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Eric Bobrow, Creator of the Internet Marketing for Architects Course

[spoiler title=”Video Playback Notes”]This recording of the coaching session was made at a resolution of 1140 x 720 pixels but is displayed in a smaller viewing area. If you would like to view it at a larger size, you have two choices.

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Please post your comments and questions at the bottom of this page. Thanks!

— Eric

SESSION NOTES

This call focuses on a question that is often challenging for architects: how to establish the value of your services and your firm in the mind of your ideal prospect.

I’ve often heard architects say that design fees are on a downwards slope, and that clients expect more yet want to pay less than ever before.

How can you avoid the trap of competing mainly on price, and get clients to feel they are getting better value from you even as you charge them more than others?

The solution to this quandary can make use of a number of complementary approaches, including:

story telling: “war stories” and other triumphs in the process of design, approval and construction
comparative value: how much you saved clients or earned them because the designs you created were superior to other alternatives; can you quantify this?
reasons why: your philosphy and/or methods and approach; the intangible difference
technology: 3D BIM tools that produce higher quality work and fewer change orders
communication: a better experience with 3D design visualization, remote meetings, web portals
personal experience: really making it clear how your experience (and connections, perhaps) will make for a smoother, faster and better result than others they may consider

Post your comments and questions here!

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