Business of Architecture Podcast
622: How to Charge More Without Losing Clients (And Why They’ll Thank You for It) with Enoch Sears & Rion Willard
Mar 21, 2025
Raising your fees can actually enhance your clients' experience. The hosts explore the psychology of pricing and how a better buying process leads to happier clients. Using a personal watch-buying fiasco, they highlight the importance of communication in transactions. Learn the subtle shifts that help high-end clients embrace premium fees and discover how architects often undermine their sales conversations. A simple exercise is shared to help ease discomfort around money, reinforcing that the way you sell can significantly impact client perception.
35:14
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Quick takeaways
- Enhancing the client experience goes beyond exceptional design, as the purchasing process should be enjoyable and personalized to foster satisfaction.
- Architects can increase their fee acceptance by overcoming discomfort with money and confidently communicating value, enhancing client relationships.
Deep dives
Value Perception in Architecture
Service professionals, including architects and designers, often project their own perceptions of value onto their clients, leading to potential miscommunication. Understanding where the client stands regarding their values is crucial for effective collaboration. Engaging clients in a way that makes them feel valued can enhance the overall experience and improve the likelihood of project approval. Creating opportunities to influence clients through shared experiences increases the chances of realizing design visions and ensuring client satisfaction.
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