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The Practice Management Knowledge Community (PMKC) identifies and develops information on the business of architecture for use by the profession to maintain and improve the quality of the professional and business environment.  The PMKC initiates programs, provides content and serves as a resource to other knowledge communities, and acts as experts on AIA Institute programs and policies that pertain to a wide variety of business practices and trends.

    

  • 1.  Raising a firm's percieved value

    Posted 02-08-2017 06:05 PM
    On the one hand you have the value you provide to your clients.

    On the other hand, you have your client's and prospect's PERCEPTION of that value.

    Rarely are they equal.

    In equation form it would look like this: Value > Perception of Value

    I'm preparing an article discussing strategies for raising the perception of value that an architecture firm delivers and I'd like to get your input on this question:

    What strategies would you recommend for raising the perceived value of a firm so that it translates to higher visibility and better fees for that firm?

    (above and beyond providing excellent service which is the low bar)

    I look forward to your input. Thanks!

    ------------------------------
    Enoch Sears AIA
    Founder and Publisher
    Business of Architecture
    Visalia CA
    ------------------------------


  • 2.  RE: Raising a firm's percieved value

    Posted 02-09-2017 05:39 PM
    Before any architect can suggest that they provide a value to their clients, first they must actually provide value.  Many architects view themselves as unsung heros.  This is the problem.  VALUE IS IN THE EYE OF THE BEHOLDER.  If your client does not think you provide value, then guess what,.....you don't.

    As parents, community leaders, volunteers and other altruistic roles in society it is appropriate to be unsung heros.  In business we must insist that we are compensated for the value we provide by providing value that is recognized and therefore compensated.

    If you save a kitten stuck in a tree, you are a hero and you have provided great value to the kitten and its owner.  If you prevent a kitten from climbing the tree in the first place, you are a villain to the kitten, and a non-entity to its owner.

    Many architects look at the world and decide what it needs, then they try to provide that thing, but they become disillusioned when the world does not value it as they think it should be valued.  Is it any wonder that the kitten's owner places less value in the person who prevented their kitten from climbing the tree?


    ------------------------------
    Alan Burcope MBA, LEED AP
    Architect,
    HHCP Architects
    Orlando FL
    ------------------------------



  • 3.  RE: Raising a firm's percieved value

    Posted 02-10-2017 07:32 PM

    Alan – great point about unsung heroes, but a kitten?  Seriously, you just alienated 60% of the population who are dog lovers.  Your point is well taken but, PLEASE, my two border collie mixes were smarter than the disillusioned architects and ungrateful clients you refer to, and also knew how to spell “perceived.”

     

    Walter – how am I doing regarding elevating the conversation?



    ------------------------------
    Michael Strogoff, FAIA
    Chair Emeritus, PMKC Advisory Group
    President, Strogoff Consulting
    Mill Valley, CA 94941
    ------------------------------



  • 4.  RE: Raising a firm's percieved value

    Posted 02-10-2017 07:32 PM

    Alan – great point about unsung heroes, but a kitten?  Seriously, you just alienated 60% of the population who are dog lovers.  Your point is well taken but, PLEASE, my two border collie mixes were smarter than the disillusioned architects and ungrateful clients you refer to, and also knew how to spell "perceived."

     

    Walter – how am I doing regarding elevating the conversation?

     

    ___________________________

    Michael Strogoff, FAIA

    Strogoff Consulting, Inc.

    p: 415.383.7011

    c: 415.717.2755

    Michael@StrogoffConsulting.com

    www.StrogoffConsulting.com

    ownership transitions . mergers & acquisitions . practice management . leadership development . talent placement

    This message is sent by Strogoff Consulting, may contain information that is privileged or confidential, and is intended exclusively for the person(s) to whom it is addressed.  Access to this email by anyone else is unauthorized.  If you have received this message in error, please notify us immediately and delete this message from your system.

     






  • 5.  RE: Raising a firm's percieved value

    Posted 02-09-2017 05:48 PM
    ​Hi Enoch,

    Besides excellent service, clients would like to feel they are getting a "great deal". I feel like they want freebies from professionals. Maybe this is in a take away form or access to blogs or newsletters where they can feel they are getting educated about design and construction. Just like when you buy a car and the dealer throws in free satellite radio for 1 year, or free car mats. Another example is when I took my older son to the doctor back when he was a toddler, the doctor gave us a baby book. I felt that the doctor was just not a doctor, but actually cared about my sons intellectual development. I don't want to overly simplify, but I hope you understand where I am coming from. Don't take my car mat example literally. I wouldn't give my clients car mats. 

    Best,
    Daniel Guich
    studio converge : architecture






  • 6.  RE: Raising a firm's percieved value

    Posted 02-09-2017 05:54 PM
    To increase our perceived value we work to describe our processes in ever greater detail. We spend time talking about the steps in the design process, our internal QA/QC procedures, coordination procedures, bidding and negotiation procedures, and how all of that can directly impact the construction experience. The more detailed and important our role is to the client, the more they understand what they are getting for their money (and where our internal values are) from us versus what they might get from other firms. In my experience we can't make it sound easy and simultaneously command the resources that the project deserves.

    "There is scarcely anything in the world that some man cannot make a little worse, and sell a little more cheaply. The person who buys on price alone is this man's lawful prey."
    - John Ruskin

    Michael Byrd, AIA CDT
    principal







  • 7.  RE: Raising a firm's percieved value

    Posted 05-25-2017 06:34 PM
    Enoch: I am curious if your article was written, could you post it here or perhaps provide a link? The topic of communicating value is so critically important to our profession. I firmly agree with several of the posts that value is in the eye of the beholder.

    I joined a very effective weekly lead generation group called BNI and every week a member or two were given the opportunity to present their business to the others in the group. They told us to pretend we were training a new sales force for our firm. I debated presenting on the five phases of practice or walking them through the steps in a programming effort, but I chose to render down my presentation to the idea that architects listen first and then partner with their clients to bring technical expertise in support of construction projects. In other words, we are not there simply to provide a set of permit plans. We are there as a technically trained extension of our client, to advise them on making decisions from project inception through the warranty period. As their partner, we might have occasion (when they are not otherwise available and have given us permission to do so) to speak on their behalf, solve a problem or keep progress moving along in the face of a delay. Therefore, it is important to develop a relationship based on strong communication, unified goals and trust. That type of relationship requires purpose-driven listening.

    The results exceeded my expectations. I had several people tell me they had no idea architects acted as a partner to their clients. I don't think I was representing anything other than the service we all might want to provide for our clients. I began to find client who valued my services and compensated my firm accordingly.

    All the best,

    ------------------------------
    Gordon Rogers AIA
    Director of Facilities Management Services
    Kitchell CEM, Inc.
    Rocklin CA
    ------------------------------



  • 8.  RE: Raising a firm's percieved value

    Posted 05-26-2017 07:18 PM

    On behalf of the AIA California Council, I invite you to join us in Los Angeles on June 9 for our first Rising Tides forum where AIA members will share perspectives, knowledge and best practices to raise the architectural profession and the built environment to new heights.  We will be exploring how to best communicate the value architects provide to clients.  This will be highlighted by 2-minute pitches from some of the attendees.

     

    You can find more information at http://brownpapertickets.com/event/2953020

    ___________________________

    Michael Strogoff, FAIA

    Strogoff Consulting, Inc.

    p: 415.383.7011

    c: 415.717.2755

    Michael@StrogoffConsulting.com

    www.StrogoffConsulting.com

    ownership transitions . mergers & acquisitions . practice management . leadership development . talent placement

    This message is sent by Strogoff Consulting, may contain information that is privileged or confidential, and is intended exclusively for the person(s) to whom it is addressed.  Access to this email by anyone else is unauthorized.  If you have received this message in error, please notify us immediately and delete this message from your system.