Your Communication
You need to have a “sales” structure in place And in front of you so you can practice your communication skills on a regular basis to be sure you improve it over time.  People like to work with people they connect with and that they like.  If you go to the effort of making the client feel that you are more alike than different, they will like you more.  If you observe your own behavior you’ll find that you buy from those you like and not from those you dislike.
            Tools to use: The more comfortable you are at talking in everyday (non-architectural) language and mirroring the client’s behavior and language, the more projects you will get.  When you communicate in this fashion, as opposed to as if you were talking with another architect, you connect with them at a deeper level and the result is improved project acceptance and more people receiving the benefits of the expertise of an architect.  We’ve been trained to present our projects to our peers, no longer the case once you are talking with a prospect.  Sound simple? Yes it is- just ask more questions than you give answers.  Remember, it’s not about you…it’s about your prospect!