check out our Designer's Playlist!

*️ Start Your Interior Design Journey

*️ From Newbie to Confident Designer

*️ Switching Gears to Interior Design

Grab your freebies:

📌 Your Roadmap to a Career in Interior Design

🎨 3 Things I Wish I had known when I Started my Career

Connect With Me:

📧 Email: podcast@rwarddesign.com

🔆 Instagram: @rwarddesign

🌎 Website at rwarddesign.com

Thanks for listening! I hope this helps you discover if interior design is the career for you. See you next week...

Timestamps

0:00 – Introduction: Bootcamp + Guest Bio

3:48 – LuAnn's Journey into the Interior Design Industry

6:20 – LuAnn's Sales Background and Philosophy

9:05 – Reframing Sales for Creatives

14:59 – Why Luann Started Her Podcast

18:32 – Coaching Designers Through Real-World Business Challenges

23:10 – Challenges of Interior Designers

28:07 – Sales Strategy + When to Hold Firm

33:44 – Why Documenting Your Process Changes Everything

38:07 – Luann’s Programs + How Designers Can Work With Her

42:05 – Employee Work vs. CEO Work