How To Consistently Win Better and More Profitable Projects. Enoch Bartlett Sears, AIA Co-Founder Architect Marketing Institute
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1 How To Consistently Win Better and More Profitable Projects Enoch Bartlett Sears, AIA Co-Founder Architect Marketing Institute
2 Today you ll discover: How to win your dream projects!
3 Because when you re doing work you love, Everything is better!
4 However, there is a cost to not implementing what you learn today.
5 The cost is:
6 More stress.
7 Inconsistent clients.
8 A fee race to the bottom.
9 Your business will fail.
10 get the resources text: succeed
11 1 2 3 text succeed to
12 Our roadmap for today:
13 1 Case Study Example
14 2 The 3 Strategic Steps
15 3 The 4 Action Steps
16 4 Implementation
17 Real Tactics, not just Theory
18 JAMES SIZER NORFOLK UK - EXTRA 40,000
19 MONA QUINN NEW ZEALAND - TRIPLED REVENUE
20 How I Got Here
21 ENOCH: CIRCA 1990
22 ENOCH: CIRCA 1999
23 ENOCH: CIRCA 2008
24 ENOCH: CIRCA 2009
25 BUSINESSOFARCHITECTURE.COM
26 BUSINESSOFARCHITECTURE.COM
27
28 One day I received an
29
30 But no work!
31 THE HIGH-PRICED MARKETING CONSULTANT
32 Options: - Do Nothing - Try to do it alone - Pay Richard s $10,000 Coaching Fee RICHARD PETRIE WORLD S LEADING ARCHITECT MARKETING COACH
33 The reasons Can t afford coaching Bad timing Wasn t sure it would work for her
34 and then she remembered Learning to marketing and sell is the #1 way to grow your income and caliber of projects
35 SHE JOINED RICHARD S COACHING GROUP
36 Mona s new reality tripled income in 12 months pick and choose clients fly to Australia for a project charge higher fees able to go home at 5 to spend time with kids featured in the city newspaper as NZ character home specialist on the heritage board
37 All because she invested in herself and learned how to market and sell.
38 1 Case Study Example
39 PETER, BALTIMORE MD
40 Not too long ago, I accepted every single project BEFORE
41 4 or 5 projects per year AFTER
42 SAVE THE DREAM!
43 WHAT IS YOUR DREAM?
44 Your Dream (be specific): Project type? Size? Budget? Client type? Awards? Profit?
45 HARVEST MOON REGATTA
46 STORY TIME
47 STORY TIME
48 STORY TIME
49 STORY TIME
50 STORY TIME
51 STORY TIME
52 STORY TIME
53 STORY TIME
54 STORY TIME
55 STORY TIME
56 STORY TIME
57 step 1 Have a clear vision (goal)
58 step 2 Get Noticed + The 3 Musketeers
59 THE SECRET OF THE 3 MUSKETEERS
60 1 2 3 = 4 THE CLIENT ATTRACTION PROCESS
61 the key Make this as slippery as possible
62
63
64 A Good Invitation: Date Time Dress Address Map Logistics
65 An invitation???
66 Client Attraction Invitation = Offer
67
68 99% of most firms only have the Hire me Offer
69 Hire me Hire us
70 Hire me Hire us Hire us
71
72 So how do we take a boring, ho-hum, put-me-to-sleep offer and transform it into an exciting, get me out of bed, where do I sign offer?
73 That actually attracts clients
74 A Good Offer has: Name Process Promise Price
75 Example: Booking an airline ticket
76 WOULD YOU LIKE TO UPGRADE TO FIRST CLASS?
77 Example: Flying First Class Name Process Promise Price Business / First Class First to board and exit Comfortable, Better Service 2x or 3x
78 Bad Example: Contact Us Name Process Promise Price Free
79 Bad Example: Free Consultation Name Process Promise Price Free Consultation Free
80 Better Example: Free Consultation Name Process Promise Price Project Clarity Consult 20 minute phone call Project Roadmap Free
81 You need the right offers.
82 At a minimum 3 offers.
83 THE SECRET OF THE 3 MUSKETEERS
84 The Client Demand Pyramid PHASES OFFERS 3 Ready to hire architect (3%) Hire our firm 2 Need specific advice (6%) Diagnosis 1 Idea gathering phase (91%) Educational offer
85 MONKEY S MUSKETEER #1: THE MONKEY S FIST
86 1 2 3 = 4 THE CLIENT ATTRACTION PROCESS
87 MUSKETEER #1: THE MONKEY S FIST
88 Musketeer #1: The Monkey s Fist Name Process Promise Price 7 Mistakes to Avoid Sign up and I ll send to you Avoid 7 Mistakes Your Contact Information
89 Mona s booth at the trade show
90 Mona s booth at the trade show 140 Leads
91 Move from selling to educating
92 Rather than trying to sell people, let s just help them. 10 mistakes to avoid when developing a commercial project architecture + interiors head office tel: fax: fernandes business centre hq 002 eastern main road laventille trinidad+ tobago barbados tel: fax: worthing corp. centre worthing p.o. box 169w bb
93 THE MONKEY S FIST
94 THE MONKEY S FIST
95 Musketeer #1 The Monkey s Fist
96 Do you see how with this strategy clients are more willing to engage in a conversation??
97 1 2 3 = 4 THE CLIENT ATTRACTION PROCESS
98 How to get them on the phone?
99 Typical Offer: free consult
100 MUSKETEER #2: ASK THE EXPERT
101 Musketeer #2: Ask the Architect Name Process Promise Price Ask the Architect 20 minute phone call Project Roadmap Free
102 MONKEY S
103 Do you see how with this strategy clients are more willing to call you??
104 Musketeer #1 The Monkey s Fist
105 Musketeer #2 Ask the Expert
106 1 2 3 = 4 THE CLIENT ATTRACTION PROCESS
107 How do we turn them into a client?
108 LCC Win:
109 Imagine stairs with the first two steps missing
110 SOLUTION The Low Commitment Consultation
111 The Architectural Design Process Information Pre-Design Schematic Design Design Development Contract Documents Bidding Construction Contract Admin Post Occupancy
112 The Architectural Design Process Information Pre-Design Schematic Design Design Development Contract Documents Bidding Construction Contract Admin Post Occupancy
113 taken from the vault Name Promise Price Process Rachel s residential LCC proposal
114 Dion s commercial LCC proposal taken from the vault Name Problem Promise Process Price (hidden)
115 Do you see how with this strategy clients are more willing to hire you??
116 Musketeer #3 Low Commitment Consultation
117 Your 3 Musketeers 1. Ask the Architect 2. Monkey s Fist 3. Low Commitment Consultation
118 step 1 Have a clear vision (goal)
119 step 2 Get Noticed + The 3 Musketeers
120 1 2 3 = 4 THE CLIENT ATTRACTION PROCESS
121
122 Now you have your compelling offers.
123 Do you see the power in this?
124 Now the big question:
125 Where do the leads come from?
126 Your promotional activities.
127 aka Getting Noticed
128 Promotional Activities
129 Examples
130 OPEN HOUSE
131 INTERNET ARTICLE
132 TRADE SHOW
133 7 Key Promotional Activities 1. Referral Partners 2. Past Clients ( /letter) 3. Live Seminar / Workshop 4. Industry Groups 5. Tradeshows/Events 6. Writing 7. Direct outreach
134 step 1: The Vision (Goal) step 2: 3 Offers + Get Noticed step 3:??
135 The reason most people don t succeed is because they can t endure the monotony of success. - Gary Keller
136
137
138
139 step 1: The Vision (Goal) step 2: 3 Offers + Get Noticed step 3: Mentoring, Support + Accountability
140 Not too long ago, I accepted every single project BEFORE
141 4 or 5 projects per year AFTER
142 get the resources text: succeed
143 1 2 3 text succeed to
144 QA &
145 Connect With Us! facebook.com/bqesoftware SALES +1 (866) SUPPORT youtube.com/bqesoftware +1 (310) Your voice matters. Rate this session on BQE Succeed Mobile App.
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