A few weeks ago, we talked about your communication and this week it’s time to cover how you can and should convey to your prospect that you are the best option for them.

But first I want to remind you of my up-coming speaking engagement at Elevation Research Group’s 4-part series, The Business of Architecture: Firm Development, Effective Marketing, and Attracting Clients.  You can view the agenda and register for the event at; http://www.elevationrg.com/The-Business-of-Architecture.html
 
And if you would like to attend, as a colleague, or friend of mine, you can SAVE 20% off the registration price for individual sessions, or the entire 4-part series, by simply entering DISCOUNT CODE: CC20 upon registration.    

Ok, now back to business; You Are The Authority
This should be an easy topic to understand for architects: all future clients want to work with the best of the best architect since they are going to invest a great deal of time, money and ‘emotions’ on them and with them.  On the other end, very few architects are comfortable thinking of themselves as an authority in their field.  In your clients’ perspective, you are the authority since you are the professional, not them.  If you don’t believe in this, there is no way anybody else will.  You will have an easier time at getting the clients you want to work with if you believe that you are an authority for them.

Tools to use: The concept here is not to scream that you are the best of the best: leave this to all the “star-chitects” out there - the real ones and the “I want to be” ones.  Of course, what comes to mind first is to use any publication of your work in any magazine or any awards you have received for your work.  However, it should not be limited to this type of sign of authority.  What you need to do is to convey to your potential clients the area of expertise that you have for them.  For example, this can be the speed of project delivery if you do retail, or best detail level if you do historic residential preservation.  Be strong and clear at showing that you are the authority for them, as opposed to your peers.  And the best way to get this ‘massage’ across is by the appropriate use of testimonial.

Here are a few examples of authority;

The first one is the Indian restaurant ViJ’s in Vancouver (you can find more pictures on my Facebook account). I just went last Thursday, yeap, I drove to Vancouver from Seattle to go have dinner there…(I also had to cross the border to renew part of my Visa, but that’s a different story…)

So I drove there and waited over 90min to be seated since you can’t reserve in advance.  There are no reasons for them to take reservation since it is always pack, night after night, week after week…

What kind of authority status do they have? A big one. One of the most influential food critics from the New York Time said this about Vij’s;
‘Easily among the finest Indian restaurant in the world’

Here’s another example of a testimonial about this one about my new book.  You will see that it would have been difficult to say this myself but that it works great because it’s coming from one of your peer.

I read the entire book the day I got it. I am moving forward on implementing several of the recommendations immediately. It is important for any architect in business for themselves to read. “Remember who your target audience is and speak to them in their language”. Good advice and great book.
Sincerely,
Jim Henderson, AIA
HENDERSON ARCHITECT

On that note, have a Great Productive week or a good relaxing week for those of you on vacation!

Regards
Christian