Architects: How to sell without being salesy

My guess—you’re the kind of architect that wants to make a difference. You want to create spaces that are meaningful and help people feel safe, valued, inspired, excited and the list goes on...

Yet, when it comes to the whole “marketing and building a business” side of things, you get stuck.

While you know there are hundreds of people that need your services—the act of promoting your practice feels uncomfortable. I get it—you love design, but you hate selling.

You think you’re being a sleazy salesperson every time you talk about your services on social media or announcing the completion of another project.

So what do you do? You avoid selling. Or you casually hand out business cards to potential clients. You don't follow up though...

I mean, if you do good work you shouldn't have to actively market or sell your services, right?

Wrong.

Times have changed. No longer can you hang a shingle and expect clients to waltz through your door. Today, the competition is fierce. You're not only competing against local architects but also international architects, draftsman, construction companies, design-build firms, builders etc.

Harsh reality: if you don’t sell your services—you will keep getting beaten down on fees and losing projects to your archi-nemesis (aka your competition). Put simply, you won’t be in business for long.

But here’s the thing: you don’t have to be salesy to win more (and better) projects.

To win the projects you really, really want to work on...

All you need to do is: teach your ideal clients something that is of value to them.

Why? Because when you genuinely are out to help your ideal clients, you build trust and rapport. Think about it—when people feel like they are being ‘sold’ to, they automatically resist you (just think of those dreaded 6pm cold calls). But, when you're being educated, you are open to the new information.

If the information you offer to your prospective clients is useful, it automatically positions you in the mind of your ideal clients as the expert. So next time a project arises, you will be the first to mind.

You also need to remember that not all your prospects are ready to hire an architect. In fact, only a very small proportion are (Chet Holmes, author of 'The Ultimate Sales Machine' suggests at any one time 3% of the market is ready to buy). Some people spend years in research mode before they even need an architect. And usually, what do they do first? They ask their friends, colleagues for a referral.

But what if there was a way to get their attention before they started asking around?

What if they already knew they wanted to work with you from the start?

Therein, lies the power of education-based marketing.

By educating and providing real, genuine value—you capture the attention of people in different stages of decision making…and the best part: you don’t even have to create a sleazy sales pitch. Your expert knowledge is selling for you.

There are lots of ways to educate your ideal clients. Here are some ideas:

1. Create & share blog posts
2. Guest post on established media channels (where your ideal clients are hanging out).
3. Post and participate (consistently) on social media channels (again, you have to go where your ideal clients are...don’t start posting on instagram, if all your ideal clients are hanging out on LinkedIn).
4. Start your own podcast series
5. Create educational newsletters
6. Create a YouTube channel
7. Do a guest talk

And here are some examples...

Blog: VIA Architecture (admittedly, it won’t win ‘sexiest blog of the year’—but it’s targeted, aligned to the practices niche of passive housing and educates in an accessible way).

Podcast: New Architects Podcast

Talk: Shaun Carter from CarterWilliamson talk at TEDx.

YouTube video series: Prendos New Zealand Limited—series of educational videos

Share ideas. Share processes. Share solutions to common problems.

Be consistent. Be valuable. Be strategic.

If you distinguish yourself as a thought-leader...selling will no longer feel icky, gross or uncomfortable.

Do you know any architecture practices who are creating educational newsletters, videos, blogs etc? Please share them with me.

P.S. Like the education-based marketing approach, but need support implementing it? Send me an email: [email protected]

www.nikitamorell.com