CEUs

2 LU

Cost

$25 – AIA Members

$50 – Non-members

Location

McGill Smith Punshon (MSP Design); free on-site parking

Program Overview

Imagine a time when the Architect is elevated to the role of the most trusted and valued advisor. Maybe in your mind, you're thinking, 'that's the way it should be,' and you wonder why your reality doesn't quite match up. Why do people call your office and say they 'just' need a permit set? Why does anyone 'just' need anything? Why do people hire you, pay you good money, and not take your advice? Why do some clients see you as simply a service provider, or worse, an order taker, rather than the trusted advisor you know you should be?

The truth of the matter is that this is a brand problem. No matter how you think you should be viewed, your client's perspective determines whether you're seen as the order taker or the valued advisor and there are a few key fundamentals that determine what that perspective is. Many architects are overlooking those keys.

If you want to spend the rest of 2021 and 2022 playing the role of the trusted advisor who attracts clients rather than the service provider that competes for projects, you need to understand and implement those keys and build a trusted advisor brand today.

Registration deadline 5pm on Tuesday, November 16, 2021.

Learning Objectives

• Understand why some architects are seen as order takers and others as trusted advisors.

• Be able to explain how to build a brand and earn the role of trusted advisor for their ideal client.

• Be able to evaluate how their clients currently view their firm and how to reposition that view as the trusted advisor.

• Be able to develop a strategy to communicate a true value proposition rather than a commoditized position to their ideal client.

• Be able to build a brand and employ a communication model to present a true value proposition to their ideal client.

Presented By

Jeff Echols

Echols is on a mission to reposition struggling architects from the role of service provider or order taker to trusted and valued advisor. He's the President and Chief Strategy Officer of echoEngagement, the Director of Brand Strategy at EntreArchitect. He's the Host of the Build Your Brand podcast and the daily live-stream show, Context & Clarity LIVE. Jeff works with architecture firms on branding, communication, leadership, marketing, and business development strategies based on nearly 30 years of experience working in, starting, and managing architecture firms.