From Winging It To Leading It: How Audra Transformed Her Discovery Calls

Publish September 12, 2025

If your discovery calls feel a little too casual, a little too long, or a little too unpredictable, you are not alone. The fastest shift you can make is this: stop treating discovery calls like informal chats and start leading them like a business owner with a clear process. When you do that, you create more trust, qualify better clients, waste less time, and close more of the right projects.

That is exactly what happened for Audra.

In a recent episode of the Six Figure Designer Podcast, I sat down with Audra Sinatra of Social Swan Decor to talk about what changed when she stopped winging her calls and started leading them. Her story is one I know so many designers will recognize. She is bright, capable, hard-working, and deeply committed to serving her clients well. But like a lot of business owners, she reached a point where effort alone was not enough. She needed structure. She needed clarity. She needed a better way to move people from inquiry to signed client without feeling pushy, scattered, or drained.

And that is the real lesson here. Better discovery calls are not about scripts that make you sound robotic. They are about confidence, leadership, and having a repeatable process that supports both you and your prospective clients.

The Real Problem With Winging Discovery Calls

Most designers do not struggle on discovery calls because they lack talent. They struggle because nobody ever taught them how to run the conversation strategically.

So what happens?

The call becomes too social and not focused enough.
The prospect leads the conversation.
You spend a lot of time educating, reassuring, and brainstorming.
You leave without enough information to qualify the project.
The client leaves unclear on your process, your value, or the next step.

That is exhausting. It also creates inconsistent results.

When a discovery call lacks structure, it usually creates one of two outcomes. Either you over-accommodate and chase a project that is not a fit, or the client says they love you but does not move forward. If that sounds familiar, you may also want to read When They Love You But Don’t Book.

Audra was feeling that tension. She had been taking calls in a way that felt warm and friendly, but not always effective. She cared deeply about helping people, which is a beautiful quality, but in business that instinct can turn into over-giving if you are not careful. And over-giving on discovery calls often leads to under-earning, over-explaining, and attracting clients who are not aligned.

Audra’s Background Was Not A Detour. It Was An Advantage.

One of the things I loved most about talking with Audra is how clearly her previous experience shaped the way she approaches business now. Before interior design, she spent years in finance, including time as a hedge fund manager in New York and later as a chief of staff in Tampa.

That kind of background gives you a very different lens. It sharpens your ability to analyze, track, and make decisions. It also proves an important point for anyone who thinks they came into design through the wrong door: your past experience is not baggage. It is leverage.

Audra did not arrive in design empty-handed. She arrived with discipline, business acumen, and a willingness to learn. Those qualities matter. In fact, they often matter more than people realize.

I see this all the time with designers. They discount previous careers, life experience, and hard-won skills because they do not look traditionally creative. But the truth is, your best business strengths are often hiding in plain sight. If you have ever questioned whether your background belongs in this industry, take a look at Hidden In Plain Sight: The Golden Opportunities You’re Missing.

Why Coaching Changed The Way She Operated

There comes a point in business when more free advice is not the answer.

You can listen to podcasts. You can save posts. You can buy another course. But eventually you need someone who can look at your actual business, your actual habits, your actual bottlenecks, and help you make smart decisions in real time.

That was the shift for Audra when she joined my Luxury Client Academy. She had already done a lot on her own. She had initiative. She had momentum. But she also knew she had taken herself as far as she could without support.

That kind of self-awareness is powerful.

Coaching is not valuable because it gives you more information. It is valuable because it helps you apply the right information in the right order. It brings objectivity. It shortens the learning curve. It helps you stop spending time on things that are technically good ideas but not the best use of your energy right now.

That is a big distinction. Not everything deserves equal attention in your business. Sometimes progress comes from doing more. Sometimes it comes from crossing things off the list. If that idea resonates, you would probably appreciate Break Free From Design Business Overwhelm.

With Audra, our work was not theoretical. It was practical. We looked at what was happening in her inquiries, what was draining her, what kind of projects she actually wanted, and where her process needed tightening. Then we made changes.

She Stopped Trying To Be Everything To Everyone

This is one of the biggest turning points for service-based businesses.

In the beginning, many designers say yes too often because they are trying to build momentum. They take smaller jobs than they want. They over-customize their proposals. They convince themselves they can turn a misaligned inquiry into a dream project if they just explain their value well enough.

But not every lead is meant to become a client.

Audra had been getting attention through Facebook groups and other channels that created a lot of activity, but not always the right activity. There were conversations. There were calls. There was interest. But the projects were often too small, too piecemeal, or too far from the work she really wanted to be known for.

That is where boundaries become strategic, not personal.

We refined her messaging. We clarified her minimums. We aligned her website and inquiry process with the kind of work she wanted more of. Instead of trying to upsell every small opportunity into something bigger, she got more honest about fit.

That one shift changes so much.

When your business clearly communicates who it is for and who it is not for, you save time, reduce emotional labor, and improve the quality of the inquiries coming in. If you are still trying to define that sweet spot, read How To Find Your Interior Design Niche and How To Find Perfect Clients.

What Actually Changed On Her Discovery Calls

Let us get practical, because this is where the transformation really happened.

Before, Audra approached discovery calls with a lot of warmth but not enough direction. The conversation could drift. She was responsive, thoughtful, and generous, but she was not fully in the driver’s seat.

After we worked on it together, her calls became much more intentional.

She Led The Call Instead Of Following It

That does not mean becoming stiff or overly formal. It means setting the tone from the beginning. A strong discovery call feels welcoming, but it also feels guided. The client should sense that you have done this before, that you know what matters, and that you have a clear process.

People do not hire premium professionals because they are the friendliest person on the phone. They hire them because they feel safe in their expertise.

She Asked Better Questions

A good discovery call is not about impressing the prospect with everything you know. It is about gathering the information that helps both of you determine fit.

That means asking about:

The scope of the project
The timeline
The decision-makers involved
The level of investment expected
The client’s goals, frustrations, and priorities

When you ask stronger questions, you stop guessing. You also stop doing what I call unpaid consulting on the front end.

She Became Clearer About Her Process

One of the most reassuring things you can give a prospective client is clarity. Clients are often nervous too. They may have never hired a designer before. They may not understand how your process works, what comes next, or what level of commitment is required.

When you explain your process clearly, you lower uncertainty and increase trust.

This is especially important if you want to close higher-value work. Premium clients are not allergic to investment. They are allergic to confusion.

She Stopped Over-Accommodating

This is a huge one.

Many designers think flexibility is what makes them appealing. Sometimes it is. But too much flexibility, too early, often weakens your positioning. If every inquiry can reshape your process, then you do not really have a process.

Audra learned how to present her way of working with confidence. That made it easier for clients to understand what they were saying yes to. It also made it easier for her to identify when someone was not a fit.

If boundaries are an area you are actively working on, I recommend Designer Boundaries With Clients and How To Decline A Project Opportunity.

Why Better Discovery Calls Lead To Better Clients

Discovery calls are not just a sales tool. They are a filtering tool.

When you improve the quality of that conversation, you improve the quality of the clients who enter your business. You also improve your own experience of running the business.

Here is what better discovery calls often lead to:

Fewer misaligned proposals
More confidence discussing scope and fees
Higher conversion rates
Less time spent on people who were never serious
Stronger client trust from the beginning

That is exactly what happened for Audra. As she got clearer and more intentional, she started attracting better-fit clients and larger projects. Her business became less reactive. Her calendar became less chaotic. Her energy was no longer getting siphoned off by every inquiry that landed in her inbox.

And this matters more than people think. The way you handle discovery calls affects your pipeline, your confidence, your pricing conversations, and your profitability. If you want to close more of the right work, you may also enjoy Close More Of The Jobs You Want and How To Close 9 Out Of 10 Projects.

The Bigger Shift Was Not Just Sales. It Was Leadership.

This is the part I really want you to hear.

Audra did not just improve a call structure. She stepped into a different role in her business.

She stopped showing up like someone hoping to be chosen and started showing up like someone who knew how she worked best, who she served best, and what kind of projects belonged on her calendar.

That is leadership.

And leadership is attractive.

Clients feel it. Referral partners feel it. Your business feels it.

When you stop winging key parts of your process, you create consistency. When you create consistency, you build trust. When you build trust, growth gets a lot less exhausting.

This is also why your referral and networking strategy matters so much. Once Audra stopped relying on lower-value lead sources and started being more intentional about where she built relationships, the quality of her opportunities improved. If you want to strengthen that side of your business too, take a look at Strategic Networking For Interior Designers and Interior Design Business Referrals.

If You See Yourself In Audra, Start Here

If this story feels familiar, do not make it mean you are behind. Make it mean you are ready.

You do not need to become a different person to run stronger discovery calls. You do not need a fake sales voice. You do not need to be slick. You do need a process that reflects your expertise and supports the kind of business you want to build.

Start with these questions:

Do my discovery calls follow a clear structure?
Do I know what information I need to qualify a lead?
Am I communicating my process clearly and confidently?
Am I attracting the right inquiries, or just a lot of inquiries?
Am I making it too easy for the wrong people to access my time?

Honest answers here can change everything.

Because the goal is not to sound more polished for the sake of appearances. The goal is to build a business that feels better to run. One where your process protects your energy, your calls create clarity, and your clients understand your value before they ever sign.

That is what Audra built. Not overnight, and not by accident. She built it by deciding that winging it was no longer good enough for the business and life she wanted.

That is a decision more designers need to make.

Continue The Conversation

Want to go deeper? Here are a few places to keep learning and stay connected:

Frequently Asked Questions

What Is A Discovery Call In An Interior Design Business?

A discovery call is an initial conversation with a prospective client that helps both sides determine whether the project, budget, scope, and working relationship are a good fit.

Why Do So Many Discovery Calls Feel Unproductive?

Discovery calls usually feel unproductive when they lack structure, drift into casual conversation, or focus too much on free advice instead of qualification and next steps.

How Can Interior Designers Lead Discovery Calls More Confidently?

Interior designers can lead discovery calls more confidently by using a clear framework, asking strategic questions, explaining their process, and guiding the conversation instead of reacting to it.

What Should An Interior Designer Ask On A Discovery Call?

An interior designer should ask about project scope, timeline, decision-makers, investment expectations, goals, pain points, and what prompted the client to reach out now.

How Long Should A Discovery Call Be?

A discovery call should be long enough to assess fit and explain the next step, but short enough to stay focused. For many designers, that means about 15 to 30 minutes.

Should Discovery Calls Include Design Advice?

Discovery calls can include light guidance, but they should not turn into unpaid consulting. The goal is to assess fit, build trust, and determine whether to move forward.

How Do Better Discovery Calls Help Close More Projects?

Better discovery calls help close more projects by creating clarity, building trust, qualifying leads earlier, and making it easier for clients to understand your value and process.

What If A Prospective Client Is Not A Good Fit?

If a prospective client is not a good fit, it is better to decline early and professionally than to force a misaligned project that drains time, energy, and profit.

Can Improving Discovery Calls Help Attract Better Clients?

Yes. When your discovery calls are clear and well-led, they reinforce your positioning, filter out poor-fit leads, and make the right clients more confident in hiring you.

What Was The Biggest Shift In Audra’s Discovery Calls?

The biggest shift in Audra’s discovery calls was moving from a friendly but loosely guided conversation to a confident, structured process that improved client fit and business results.