The Design Professional’s Guide to Pricing Design Services

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Most Architects and Design Professionals are trained to price design services by; estimating their cost to complete the work, balancing it with local market conditions and then negotiating with the Client. A cost-based approach to proposing design fees frequently leaves Design Professionals; competing on fee, alone, to win new work; bartering for position at the negotiation table; and writing proposals that fail to communicate the value inherent in the services offered.

In this publication we take a look at a better way to price design services. 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.

By adopting a pricing strategy known (by economists) as Price Discrimination we’ll learn a different approach to pricing design services, an approach that avoids tough negotiations, reduces scope creep and increases our conversion rates.

This publication also details how companies and service providers in other industries have overcome the problem of fee erosion with the implementation of Price Discrimination. We’ll discuss the commercial and ethical considerations of different pricing models and how to implement a best-practice approach to proposing fees for design services.

If you suffer from heavy fee negotiations, low conversion rates, scope creep, low fees or if your clients simply don’t value the service you offer, then this guide is for you.

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What’s the Guide to Pricing Design Services about?

When pricing design services most Architects and Design Professionals are trained to; estimating their cost to complete the work, balance it with local market conditions and then negotiate with the Client. 

A cost-based approach to proposing design fees frequently leaves Design Professionals; competing on fee, alone, to win new work; bartering for position at the negotiation table; and writing proposals that fail to communicate the value in the services being offered.

In the Design Professional’s Guide to Pricing Design Services, we take a look at a better way to price design services. 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.

By adopting a pricing strategy known (by economists) as Price Discrimination readers will learn how to avoid tough negotiations, reduces scope creep and increases conversion rates.

The Guide to Pricing Design Services also details how companies and service providers in other industries have overcome the problem of fee erosion with the implementation of Price Discrimination. We’ll discuss the commercial and ethical considerations of different pricing models and how to implement a best-practice approach to proposing fees for design services.

If you suffer from heavy fee negotiations, low conversion rates, scope creep, low fees, or if your clients simply don’t value the service you offer, then the Guide to Pricing Design Services is for you.

“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

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

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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 Professional’s Guide to Pricing Design Services. Use the magnifier glass symbol to zoom in. To see samples of other publications in the series Click here.

Who’s the Guide to Pricing Design Services 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.

“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 the publication delivered?

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

What’s included in the Guide to Pricing Design Services?

This publication contains 57 pages, 11 chapters and approximately 13,000 words. Using an interest-based approach to design fees can help us all; demonstrate value, avoid scope creep and provide a more ethical and successful pricing model, To view the Table of contents and sample pages, please view the gallery in the header 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 be able to identify the practice of ‘Price Discrimination’ and distinguish between 1st, 2nd and 3rd degree price discrimination strategies

Learning Outcome 2:

Participants will be able to utilize 2nd and 3rd degree price discrimination strategies in their own Fee Proposal document.

Learning Outcome 3:

Readers will be able to identify common pricing strategies in other industries (Online Retail, Aviation, Entertainment & Fashion Industries) and translate the advantages of each into their own pricing strategy.

Learning Outcome 4:

Readers will be able to recognize the legal and ethical ramifications of their current pricing strategies and, when required, improve their Fee Proposal document to reflect best practice.

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.