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
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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.
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Watch Buying Fiasco
- Rion Willard shares a frustrating watch-buying experience involving cancelled orders, confusing communication, and security concerns.
- Ultimately, the company resolved the issue with a discount, but the negative experience almost deterred the purchase.
The Buying Experience
- The buying experience is crucial, impacting client perception and willingness to pay.
- Counterintuitive strategies, like creating anticipation or scarcity, can enhance the buying experience.
The $160,000 Deposit
- An architect observed his senior partner confidently asking a client for a $160,000 deposit with no pushback.
- This highlighted how internal discomfort with money can be projected onto clients, unintentionally sabotaging sales.