The Design Professional’s Guide to Design Fee Psychology

$57

Although many of us believe that we make financial decisions based on rational financial criteria, this is seldom the case. How much we charge for design services may not be as important as how we present those charges.

This publication introduces 5 key concepts from the field of Behavioral Finance to demonstrate the crucial role that human emotions play in the design fee proposal and negotiation process.

Through the use of both ‘real world’ examples and academic studies, readers will discover hidden patterns in human behavior and the strategies required to maximize the success of their business by building better, healthier client relationships.

Readers will learn how; presentation, anchoring and adjustment, mental accounting, reward and punishment and losses and gains are all influencing the clients’ perception of the fee proposal and the services offered.

If you’re currently responsible for (or will be responsible for) writing proposals and/or negotiating fees, or if you’d like to know what’s influencing your client’s decisions, or if you’d like to develop your understanding of human behavior in the financial arena, then this publication is for you.

It’s not what you charge but how you charge that’s going to influence your success. Let our 20 plus years of fees and appointments experience show you how.

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What’s the Design Fee Psychology Guide about?

Very few Design Professionals are taught Design Fee Psychology during their formal training. Most of us believe that we make financial decisions based on rational financial criteria, this is seldom the case!

The Guide to Design Fee Psychology introduces 5 key concepts from the field of Behavioral Finance to demonstrate the crucial role that human emotions play in the design fee proposal and negotiation process.

Through the use of both ‘real world’ examples and academic studies, readers will discover hidden patterns in human behavior and the strategies required to maximize success while building healthier client relationships.

Readers will learn how; presentation, anchoring and adjustment, mental accounting, reward and punishment and losses, and gains are all influencing the clients’ perception of the fee proposal and the services being offered.

If you’re currently responsible for (or will be responsible for) writing proposals and/or negotiating fees, or if you’d like to know what’s influencing your client’s decisions, or if you’d like to develop your understanding of human behavior in the financial arena, then this Design Fee Psychology publication is for you.

“It’s a fascinating look at the psychological way we set prices and how we think about them in relative terms.

– Barbara, London

How much does it cost?

Bundle and save: there are three options to choose from:

eGuide

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eGuide

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eGuide + Template

Package

Can I see a sample?

Yes, simply click on one of the images at the top of the page to see a sample of the Design Fee Psychology Guide. Use the magnifier glass symbol to zoom in. To see samples of other publications in the series Click Here.

Who’s the Design Fee Psychology Guide for?

This publication is for all those who write fee proposals for design-related projects including; Architects, Interior Designers, Building Designers, Engineers, Graphic Designers, Product Designers, Project Managers and office Managers. If you write proposals now, or will be writing proposals in the future, then this publication is for you.

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“A must read for any Design Professional at the front end dealing with Clients and responsible for fee appointments.”

– Stuart, London

In what format is it delivered?

The publication is delivered in PDF format and is immediately available for download upon purchase.

What’s included in the Design Fee Psychology Guide?

This publication contains 36 pages, 9 chapters and approximately 10,000 words. Each chapter addresses different areas of research from the world of Behavioral Finance while reviewing real-life examples from over 20 years of contract management and fee negotiation experience.To view the Table of contents and sample pages, please view the gallery (above).

Does this publication provide CE/CPD credit?

We work closely with Professional Institutes around the world to support the Continuing Education (CE) and Continuing Professional Development (CPD) requirements of their members and licensees. This publication is eligible for CE / CPD Points in several locations. Contact us to find out how many points are applied in your region and how to receive credit. This publication provides readers with the following learning outcomes:

Learning Outcome 1:

Readers will have a thorough understanding of how the principles of ‘Consistency’ and ‘Reciprocity’ influence their clients’ perception of their firm and services before their fee proposal is submitted.

Learning Outcome 2:

Readers will learn how utilizing the principle of ‘Simplicity’ in the Fee Proposal Document can avoid client paralysis and confusion during the appointment process.

Learning Outcome 3:

Readers will be able to utilize the principles of ‘Options’, ‘Liking’ & ‘Value’ to improve their clients’ perception of their fees, reduce the potential for fee erosion & scope creep, and improve client relationships.

Learning Outcome 4:

Readers will be able to recognize errors in sample Fee Proposal Documents (supplied) to avoid making these common mistakes in their own Fee Proposal documentation.

Who are our industry partners?

We work closely with Professional Institutes around the world including:

Who are the authors?

Alexandra Howieson

Alexandra is a licensed Architect and a member of the AIA and has presented on the subjects of behavioural finance and pricing strategies for members of the American Institute of Architects (AIA), the American Society of Interior Designers (ASID), American Institute of Building Designers (AIBD) Australian Institute of Architects, Royal Institute of British Architects (RIBA), British Institute of Interior Designers (BIID), Royal Architectural Institute of Canada (RAIC), the Building Designers Association (BDA) and private companies. Alex has also spoken for the Design Institute of Australia’s DIAlogues series on Free-Bidding and Undercutting.

Alexandra’s career started at the University of Sydney where she graduated first in her year and received awards for her achievements in Architectural Science, Architectural Design, Urban Design, Planning and overall academic performance. During her studies Alex devoted much of her time to understanding the role of business in the world of architecture. Upon graduation she received a national award and scholarship for recognizing the relationship between academic studies and needs of the profession (business).

After graduation, Alex moved to London to accept a sponsored position with Foster + Partners where she was instrumental in the design and documentation of key projects in Asia and the Middle East.

After returning to Australia and winning three Design Excellence competitions Alex joined Blue Turtle Consulting as a director. She now spends her time researching the relationship between business and design while providing consulting services and speaking engagements.

Ian Motley

Ian is the founder of Blue Turtle Consulting and has over 20 years experience, a Building Science (Project Management) degree and a career that spans three continents.

Prior to starting Blue Turtle Consulting, Ian was an Associate Partner with one of the worlds most recognized names in Architecture: Foster + Partners, where he was responsible for proposing and negotiating design fees on projects in the UK, Middle East, Africa, Australasia and the Americas.

Before working for Foster + Partners, Ian worked in the United States managing construction loans for three of Americas largest financial institutions and managing commercial, residential and industrial projects throughout the country. Ian has also worked on development projects in Central America where he learnt to read, write and speak Spanish.

Since starting Blue Turtle Consulting Ian has written and published a series of Fee and Appointment Guides that sell in 13 different countries. He has also been a key note speaker at over 70 Architectural Conferences and private training sessions around the world.

What have other people said?

“I recommend the Guides to not only those in the architectural industry, but to anyone seeking to improve the art of negotiation and business development. Thank you so much for the education I wish I had had years ago.”

– Elizabeth, Chicago

“The Guides are a wonderful example of making things as simple as possible (but not simpler)!”

– Paul, Sydney

“I work in the engineering field and recommend the Guides to all Design Professionals not just Architects… the studies relating to the reaction of people and numbers is fascinating.”

– John, Los Angeles

“A succinct and thoroughly comprehensive Guide… I want to commend Blue Turtle Consulting for providing such a necessary service that is so often overlooked in our profession.”

– Julie, Seattle

“I now have confidence and understanding… I highly recommend the Guides to anyone who works in the corporate world.”

– Andrew, San Francisco

“Thank you very much Blue Turtle Consulting. I would have to say that the Guide pays for itself easily. I look forward to reading more of your work in the future.”

– Brian, London

“I highly recommend the publications to anyone that is, or will be, faced with proposing and negotiating design fees.”

– Nick, Melbourne

“Just wanted to say thanks to the Blue Turtle team for providing grand advice.”

– Travis, Dallas

“A must read for any Design Professional at the front end dealing with Clients and responsible for fee appointments.”

– Stuart, London

“Great tips for the young Design Professionals and loads of good information for the experienced.”

– Thomas, Manchester

“I just read one of your Guides for a second time today. It’s a very informative read, and best of all I can completely identify with the concepts and examples that were outlined within the chapters.”

– Rachel, Atlanta

“I always enjoy reading your work and have learnt a lot – I could see the illogical decisions I’ve made regarding money. ”

– Dan, Miami

What is your refund policy?

If the publication has not met your expectations, then please let us know within 30 days and we’ll provide you with a complete refund.

Questions?

Please contact Blue Turtle Consulting at [email protected] with any questions you may have.