I’m in South Beach this week for two things; 1-Presenting my new book at the AIA Convention (come see me at the AEC-Daily Booth #712), 2- to find a space for a client for a new TI. As I was meeting with different Real Astate Agent, none of them asked me what I was NOT looking for.  All their attention was on what I want but not all the ‘what will or can potentially break the deal’. 

As far as your potential clients, you need to knwo what they are looking for AND also the things that they don’t won’t…you need both to be able to create a successful relationship.

Find those walls: YOU know that your services are of the highest quality and that most people would benefit from working with you.  BUT… walls of resistance between you and future clients emerge when it comes time for them to decide to work with you. Do not expect future clients to remove those walls themselves, you need to do it yourself.

    Tools to use: List the most critical and common walls between you and future clients. Address and break down these walls EARLY in your presentations, indicating you will not pretend these concerns don’t exist. Address those fears before your future clients bring them up. 
Common fears about working with an architect:
- Costs will expand, causing the project to go over budget
- The building project will fall behind schedule
- The design is not what the client wants
- et cetera…

Finding out the unique fears of your client will help you avoid bouncing backward from those walls.  The best way to find out what they are? By asking!