WHY I CREATED THE TOOLKITThese templates exist because I’ve sat in the conversations that lose designers clients.
I know what it costs - financially and professionally - to walk away from a project you should have won.
Leona Coe / COE DESIGN STUDIO / FounderBuilt by a designer, for designers.
Most interior designers are brilliant at doing the work. Winning the work is a different skill entirely - and almost nobody teaches it.
I spent over 20 years in commercial interior design and property, working inside architectural practices, managing complex projects client-side, and delivering projects across retail and workplace sectors throughout APAC, EMEA and the Americas. I’ve sat at every seat at the table.
Then I stepped into a dedicated sales role - and closed $15 million worth of design-and-construct projects in twelve months.
Not because I learned to "do sales." Because I already understood how decisions get made in commercial property. I knew what CFOs are protecting, what procurement leads need to sign off, what property managers are accountable for. I knew how to read a room and meet people where they are.
The Coe Design Studio Sales Toolkit is built from that experience - the exact frameworks, scripts, and systems I used to win work at that level, distilled into tools any interior designer can put to work immediately.
If you're losing work you should be winning, this is where that changes.
My personal toolkit.
I’d like to share some background on the tools that shape the way I work and that have found a permanent spot on my desk.
The tools I've come to rely on aren't about design software or project management platforms. They're about communication, structure, and the clarity that makes the difference between a client who signs and one who "needs to think about it."
Pip Decks®
A few years ago, I came across Pip Decks® almost by accident - at the time I was trawling the internet for some guidance on better corporate storytelling and the algorithm did its thing. On a whim I ordered a deck, and when it arrived, I remember thinking: oh, this is different.
They're physical card decks (that are also available digitally) - weighty and tactile in a delicious-kind of way. Each card holds a framework or tactic for a specific situation: how to open a conversation, how to structure a story, how to guide a room through a decision.
I use the Storyteller Tactics deck constantly. The frameworks in it - particularly around how to structure a narrative for maximum impact - directly influenced the way I built my Client Proposal Story Framework template. The SCR structure (Situation, Complication, Resolution) that sits at the heart of so many of my sales tools is the kind of thinking Pip Decks® makes accessible and repeatable.
The decks don't give you answers but they do give you proven processes. You still have to do the thinking. But they stop you staring at a blank page wondering where to start, which is often the hardest part.
(Affiliate link - I earn a small commission if you purchase through this link, at no extra cost to you. I only recommend tools I use myself.)
The frameworks behind the templates
Everything I've built at Coe Design Studio - the scripts, the proposal frameworks, the objection tools - is rooted in structures I've tested in real client situations. Pip Decks® is part of that foundation. So when you use one of my templates, you're not just getting a formatted document. You're getting the distilled thinking from frameworks that have actually been used in high-stakes rooms, on high-value projects.
The tools I recommend are about making you more effective - clearer, more confident, more persuasive in the moments that count.
Coe Design Studio / Helping interior designers win more work.