Every designer who’s been to High Point Market knows it’s more than a furniture show. It’s an experience — a masterclass in hospitality and brand loyalty disguised as a trade event.

Each year, tens of thousands of designers descend on North Carolina to explore the latest collections, but what they leave with is something far more memorable: how it felt to be there.

The Power of Anticipation

At High Point, everything is considered. You’re greeted with a smile, offered a glass of wine, and given a personal tour through beautifully styled showrooms. Every moment is orchestrated to make you feel welcomed, guided, and valued.

You never have to wonder where to go next or how to get there. Shuttles run on schedule. The app keeps you oriented. A concierge is ready to help with hotels, restaurants, or even flight changes. You’re taken care of before you even know you need something.

That level of care comes from anticipation — the ability to see the experience from the visitor’s perspective and plan ahead for their needs.

You can bring the same principle into your own businesses by thinking one step ahead of your clients. Anticipate their questions. Answer them before they have to ask. Design the process so clearly that they never feel lost.

• Before a project begins: Send a welcome guide that outlines what to expect, who’s who on your team, and what happens next. It eliminates uncertainty before it starts. (BTW... if you need a template, we've got one for you here).
• Before meetings: Share an agenda or preview so clients arrive prepared and focused.
• Before an installation: Provide a checklist or short note about what they’ll need to do (or not do) that day.

When clients never have to wonder what comes next, they relax and trust grows naturally.

Ease Creates Trust

At High Point, their goal is to make the experience feel effortless. Everything runs smoothly because it’s designed to. Transportation is simple, events are clearly marked, and help is easy to find. It feels effortless, even though it’s anything but. They know that the more seamless the process, the more confident and at ease visitors feel, and the more they trust the people behind it.

In your design firm, the same principle applies. A client who feels cared for and informed is a client who feels confident in you. When your communication is organized and your systems are clear, they can focus on the excitement of the process rather than the stress of it. That sense of ease builds loyalty faster than design work alone ever could.

A few ways to build ease into your process:

• Use branded templates for proposals, updates, and invoices so every touchpoint feels cohesive.
• Keep communication timelines consistent. If clients know when to expect updates, they won’t fill the silence with worry.
• Make it easy for clients to review and approve decisions by using tools that centralize information instead of scattering it across emails.
  
  

The Emotional Arc of Experience

The reason High Point is memorable is the way it makes you feel. It's the energy, the connection and the care woven through every interaction. You’re treated as a VIP from the moment you arrive at the airport.

You can recreate that same emotional experience for your clients, just in smaller ways. You don’t need the extravagance of High Point, you just need to focus on the idea of hospitality.

• Greet clients with the same care you offer guests in your home. Set the mood with a glass of wine or high tea, treats, light music, flowers on the table, or other small touches that signal they’re welcome.
• Celebrate milestones with intention. Send a hand-written note, open a bottle of champagne, or host a casual reveal dinner.
• Remember personal details and use them. A client’s favourite scent, colour, or playlist can make a space or moment feel made uniquely for them.

The small, human touches matter as much as the large ones. They tell your clients they’re not just projects on a schedule but part of something you care about, something you’ve deliberately created just for them.

Building Your Own High Point

What High Point does best is create an environment where people feel valued, guided, and inspired. That feeling doesn’t require a team of event planners or a corporate budget. It just requires intention and consistency.

Start by mapping your client journey, from the first inquiry to post-installation, and identify where delight can be added and confusion removed. Strengthen communication, personalize the experience, and make your clients feel looked after at every step.

That’s the essence of a great client experience: quiet confidence, seamless flow, and a genuine sense that someone has thought about how you feel from beginning to end.

When clients experience that level of care, they no longer see you as a service provider. They see you as a trusted partner. Someone who understands them, anticipates their needs, and makes the process feel effortless. That’s what turns a project into an enduring relationship.