The Design Professional’s Guide to Pricing Design Services
$57.00
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.
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:
Can I see a sample?
Who’s the Guide to Pricing Design Services for?
“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?
What’s included in the Guide to Pricing Design Services?
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?
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?
– Elizabeth, Chicago
– Paul, Sydney
– John, Los Angeles
– Julie, Seattle
– Andrew, San Francisco
– Brian, London
– Nick, Melbourne
– Travis, Dallas
– Stuart, London
– Thomas, Manchester
– Rachel, Atlanta
– Dan, Miami
What is your refund policy?
Questions?
Please contact Blue Turtle Consulting at info@blueturtlemc.com with any questions you may have.
