Fee Proposal Workshop

8 CPD hrs RIBA approved (double points)  –  10 BIID CPD points

“This was the most useful CPD event I’ve attended…
…they should teach this at Uni.”
– Nigel, London
  • London – 4th Jun
  • London – 5th Jun
  • Bristol – 6th Jun
  • Midlands – 7th Jun
  • Manchester/Liverpool – 8th Jun
  • Belfast – 12th Jun
  • Heathrow – 13th Jun
  • London – 14th Jun
  • London – 15th Jun
  • London – 4th Jun
  • London – 5th Jun
  • Bristol – 6th Jun
  • Midlands – 7th Jun
  • Manchester/Liverpool – 8th Jun
  • Belfast – 12th Jun
  • Heathrow – 13th Jun
  • London – 14th Jun
  • London – 15th Jun
UK Workshops Logos 2018

What’s the Workshop About?

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. This approach, known to Economists as ‘first degree price discrimination’, frequently encourages; hostile fee negotiations, poorly resourced projects and ambiguous scopes. There is a better way. During this Workshop, we’ll show you how research from the fields of fee psychology, fee negotiations and behavioural finance can help you write proposals that; reduce scope creep, raise conversion rates, improve fee levels and provide a more ethical pricing model. By adopting a new approach to the fee proposal process we can all write proposals that foster healthier Client relationships, more informed decision making and an enhanced outcome for the end user.

“Excellent Workshop! Wish I'd done it 20 years ago.”
- Leigh, Manchester Fee Proposal Workshop

Who’s the Workshop for?

The Workshop is for all those who write fee proposals including; Architects, Building Designers, Interior Designers, Landscape Architects, Product Designers, Project Managers, Office Managers and Engineers and is attended by sole practitioners, partnerships, medium-sized firms and employees of national and international practices. Here are a few of our industry partners:

Whos the workshop for logos

What are the highlights?

  • 8 CPD hours RIBA approved (double points) and BIID approved material
  • Presented by 2 international design fee experts
  • Maximum of 18 attendees per venue
  • Attendees will learn how to;
    • – Recognise and respond to the top 7 fee negotiation tricks
    • – Increase fee levels
    • – Raise conversion rate
    • – Avoid scope creep
    • – Write successful fee proposals
  • Over 70 Workshops delivered across 5 different countries
  • 85% of attendees say it’s the most useful CPD event they’ve attended
  • 99% of attendees say they would recommend this Workshop to their colleagues
“The Workshop was superb... Without doubt, the most valuable CPD event I've attended!”
- Mark, London Fee Proposal Workshop
UK Institute Icons

How much does it cost?There are 4 Registration Packages to choose from

Workshop Only
Workshop Only
(details below)
Workshop Only
£295 + VAT
eGuide Package
Workshop + eGuides
(details below)
eGuide Package
£425 + VAT
Template Package
Workshop + Templates
(details below)
Template Package
£525 + VAT
Full Package
Workshop + eGuides + Templates
(details below)
Full Package
£645 + VAT

*** Early registration 20% discount available before 5pm on 4th May 2018. Use promotional code: EARLY ***

  Workshop Only: includes access to all Workshop sessions listed in the Program, a copy of the slide show hand out (for recording your own notes), lunch and refreshments throughout the day. Does not include any eGuides or contract Templates.
  eGuide Package: includes five eGuides on which the Workshop seminars are based: eGuide to Fees & Contracts, eGuide to Negotiating Design Fees, eGuide to Pricing Design Services, eGuide to Design Fee Psychology and eGuide to Writing Effective Fee Proposals. Individually these eGuides cost £175. Available for £100 when purchased with Workshop registration.
  Template Package: includes 5 essential contract templates for building a practice: Multiple Fee Proposal Template, Small Works Fee Proposal Template, Non-Disclosure Agreement Template, Sub-Consultant Agreement Template, and Joint Venture Agreement Template. Templates are delivered in MS Word format. Individually these Templates cost £250. Available for £200 when purchased with Workshop registration.
Note: All material will be delivered electronically on the morning of the Workshop. All Workshop material is provided in accordance with Blue Turtle Consulting’s Terms of Use.

How do I register?Click on one of the locations below: (maximum of 18 attendees per venue)

4th Jun 2018
5th Jun 2018
6th Jun 2018
7th Jun 2018
8th Jun 2018
12th Jun 2018
13th Jun 2018
14th Jun 2018
15th Jun 2018

*** Early registration 20% discount available before 5pm on 4th May 2018. Use promotional code: EARLY ***

  • London: Novotel London Waterloo, 113 Lambeth Rd, London SE1 7LS
  • Bristol: Novotel Bristol, Victoria Street, Bristol BS1 6HY
  • Midlands (M1 & M69): Pentahotel Birmingham, Holloway Head, Birmingham B1 1NS
  • Manchester / Liverpool: Pentahotel Warrington, Birchwood Business Park, Aston Ave, Risley, Warrington WA3 6ZN
  • Belfast: Hilton Belfast, 4 Lanyon Place, Belfast BT1 3LP
  • Heathrow: Novotel London Heathrow Airport, Cherry Ln, West Drayton, Heathrow UB7 9HJ
Discounts must be redeemed at the time of purchase. Discounts can not be applied after the registration has been processed. Refunds are available; when requested up to 48 hrs after registration and not less than 10 business days prior to the Workshop delivery date.

What’s the Workshop Program?

Refreshments and Workshop Briefing
Session 1: Design Fee Psychology
CPD: 1 hour (2 CPD points)
Presenter: Alexandra Howieson
Although many of us believe that we make financial decisions based on rational financial criteria, this is seldom the case. This session introduces 5 key concepts from the field of Behavioral Finance to demonstrate why your clients make the financial decisions they make and the crucial role that emotions play in the design fee proposal and negotiation process.
Session 2: Fee Negotiation
CPD: 1 hour (2 CPD points)
Presenter: Ian Motley
When negotiating design fees many of us believe that reducing our fee is the only way to win new work and resolve conflict. During this session we demonstrate a better way to negotiate by showing participants how to respond to the 7 most common ‘tactics and tricks’ used against design professionals to force fee reductions during the fee proposal and negotiation process.
Q+A and Refreshments
Session 3: Pricing Design Services
CPD: 1 hour (2 CPD points)
Presenter: Alexandra Howieson
The traditional approach to proposing design fees fails to demonstrate the value in the services that Architects and Design Professionals provide, leaving them in a very vulnerable position at the negotiation table. This session details how other service providers have overcome this problem by adopting a new pricing strategy referred to by economist as 2nd & 3rd Degree Price Discrimination.
Session 4: Writing Effective Fee Proposals
CPD: 1 hour (2 CPD points)
Presenter: Ian Motley
Fee scales are a thing of the past, however many Architects and Design Professionals struggle to write proposals that address the challenges and rewards offered by this new era. During this session we draw from a series of studies conducted by researchers from the field of human behaviour to demonstrate the 7 fundamental principles behind a successful fee proposal strategy and the factors that cause clients to say yes at your request.
Lunch Q+A and Discussion (lunch provided)
Implementation Workshop
CPD: 3:15 hours (6 CPD points)
Presenter: Ian Motley + Alexandra Howieson
The workshop provides attendees with an opportunity to apply the concepts and principles learnt during the morning’s sessions to a variety of project enquiry scenarios. Attendees will be divided into small groups and, under the guidance of the presenters, groups will be given the opportunity to demonstrate their understanding of the ideas by applying them to a variety of case studies. Groups will then present their solutions to the other members of the workshop.
  • Case Study Introduction:
    The Workshop will commence with the introduction of a series of real life case studies (of various size, type and complexity). Participants will be given the opportunity to review each scenario and select the one that reflects their needs, area of practice and interest.
  • Fee Proposal Workshopping:
    The best and most efficient way to understand these principles is to apply them yourself. This part of the Workshop gives you the opportunity to apply the concepts to real projects under the guidance of, and in collaboration with, the presenters.
  • Group Presentation, Critique + Analysis:
    Each group will present their solutions, describing why their amendments improve the Fee Proposal document and process. The presenters and participants will learn from each others’ approaches and challenge their decisions, suggesting further improvements or different strategies where appropriate.
Workshop Wrap Up

Who are the presenters?


Alexandra Howieson

Alexandra is a registered Architect and has presented on the subjects of behavioural finance and pricing strategies for members of the Royal Institute of British Architects (RIBA), British Institute of Interior Designers (BIID), Royal Architectural Institute of Canada (RAIC), American Institute of Architects (AIA), the American Society of Interior Designers (ASID), American Institute of Building Designers (AIBD) Australian Institute of Architects and the Building Designers Association (BDA) 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.

After graduation, Alex moved to London to accept a sponsored position with Foster + Partners where she was instrumental in the design and documentation of several key projects in Asia and the Middle East. It was in London where Alexandra’s passion for the business of architecture continued to grow and upon returning to Australia, she won three Design Excellence competitions within 3 months of returning to Sydney.

Alex is now a Director of Blue Turtle Consulting and spends her time researching the relationship between business and design while providing consulting services.

“Thank you. Very innovative for me. I'm changing my systems immediately.”
- Claire, Bristol Fee Proposal Workshop

Ian Motley

Ian is the founder of Blue Turtle Consulting and has over 18 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 Spain and Honduras 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.

Ian is currently responsible for developing new areas of research for the company, while consulting to a range of industry professionals from large firms to sole practitioners.

What have previous attendees said?

“This was the most useful CPD event I've attended... they should teach this at Uni.”
- Nigel, London Fee Proposal Workshop
“Honestly, this is the best CPD event I've attended: useful and informative with good practical examples.”
- Stephen, London Fee Proposal Workshop
“Excellent course - lots of food for thought. Thank you!”
- Mark, Birmingham Fee Proposal Workshop
“Very good and highly professional. Thank you very much for an informative Workshop.”
- Andrew, Manchester Fee Proposal Workshop
“This was much more information and valuable than I had anticipated. Thank you!”
- Jason, Bristol Fee Proposal Workshop
“Was completely energised by your Workshop. I'm actually very excited to get my next Fee Negotiation!”
- Vicki, Auckland Fee Proposal Workshop
“I attended your fantastic Workshop today, which I enjoyed thoroughly and learned an incredible amount from. Thank you!”
- Matt, Royal Institute of the Architects of Ireland
“Excellent Workshop! Wish I'd done it 20 years ago.”
- Leigh, Manchester Fee Proposal Workshop
“Very useful course... which exceeded my expectations - Thank you!”
- Micheline, Brighton Fee Proposal Workshop
“A very high quality session - much better than any other CPD session.”
- David, Montreal Fee Proposal CPD Seminar
“Super engaging! Great hearing the real world experiences - very helpful!”
- Varun, Brisbane Fee Proposal Workshop
“By far the best presentation... award the Gold Medal to this group and their content!”
- Graham, Toronto Fee Proposal Seminar
“I look forward to implementing this material, and capitalising on the Fee Psychology.”
- Rosalie, Sydney Fee Proposal Workshop
“Should be part of the Architectural degree. Best information I have received in the last 10 years.”
- John, Perth Fee Proposal Workshop
“Very good. Glad I came!”
- Stephen, Manchester Fee Proposal Workshop


Please contact Eleanor at eleanor@blueturtlemc.com or on +44 (0) 2032 891 887 with any questions.

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