In this episode of Architecture Business Club, host Jon Clayton speaks with service positioning expert, Janine Coombes, to discuss different approaches to pricing and positioning architectural services. Acknowledging common charging methods such as percentage of build costs, fixed price, or by the hour, they address the potential of learning from other service sectors. Janine stresses the importance of selling the benefit rather than the service. She urges architectural service providers to emphasize the outcome of their work rather than the service itself. They also delve into the concept of 'niching', carving out a specific corner of the marketplace to establish a unique proposition. The episode also broaches the delicate topic of handling pricing proposals.

Today's Guest...

Janine Coombes is a service positioning expert who helps coaches and consultants to earn drastically more from their 1:1 services without slogging their guts out or moving to a more complicated business model. She has an extensive background in business and marketing including working with big brands like EE, Orange, and Europcar. Janine also has a business degree, a post-graduate marketing diploma (CIM Dip) and for the last 7 years has been helping small, service-based business owners to position and sell their offers. She regularly speaks on stages like Atomicon, You Are The Media, and MarketEd.Live. She’s a skilled writer and one of the most creative content creators out there.

Episode Highlights...

00:00 Introduction to Architectural Services Pricing

00:27 About the Host and the Show

00:59 Introduction to Guest Speaker - Janine Coombes

01:12 Janine's Background and Expertise

02:01 Janine's Unusual Hobby

03:00 Pricing Strategies for Architectural Services

03:28 The Importance of Positioning and Niching

03:35 Common Mistakes in Pricing Services

06:38 How to Present Services to Potential Clients

11:02 The Art of Sending a Fee Proposal

26:49 The Benefits of Niching

30:49 Final Thoughts and Wrap Up

33:41 Preview of the Next Episode

34:02 Closing Remarks and Contact Information

Key Takeaways...

👉Pricing architectural services: Consider a different approach to pricing and positioning architectural services beyond charging by the hour or percentage of bill costs. Sell the benefit and focus on the end result. Position yourself in a specific corner of the marketplace to stand out and avoid being seen as a commodity.

👉Presenting services: Be clear on who you want to work with and identify the types of projects and personalities that you enjoy working with. Promote yourself based on the end result and create a unique proposition to attract clients.

👉Fee proposals: Take the time to have conversations with potential clients before sending out a fee proposal. Gather information, understand their needs and motivations, and then present the proposal in person or on a video call. Reiterate the benefits of your services before mentioning the price.

👉Niching: Explore niching in architectural services by creating different offers for specific target markets. You can have a range of services for different people, each with a sharp target market. This allows you to cut through the competition, be more competitive on price, and become known for your expertise.

👉Confidence in pricing: Look at what other businesses are charging for similar services and recognize that you provide more value and care than they do. Associate your price with the benefit you bring to clients' lives. Consider incremental price increases after each successful project.

👉Understanding clients: Take the time to understand your clients' motivations, why they want to undertake a project, and the consequences of not doing it. Explore what's at stake for them and how motivated they are to take action before entering into the sales process.

👉Referrals: Aim to get referrals from the right kind of clients. It's rare to have pure referrals that perfectly align with your ideal client, but focusing on your target market and providing exceptional service can lead to better-quality referrals over time.

👉Standing out: Niche your services to stand out from the competition. Create offers that are targeted and crystal clear in their messaging. Put yourself in a specific market segment, whether it's domestic or commercial work, and focus on that area while still offering a variety of services.

Links Mentioned In The Episode...

Janine’s Website > https://www.janinecoombes.co.uk

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In The Next Episode...

Next time, Jon chats with Kris Baxter, founder of Studio 11 Architecture. Find out how business coaching transformed Kris' architectural practice and learn how coaching can have a profound impact not just on your business, but also on your personal growth as a business owner. You won't want to miss it!