Dupont was on to something in the 1930s when they coined this tagline. But they probably weren’t thinking of it in the context of evaluating prospective clients—as I do.

Chemistry is the most immediate of the three criteria that any successful working relationship requires. The other two—trust and ability—are equally important, but they take longer to prove themselves. 

In my experience, these three things—chemistry, trust, and ability—are the foundation of every successful client relationship. Without exception, if one of these is missing from either the design firm’s or the client’s point of view, the relationship doesn’t last. 

Chemistry, trust, and ability apply right from the very start. Consciously or unconsciously, these elements are part of both the design firm’s and the potential client’s decision to work together. They tell you if the fit is right, which is what the initial conversation is all about. 

On the face of it, most people looking to hire a design firm will consider the same checklist: What kind of experience do they have? What’s their process? What results can they demonstrate for their clients? Who will we work directly with—the people doing the work or some layer of account management? 

Underlying the overt answers, though, are the defining questions: Do I like these people? Can I trust them? Do I think they’ll do an excellent job for me? 

Most people think these are questions the prospective client asks. However, they’re equally important—and sometimes more important—to the design firm. They are so vital that they drive my decision about whether to take on the client. 

One example of this happened several years ago when I received a referral from a good client. A well-known and accomplished interior design firm wanted a brand refresh. I often start by asking a few questions to see if it was a good fit for both of us. They were so taken aback by that idea that they didn’t want to answer any questions. They became stand-offish to the point that I finally thanked them for the opportunity while declining it. 

What they perhaps took as an insult is purposeful to see if there was a good foundation for success. It was about the fit—the chemistry, trust, and ability. And it was clear from their reaction that the fit wasn’t there. 

There are a couple of clues about the chemistry between you and the client. Of course, there’s the immediate reaction you have to each other as people. Also, there are broader aspects to the chemistry that rely on shared values and aesthetics. 

There has to be some shared value, some common ground on which you can build. That could be common interests in reading or traveling, food or drink, or an educated awareness of their business. 

On the aesthetic side, when you meet a potential client at their place or yours, each of you ought to see something of interest to you. It could be the environment itself, or just a simple picture on the wall, a desk ornament, a bag they’re carrying, a magazine. If nothing indicates a shared aesthetic, that’s a pretty good indication that it’s probably not a good fit. 

Finally, an essential part of chemistry is mutual respect. Since one goal ought to be establishing a long-term, mutually rewarding working relationship, a respectful relationship is critical. If you don’t have that, you’ll never like working together.