"Good Design" as a commodity is very hard to sell, I think, mostly because the perceived value is all over the place for prospective clients, and a little murky for architects, too. The biggest issue that I see is that some clients value excellent design, while some — maybe even most — don’t. Or at least they like good design (when they perceive it) but really can’t put a cost figure on it. Many contractors even frequently provide "free design services" just to get a job, which shows how much design is valued by the general public.
Most architects don’t understand the tangible values that they bring to the table beyond “good design,” and therefore certainly can’t sell them effectively. Even worse is when architects are competing against each other by selling products (i.e. designs plus plans) rather than value-added services. Sort of like an attorney selling “will drafting services” (low value, people can buy software to do this) rather than “estate planning” (high value, can save money down the road, and has ongoing benefits).
However, I think MOST clients would agree that saving time, saving money (maybe by having lower built-in contractor contingencies, or ability to get apples-to-apple bids, or value engineering), having reduced problems during construction through clear condocs, increased market value for resale, having someone able walk them through a myriad of material choices, dealing with the headaches of building/planning departments, checking on the quality of construction, solving issues that arise during construction, etc. are all things with clearly assignable values, though they might differ a bit from client to client. Certainly far more value than the typical architect's fee. (You mean, I'll save money PLUS get a stunning design? WOW!)
Also, a bad outcome for not hiring a good doctor or lawyer is pretty clear. Unfortunately, not so for an architect, because it is very hard for a prospective client to fully understand the consequences of NOT hiring a good architect. Yes, they end up with a mediocre project (to an architect's eyes) with possible future problems. Meh.... I think until architects (and clients) really feel in their bones that, like a good accountant or good attorney, they are worth far more than their fees, architects will perceive themselves as a luxury. You can obviously sell luxury items, but it is definitely a much smaller market and not every architect feels comfortable seeing themself as an expendable luxury item.
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Richard Morrison
Architect-Interior Designer
Redwood City CA
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Original Message:
Sent: 02-08-2017 17:54
From: Enoch Sears
Subject: How to raise the perception of value for our clients
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?
Please respond below. Thanks!
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Enoch Sears AIA
Founder and Publisher
Business of Architecture
Visalia CA
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