Think you know what your clients truly value? You might be surprised. In this episode, Enoch Sears and Rion Willard dive into the hidden psychology behind financial decisions in architecture. They reveal why architects often assume the wrong things about their clients—and how those blind spots lead to pricing struggles, missed opportunities, and frustrating conversations about fees.

Rion shares a personal story about an electrician who completely misread his priorities, leading to a lost sale. This simple mistake mirrors what many architects unknowingly do in their own businesses. Enoch and Rion break down a powerful framework for uncovering what your clients actually care about—and how to position your services so they’re eager to invest.

The counterintuitive reason clients might want to pay more (but won’t tell you why)
The subtle mistake that shifts every conversation toward price—and how to avoid it
How to make clients excited to invest in high-quality design solutions
A psychological trigger that luxury brands use—and how architects can apply it

► Transcription: https://otter.ai/u/diTRU7zLTgn6TcxA3cCPVSfb3hQ?utm_source=copy_url

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621: What Clients Really Value in Architecture (And What You’re Getting Wrong)with Enoch Sears & Rion Willard 44:57 Share

Business of Architecture Podcast

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621: What Clients Really Value in Architecture (And What You’re Getting Wrong)with Enoch Sears & Rion Willard