Architecture is a big ticket item and therefore you have to provide more than good value. In other words, you need to provide more than just good design. Sorry if I burst your bubble, but it is not enough and anyway, why would your prospects expect less than the best design for their project?  Truthful comparison of the benefits of the services you are offering with other services or other type of construction, possible savings and increase in value of the project need to be pointed out throughout the process. From first contact, via the phone or website until the prospect say yes to working with you and only you.

Tools to use:

Show the additional value through simple and convincing comparisons with other services and make sure that what you are saying is true and that what you are claiming is substantial. Find out what other benefits that working with you can bring to the client at large. For example, how can you help them get more square footage to their building by choosing a critical type of tenants for their building (non-profits come to mind), or how you can help them get part of the construction cost covered by subventions from the government or independent agencies. You need to say what those are throughout the process (this means more than once!).