If Price Is the Problem, You’re Telling the Wrong Story

Earn 1 AIA LU.

Too many firms assume they lost the job because their price was too high. In most cases, however, the fee is merely a convenient excuse that masks a deeper issue. When a client does not clearly understand the value your firm brings to the table, price becomes the deciding factor. That is not a pricing problem. It is a positioning problem.

This webinar challenges the outdated belief that winning work is about being competitive. You will learn how to earn trust, create emotional resonance, and position your firm as the only logical choice long before fees are ever discussed. We will explore how to shape the client’s perception, elevate your value, and design a sales process that moves your firm from the pricing conversation to a position of strength.

This session is for firm leaders who are ready to stop selling time and start selling expertise.

Learning Objectives

• Understand the real reasons clients hesitate to hire your firm, and how to address those objections early in the sales process.
• Learn how to shift the conversation from pricing to value in a way that builds trust and confidence.
• Learn how to utilize storytelling and positioning techniques to differentiate your firm.
• Design a sales process that begins before the RFP and builds long-term demand for your expertise.
• Gain tools to present fees with confidence and clarity, showing how your value justifies the investment.

Steven Burns, FAIA

Founder

The Well-Designed Firm

Steven Burns, FAIA

As a distinguished thought leader, Steve blends his passion for design and firm management with profound insights into emerging technologies. Over the past 2 decades, working directly with over 1,400 firm owners, Steve has significantly contributed to reshaping these businesses for enhanced growth and sustainability. Steve’s career highlights include a 7-year tenure at SOM Chicago, founding BBA Architects in 1993 and growing it to 17 architects before its 2007 sale, and creating ArchiOffice, a groundbreaking project management software company acquired by BQE Software in 2010. Recognized for his significant impact on the profession, in 2009 Steve was elevated to the College of Fellows of the American Institute of Architects. Currently, as Founder of The Well-Designed Firm, he focuses on leading AE firms to operational excellence, mentoring leaders to craft businesses as elegant and innovative as the architecture they create.