The Architect’s Guide to Pricing Design Services

Published: November 2012
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What’s this publication about?

Most architects and design professionals are trained to price design services according to project costs. A cost-based approach to proposing design fees frequently leaves architects competing on fee, alone, to win new work, bartering for position at the negotiation table and writing proposals that fail to capture the interest of their intended audience. In this publication we take a look at a better way to price design fees. By following an interest-based approach architects and design professionals can write proposals that separate their services from their competition, cater to the needs of a larger client base and offer solutions that clients want to pay for.

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What’s included in the publication?

This publication contains 57 pages, 11 chapters and approximately 13,000 words. The following is a list of chapters included in the publication:
  • 00. Preface: The Architect’s Dilemma (by Alexandra Howieson)
  • 01. Introduction: Why design fee proposals matter.
  • 02. Design Fees: The biggest fallacy in business…
  • 03. Price Discrimination: The interesting thing about prices…
  • 04. Up-selling + Cross-selling: “Would you like fries with that?”
  • 05. Bundling + Unbundling: The happiest bundle on earth.
  • 06. Versioning: When more is… more.
  • 07. Fee Options: The power of options.
  • 08. Utilising Context:
  • 09. ‘Free’ Prices: The price of ‘free’.
  • 10. Conclusion
  • 11. Postface: Ethics + The Law (by Alexandra Howieson)
  • Recommended Resources
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A little sample…

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What are the learning outcomes?

We work closely with Architectural Institutes and private practices around the world to support their Continuing Education and Professional Development requirements. This publication is eligible for CPD / CE Points in several locations. Contact us to find out how many in your region. This publication provides readers with the following learning outcomes:

  1. Achieve an awareness of different pricing strategies.
  2. Gain an introductory understanding of to 1st, 2nd and 3rd degree price discrimination and its applications.
  3. Gain a working knowledge of Up-selling, Cross-selling, Bundling, Unbundling and Versioning pricing strategies.
  4. Appreciate how different industries including the; Aviation, Automobile, Computer, Entertainment and Fashion Industries price their products and services.
  5. Understand how Price Anchors, Price Decoys and ‘Free’ Prices can influence consumer behaviour.
  6. Write design fee proposals that cater to the needs of a wider client base, increase project conversion rates, and achieve greater profit on each project.
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