Coaching with Cheryl Clendenon
High-touch, one-on-one business coaching for interior designers, architects and kitchen & bath pros ready to lead profitable firms.
You don’t need more information. You need a coach who won’t let you fail. Cheryl has run her own design firm for 26 years and still works in it every day, so everything she teaches is tested on real projects first.
- 1:1 sessions with Cheryl
- 3, 6 or 12 months
- Damn Good Workshops included
- Tools from a working firm
Meet Cheryl Clendenon
Success is for those who are willing to put the time and effort into being prepared and learning how to run a business. And not let the business run them.
A serial entrepreneur and owner of In Detail Interiors, a 6-person, multi-million-dollar design firm on the Gulf Coast. Beyond dozens of industry awards across 26 years in business, she brings real business knowledge and experience that stands head and shoulders above most who coach in this industry.
Instead of more fluff about signing luxury clients or social media marketing, she teaches what you really need, and want, to know: how to increase your bottom line without adding more to your workload.
A partner, not a teacher
Coaching is one-on-one and by application. Cheryl takes three firms a year into the year-long Intensive, because she still runs In Detail Interiors five days a week.
Private intensives with Cheryl
Focused one-on-one sessions against goals set together, held monthly: five across the six-month track, nine across the year-long track.
A track built from your assessment
Nothing is scheduled until Cheryl has assessed your business. The track is then built around what your firm needs, rather than a fixed curriculum.
Your deliverables, reviewed
Your marketing plan, website, scope of work, fee proposal and presentation guidelines are reviewed as they stand today, with specific notes.
Direct access between calls
Reach Cheryl between meetings, so a question on a live project does not wait for the next meeting.
The tools her firm runs on
Flat fee and minimum expenditure calculators, the visual scope of work, interactive case studies and templates — the same ones In Detail Interiors uses every day.
Damn Good Workshops included
Every Damn Good Workshop is included for the length of your program, so the group training runs alongside your one-on-one work.
What coaching clients say
We worked with Cheryl both in one on one coaching and her group coaching program and quickly realized that we were not charging enough to cover our operating expenses and pay ourselves what we were hoping to make at the time. She helped us understand how to calculate our profit margin, account for all of our expenses for the year, and work backwards to know how many clients we needed to have and how much we needed to charge for that work to make what we wanted to make. Being able to project our income has changed everything… I’m building an empire, and you taught me how to actually be profitable doing it.
Now I ask for a minimum expenditure on every project, and it was immediately surprising… they’re all saying yes. Cheryl gave me the context for why it benefited not only my business, but my clients too, and the language to explain it.
Claire House Design
We worked with Cheryl both in one-on-one coaching and her group coaching program. Cheryl gave us insight into flat rate design fees, order management, and how to replicate the system she uses in ClickUp to manage design products and orders. Now we have a system that tracks client purchases from the design phase through white glove delivery. We would highly recommend working with Cheryl as a business coach. You’ll save time and money from the knowledge you gain.
Laura Hodges Studio
TDP graduate here and my pricing mindset was one of the biggest takeaways of my year in TDP BUT, it’s supported by all the other trainings, marketing to my ideal clients, the discovery call to sell the paid home consult, amazing home consults diagnosing the project and following it with the gorgeous, inspiring and clear but detailed visual scope of work (no boring contract language) that has led me to my highest fixed fees ever, commitment to very high minimum expenditures with my company, clients excited because of my professionalism, passion and clarity of my process and for me falling back in love with my business.
I do not have a team at this point. I took the whole Design Paradigm Course that Cheryl offers. I have studied it and implemented it. Every offer we have closed since implementing the program has been because of the processes I learned. After clients signed, I asked why they chose us even though our prices were 18–28% higher. Their answers were, ‘That scope of work,’ ‘You were so detailed right from the discovery call,’ and ‘Your communication throughout the project was honest and transparent.’ The entire Design Paradigm program changed my business.
Cheryl you are such an amazing person. You could blow sunshine all day and probably have more followers. LOL. But-you tell truths. Even when it’s hard to hear. Because you care. Like legit worry about the newbies who need the help and you can’t stop yourself from making sure everyone is professionally safe and profitable. You’re the best and I’m so thankful for all your advice!! Think where I’d be now if I hadn’t signed up for your coaching!! (shudder!) You’re the best.
Cheryl is great to work with – she has helped me grow both as a business owner and a person. I always felt like she truly cared about my success! The visual proposal I worked on with her has made a big difference in my business. Her no-nonsense approach is something I always appreciated. She is savvy, smart and funny – but also very warm. I liked working one-on-one with her best, but I know she offers a lot of amazing content in a group coaching setting as well.
The decision to join TDP did not come easy. I have been working on my NCIDQ but decided to take a step back and join TDP to grow my company. What good is having my NCIDQ if I don’t have a company or any business to run? All this to say that I’m in it for the long game!!! So much has changed in my business due to your coaching and I honestly don’t think I’d be here without you! Thank you for all you’ve done for me!
I was charging hourly fees, but [they were] terribly low and inconsistent. Adopting Cheryl’s visual proposal is what gave me the client-facing confidence. When I put that big number in front of the potential client, it’s now presented in a way that conveys professionalism and expertise. It gives THEM confidence that this fee will be worth it, and I’ve not gotten much pushback at all.
Thank you so much, Cheryl, for giving me the courage to finally work the numbers and boldly share a flat fee outta the gate. Client paused for a minute, then said, ‘Okay! Let’s do it.’ A high design fee before any designing started. We’re all happily diving in and clients are excited. There is no way I would have been able to ask for this up front if I hadn’t worked with Cheryl.
I just finished the client management guide and – wow – such much valuable information for me at the right time. I am reviewing a scope of work with prospects, and this guide gave me so much good verbiage! I went through three highlighters and my book has post-its all over.
Coaching client
She is the real deal and her philosophies challenge industry norms in ways that are going to make lasting changes in Interior Design. Cheryl has not only a business brain but is insanely creative in the marketing realm. I have never had so many ideas to implement.
Cheryl is an overflowing treasure chest of real-world business knowledge. She helped me think strategically about growing both my design firm and retail shop, and gave me practical advice I could actually use.
I never thought I’d be reevaluating every aspect of my business—but I am. This program analyzes every part of your business, and I can’t wait to see what’s next.
She explains it all, gives the tools, what to say, how to think about it, and how to present it. No one should be shopping you. Cheryl will teach you how to present your value.
My revenue doubled the first year of working with Cheryl. Even after 22 years in business, she taught this old dog a few new tricks. My design fees now average $30,000 with an $85,000 minimum expenditure.
Dream Interiors NY
I almost didn’t join because it was a one-year commitment and a significant investment. Then I realized I was either going to keep figuring it out the hard way or invest in my business. What happened next? Ridiculous growth. Life-changing growth that I didn’t think was possible in such a short timeframe.
Innovatus Design
I went from an okay business with a lousy partner to completely owning the business I started. I’m making more money, managing my costs, tracking my profits, have a team of five, a full calendar, and I’m opening a second shop. I couldn’t have done it without Cheryl.
Home Design Dover
One of the biggest shifts was finally understanding everything we actually do for a client and pricing accordingly. That change alone increased my revenue by 25% because I finally understood my numbers and started tracking my time.
Holland Custom Designs
My business really took off when I implemented Cheryl’s minimum expenditure. The Visual Scope of Work and minimum expenditure became the backbone of my business, and everything else started building from there.
Blooming Daisy Interiors
The client immediately chose Option 1, signed the contract without any questions, and paid 50% upfront. Option 1 was the one I wasn’t expecting them to go for—but they went for it!
Stojakovic Design
Cheryl changed my business by helping me understand leadership, finances, and how the right metrics drive profitability. I’m making decisions with data instead of guesswork.
The Collective Interiors
I used Cheryl’s visual presentation format and it has changed my business. From the moment I implemented this, I began closing the majority of clients that came my way.
Tina Ramchandani Creative
Cheryl teaches you how to explain your value to your clients in a way they understand. When you believe it yourself, it’s very easy for them to believe it too.
Artisan Design Studio
From being a loss making firm to now paying taxes in high 5 figures, yeah I would say, you should be called ‘Cheryl – The Transformer’ No other coach is as invested in their students’ business as you and no one has gone beyond three sentences about minimum expenditures!
I say run don’t walk and take these. I have worked with Cheryl over the years and everything she has showed me has improved my business 10 fold. Game changers. Less stress, more confidence and a better bottom line.
I appreciate the explanation and think it’s awesome how involved you are. So many of the coaching are just trying to sell another revenue stream and don’t seem to care much.
Being able to cross reference my pricing with an established and reputable firm has been so helpful. I no longer price things blindly and have been consistently landing larger projects with larger budgets since working with her. I think this also comes down to confidence in what I’m offering and at what price point.
Coaching client
Coaching is for designers who will do the work
We are not for everyone, and we’ll tell you so before you spend a dollar.
This is for you if…
- A specific part of your business is costing you: pricing, client management, systems, hiring or marketing
- You want someone to look at it with you and tell you what to do
- You want a legacy business that is profitable, and a life outside it
- You’re a little rebellious in thought, and brave when you need to be
It’s not for you if…
- You want someone to do the work for you
- You’re not ready to be honest about what is really happening in your business
- You want a magic formula instead of a real conversation
- You want a simple plug-and-play template that will change your life
Three ways to work with Cheryl
Coaching starts at $1,500 a month. You don’t need to choose a program before you apply — tell us about your firm and Cheryl will recommend the right fit on your call.
The Paradigm Quick Start
A focused jumpstart on your top two problems.
Best for: Designers who need traction fast, without a year-long commitment.
- Three 90-minute 1:1 intensives with Cheryl
- A roadmap built around your top 2 goals
- Damn Good Workshops included
The Paradigm Shift
Rebuild the systems behind a busy firm.
Best for: Firms that are booking work but feel the strain in pricing, process and boundaries.
- Five 2-hour 1:1 intensives with Cheryl
- A roadmap for your top 3 goals, including process and project management
- Damn Good Workshops included
The Paradigm Intensive
A year-long partnership to scale your firm.
Best for: Established firms ready to grow, with Cheryl as a partner all year.
- A kickoff, then eight 2.5-hour 1:1 intensives
- Every Damn Good Workshop, all year
- Damn Good Designer Certification when you finish
From application to your first intensive
Apply
Answer a few questions about your firm and your goals. It takes about 10 minutes.
Talk with Cheryl
A call about where your firm is, where you want it to go, and which program fits.
Assessment and roadmap
Upon enrollment, Cheryl reviews your numbers and documents, then builds a plan around your goals.
Your first intensive
Your first 1:1 intensive with Cheryl, with workshops and direct access running alongside from there.
Questions, answered
You don’t need to know yet, and most designers don’t when they apply. Cheryl will recommend a program on your call, based on where your firm is today and where you want it to go.
Coaching starts at $1,500 a month. What you pay depends on the program length and how Cheryl structures it around your firm, and it is confirmed with you before you enroll — there are no surprises after the call.
Seasoned designers, and newer designers who are willing to put in the work. Firms of one to twenty, working from home or from a showroom. If you want a sustainable business that stands out, you’re in the right place.
No. It’s about the business of design: pricing, selling, finances, process and leadership, so you become a better business owner with a firm built for sustainable growth.
Yes. Designers with decades of experience have landed their biggest projects to date after learning how to project their income, hone their processes and set their team up for success.
We’ll be in touch to set up a call with Cheryl. You’ll talk through where your business is and where you want it to go, and decide together whether coaching is right and which program fits.
Yes. Monthly payments begin the day you enroll and are a binding agreement for the full length of the program. Because the materials are digital, programs are non-refundable.
Anything downloadable, such as templates, calculators and checklists, is yours to keep for your own firm’s use. Video content is available for the length of your program.
Let’s talk about your firm
The application takes about 10 minutes.