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  "sourcesContent": ["import{jsx as e,jsxs as t}from\"react/jsx-runtime\";import{Link as i}from\"framer\";import*as n from\"react\";export const richText=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"I\u2019ve sliced rat brains, worn a lab coat more times than I can count, drawn far too many organic molecules, and spent years shadowing neurologists. But three years into my undergraduate education, I pushed all of that aside and transferred into the architecture program. Yes, you read that correctly. I switched from a concentration in neuroscience to architecture in my 4th year (and added a couple years to my undergraduate education as a result).\"}),/*#__PURE__*/e(\"p\",{children:\"Admittedly, that was a long time ago. I don\u2019t regret the decision - I love architecture. But I do still maintain an interest in the functions of our nervous system. It controls everything - the ways we feel, move, think, and act. Understanding our nervous system teaches us more about ourselves and our clients. And, believe it or not, our brains are relatively predictable. We have tendencies, habits, and biases that influence more than we realize.\"}),/*#__PURE__*/e(\"p\",{children:\"Here are 3 ways you can leverage the predictability of the human brain to improve your business development.\"}),/*#__PURE__*/e(\"h2\",{children:\"Anchoring Bias\"}),/*#__PURE__*/e(\"p\",{children:\"Anchoring Bias is our tendency to be influenced by the first piece of information that we see or hear. It\u2019s the reason that retail stores put their most expensive items at the front of the store. After seeing a $500 suit at the front of the store, that $150 sweater in the back doesn\u2019t seem so bad.\"}),/*#__PURE__*/e(\"p\",{children:\"As a professional that wades heavily in the waters of\\xa0expectations, figures, and financials, it\u2019s worth considering how Anchoring Bias impacts you and the way your clients perceive the value of your work.\"}),/*#__PURE__*/e(\"p\",{children:\"For example, before presenting your fee you may think, \u201CI don\u2019t want to barrage my client with a bunch of numbers before introducing the fee.\u201D But the science says otherwise.\"}),/*#__PURE__*/t(\"p\",{children:[\"Imagine that you are the client and you don\u2019t hear \",/*#__PURE__*/e(\"em\",{children:\"any\"}),\" numbers while the architect is presenting their proposal. Then, all of a sudden, they say, \u201COur fee is $250k.\u201D You\u2019ll think to yourself, \u201C$250k?! That\u2019s a lot of money! And I\u2019m already spending a boatload!\u201D\"]}),/*#__PURE__*/e(\"p\",{children:\"But Anchoring Bias teaches us that the order numbers are presented matters. So instead, the architect says, \u201CWe estimate that the total cost of your project will be $2.2 million. The GC will charge around $300k and our fee is $250k.\u201D What happens then? The client thinks to themselves, \u201C$250k? That seems reasonable relative to the other costs.\u201D\"}),/*#__PURE__*/e(\"p\",{children:\"The fee stayed the same but the perception changed. That\u2019s the power of anchoring bias.\"}),/*#__PURE__*/e(\"h2\",{children:\"Loss Aversion\"}),/*#__PURE__*/e(\"p\",{children:\"Loss Aversion boils down to the idea that people dislike losing more than they like winning. For example, the pain of losing $20 is greater than the joy of gaining $20. It\u2019s also the psychology behind insurance. We want to protect ourselves against the bad thing that could happen even if it\u2019s very unlikely to happen.\"}),/*#__PURE__*/e(\"p\",{children:\"Loss Aversion is particularly strong while making financial decisions. For example, when considering an investment, we tend to focus more on the costs and risks opposed to the potential gains. And when I say \u201Cwe\u201D I\u2019m also referring to your prospective clients. So how can you use this to your advantage?\"}),/*#__PURE__*/t(\"p\",{children:[\"Double down on the potential losses that clients will incur by \",/*#__PURE__*/e(\"em\",{children:\"not\"}),\" using your high-quality services. For instance, highlight potential energy inefficiencies, future maintenance costs, or missed opportunities for maximizing space that occur with other services.\"]}),/*#__PURE__*/e(\"p\",{children:\"But Loss Aversion isn\u2019t just about money. It\u2019s also about time, which is why big brands continue running \u201Climited time offers\u201D regularly. Simply put - humans hate missing out. Don\u2019t be afraid to use the power of a diminishing offer in your business development.\"}),/*#__PURE__*/e(\"p\",{children:\"For example, add an expiration date and consequence to your proposals. Perhaps missing the deadline pushes back the start date. Or, if you really want to drive urgency, then increase the fee by a small percentage if a deadline passes.\"}),/*#__PURE__*/e(\"p\",{children:\"You can also be more public about availability of your services. Don\u2019t be afraid to post from your company pages that you have one spot available for an amazing project. This encourages prospective clients to move forward and speeds up deal cycles.\"}),/*#__PURE__*/e(\"h2\",{children:\"Mere Exposure Effect\"}),/*#__PURE__*/e(\"p\",{children:\"Mere Exposure Effect is the reason that we prefer things with which we are more familiar. For example, you may order the same meal from several different restaurants because you know what to expect. Or you may only eat McDonald\u2019s on long road trips because it\u2019s seemingly near every rest stop and overpass.\"}),/*#__PURE__*/e(\"p\",{children:\"The best way for you to leverage the Mere Exposure Effect is by consistently putting yourself and your company in front of as many eyes as possible. Make people familiar with your brand. Marketing isn\u2019t just about conversion, it\u2019s also about exposure. When someone thinks, \u201CI may need {your service},\u201D they think of you without hesitation.\"}),/*#__PURE__*/e(\"p\",{children:\"Basically, Mere Exposure Effect is every marketers dream. Post abundantly across multiple social media channels. Send a valuable newsletter every week. Sponsor local and regional events. Run a billboard advertisement. You get the picture: make sure your audience knows who you are and how you can help them.\"}),/*#__PURE__*/e(\"h2\",{children:\"Brainy Business Development\"}),/*#__PURE__*/e(\"p\",{children:\"There\u2019s far more science influencing our daily decisions than we realize. Our brains are amazing machines with (relatively) predictable outcomes. As a business leader, it\u2019s important to understand why and how decisions are made so you can leverage the power of the human brain to increase your value and your clients\u2019 experience.\"})]});export const richText1=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"I know what you\u2019re thinking. LinkedIn is that platform that you only sign into once every couple of weeks. You check to see if you have any new connection requests. You scroll through your feed and engage with a couple of posts. Maybe you even drop a couple of \u201CCongrats!\u201D comments along the way.\"}),/*#__PURE__*/e(\"p\",{children:\"But there\u2019s something interesting going on behind the scenes. LinkedIn is a treasure trove of partners and clients waiting to be discovered. And most firms and AEC professionals haven\u2019t taken notice\u2026yet.\"}),/*#__PURE__*/t(\"p\",{children:[\"As the only business-focused social media platform, LinkedIn is like a digital nation full of decision makers. More than \",/*#__PURE__*/e(i,{href:\"https://business.linkedin.com/marketing-solutions/audience\",nodeId:\"sETaaRi7Y\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"80% of their 900 million users\"})}),\" drive business decisions.\"]}),/*#__PURE__*/t(\"p\",{children:[\"But there\u2019s a huge opportunity gap - \",/*#__PURE__*/e(i,{href:\"https://kinsta.com/blog/linkedin-statistics/#:~:text=But%20only%20around%203%20million,net%20the%209%20billion%20impressions.)\",nodeId:\"sETaaRi7Y\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"only 1% of LinkedIn users post content\"})}),\" on a weekly basis. That means that 99% of users are passively consuming content and building connections.\"]}),/*#__PURE__*/t(\"p\",{children:[\"I\u2019ve experienced the power of LinkedIn firsthand. I began posting regularly on LinkedIn at the beginning of 2022. Since then, I\u2019ve amassed more than 20,000 followers (mostly architects). My content has been viewed 6 \",/*#__PURE__*/e(\"em\",{children:\"million\"}),\" times. And I\u2019ve developed powerful partnerships and opportunities as a result.\"]}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s the good news: LinkedIn has a low barrier of entry. You can begin building relationships, expanding opportunities, and attracting high-quality clients relatively quickly on LinkedIn because of the huge opportunity gap.\"}),/*#__PURE__*/e(\"p\",{children:\"Here are five key areas that can help you build a high-quality client pipeline on LinkedIn and differentiate yourself (and your firm) from competitors.\"}),/*#__PURE__*/e(\"h3\",{children:\"01: People first\"}),/*#__PURE__*/e(\"p\",{children:\"Yes, you should have a LinkedIn page for your firm. And yes, you should post to it regularly. But the real strength of LinkedIn lies in the individuals. Why? It\u2019s easier for individuals to build relationships than it is for your company page to do so. And, ultimately, people choose to do business with a person that they respect instead of a company that they like.\"}),/*#__PURE__*/e(\"p\",{children:\"So rather than betting your efforts on your company page, identify a few individuals that are interested in becoming more vocal on LinkedIn. They will become the faces of your firm that drive new pipeline.\"}),/*#__PURE__*/e(\"h3\",{children:\"02: Share value\"}),/*#__PURE__*/e(\"p\",{children:\"To stand out on LinkedIn, your content must provide value to your audience. And by \u201Cvalue\u201D I don\u2019t mean celebrations of firm awards, promotions, anniversaries, or photos of completed projects. Let your competitors keep posting that content while you attract new work.\"}),/*#__PURE__*/e(\"p\",{children:\"Valuable content addresses the common problems, challenges, and unknowns of your ideal client. It provides actionable insights based on experience with your market. And, more importantly, it exemplifies how well you understand the needs and desires of your client.\"}),/*#__PURE__*/e(\"p\",{children:\"Instead of posting photos of a completed project, write about how the design helps your client work more efficiently. Instead of a post celebrating your many years of business, write about the 10 most common challenges that your ideal client will face over the course of a project. Instead of touting a new award, write about creative solutions that save clients money.\"}),/*#__PURE__*/e(\"p\",{children:\"You get the picture - post for your client rather than yourself.\"}),/*#__PURE__*/e(\"h3\",{children:\"03: Be consistent\"}),/*#__PURE__*/e(\"p\",{children:\"Most people will give up after a few weeks when they run out of ideas and value. But not you. Decide on a posting schedule that aligns with your capacity, and stick to it. Aim for at least three posts per week to maintain visibility and engagement. As you establish a rhythm, consider increasing your frequency to strengthen your presence.\"}),/*#__PURE__*/e(\"p\",{children:\"Need endless ideas? Create a content matrix with rows of topics that are relevant to your clients and columns of content typologies like case studies, market trends, and educational posts. Continue to add to it as more people engage with your posts and ask questions. Then use it each week to catalyze valuable posts.\"}),/*#__PURE__*/e(\"p\",{children:\"Consistency will help you become a trusted source of value to your market.\"}),/*#__PURE__*/e(\"h3\",{children:\"04: Engage often\"}),/*#__PURE__*/e(\"p\",{children:\"This is where the magic happens. Once you begin posting regularly, you\u2019ll notice more questions, comments, and topics evolve on each post. Engagement is a two-way street. Actively listen to your audience and respond to each person to keep the conversation alive. This will help build momentum and compound the reach and reception of your content.\"}),/*#__PURE__*/e(\"p\",{children:\"But don\u2019t stop there. Take 10-15 minutes each morning to engage with other posts in your feed. Identify individuals, groups, or companies that your ideal clients follow and share valuable comments on their posts. This will allow you to get in front of your audience in multiple areas so that you can grow your following and attract clients more rapidly.\"}),/*#__PURE__*/e(\"h3\",{children:\"05: Get personal\"}),/*#__PURE__*/e(\"p\",{children:\"As you begin building momentum, potential partners and clients will begin to follow and engage with your posts. What\u2019s the best way to open the door to the relationship?\"}),/*#__PURE__*/e(\"p\",{children:\"Every user has likely experienced the generic pitches from hungry individuals sliding into your inbox. This type of outreach (lovingly referred to as \u201Cpitch slapping\u201D) is ineffective for building meaningful relationships.\"}),/*#__PURE__*/e(\"p\",{children:\"Instead, send messages that lead with value or specificity. For example, send a link to an article that is relevant to a comment they made on your post. Or start by complimenting an area of their business or an accomplishment listed on their profile. This will help to build rapport so that the business relationship can organically develop.\"}),/*#__PURE__*/e(\"p\",{children:\"Remember, many firms and AEC professionals have yet to realize that LinkedIn holds a remarkable potential for unlocking a treasure trove of partners and clients. By prioritizing individuals over company pages, sharing valuable content, maintaining consistency, engaging actively, and fostering personal connections, you can differentiate your firm from competitors and cultivate a fresh pipeline of high-quality clients.\"}),/*#__PURE__*/e(\"p\",{children:\"Jump in and let me know how it goes.\"})]});export const richText2=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"You\u2019re sitting in front of your computer trying to piece together a proposal. You have the notes from your first meeting with a prospective client on your desk, which turns out to be a list of quantitative information. This many bedrooms. That many units. This much square footage. That budget. You get the picture.\"}),/*#__PURE__*/e(\"p\",{children:\"In that moment, you realize that you\u2019re not connecting with the client because the conversation stays at a superficial level. The list of quantitative and close-ended questions that you ask is forcing you to swim upstream to understand what the client truly desires. The quality of a conversation is grounded in the quality of the questions. And if you ask great questions, then you can guide yourself and your client through a powerful process of discovery. But the opposite is also true - shallow questions lead to shallow discoveries.\"}),/*#__PURE__*/e(\"p\",{children:\"This took me too long to realize. When I ran my own design studio years ago, I used to lean heavily on quantitative questions and my win rates suffered as a result. After jumping into a business development role and navigating more than 1,000 conversations with architecture and engineering leaders, I\u2019ve come to understand the importance of every single question and the power it has to control a conversation. Now I help firm leaders have effective conversations with their clients by asking the meaningful questions at the right time.\"}),/*#__PURE__*/e(\"p\",{children:\"With that in mind, here\u2019s 6 powerful questions that will drive your conversations beyond the surface level.\"}),/*#__PURE__*/e(\"h3\",{children:\"01 // What made you want to speak with us today?\"}),/*#__PURE__*/e(\"p\",{children:\"It can be difficult to identify the best way to start talking business, but I\u2019ve found this question to be effective. After you\u2019ve spent some time building rapport at the top of the meeting, this will help get the conversation started around the project or opportunity. More importantly, it gives the prospective client an opportunity to provide context around their decision to pursue working with you. The more context, the better.\"}),/*#__PURE__*/e(\"h3\",{children:\"02 // Can you help me understand the biggest challenge you and your {team/family/company} face with your current situation?\"}),/*#__PURE__*/e(\"p\",{children:\"When you spend a healthy amount of time pursuing prospective clients, it\u2019s easy to forget that there\u2019s a struggle and challenge at the foundation of every decision to start a project. People don\u2019t just wake up and decide to spend 7 figures on a design or development project. There has to be a problem. If there\u2019s no problem, then there\u2019s no solution. This question is a great way to begin identifying the superficial challenge so that you can dive deeper into the specifics.\"}),/*#__PURE__*/e(\"h3\",{children:\"03 // How critical is it that you resolve {challenge}?\"}),/*#__PURE__*/e(\"p\",{children:\"After you\u2019ve spent some time exploring a challenge, this is a great way to understand how important the challenge is to day-to-day operations or long term goals. Why does that matter? Projects are long. They can feel expensive. You\u2019ll hesitate. You\u2019re client will hesitate. And in those moments, you want to be sure that there\u2019s a critical client pain for you to relieve. This will make certain that you and your client always have a reliable reminder to keep the project moving forward.\"}),/*#__PURE__*/e(\"h3\",{children:\"04 // How would your day look different if {challenge} didn\u2019t exist?\"}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s important to understand what a world without the challenge would mean to your prospective client. How will it impact their day-to-day activities? What will it enable them to do that they can\u2019t do now? Ultimately, if a project and client is a good fit then you want to position your services as the vehicle to get them from their current position to their desired position. But it\u2019s more powerful if that\u2019s embedded in a feeling or emotion rather than a product. This question will help you understand their vision for the desired outcome and the emotions that surround that vision.\"}),/*#__PURE__*/e(\"h3\",{children:\"05 // What are you planning to invest into this project?\"}),/*#__PURE__*/e(\"p\",{children:\"This is meant to replace \u201CWhat\u2019s your budget?\u201D which is my least favorite question of all time. Why? It assumes that your clients has familiarity with construction costs and processes, understands the value of your services, and is aware of current market trends. That\u2019s a rare trifecta in my experience. By using \u201Cinvestment\u201D instead of \u201Cbudget\u201D you\u2019re framing the project as a transformation with an endpoint that will benefit the client. The question is also open-ended enough to think beyond the architecture fee. That means the prospective client will likely begin talking about the entire project costs, which is great because your fee is small relative to the total investment.\"}),/*#__PURE__*/e(\"h3\",{children:\"06 // Is there anything else you think we should know?\"}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s difficult to cover everything in the brief conversations that precede proposals. Your agenda will always be slightly different than that of your clients or other stakeholders. For those reasons, I\u2019ve found this question to be incredibly beneficial. Sometimes there\u2019s nothing to be added. But other times the client mentions something important to them that wasn\u2019t even on my radar.\"}),/*#__PURE__*/e(\"p\",{children:\"So next time you meet with a prospective client, consider sidelining those quantitative questions. Instead, focus on connecting with your client in a personal way that allows you to dive deeper into the challenges and situations that have lead to their desire to start a project. Not only will you build stronger relationships, but you\u2019ll also win more projects with your ideal clients.\"})]});export const richText3=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Speaking to a room of investors, company leaders, or families always brings a brief moment of anxiety, fear, or hesitation. Especially when the time comes to present your fee. You hope that you\u2019ve done everything in your power to justify the number that you say next.\"}),/*#__PURE__*/e(\"p\",{children:\"But it doesn\u2019t always pan out the way that we want it to, right? Sometimes you get crickets. Other times? Surprised looks, objections, disappointment - you name it.\"}),/*#__PURE__*/e(\"p\",{children:\"There\u2019s a lot of nuance to discussing money with prospective clients. If the conversation isn\u2019t primed appropriately, then it usually won\u2019t end well. But if you\u2019ve taken the time to build up the value that you\u2019re providing for your client, the fee will be seen as a necessary and affordable step toward their goals.\"}),/*#__PURE__*/e(\"p\",{children:\"Architects provide a premium and unmatched service to their clients. As a result, every architect should feel confident and justified in their fee. One of the best ways to do this is by understanding the Return on Investment (ROI) that your prospective client can expect.\"}),/*#__PURE__*/e(\"p\",{children:\"ROI puts your fee in terms that your client can understand. You shouldn\u2019t be surprised to discover that prospective clients have a steady flow of questions running through their minds like:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"\u201CWhat do I get out of paying you?\u201D\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"\u201CWhat impact will this have on my life?\u201D\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"\u201CIs this a decision that I\u2019m going to regret?\u201D\"})})]}),/*#__PURE__*/e(\"p\",{children:\"And you can alleviate these questions and concerns (before they\u2019re even uttered) by being upfront with a discussion about ROI.\"}),/*#__PURE__*/e(\"p\",{children:\"Many architects make the mistake of only considering ROI from a financial perspective. But you shouldn\u2019t limit yourself to the types of returns that you provide for your clients. Many returns go beyond finances. There are tremendous lifestyle and mental returns to your service, as well. You can choose the best way to utilize ROI in your conversations based on your client\u2019s goals and ambitions.\"}),/*#__PURE__*/e(\"p\",{children:\"Here are 3 ways to frame ROI for your clients:\"}),/*#__PURE__*/e(\"h2\",{children:\"01 // Financial ROI\"}),/*#__PURE__*/e(\"p\",{children:\"As previously mentioned, most people think about finances when they consider ROI.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"How much money will the client make on this investment?\"})}),/*#__PURE__*/e(\"p\",{children:\"There are many different ways to calculate financial ROI given the vast amount of variables at play. My recommendation? Don\u2019t overcomplicate it. It doesn\u2019t have to be a complex, itemized table. And you don\u2019t want to overstimulate your client with numbers.\"}),/*#__PURE__*/e(\"p\",{children:\"Here are the 3 questions that financial ROI should address:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"What\u2019s the \",/*#__PURE__*/e(\"strong\",{children:\"total estimated cost\"}),\" of this project? (inclusive of construction, your fees, permitting, etc.)\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"What\u2019s the \",/*#__PURE__*/e(\"strong\",{children:\"estimated final value\"}),\" of the project upon completion?\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"What\u2019s the \",/*#__PURE__*/e(\"strong\",{children:\"difference/delta/equity\"}),\" the owner can expect upon completion?\"]})})]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,fpxyllFnkh2NSyh7LuFp9dhOL3I.png\",\"data-framer-height\":\"1129\",\"data-framer-width\":\"2300\",height:\"564\",src:\"https://framerusercontent.com/images/fpxyllFnkh2NSyh7LuFp9dhOL3I.png\",srcSet:\"https://framerusercontent.com/images/fpxyllFnkh2NSyh7LuFp9dhOL3I.png?scale-down-to=512 512w,https://framerusercontent.com/images/fpxyllFnkh2NSyh7LuFp9dhOL3I.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/fpxyllFnkh2NSyh7LuFp9dhOL3I.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/fpxyllFnkh2NSyh7LuFp9dhOL3I.png 2300w\",style:{aspectRatio:\"2300 / 1129\"},width:\"1150\"}),/*#__PURE__*/e(\"p\",{children:\"Presenting these answers in a simple format is an easy way to alleviate financial concerns from prospective clients. Financial ROI also contextualizes services fees, making them appear as an obvious step toward a beneficial outcome.\"}),/*#__PURE__*/e(\"h2\",{children:\"02 // Lifestyle ROI\"}),/*#__PURE__*/e(\"p\",{children:\"Addressing Lifestyle ROI is about answering one simple question:\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"What will the client be able to do in their new space that they can\u2019t do now?\"})}),/*#__PURE__*/t(\"p\",{children:[\"Architects that focus on a \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"discovery-meetings-how-architects-attract-high-quality-clients\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"BkHJ5gt0c\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"deep discovery process\"})}),\" that uncovers \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"pain-points-how-architects-identify-exactly-what-clients-need\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"y_SMOkcZG\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"pain points\"})}),\" from prospects will find Lifestyle ROI most useful. When you understand the obstacles that prevent a prospect from living or working in their ideal way, then you can better position your service as the solution.\"]}),/*#__PURE__*/e(\"p\",{children:\"Examples of Lifestyle ROI for residential clients would be:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Enough space to easily host the entire family in their home for the holidays.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"The ability to cook with the entire family in the kitchen.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Quieter working or learning environments.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Significantly more access to natural light.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"More access to privacy.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Examples of Lifestyle ROI for commercial clients would be:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Leadership office locations that make it easier to monitor team performance.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Gathering spaces that can effectively host the entire team.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Increased efficiency and collaboration from open spaces.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Separate conference rooms for client conversations.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Small spaces for private conversations.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"This is more about the qualitative return that your clients can expect in their daily lives or those of their team or family. Making these benefits clear will help prospective clients imagine the positive impact of your work.\"}),/*#__PURE__*/e(\"h2\",{children:\"03 // Mental ROI\"}),/*#__PURE__*/e(\"p\",{children:\"The last type of ROI focuses on mental return by answering the question:\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"How and where in this project can you free up headspace for your client?\"})}),/*#__PURE__*/e(\"p\",{children:\"Or, to ask the question another way:\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"What stressors are you able to minimize or remove completely for your client?\"})}),/*#__PURE__*/t(\"p\",{children:[\"There are two components to these questions. The first is the owner\u2019s mental state \",/*#__PURE__*/e(\"em\",{children:\"during\"}),\" a project. The second is the owner\u2019s mental state \",/*#__PURE__*/e(\"em\",{children:\"after\"}),\" a project is complete.\"]}),/*#__PURE__*/e(\"p\",{children:\"During a project, architects minimize the owner\u2019s stressors through:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Reduced legal risk\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Reduced management\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Effective communication\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Reduced construction costs\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Staying on time and on budget\"})})]}),/*#__PURE__*/e(\"p\",{children:\"All of the above factors make the owner feel as though they\u2019re riding your coattails into the sunset.\"}),/*#__PURE__*/e(\"p\",{children:\"After a project is complete, architect-led projects reduce stressors through:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Reduced building maintenance (which also has a financial ROI\u2026)\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Increased energy (through more natural light, for example)\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Adaptability to future needs\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Ease of use\"})})]}),/*#__PURE__*/t(\"p\",{children:[\"These factors should not be overlooked. They are \",/*#__PURE__*/e(\"em\",{children:\"huge\"}),\" benefits that positively impact your client\u2019s life by doing your job well and making their job easier.\"]}),/*#__PURE__*/e(\"h2\",{children:\"Lead with ROI\"}),/*#__PURE__*/e(\"p\",{children:\"In the realm of fees and finances, the concept of ROI becomes your most reliable ally. It\u2019s not just about numbers and costs; it\u2019s about framing the true value of your architectural expertise. Consider how each type of ROI \u2014 Financial, Lifestyle, and Mental \u2014 plays a pivotal role in your narrative:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Financial ROI:\"}),\" This is the bread and butter of any investment conversation. It's where you demystify the financial aspect, breaking it down into a simple, digestible format. Answer the question: How much money will the client make on this investment?\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Lifestyle ROI:\"}),\" Here\u2019s where you paint the picture of the daily life enhancements your design brings. It\u2019s about turning spaces into experiences, showing how your solutions enrich and facilitate new ways of living and working. Answer the question: What will the client be able to do in their new space that they can\u2019t do now?\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Mental ROI:\"}),\" Often overlooked but immensely vital, this aspect covers the peace of mind and ease that your involvement guarantees. Highlight how, by entrusting you with their project, clients are buying into a worry-free process and a future of reduced stressors. Answer the question: What stressors are you able to minimize or remove completely for your client?\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"By leading with an ROI-centric dialogue, you're not just talking fees; you're communicating the essence of your value. It\u2019s about making the clients see that your fee goes beyond architecture \u2014 it\u2019s a commitment to enhancing their lives on multiple fronts.\"}),/*#__PURE__*/e(\"p\",{children:\"Your expertise isn\u2019t just a service; it\u2019s a key to unlocking a more efficient, enjoyable, and stress-free way of living and working. And that\u2019s where your fee stops being just a number and becomes a part of a larger, more compelling story of value and transformation.\"})]});export const richText4=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"With the holiday season here, it seems appropriate to talk about a growth tactic that we all like to pretend doesn\u2019t exist.\"}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s so hard to accept. And sometimes even harder to implement. But it\u2019s certainly easy to forget.\"}),/*#__PURE__*/e(\"p\",{children:\"Can you guess what it is?\"}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s what you\u2019re facing:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Goals\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Deadlines\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Agreements\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Expectations\"})})]}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s like a never-ending task list. And it feels as though there\u2019s never enough time in the day, right?\"}),/*#__PURE__*/e(\"p\",{children:\"For me, this feeling is a good indication that I might be reaching diminishing returns with my time. Meaning that I\u2019ve spent so much time working on something that I am no longer progressing efficiently.\"}),/*#__PURE__*/e(\"p\",{children:\"So what should you do in this scenario?\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Rest. Yes, rest is a growth hack!\"})}),/*#__PURE__*/e(\"p\",{children:\"How do I know it\u2019s a growth hack? Because people much smarter than me have published research that supports the benefits of rest relative to work - and even creative work specifically.\"}),/*#__PURE__*/e(\"h2\",{children:\"Rest up!\"}),/*#__PURE__*/e(\"p\",{children:\"So if you\u2019re like me and you struggle to justify your decisions without the proper evidence, then I have a holiday gift for you \uD83D\uDE42\"}),/*#__PURE__*/t(\"p\",{children:[\"Here are \",/*#__PURE__*/e(\"em\",{children:\"4 scientifically proven benefits\"}),\" of rest to justify some time away from work this holiday season:\"]}),/*#__PURE__*/e(\"h3\",{children:\"01 // Improved cognitive function\"}),/*#__PURE__*/t(\"p\",{children:[\"Research shows that taking breaks can significantly improve cognitive function and creativity. \",/*#__PURE__*/e(i,{href:\"https://pubmed.ncbi.nlm.nih.gov/21211793/\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"A study from the University of Illinois at Urbana-Champaign\"})}),\" found that brief diversions from a task can dramatically improve one's ability to focus on that task for prolonged periods (Lleras, 2011). For architects, whose work relies heavily on creativity and problem-solving, regular breaks can refresh the mind and enhance creative thinking.\"]}),/*#__PURE__*/e(\"h3\",{children:\"02 // Enhanced problem-solving abilities\"}),/*#__PURE__*/t(\"p\",{children:[\"A study published in the journal 'Cognition' illustrates how \",/*#__PURE__*/e(i,{href:\"https://pubmed.ncbi.nlm.nih.gov/22941876/\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"taking breaks helps the brain process complex information\"})}),\", often leading to \u2018Eureka\u2019 moments (Baird et al., 2012). When architects step away from their work, it allows the subconscious mind to mull over design problems, often leading to innovative solutions upon return. Speaking from personal experience, I\u2019ve definitely found the majority of my \u2018Eureka\u2019 moments occur when I\u2019m not actually working.\"]}),/*#__PURE__*/e(\"h3\",{children:\"03 // Stress reduction and mental health\"}),/*#__PURE__*/t(\"p\",{children:[\"Continuous work without breaks contributes to stress and burnout, which can be detrimental to mental health. According to a report by the American Psychological Association, \",/*#__PURE__*/e(i,{href:\"https://www.apa.org/news/press/releases/2018/06/vacation-recharges-workers\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"vacations reduce stress\"})}),\" by removing people from activities and environments that they associate with stress and anxiety (APA, 2018). As an architect, taking time off to relax can help you return to work with a clearer, more focused mindset.\"]}),/*#__PURE__*/e(\"h3\",{children:\"04 // Boost in productivity\"}),/*#__PURE__*/t(\"p\",{children:[\"Contrary to popular belief, working longer hours doesn't equate to higher productivity. \",/*#__PURE__*/e(i,{href:\"https://docs.iza.org/dp8129.pdf\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"A study by Stanford University\"})}),\" found that productivity per hour declines sharply when the workweek exceeds 50 hours, and working 70 hours didn\u2019t produce more than 55 hours\u2019 worth of work (Pencavel, 2014). A well-rested architect is more likely to be productive and efficient.\"]}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"Rest is beneficial. And there\u2019s no better time to rest than with friends and family during the holidays.\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Unplug from all your work platforms and notifications\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Engage in non-work activities and hobbies\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Spend some time outside in nature\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Allow yourself to reflect on all that you\u2019ve accomplished this year\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Happy Holidays, friend! I\u2019m so thankful that you let me grace your inbox each week \uD83D\uDE42\"})]});export const richText5=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"\u274C\\xa0Tyler Tactics is out!\"}),/*#__PURE__*/e(\"p\",{children:\"\u201CEvery single firm should say \u2018architect\u2019 or \u2018architecture\u2019 somewhere in the name.\u201D\"}),/*#__PURE__*/e(\"p\",{children:\"I was sitting in my \u2018Professional Practice\u2019 course and the classroom was silent. My grad school colleagues and I were surprised to hear our professor nix so many of our creative (and fictional) firm names.\"}),/*#__PURE__*/e(\"p\",{children:\"\u201CDon\u2019t we want a name that is unique and stands out?\u201D I said.\"}),/*#__PURE__*/e(\"p\",{children:\"\u201CSure, if you want to double your marketing efforts,\u201D he replied.\"}),/*#__PURE__*/e(\"p\",{children:\"\u201COr your name can easily tell someone what you do and you can focus on the work itself instead,\u201D he explained.\"}),/*#__PURE__*/e(\"p\",{children:\"Admittedly, I ignored my professors advice when I started my own design firm. I called it \u201CS-LABS\u201D \uD83E\uDD26\\xa0(That\u2019s a story for another day\u2026)\"}),/*#__PURE__*/t(\"p\",{children:[\"But this conversation has stuck in my head for years. And I think about it \",/*#__PURE__*/e(\"em\",{children:\"every time\"}),\" I read a business name - \",/*#__PURE__*/e(\"em\",{children:\"is it obvious what service this business provides?\"})]}),/*#__PURE__*/e(\"p\",{children:\"Let\u2019s use \u201CTyler Tactics\u201D as an example.\"}),/*#__PURE__*/e(\"p\",{children:\"If you see that name, then you\u2019ll likely reach the conclusion that some person named \u201CTyler\u201D is sharing their tactics. But you don\u2019t know\u2026\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\"Who\"}),\" the tactics are for\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\"What\"}),\" the tactics are about\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\"Why\"}),\" the tactics are necessary\"]})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"And, to be honest, this has bothered me ever since I launched Tyler Tactics 15 months ago.\"})}),/*#__PURE__*/e(\"p\",{children:\"Not to mention the variation of Tyler Tactics that I\u2019ve heard and seen since launching:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Tyler\u2019s Tactics\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Tyler Tips\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Tyler\u2019s Tools\"})})]}),/*#__PURE__*/e(\"p\",{children:\"All which clearly tell me that the name is just too general.\"}),/*#__PURE__*/e(\"h2\",{children:\"What\u2019s in a name?\"}),/*#__PURE__*/e(\"p\",{children:\"Is the name the most pressing issue facing my business? Definitely not.\"}),/*#__PURE__*/e(\"p\",{children:\"But I\u2019ve noticed that it\u2019s bothered me enough to prevent me from moving forward with different expansion plans. So it\u2019s time to change!\"}),/*#__PURE__*/e(\"p\",{children:\"And the question then becomes how do you choose a name? And why does it matter?\"}),/*#__PURE__*/e(\"p\",{children:\"Learn from my mistakes. Here are 3 qualities to keep in mind when choosing a name for your business:\"}),/*#__PURE__*/e(\"h3\",{children:\"01 // Reflective\"}),/*#__PURE__*/e(\"p\",{children:\"Pick a name that clearly shows what your business stands for and the type of work you do. This way, clients instantly understand your firm's values and specialties.\"}),/*#__PURE__*/e(\"h3\",{children:\"02 // Memorable\"}),/*#__PURE__*/e(\"p\",{children:\"Go for a name that's easy to say and remember. A straightforward, catchy name helps clients recall and recommend your business effortlessly. And word-of-mouth marketing is like a cheat code for growth.\"}),/*#__PURE__*/e(\"h3\",{children:\"03 // Adaptable\"}),/*#__PURE__*/e(\"p\",{children:\"Choose a name that leaves room for your business to grow and embrace new ideas in the future. This ensures your name stays relevant as you expand your services or explore new ideas and paths.\"}),/*#__PURE__*/e(\"h2\",{children:\"Tyler Tactics \u2192 ????\"}),/*#__PURE__*/e(\"p\",{children:\"Before the New Year, I\u2019ll be launching the new name and a new website! That means this newsletter will have a different title and I\u2019ll be sending it from a different email address.\"}),/*#__PURE__*/e(\"p\",{children:\"But here\u2019s the deal: I haven\u2019t told anyone else yet. You are the first to know. So mums the word \uD83E\uDD2B\"}),/*#__PURE__*/e(\"p\",{children:\"I\u2019m very excited about what this new name means for my business. I have so many plans for 2024 and I hope to build this into an amazing resource for the architecture community.\"}),/*#__PURE__*/e(\"p\",{children:\"I\u2019ll tell you the new name next week!\"}),/*#__PURE__*/e(\"p\",{children:\"Just kidding, just kidding. If you\u2019ve made it this far then you deserve to know \uD83D\uDE42\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Beginning in 2024, this newsletter will be called Growthitect.\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"It\u2019s \",/*#__PURE__*/e(\"strong\",{children:\"reflective\"}),\" of my primary goal to help architects \",/*#__PURE__*/e(\"em\",{children:\"grow\"}),\" in their careers and businesses. I do this by sharing \u201Cgrowth tactics\u201D each week.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"It\u2019s \",/*#__PURE__*/e(\"strong\",{children:\"memorable\"}),\" because it\u2019s one word and a simple combo of \u201Cgrowth\u201D and \u201Carchitect\u201D.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"It\u2019s \",/*#__PURE__*/e(\"strong\",{children:\"adaptable\"}),\" because it doesn\u2019t only encompass the idea of a newsletter. It\u2019s about a mission of bringing helpful growth resources to the architecture industry (that don\u2019t just have to be from me!).\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"And I plan to build Growthitect into the best collection of free and paid resources for architects seeking career and business growth.\"}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s the new logo:\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,EZUdr7kEmgbVHKju3buwpTY3w.png\",\"data-framer-height\":\"281\",\"data-framer-width\":\"1099\",height:\"140\",src:\"https://framerusercontent.com/images/EZUdr7kEmgbVHKju3buwpTY3w.png\",srcSet:\"https://framerusercontent.com/images/EZUdr7kEmgbVHKju3buwpTY3w.png?scale-down-to=512 512w,https://framerusercontent.com/images/EZUdr7kEmgbVHKju3buwpTY3w.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/EZUdr7kEmgbVHKju3buwpTY3w.png 1099w\",style:{aspectRatio:\"1099 / 281\"},width:\"549\"}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"Names matter. You want to be proud of your business name but also clear about the intentions of the business.\"}),/*#__PURE__*/e(\"p\",{children:\"Make your name reflective, memorable, and adaptable.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Be on the lookout: Tyler Tactics is being renamed to Growthitect soon!\"})})]});export const richText6=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"We've all been there, right? You present your heart out, showcasing the best of your proposal, only to be met with a 'No'. It's like hitting a wall at full speed.\"}),/*#__PURE__*/e(\"p\",{children:\"But here's a thought \u2013 maybe that 'No' isn't as solid as it seems. Perhaps it's just a temporary barrier, one that can be overcome with the right tactic.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"A \u2018No\u2019 now doesn\u2019t mean it will be a \u2018No\u2019 later.\"})}),/*#__PURE__*/e(\"p\",{children:\"Post-rejection, the usual drill is to jump right onto the next lead. It's like we're on autopilot \u2013 pitch, rejection, next. We've all done it. It's a natural reflex.\"}),/*#__PURE__*/e(\"p\",{children:\"But rushing past a 'No' without a second glance is leaving money on the table.\"}),/*#__PURE__*/t(\"p\",{children:[\"Pause for a moment and think \u2013 \",/*#__PURE__*/e(\"em\",{children:\"have I ever changed my mind about something? Of course I have. Sometimes it takes 1 minute and sometimes it takes 1 year, but I change my mind all the time.\"})]}),/*#__PURE__*/t(\"p\",{children:[\"Changing your mind is a human condition. Feelings change. Context changes. Circumstances change. For you \",/*#__PURE__*/e(\"em\",{children:\"and\"}),\" your prospective clients.\"]}),/*#__PURE__*/e(\"p\",{children:\"Every 'No' carries stories, reasons, and feelings. Understanding these can turn what feels like a dead end into an open door.\"}),/*#__PURE__*/e(\"h2\",{children:\"Revisiting 'No's\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,fTwUD63P9Be9HqB1ZLl6usGIiY.png\",\"data-framer-height\":\"1024\",\"data-framer-width\":\"1792\",height:\"512\",src:\"https://framerusercontent.com/images/fTwUD63P9Be9HqB1ZLl6usGIiY.png\",srcSet:\"https://framerusercontent.com/images/fTwUD63P9Be9HqB1ZLl6usGIiY.png?scale-down-to=512 512w,https://framerusercontent.com/images/fTwUD63P9Be9HqB1ZLl6usGIiY.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/fTwUD63P9Be9HqB1ZLl6usGIiY.png 1792w\",style:{aspectRatio:\"1792 / 1024\"},width:\"896\"}),/*#__PURE__*/e(\"p\",{children:\"So, let's change the narrative. Those 'No's you've collected over time? They're not rejections; they're opportunities in waiting. Here's how to bring them back to life:\"}),/*#__PURE__*/e(\"h3\",{children:\"01 // Catalog your 'No's\"}),/*#__PURE__*/e(\"p\",{children:\"Dig out that list of past rejections. Who said 'No', and more importantly, why? Understanding the 'why' is key \u2013 was it timing, budget, or something in the proposal that didn't click? Knowing this sets the stage for your future communications with them.\"}),/*#__PURE__*/e(\"h3\",{children:\"02 // Start a conversation\"}),/*#__PURE__*/e(\"p\",{children:\"It's time to rekindle these old flames. Reach out with a message that starts the conversation. Perhaps you\u2019re sharing an new project that\u2019s similar to their interests or simply saying that you were reminded of them when driving by their home or office recently. Or, better yet, pick up the phone and give them a call to start the conversation.\"}),/*#__PURE__*/e(\"h3\",{children:\"03 // Ask for feedback\"}),/*#__PURE__*/e(\"p\",{children:\"If you didn\u2019t get the chance earlier, now is the perfect time to ask why they said 'No'. This can be simple, \u201CWe\u2019re in the process of reviewing our work for the year. I know I didn\u2019t ask you before but I was wondering if there was a specific reason that it didn\u2019t make sense for you to move forward?\u201D Was it something in your approach, or perhaps external factors on their end? This is about gaining insights that can reshape your future proposals.\"}),/*#__PURE__*/e(\"h3\",{children:\"04 // Nurture\"}),/*#__PURE__*/t(\"p\",{children:[\"This is where you play the long game. Keep these prospects engaged with regular, insightful updates. Maybe it's a \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"newsletters-how-to-write-and-organize-an-architecture-firm-newsletter\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"pirPYOHSI\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"firm newsletter\"})}),\", a quarterly check-in email, or an invite to an exclusive event. The idea is to stay on their radar, subtly reminding them of your presence and expertise.\"]}),/*#__PURE__*/e(\"h3\",{children:\"05 // Be patient\"}),/*#__PURE__*/t(\"p\",{children:[\"Turning a 'No' into a 'Yes' is a marathon, not a sprint. It's about nurturing these connections with patience and a long-term perspective. Don't rush it. You're not just chasing a quick win; you\u2019re building relationships that bloom over time. Your respect for their decision and timeline can significantly \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"gaining-trust-3-parts-of-architect-client-trust\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"OIzmEm5at\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"build trust\"})}),\" and rapport. Let these relationships naturally evolve in business partnerships.\"]}),/*#__PURE__*/e(\"h3\",{children:\"06 // Systematize\"}),/*#__PURE__*/t(\"p\",{children:[\"Get organized and strategic about managing 'No's. Set up a simple tracking system \u2013 think a CRM segment or a dedicated spreadsheet. Log each 'No' with details like the date, reason, and any client-specific notes. Then, plan regular, meaningful touchpoints like \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"newsletters-how-to-write-and-organize-an-architecture-firm-newsletter\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"pirPYOHSI\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"your newsletters\"})}),\" and regular check-ins.\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,e6pQZHLcOldOcdm448HYTLioc.png\",\"data-framer-height\":\"1024\",\"data-framer-width\":\"1792\",height:\"512\",src:\"https://framerusercontent.com/images/e6pQZHLcOldOcdm448HYTLioc.png\",srcSet:\"https://framerusercontent.com/images/e6pQZHLcOldOcdm448HYTLioc.png?scale-down-to=512 512w,https://framerusercontent.com/images/e6pQZHLcOldOcdm448HYTLioc.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/e6pQZHLcOldOcdm448HYTLioc.png 1792w\",style:{aspectRatio:\"1792 / 1024\"},width:\"896\"}),/*#__PURE__*/e(\"p\",{children:\"The aim is consistency without overwhelming them. Regularly review what's working and what's not, and tweak your approach for better results. By streamlining this process, you're building an evergreen pipeline of known relationships that could bring you a project at any time.\"}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"A \u2018No\u2019 now doesn\u2019t mean it will be a \u2018No\u2019 later. Stay engaged with all of your past and present prospects and play the long game.\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Catalog your \u2018No\u2019s\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Start a conversation\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Ask for feedback\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Nurture\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Be patient\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Systematize\"})})]}),/*#__PURE__*/e(\"p\",{children:\"In fact, I\u2019d be surprised if you don\u2019t have a past \u2018No\u2019 that\u2019s ready to say \u2018Yes\u2019 right now. Prove me wrong! \uD83D\uDE09\"})]});export const richText7=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Early in my career, I used to focused too much on \u201Cnext steps\u201D with prospective clients. I would tell myself things like:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"\u201CThis lead will go cold unless I get something on the calendar.\u201D\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"\u201CI hope they stop talking so we have time to go over the next steps.\u201D\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"\u201CIf they don\u2019t want to schedule another meeting then they\u2019re not interested.\u201D\"})})]}),/*#__PURE__*/e(\"p\",{children:\"That\u2019s a lot of pressure! Yes, next steps are incredibly important. Yes, there is some truth to the things I told myself.\"}),/*#__PURE__*/e(\"p\",{children:\"But do you know what\u2019s more important? (If you\u2019ve been following this newsletter long enough then you probably do\u2026)\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Deeply understanding your prospective client!\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"What are their \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"pain-points-how-architects-identify-exactly-what-clients-need\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"y_SMOkcZG\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"pain points\"})}),\"?\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"What are their challenges?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"What are their concerns?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"What are their feelings?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"What are their goals?\"})})]}),/*#__PURE__*/e(\"p\",{children:\"You get the picture.\"}),/*#__PURE__*/e(\"h2\",{children:\"Denying closure\"}),/*#__PURE__*/e(\"p\",{children:\"The problem I kept running into when I heavily focused on \u201Cnext steps\u201D is that I inhibited prospective clients from getting closure in the conversation.\"}),/*#__PURE__*/t(\"p\",{children:[\"Closure usually comes at the \",/*#__PURE__*/e(\"em\",{children:\"very\"}),\" end of the conversation. After so much has been covered. And there\u2019s been a lot of back and forth. But you know your time is coming to an end and so does your prospective client.\"]}),/*#__PURE__*/e(\"p\",{children:\"At this point, everyone in the room is coming to terms with the conversation. In their mind, they\u2019re lapping back to all the topics covered. Checking to make sure they didn\u2019t forget something. Or even second-guessing something they\u2019ve already said.\"}),/*#__PURE__*/t(\"p\",{children:[\"And guess what? There is \",/*#__PURE__*/e(\"em\",{children:\"so much\"}),\" value in pulling those closing thoughts out of your prospective client.\"]}),/*#__PURE__*/e(\"p\",{children:\"You can learn:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"What they\u2019re focused on moving forward\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Important aspects that you didn\u2019t cover\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"How they feel about the conversation\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"What they value most\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Lingering concerns\"})})]}),/*#__PURE__*/t(\"p\",{children:[\"If you skip over the closure then you miss out on that value. And your client walks away feeling like they didn\u2019t \",/*#__PURE__*/e(\"em\",{children:\"quite\"}),\" get to say everything they wanted to say.\"]}),/*#__PURE__*/e(\"h2\",{children:\"Open the floor before next steps\"}),/*#__PURE__*/e(\"p\",{children:\"So instead of rushing to end the conversation, scheduling next steps, and pushing them out the door just\u2026pause.\"}),/*#__PURE__*/e(\"p\",{children:\"Let the conversation naturally slow down.\"}),/*#__PURE__*/e(\"p\",{children:\"And then drop one of these 3 questions to pull out those valuable final thoughts:\"}),/*#__PURE__*/e(\"h3\",{children:\"01 // Is there anything else you think I should know?\"}),/*#__PURE__*/t(\"p\",{children:[\"This question is crucial in a \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"discovery-meetings-how-architects-attract-high-quality-clients\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"BkHJ5gt0c\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"discovery meeting\"})}),\" where you're still gauging the client's needs and expectations. It encourages the client to share additional information that may not have been covered in the structured part of your conversation. This could be anything from specific design preferences, budget constraints, to long-term goals for the project.\"]}),/*#__PURE__*/e(\"p\",{children:\"By asking this, you're showing that you value their input and are willing to listen, which builds trust. It also helps you gather as much information as possible to tailor your services to their needs effectively.\"}),/*#__PURE__*/e(\"h3\",{children:\"02 // Share with me how you think this can benefit you?\"}),/*#__PURE__*/t(\"p\",{children:[\"This question is particularly useful after \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"proposal-presentations-the-architect-s-5-step-process-to-winning\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"QSmn7fsIp\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"presenting a plan or proposal\"})}),\". It shifts the focus from what you're offering to how the client perceives the value of your services.\"]}),/*#__PURE__*/e(\"p\",{children:\"It also allows the client to verbalize and affirm the benefits they see, which can reinforce their positive perception of the project. This insight is invaluable for fine-tuning your proposal to better align with what the client values most.\"}),/*#__PURE__*/e(\"h3\",{children:\"03 // What\u2019s stopping you from moving forward today?\"}),/*#__PURE__*/e(\"p\",{children:\"One of my favorites! This question is a powerful tool to uncover any hesitations or obstacles that the client may have in committing to the project. It's particularly effective when you sense reluctance towards the end of a conversation.\"}),/*#__PURE__*/t(\"p\",{children:[\"This question prompts the client to articulate any concerns or issues they might have, whether it's budget, timeline, or specific aspects of the project. Understanding these roadblocks allows you to address them directly, either by providing additional information, adjusting your proposal, or \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"aaa-framework-how-architects-overcome-client-objections\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"HsFARFMtU\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"alleviating their concerns\"})}),\".\"]}),/*#__PURE__*/e(\"p\",{children:\"This can be the key to moving from discussion to action, helping to close the deal.\"}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"Next steps are important. But don\u2019t rush to next steps and deny a prospective client an opportunity to offer their closing thoughts. Ask one final question to understand their valuable takeaways:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Is there anything else you think I should know?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Share with me how you think this can benefit you?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"What\u2019s stopping you from moving forward today?\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Give it a shot in your next client conversation and let me know how it goes \uD83D\uDE42\"})]});export const richText8=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Have you ever considered the shape of words, language, and grammar?\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"The way they sit next to one another\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"How ellipses\u2026make you lean in\u2026\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"And periods make you stop.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Kind of like how thresholds direct your entry and exit. Or hallways guide your path. And walls separate spaces.\"}),/*#__PURE__*/e(\"p\",{children:\"Maybe you have. Maybe you haven\u2019t. (Maybe you think I\u2019ve really gone off the deep end and you\u2019re wondering what in the world I\u2019m talking about\u2026)\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Architects are uniquely positioned to be incredible writers.\"})}),/*#__PURE__*/e(\"p\",{children:\"Writers that keep you reading.\"}),/*#__PURE__*/e(\"p\",{children:\"Writers that attract new clients.\"}),/*#__PURE__*/e(\"p\",{children:\"Writers that invent design movements.\"}),/*#__PURE__*/e(\"p\",{children:\"Why? Because architects see everything through the lens of design:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Shapes\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Curves\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Forms\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Edges\"})})]}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s a trained gift and a unique way to see the world.\"}),/*#__PURE__*/e(\"p\",{children:\"Unfortunately, many architects throw this vision out of the window the second they start writing. It happens everywhere - websites, proposals, social media, and even emails.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Today\u2019s tactic is just a simple reminder: use your unique skills to design the way you write.\"})}),/*#__PURE__*/e(\"h2\",{children:\"\u201CDesign\u201D your writing to keep people reading\"}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s what I mean:\"}),/*#__PURE__*/e(\"p\",{children:\"This is the most amazing thing you will ever write. It\u2019s so incredibly thought-provoking that it will absolutely blow everyone\u2019s mind. In fact, there\u2019s so much value packed into this paragraph that it could change someone\u2019s life. Unfortunately, nobody is going to read it. But why wouldn\u2019t someone read this amazing, incredible, thought-provoking, life-changing thing that you\u2019ve written? Well, because no one wants to read a BLOCK of text. Instead you\u2019ll have to\u2026\"}),/*#__PURE__*/e(\"p\",{children:\"Space things out.\"}),/*#__PURE__*/e(\"p\",{children:\"Write in short sentences.\"}),/*#__PURE__*/e(\"p\",{children:\"You can still string sentences together. Like I\u2019m doing right now. Some of those sentences will be medium-length. Some will be short. Oh look, I made a paragraph.\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Or you can stack lines.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"That\u2019s one of my favorite tricks.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"It\u2019s funny how it leads the eye to the end.\"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"And for the love of writing: Break. Some. Grammar. Rules.\"})}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s fine. Nobody cares. You\u2019re not being graded.\"}),/*#__PURE__*/e(\"p\",{children:\"What will this do for your writing?\"}),/*#__PURE__*/e(\"p\",{children:\"People will actually read it.\"}),/*#__PURE__*/e(\"p\",{children:\"Because it\u2019s fun.\"}),/*#__PURE__*/e(\"p\",{children:\"Because it\u2019s easy.\"}),/*#__PURE__*/e(\"p\",{children:\"Because every line\u2026\"}),/*#__PURE__*/e(\"p\",{children:\"Makes the reader want more.\"}),/*#__PURE__*/e(\"p\",{children:\"So next time you sit down to write anything. LinkedIn posts. Emails. Case studies. Project descriptions\u2026\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Don\u2019t forget to design your writing with the same care that you design everything else.\"})}),/*#__PURE__*/e(\"p\",{children:\"You\u2019ll be surprised by how much better every piece of writing is received when it\u2019s designed well.\"}),/*#__PURE__*/e(\"p\",{children:\"PS - Did you notice how I designed the intro of this tactic to keep you reading? Go look at it again \uD83D\uDE42\"})]});export const richText9=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"A few months ago, I was speaking to a friend from grad school.\"}),/*#__PURE__*/e(\"p\",{children:\"After some time away, she had decided to jump back into architecture and pursue her career more intentionally.\"}),/*#__PURE__*/e(\"p\",{children:\"But what happened as she began to step back into architecture is a lesson in building an audience and achieving compounding returns for your business.\"}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s why:\"}),/*#__PURE__*/e(\"p\",{children:\"She followed normal and predictable steps to test the waters of architecture.\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"She jumped on LinkedIn and started building a profile.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"She explored architecture content across Instagram to see new trends.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"She found a few different industry podcasts for listening and learning.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"These are all things that people do when they make a decision. They prepare, research, analyze, and expose themselves to more content.\"}),/*#__PURE__*/e(\"p\",{children:\"But when we jumped on a call together, she told me, \u201CI wasn\u2019t even trying, but you just kept showing up.\u201D\"}),/*#__PURE__*/e(\"p\",{children:\"\u201CWhat do you mean?\u201D I said.\"}),/*#__PURE__*/e(\"p\",{children:\"Then she told me, \u201CWell, after I started my LinkedIn account, the algorithm recommended that I follow you. And then, I joined Henry Gao\u2019s newsletter (iPad for Architects), and he recommended that I join your newsletter. And then, I listened to an EntreArchitect podcast, and you were the guest!\u201D\"}),/*#__PURE__*/e(\"p\",{children:\"What\u2019s the commonality between all of these?\"}),/*#__PURE__*/e(\"p\",{children:\"I didn\u2019t request to connect. I didn\u2019t send her my newsletter. I didn\u2019t message her the podcast.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"I didn\u2019t actively do anything. But she found me. And she kept finding me.\"})}),/*#__PURE__*/e(\"p\",{children:\"When you build an audience of like-minded people, you (quite literally) become un-ignorable.\"}),/*#__PURE__*/e(\"p\",{children:\"Building an audience is a long-term play of compounding actions. Here\u2019s what I mean:\"}),/*#__PURE__*/t(\"p\",{children:[\"I was a recommended follow because LinkedIn\u2019s algorithm likes me. Why? Because I\u2019ve spent the last 2 years \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"content-matrix-how-architects-generate-endless-social-media-post-ideas\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"SDQqcLSKO\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"consistently posting valuable content\"})}),\" on LinkedIn, which keeps people engaged on their platform.\"]}),/*#__PURE__*/t(\"p\",{children:[\"I was recommended by \",/*#__PURE__*/e(i,{href:\"https://henrythearchitect.teachable.com/a/aff_55d0lpwg/external?affcode=1175710_0pdh3u6t\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Henry Gao\"})}),\" because, as a result of our shared interest in helping architects, we connected earlier this year. Henry is amazing. He\u2019s one of the nicest people I\u2019ve ever met. And we both agreed to swap newsletter recommendations since we both focus on helping architects.\"]}),/*#__PURE__*/t(\"p\",{children:[\"I was on the \",/*#__PURE__*/e(i,{href:\"https://entrearchitect.com/podcast/entrearch/tylers-tactics-for-communicating-your-unique-value-as-an-architect/\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"EntreArchitect podcast\"})}),\" as a result of the content that I\u2019ve shared on LinkedIn and this newsletter. Mark R. LePage, the founder of EntreArchitect, is an incredible human who I\u2019ve been fortunate enough to meet and collaborate with on multiple occasions. And I loved \",/*#__PURE__*/e(i,{href:\"https://entrearchitect.com/podcast/entrearch/tylers-tactics-for-communicating-your-unique-value-as-an-architect/\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"our conversation\"})}),\" on his podcast.\"]}),/*#__PURE__*/e(\"p\",{children:\"These are all compounding actions:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Posting \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"content-matrix-how-architects-generate-endless-social-media-post-ideas\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"SDQqcLSKO\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"valuable content\"})}),\" builds an audience and gets attention.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"The attention leads to new relationships and mutually beneficial networking opportunities.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"The networking opportunities lead to access to new audiences.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"And so on and so forth\u2026the engine keeps going.\"}),/*#__PURE__*/t(\"p\",{children:[\"So why should \",/*#__PURE__*/e(\"em\",{children:\"you\"}),\" build an audience? Because your ideal clients follow the same process as my friend. It\u2019s universal.\"]}),/*#__PURE__*/e(\"p\",{children:\"For example, a business owner decides they want to renovate their office space. What will they do?\"}),/*#__PURE__*/e(\"p\",{children:\"They might jump on LinkedIn and look for architect connections. Then explore Instagram for office inspiration. Then Google \u201Coffice design podcasts\u201D to see what comes up.\"}),/*#__PURE__*/e(\"p\",{children:\"And if you focus on sharing valuable content with your ideal clients, then you will also be un-ignorable.\"}),/*#__PURE__*/e(\"p\",{children:\"You will appear on LinkedIn.\"}),/*#__PURE__*/e(\"p\",{children:\"You will show up in #officedesign on Instagram.\"}),/*#__PURE__*/e(\"p\",{children:\"You will be the podcast guest that shows up in the Google search.\"}),/*#__PURE__*/e(\"p\",{children:\"Which architect do you think the client will choose? You!\"}),/*#__PURE__*/e(\"p\",{children:\"(Mind you that the cost to acquire that client, on paper at least, is ZERO.)\"}),/*#__PURE__*/e(\"p\",{children:\"Focus on activities that compound your reach:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"content-matrix-how-architects-generate-endless-social-media-post-ideas\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"SDQqcLSKO\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Start posting valuable content\"})})})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Network with influencers in your market\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Reach out to podcasts in your market to pitch a topic\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s a prompt that you can use to post on LinkedIn today:\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"code\",{children:\"When clients come to {me/us/etc}, it\u2019s usually because {common problem}.\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"code\",{children:\"The {common problem} is causing {x, y, and z negative outcomes}.\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"code\",{children:\"Does that sound familiar? Here\u2019s how we solve it:\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"code\",{children:\"{Step 1} \"})})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"code\",{children:\"{Step 2} \"})})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"code\",{children:\"{Step 3}\"})})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"code\",{children:\"As a result, {common problem} is resolved. And our clients see {x, y, and z positive outcomes}.\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"code\",{children:\"Any questions about {common problem}? Drop a comment below and I\u2019ll respond with some ideas to help you!\"})}),/*#__PURE__*/e(\"p\",{children:\"Today is the day you start!\"})]});export const richText10=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Many architecture firms, when struggling to differentiate themselves, often resort to generic branding strategies. A few examples of this are:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Overuse of collective terms:\"}),\" Firms frequently use 'we' or 'us' in an attempt to seem larger or more inclusive, which can obscure individual talents and stories that are more engaging to clients. I\u2019ve noticed this to be especially true among small firms - they try to appear larger than they actually are.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Reliance on standard sales pitches:\"}),\" Many firms use a one-size-fits-all sales approach, failing to tailor their pitches to the specific needs, preferences, or values of different clients, leading to less effective client engagement. Another way to say this is that they \u201Cpitch\u201D their firm in the same way to every prospective client.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Impersonal marketing material:\"}),\" There's a tendency to use industry jargon and impersonal language in marketing materials, which lacks the emotional appeal necessary to connect with clients on a personal level. (PS - it\u2019s better to \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"writing-dumber-a-guide-for-architects-to-be-more-accessible\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"H5XUk6J4q\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"write dumber\"})}),\".)\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"As a result of these generic strategies, several problems emerge:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Lack of client engagement:\"}),\" Without a unique identity, firms struggle to form strong, lasting relationships with clients who seek personalized experiences and connections.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Difficulty in differentiation:\"}),\" In a crowded market, firms find it challenging to distinguish themselves, leading to lost opportunities and difficulty in attracting high-quality clients.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Diminished brand value:\"}),\" Generic branding can lead to a diluted brand perception, reducing the perceived value and innovation of the firm in the eyes of potential clients and the wider community. (PS - Use \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"transformation-statement-how-to-differentiate-your-architecture-firm\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"MCy6KEz3T\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"transformation statements\"})}),\" to name and claim your territory.)\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"So how can you avoid these issues? Enter the Singularity Effect - we (humans) care disproportionately about individuals. By emphasizing the unique identities, stories, and talents within your firm, you can better resonate with your clients.\"}),/*#__PURE__*/e(\"p\",{children:\"We see the power of the Singularity Effect in play every day. Tesla doesn\u2019t spend a dime on marketing because they have Elon Musk. Apple is closely associated with the ideals of Steve Jobs. And you can\u2019t think of Virgin Airlines without thinking of Richard Branson, too. Do we see this in architecture? Of course! Bjarke Ingels and BIG. Zaha Hadid and ZHA. Jeanne Gang and Studio Gang. Norman Foster and Foster & Partners. The list goes on.\"}),/*#__PURE__*/e(\"p\",{children:\"All of these businesses harness the power of the Singularity Effect to increase their value.\"}),/*#__PURE__*/e(\"h2\",{children:\"How can architects harness the Singularity Effect?\"}),/*#__PURE__*/t(\"p\",{children:[\"You don\u2019t have to be a starchitect to leverage the Singularity Effect. At it\u2019s essence, the singularity effect is about elevating individual voices over corporate identities. Why? \",/*#__PURE__*/e(\"strong\",{children:\"Because people trust other people more than they trust a business.\"}),\" And that will never change.\"]}),/*#__PURE__*/e(\"p\",{children:\"Here are some ways you can leverage the Singularity Effect to increase conversions, build stronger relationships, and generate pipeline:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Personalized interactions\"}),\": Want to increase conversions on your website contact form? Instead of a \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"call-to-action-6-powerful-contact-us-alternatives-for-architecture-websites\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"RqE7NxhOu\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"generic \u201CContact Us\u201D form\"})}),\", imagine a client scheduling a meeting and seeing the profile of the architect they will be working with. \u201CMeet with Sally\u201D is a lot more appealing than submitting a \u201CContact Us\u201D form into an unknown abyss. Show and tell who prospects will be speaking to. Give them a reason to be excited (and a reason to care!).\"]})}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Team visibility\"}),\": Showcasing the firm\u2019s profiles on your website isn't just about putting faces to names; it's about telling their stories. \",/*#__PURE__*/e(i,{href:\"https://brooklyn.studio/about-us/team\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"The Brooklyn Studio\"})}),\" does this really well. They not only \",/*#__PURE__*/e(i,{href:\"https://brooklyn.studio/about-us/team\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"give bios for their team\"})}),\" but they also include a fun Q&A with each employee to show their personalities! Think about how much easier it is for prospective clients to feel connected to their team - the impact is awesome. \"]}),/*#__PURE__*/e(i,{href:\"https://brooklyn.studio/about-us/team/jason-boutin\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{className:\"framer-image\",\"data-preset-tag\":\"img\",children:/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,Xc4LUYTHuOcO8ooPR2EgGnvLPE.png\",\"data-framer-height\":\"650\",\"data-framer-width\":\"1080\",height:\"325\",src:\"https://framerusercontent.com/images/Xc4LUYTHuOcO8ooPR2EgGnvLPE.png\",srcSet:\"https://framerusercontent.com/images/Xc4LUYTHuOcO8ooPR2EgGnvLPE.png?scale-down-to=512 512w,https://framerusercontent.com/images/Xc4LUYTHuOcO8ooPR2EgGnvLPE.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/Xc4LUYTHuOcO8ooPR2EgGnvLPE.png 1080w\",style:{aspectRatio:\"1080 / 650\"},width:\"540\"})})})]}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Individual voices over corporate echoes\"}),\": Encourage architects within your firm to share their insights and experiences on social media. Naturally, I believe this is one of the \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"influence-5-ways-for-architects-to-grow-on-linkedin\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"u1DMye4HL\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"most underrated tactics\"})}),\" being used by architects today. About 80% of Growthitect subscribers came from LinkedIn. In fact, I get 10-20 new subscribers from LinkedIn \",/*#__PURE__*/e(\"em\",{children:\"every single day\"}),\". If you\u2019re a firm leader that\u2019s not regularly posting \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"content-matrix-how-architects-generate-endless-social-media-post-ideas\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"SDQqcLSKO\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"valuable insights\"})}),\" from your personal LinkedIn profile, then you are missing out on high-quality clients (because people would rather hear from you instead of your firm\u2019s company profile!).\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Strategic partnerships\"}),\": You don\u2019t have to stay within the bounds of your firm\u2019s people to leverage the Singularity Effect. It also applies to associations or recommendations. Use the reputation and trust of other leaders and influencers to enhance your firm\u2019s reputation. That means investing in relationships with local, regional, or industry leaders in the markets that you pursue. You can even consider digital influence in the same way. By \",/*#__PURE__*/e(i,{href:\"https://www.re-thinkingthefuture.com/architectural-community/a10268-collaborating-with-influencers-and-bloggers-to-increase-exposure-for-architecture-firms/\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"engaging with influencers and bloggers\"})}),\", firms can showcase their work and connect with potential clients, creating a strong online presence.\"]})})]}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"Incorporating the Singularity Effect is about highlighting individual brilliance within your team and your market. It\u2019s powerful because people trust individuals more than they trust corporations. Firms can leverage the Singularity Effect by:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Personalizing interactions\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Making their team more visible on their website\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Celebrating individual voices over corporate announcements\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Pursuing strategic partnerships\"})})]})]});export const richText11=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Ever found yourself in a scenario where a client's enthusiasm doesn't quite translate into a signature on the dotted line? You\u2019re not alone.\"}),/*#__PURE__*/t(\"p\",{children:[\"Actually, if you haven\u2019t noticed, I spend a lot of time writing about client hesitations. Why? Because they\u2019re abundant! And you will deal with them on \",/*#__PURE__*/e(\"em\",{children:\"every single project.\"})]}),/*#__PURE__*/e(\"p\",{children:\"They\u2019re impossible to avoid. But they aren\u2019t impossible to overcome\u2026with the right tactics \uD83D\uDE0F\"}),/*#__PURE__*/e(\"p\",{children:\"Something that regularly prevents architects from progressing and adopting new methods is the belief that we are (very) different. We believe that no other industry is like ours. Architecture issues aren\u2019t just unique - they\u2019re unprecedented, right? No other industry faces the same hurdles as architects.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"That train of thought is a bunch of bologna.\"}),\" It hurts the industry. And it prevents us from learning from the success of other companies that \u201Cdon\u2019t understand\u201D what it\u2019s like to work in architecture.\"]}),/*#__PURE__*/e(\"p\",{children:\"I\u2019ve detailed cars, waited tables, shadowed neurologists, built websites, designed skyscrapers, sold software, and written a boatload of content. Every experience can relate back to architecture in some way (and vice versa). There\u2019s so much to be learned if we open our minds and consider what we have to learn from those outside of architecture.\"}),/*#__PURE__*/t(\"p\",{children:[\"Last week I wrote about \",/*#__PURE__*/e(i,{href:\"https://read.tylertactics.com/posts/tt-059-nike-ikea-architecture-clients\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Nike and IKEA\"})}),\". This week, it\u2019s \",/*#__PURE__*/e(i,{href:\"https://www.notion.so/Spotify-Freemium-89903b8135364687b72368d613d40285?pvs=21\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Spotify\"})}),\".\"]}),/*#__PURE__*/e(\"h2\",{children:\"Spotify squashes hesitation\"}),/*#__PURE__*/e(\"p\",{children:\"The architectural journey is an intimate one. Clients are about to embark on a significant financial and emotional investment, and naturally, they seek reassurance every step of the way. Their hesitation is natural and expected:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"They love your work, but can't quite envision how your design style will suit their needs.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"They're excited about the possibilities but are intimidated by the scale of the financial commitment.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"They're ready for a change but anxious about the disruption to their daily lives or business operations.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"It's a critical impasse that demands a strategic approach.\"}),/*#__PURE__*/t(\"p\",{children:[\"Your favorite music and podcast streamer, \",/*#__PURE__*/e(i,{href:\"https://www.notion.so/Spotify-Freemium-89903b8135364687b72368d613d40285?pvs=21\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Spotify\"})}),\", navigates these hesitancies well.\"]}),/*#__PURE__*/e(\"p\",{children:\"\u201CNot sure if we\u2019re the right fit? Try us for free and see for yourself!\u201D\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,h6PWrjHbOJwSuH7dDUSfq4HMKVw.png\",\"data-framer-height\":\"650\",\"data-framer-width\":\"1080\",height:\"325\",src:\"https://framerusercontent.com/images/h6PWrjHbOJwSuH7dDUSfq4HMKVw.png\",srcSet:\"https://framerusercontent.com/images/h6PWrjHbOJwSuH7dDUSfq4HMKVw.png?scale-down-to=512 512w,https://framerusercontent.com/images/h6PWrjHbOJwSuH7dDUSfq4HMKVw.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/h6PWrjHbOJwSuH7dDUSfq4HMKVw.png 1080w\",style:{aspectRatio:\"1080 / 650\"},width:\"540\"}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s a try before you buy situation. By providing users with a free tier service, they give a taste of what's on offer - enough to enjoy but with the knowledge that there's more, should they choose to commit. And many do.\"}),/*#__PURE__*/e(\"p\",{children:\"Don\u2019t worry, I\u2019m not here to suggest that you give away anything for free. That would go against everything I preach relative to the value of architects. But there is still a lot to be learned here.\"}),/*#__PURE__*/e(\"h2\",{children:\"Why does freemium work so well?\"}),/*#__PURE__*/e(\"p\",{children:\"We humans love trial experiences. They reduce our fear of buyer\u2019s remorse and provide us with a sense of ownership and engagement. And there are a few cognitive biases at play:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Endowment Effect\"}),\": People ascribe more value to things merely because they own them. In the context of 'try before you buy,' once customers feel a sense of ownership, even temporarily, they are more inclined to purchase because they place a higher value on the item or service.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"loss-aversion-3-ways-to-win-more-architecture-clients\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"AbnOVCNiA\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\"Loss Aversion\"})})}),\": People prefer to avoid losses opposed to acquire equivalent gains. In the context of a free trial, the idea of losing access to a service after becoming accustomed to it can be a powerful motivator to subscribe or purchase.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Sunk Cost Fallacy\"}),\": The inclination to continue something once an investment in money, effort, or time has been made. Although not exactly 'sunk' in the context of free trials, the time or effort put into using the free service can compel the user to pay so that they are able to continue use.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"How can architects adapt Spotify\u2019s freemium model to their own client work?\"}),/*#__PURE__*/e(\"h2\",{children:\"Low-cost, high-value offer\"}),/*#__PURE__*/e(\"p\",{children:\"Most firms don\u2019t offer hesitant clients a way to test the waters. You\u2019re either in or you\u2019re out. But hesitancy isn\u2019t a sign of a bad client - it\u2019s a sign of a logical thinker. And offering them a way to get their foot in the door can increase revenue and win rates.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,3epQHt1zOqJ6k6CZuGTX2ge1k.png\",\"data-framer-height\":\"1024\",\"data-framer-width\":\"1792\",height:\"512\",src:\"https://framerusercontent.com/images/3epQHt1zOqJ6k6CZuGTX2ge1k.png\",srcSet:\"https://framerusercontent.com/images/3epQHt1zOqJ6k6CZuGTX2ge1k.png?scale-down-to=512 512w,https://framerusercontent.com/images/3epQHt1zOqJ6k6CZuGTX2ge1k.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/3epQHt1zOqJ6k6CZuGTX2ge1k.png 1792w\",style:{aspectRatio:\"1792 / 1024\"},width:\"896\"}),/*#__PURE__*/e(\"p\",{children:\"I call it an LCHV (low-cost, high-value) offer. How does it work?\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Pinpoint the hesitation:\"}),\" Identify the moment or point of hesitation among your prospective clients. Is it visualizing the outcome? Securing a permit? Understanding the architecture process?\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Identify the first step:\"}),\" Once you know the moment of hesitation, then identify the first step to mitigating that hesitation. For example, if it\u2019s visualizing the outcome then the first step might be renderings or conceptual design diagrams. Offer this as a first step for a fraction of the cost of the total project (but still enough to ensure profitability).\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Overdeliver your value:\"}),\" This is your opportunity to showcase your expertise and offer an incredible client experience. Over-communicate. Over-research. Over-deliver. Turn that small commitment into an oh-so-obvious big commitment.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s worth noting that \u201Clow-cost\u201D is relative. If your average fee is $50k, the $3k - $5k is low-cost. If your average fee is $1MM, low-cost might be $50k.\"}),/*#__PURE__*/e(\"p\",{children:\"Here are some LCHV examples to drive home my point:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Scenario:\"}),\" Residential remodel\"]}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Moment of hesitation:\"}),\" A client can't visualize how a modern design would suit their century-old home.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"LCHV:\"}),\" A $3,000 feasibility study that includes a historical evaluation, zoning analysis, and preliminary design options.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Prove value:\"}),\" The study tells the past and future story of the home, guarantees permit approval, and includes some basic renderings along with the preliminary design.\"]})})]})]}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Scenario:\"}),\" New commercial development\"]}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Moment of hesitation:\"}),\" A developer is unsure how to maximize the potential of a newly acquired lot.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"LCHV:\"}),\" A zoning and market analysis for $10,000 that includes a review of local demand, zoning restrictions, and optimal building orientation.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Prove value:\"}),\" The analysis confirms the lot's potential, reveals a creative solution to increase leasing revenue, and also positions your firm as the expert to realize it (cue \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"transformation-statement-how-to-differentiate-your-architecture-firm\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"MCy6KEz3T\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"transformation statement\"})}),\").\"]})})]})]}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Scenario:\"}),\" Public facility upgrade\"]}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Moment of hesitation:\"}),\" The committee is divided on how an upgrade can modernize their facility without disrupting services.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"LCHV:\"}),\" A $1,500 logistical analysis that sketches out the project timeline, phases, and temporary solutions for ongoing operations.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Prove value:\"}),\" The analysis is presented using clear and visual diagrams (thank you, design chops) that also elaborate on the ROI of more efficient operations.\"]})})]})]})]}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"Steal Spotify\u2019s brilliant squasher of client hesitancy. Embracing the 'try before you buy' approach can revolutionize your client relationships. By learning from Spotify, we're reminded that sometimes the best way to move forward is to allow our clients to sample our expertise, reassuring them that their investment is well-placed.\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Pinpoint the hesitation\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Identify the first step and turn that into an LCHV\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Overdeliver on your value\"})})]})]});export const richText12=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Nike has certainly figured out how to attract their customers in the best way possible. If you\u2019re in their market, it\u2019s like they know how to speak right to your soul. They know how to make you proud to wear the swoosh. But what can architects learn from Nike?\"}),/*#__PURE__*/e(\"p\",{children:\"There\u2019s an age-old dilemma for architects: balancing between a signature style and catering to the client\u2019s distinct preferences.\"}),/*#__PURE__*/e(\"p\",{children:\"And it\u2019s only becoming more difficult with an increasing demand for individuality all around us. Nearly anything can be customized. In fact, you\u2019re probably noticing a growing desire for clients to be more involved in the design process (thanks, HGTV and Pinterest\u2026).\"}),/*#__PURE__*/e(\"p\",{children:\"How does this relate to attracting high-quality clients? Two ways:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Client satisfaction:\"}),\" You want your work to deeply resonate with your clients while simultaneously solving their unique challenges. If that happens, they are more likely to (1) return as a repeat customer and (2) refer more clients to you. These are the easiest projects to win because they require much less cost and effort from the firm relative to other methods.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Client experience:\"}),\" As you communicate with prospects and move them through your \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"conversion-engine-optimizing-4-key-moments-of-architecture-client-conversion\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"WkpaHwadx\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"conversion engine\"})}),\", you want your client experience to sound attractive to them. Prospects want to understand and be involved in the process of your work. If you can make these clear to them in your negotiation, you\u2019re more likely to win their business.\"]})})]}),/*#__PURE__*/e(\"h2\",{children:\"Nike gets personal\"}),/*#__PURE__*/e(\"p\",{children:\"So what\u2019s the solution? How do you maintain your autonomy while speaking to every client\u2019s personal taste (and keep them coming back for more)? Let\u2019s take another look at Nike.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,1ybtQmqlnDDBcnGTN5QOZoqmJ60.gif\",\"data-framer-height\":\"876\",\"data-framer-width\":\"1160\",height:\"438\",src:\"https://framerusercontent.com/images/1ybtQmqlnDDBcnGTN5QOZoqmJ60.gif\",srcSet:\"https://framerusercontent.com/images/1ybtQmqlnDDBcnGTN5QOZoqmJ60.gif?scale-down-to=512 512w,https://framerusercontent.com/images/1ybtQmqlnDDBcnGTN5QOZoqmJ60.gif?scale-down-to=1024 1024w,https://framerusercontent.com/images/1ybtQmqlnDDBcnGTN5QOZoqmJ60.gif 1160w\",style:{aspectRatio:\"1160 / 876\"},width:\"580\"}),/*#__PURE__*/t(\"p\",{children:[\"Nike understands the demand for personalization. That\u2019s why they introduced \",/*#__PURE__*/e(i,{href:\"https://www.nike.com/w/nike-by-you-shoes-6ealhzy7ok?cp=86811838581_search_-make%20your%20own%20nikes-g-19646935583-146613626580-e-c---656974691986-aud-900560877264:kwd-3124761067-9009973&gclid=Cj0KCQjw4vKpBhCZARIsAOKHoWTbJHVuMUvCUN0RWwacwHhDZ-_L9uDXv1PmjBbdcKsK8FG6NWdupB0aAiB3EALw_wcB&gclsrc=aw.ds\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"NIKEiD\"})}),\", which allows customers to design their sneakers by choosing colors, materials, and even personal messages. (Side note: It\u2019s pretty fun and addicting to \",/*#__PURE__*/e(i,{href:\"https://www.nike.com/w/nike-by-you-shoes-6ealhzy7ok?cp=86811838581_search_-make%20your%20own%20nikes-g-19646935583-146613626580-e-c---656974691986-aud-900560877264:kwd-3124761067-9009973&gclid=Cj0KCQjw4vKpBhCZARIsAOKHoWTbJHVuMUvCUN0RWwacwHhDZ-_L9uDXv1PmjBbdcKsK8FG6NWdupB0aAiB3EALw_wcB&gclsrc=aw.ds\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"try out\"})}),\".)\"]}),/*#__PURE__*/e(\"p\",{children:\"NIKEiD has not only increased sales but it has also fostered a deeper connection between the brand and the customer.\"}),/*#__PURE__*/e(\"h2\",{children:\"IKEA effect\"}),/*#__PURE__*/e(\"p\",{children:\"But it\u2019s important to understand the mechanism. Why does it work so well?\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,Z9K0507T51XZkMnbpeOqy9mSdVk.png\",\"data-framer-height\":\"1024\",\"data-framer-width\":\"1792\",height:\"512\",src:\"https://framerusercontent.com/images/Z9K0507T51XZkMnbpeOqy9mSdVk.png\",srcSet:\"https://framerusercontent.com/images/Z9K0507T51XZkMnbpeOqy9mSdVk.png?scale-down-to=512 512w,https://framerusercontent.com/images/Z9K0507T51XZkMnbpeOqy9mSdVk.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/Z9K0507T51XZkMnbpeOqy9mSdVk.png 1792w\",style:{aspectRatio:\"1792 / 1024\"},width:\"896\"}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s called the IKEA effect. When individuals invest time and creativity into customizing a product, they inherently value it more. So if you\u2019ve ever wondered why IKEA makes you build everything after you buy it, now you know. It\u2019s because you feel more invested in the outcome and more likely to love it (you built it, after all).\"}),/*#__PURE__*/e(\"p\",{children:\"The same principal can be applied to architecture. Your work is a personal statement, a manifestation of your expertise and the client\u2019s vision.\"}),/*#__PURE__*/e(\"p\",{children:\"That is, as long as long as the client feels involved\u2026\"}),/*#__PURE__*/e(\"h2\",{children:\"It\u2019s time for architects to get personal\"}),/*#__PURE__*/e(\"p\",{children:\"Don\u2019t worry, I\u2019m not suggesting that we hand the reins over to our clients. I think we all know that wouldn\u2019t end well.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"But it is absolutely crucial for them to \"}),/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"feel\"})}),/*#__PURE__*/e(\"strong\",{children:\" involved in the process if you want to create a compelling customer experience suited for today\u2019s clients.\"})]}),/*#__PURE__*/e(\"p\",{children:\"Here are 5 ways architects can borrow from the success of Nike and IKEA:\"}),/*#__PURE__*/e(\"h3\",{children:\"01 // Interactive design workshops:\"}),/*#__PURE__*/e(\"p\",{children:\"These are particularly effective if you\u2019re designing public spaces like parks and other communal spaces. Host sessions where the community can play an active role in brainstorming and conceptualizing. Use digital tools to let them visualize their ideas.\"}),/*#__PURE__*/e(\"h3\",{children:\"02 // Customizable design elements:\"}),/*#__PURE__*/e(\"p\",{children:\"Great for both residential and commercial architects. Offer a range of materials, finishes, and modular elements that clients can mix and match according to their preferences.\"}),/*#__PURE__*/e(\"p\",{children:\"Note: If you\u2019re worried about opening Pandora\u2019s Box to unlimited choices, then limit their choices to 3 of your recommendations.\"}),/*#__PURE__*/e(\"h3\",{children:\"03 // Feedback tools and sessions:\"}),/*#__PURE__*/t(\"p\",{children:[\"Give clients an opportunity to \u201Cmark up\u201D concepts. Platforms like \",/*#__PURE__*/e(i,{href:\"https://www.morpholioapps.com/\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Morpholio\"})}),\" allow clients to interact directly with designs, providing immediate feedback. Then be sure to show them how you incorporated their comments into the final design.\"]}),/*#__PURE__*/e(\"h3\",{children:\"04 // Explore pre-fab and modular options:\"}),/*#__PURE__*/e(\"p\",{children:\"There\u2019s a reason why you may have noticed more competition from \u201Cnon-architect\u201D businesses that offer pre-fab and modular options. Aside from being affordable and fast, they also tend to involve the client much more than a traditional architect-led process.\"}),/*#__PURE__*/e(\"p\",{children:\"Are there ways you can incorporate the same flexibility into your business? Maybe it\u2019s an ADU upsell for residential clients or a pop-up shop design for commercial clients.\"}),/*#__PURE__*/e(\"h3\",{children:\"05 // Client-centered portfolios:\"}),/*#__PURE__*/t(\"p\",{children:[\"Instead of just showcasing your past work, create case studies that highlight the collaborative process with each client, demonstrating your adaptability. Remember, you want to \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"sidekicks-how-to-frame-architecture-clients-as-the-hero\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"y6mz5f9Or\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"be the sidekick\"})}),\" of the story.\"]}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"We are in an era where personalization is not just preferred but expected. As an industry, we have to adapt and roll with the punches. And thankfully we have billion-dollar companies like Nike that have already shown us the way.\"}),/*#__PURE__*/e(\"p\",{children:\"Embracing a collaborative, customizable approach to architectural design is more than just a trend\u2014it's a path to deeper client satisfaction with a new swath of potential clients.\"}),/*#__PURE__*/e(\"p\",{children:\"Consider adding these to your business plan and client experience:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Interactive design workshops\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Customizable design elements\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Feedback tools and sessions\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Pre-fab and modular options\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Client-centered portfolios\"})})]})]});export const richText13=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"So you\u2019re sitting at your computer browsing an architecture news site\u2026reading\u2026scrolling\u2026reading\u2026scrolling\u2026then\u2026\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"BOOM!\"})}),/*#__PURE__*/e(\"p\",{children:\"You\u2019re hit with a pop-up to download an industry report for free. It promises, \u201C7 Design Strategies from Award-Winning Firms.\u201D Will you download it? Probably. (I would!)\"}),/*#__PURE__*/e(\"p\",{children:\"But you\u2019ve experienced this in other ways too. Entering your email to get the results of your personality test, for example. Or putting in your phone number to get that 10% off coupon from one of your favorite clothing brands.\"}),/*#__PURE__*/t(\"p\",{children:[\"Without even realizing it, you become a lead in the \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"conversion-engine-optimizing-4-key-moments-of-architecture-client-conversion\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"WkpaHwadx\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"conversion engine\"})}),\" of another business. Why? Because you signaled that you\u2019re interested in a service or product.\"]}),/*#__PURE__*/e(\"p\",{children:\"Digital platforms like your firm\u2019s website or social media channels are also attracting visitors. But are they staying? Are they engaged? And, more importantly, are they turning into valuable leads?\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Probably not. Let\u2019s fix that with lead magnets.\"})}),/*#__PURE__*/e(\"p\",{children:\"A lead magnet is that delicious freebie that high-value website visitors just can\u2019t resist.\"}),/*#__PURE__*/e(\"p\",{children:\"And they\u2019re a win-win situation that taps into the principle of reciprocity. Visitors receive something valuable for free and, in return, you get their contact details. In doing so, you create a sense of favor in your visitor\u2019s mind, making them more inclined to engage further.\"}),/*#__PURE__*/e(\"p\",{children:\"That\u2019s why lead magnets have been shown to increase leads by up to 85% \uD83D\uDC40\"}),/*#__PURE__*/e(\"h2\",{children:\"4 steps to a stellar lead magnet\"}),/*#__PURE__*/e(\"p\",{children:\"But here\u2019s the deal: we want to get you more than just a lead.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Let\u2019s get you a high-value prospect that is ready to talk to an architect right now.\"})}),/*#__PURE__*/e(\"p\",{children:\"To do that, we need a stellar lead magnet.\"}),/*#__PURE__*/e(\"h3\",{children:\"01 // Pick a relevant topic\"}),/*#__PURE__*/t(\"p\",{children:[\"Impact lies in relevance. But we don\u2019t just want relevance for \",/*#__PURE__*/e(\"em\",{children:\"any website visitor\"}),\", we want relevance for \",/*#__PURE__*/e(\"em\",{children:\"a future client\"}),\". Think about questions, concerns, or challenges that may be part of the process of your client\u2019s project.\"]}),/*#__PURE__*/e(\"p\",{children:\"For example, a lead magnet that focuses on 10 different architectural styles may grab attention, but it doesn\u2019t signal that someone is thinking about beginning a project.\"}),/*#__PURE__*/e(\"p\",{children:\"Conversely, choose a topic that signals upcoming action or intent. For example:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"10 questions to ask your architect before signing a contract\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Budgeting your build to get the most out of your investment\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Costly code violations to avoid\"})})]}),/*#__PURE__*/e(\"p\",{children:\"When a visitor downloads one of these, they are considering a future project with an architect.\"}),/*#__PURE__*/e(\"h3\",{children:\"02 // Format it\"}),/*#__PURE__*/e(\"p\",{children:\"Now that you\u2019ve landed on a relevant topic, you want to serve it in an easily digestible way. Make it scannable, fast, and effective.\"}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s 7 formats to consider:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Templates:\"}),\" Ready-made structures that streamline a particular task or process.\"]}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"For example: \",/*#__PURE__*/e(\"em\",{children:\"a project timeline\"}),\", \",/*#__PURE__*/e(\"em\",{children:\"budgeting spreadsheet\"}),\", or \",/*#__PURE__*/e(\"em\",{children:\"room layout planner\"}),\".\"]})})})]}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Guides:\"}),\" Comprehensive resources that delve deep into a particular subject, providing clarity and direction.\"]}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"For example: \",/*#__PURE__*/e(\"em\",{children:\"a materials selection guide\"}),\", \",/*#__PURE__*/e(\"em\",{children:\"sustainability practices\"}),\", or \",/*#__PURE__*/e(\"em\",{children:\"client-architect communication guide\"}),\".\"]})})})]}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Checklists:\"}),\" Step-by-step lists that ensure nothing is missed, making complex tasks more manageable.\"]}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"For example: \",/*#__PURE__*/e(\"em\",{children:\"pre-construction checklist\"}),\", \",/*#__PURE__*/e(\"em\",{children:\"design phase essentials\"}),\", or \",/*#__PURE__*/e(\"em\",{children:\"permit acquisition list\"}),\".\"]})})})]}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Courses:\"}),\" Structured learning modules that educate the audience on a specific topic over a set duration.\"]}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"For example: \",/*#__PURE__*/e(\"em\",{children:\"design fundamentals course\"}),\", \",/*#__PURE__*/e(\"em\",{children:\"avoiding common mistakes\"}),\", or \",/*#__PURE__*/e(\"em\",{children:\"green building practices course\"}),\".\"]})})})]}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Reports (Statistics):\"}),\" Data-driven documents that provide insights on trends, benchmarks, or specific industry knowledge.\"]}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"For example: \",/*#__PURE__*/e(\"em\",{children:\"annual industry trends (for your market)\"}),\", \",/*#__PURE__*/e(\"em\",{children:\"client satisfaction metrics\"}),\", or \",/*#__PURE__*/e(\"em\",{children:\"sustainable building stats\"}),\".\"]})})})]}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Inspirational files:\"}),\" Collections of designs, ideas, or visuals meant to inspire and ignite creativity.\"]}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"For example: \",/*#__PURE__*/e(\"em\",{children:\"modern home designs\"}),\", \",/*#__PURE__*/e(\"em\",{children:\"eco-friendly office spaces\"}),\", or \",/*#__PURE__*/e(\"em\",{children:\"adaptive reuse projects\"}),\".\"]})})})]}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Webinars:\"}),\" Live or pre-recorded online sessions focused on educating, discussing, or presenting a particular topic.\"]}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"For example: \",/*#__PURE__*/e(\"em\",{children:\"energy-saving materials\"}),\", \",/*#__PURE__*/e(\"em\",{children:\"architect-client best practices\"}),\", or \",/*#__PURE__*/e(\"em\",{children:\"choosing the right GC\"}),\".\"]})})})]})]}),/*#__PURE__*/e(\"h3\",{children:\"03 // Overdeliver\"}),/*#__PURE__*/e(\"p\",{children:\"Think of this as your first impression. Your lead magnet should go the extra mile. Nothing is worse than a disappointing lead magnet - it soils the relationship before it ever begins.\"}),/*#__PURE__*/e(\"p\",{children:'Offer that extra layer of detail, that added touch of insider knowledge. Make them think, \"If this is what they offer for free, their paid service must be amazing!\" '}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s some examples from the three ideas in step 1:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"10 Questions to Ask Your Architect Before Signing a Contract:\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\"Bonus Material:\"}),\" Include a printable checklist of these questions, making it handy for clients during meetings.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\"Insider Insight:\"}),\" Add a section with answers an architect might provide, giving prospects an idea of what to expect.\"]})})]})]}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Budgeting Your Build to Get the Most Out of Your Investment:\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\"Comparison Chart:\"}),\" Showcase a side-by-side comparison of where budget usually goes in traditional vs. sustainable building projects.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\"Expert Recommendations:\"}),\" Provide a list of cost-saving tips and where it's worth splurging for long-term benefits.\"]})})]})]}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Costly Code Violations to Avoid:\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\"Real-life Case Studies:\"}),\" Share anonymized cases where overlooking specific codes led to hefty fines or redesigns.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\"Visual Aids:\"}),\" Use diagrams or infographics to depict common areas in a structure where violations often occur.\"]})})]})]})]}),/*#__PURE__*/e(\"h3\",{children:\"04 // Upsell\"}),/*#__PURE__*/t(\"p\",{children:[\"Strike while the iron is hot. Once your audience is engaged, make it easy for them to take the next step. Whether that's booking a consultation, a premium piece of content, or even attending an event you're hosting. Keep them moving through the \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"conversion-engine-optimizing-4-key-moments-of-architecture-client-conversion\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"WkpaHwadx\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"conversion engine\"})}),\".\"]}),/*#__PURE__*/e(\"p\",{children:\"For example:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Include a calendar link so they can book a meeting with you.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Offer a discounted consult or virtual site visit.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Present a form where they can ask you any question and get an answer back within a day (to open the conversation).\"})})]}),/*#__PURE__*/e(\"h3\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"The digital realm is teeming with potential clients, waiting for the right nudge. Use lead magnets to capture more future clients.\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Pick a relevant topic\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Format it\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Overdeliver\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Upsell\"})})]})]});export const richText14=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"When you meet with a prospective client, there\u2019s often a gap in understanding.\"}),/*#__PURE__*/e(\"p\",{children:\"Prospects enter conversations with fears, concerns, misconceptions, and skepticism. About what? To be fair, there are a lot of factors - process, costs, timelines, feasibility, and more.\"}),/*#__PURE__*/e(\"p\",{children:\"This gap can hinder communication and prevent a client from choosing to work with you.\"}),/*#__PURE__*/e(\"p\",{children:\"So how can you close the gap?\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Be direct and label the emotions.\"})}),/*#__PURE__*/e(\"p\",{children:\"Labeling is simply acknowledging emotions or concerns. It requires you to tune into the underlying feelings and apprehensions of your prospects so that you can address them directly.\"}),/*#__PURE__*/e(\"p\",{children:\"And it\u2019s very powerful. Labeling will help to:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Build trust\"}),\": Addressing the client's emotions shows you're not just focused on the project but also their satisfaction. This strengthens trust, vital for a successful relationship.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Clarify misconceptions\"}),\": Labeling helps you identify and tackle any misunderstandings the client might have, ensuring both of you are on the same page.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Facilitate open communication\"}),\": When clients feel understood, they're more likely to communicate openly and collaborate with you effectively.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Tailor solutions\"}),\": Understanding the client's concerns allows you to adjust your designs to meet their specific needs.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"So how can you start labeling today? Here are the 4 simple and repeatable steps:\"}),/*#__PURE__*/e(\"h3\",{children:\"01 // Listen actively\"}),/*#__PURE__*/e(\"p\",{children:\"Before you can label emotions, you need to genuinely listen to your prospect. Pay attention to their tone, choice of words, and body language.\"}),/*#__PURE__*/e(\"p\",{children:'For example, if a prospect says, \"I\\'ve heard that building renovations can be really expensive,\" they might be expressing concern about the budget.'}),/*#__PURE__*/e(\"h3\",{children:\"02 // Make a neutral observation\"}),/*#__PURE__*/e(\"p\",{children:\"Frame your labels as neutral observations rather than direct statements. Use phrases like \u201CIt seems like\u2026\u201D or \u201CIt sounds like\u2026\u201D to neutralize your thoughts.\"}),/*#__PURE__*/e(\"p\",{children:'Instead of saying, \"You\\'re worried about the cost,\" you might say, \"It sounds like you have some concerns about the budget.\"'}),/*#__PURE__*/e(\"h3\",{children:\"03 // Pause and wait\"}),/*#__PURE__*/e(\"p\",{children:\"After labeling the emotion, pause and give the prospect a moment to respond. For instance, after mentioning their budget concerns, wait for them to elaborate or clarify their position.\"}),/*#__PURE__*/e(\"p\",{children:\"This is important - you don\u2019t want to keep speaking. You want to give them space to respond so that you can best understand their feelings.\"}),/*#__PURE__*/e(\"h3\",{children:\"04 // Reinforce understanding\"}),/*#__PURE__*/t(\"p\",{children:[\"If the prospect agrees or provides more details, reinforce your understanding. I\u2019ve found one of the most powerful ways to do this is with the \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"ffff-framework-how-to-use-empathy-with-clients-as-an-architect\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"aFGMbUoN8\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"FFFF framework\"})}),\".\"]}),/*#__PURE__*/e(\"p\",{children:'For example, \"I understand that budget can feel concerning. I\u2019ve spoken to a lot of business owners that felt the same way. What they found is that their business grows much faster once the work is complete. How are you hoping that this project impacts your business?\"'}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"Acknowledge and address emotions to help build trust and bridge the gap of misunderstanding between you and your prospective client. In order to label client emotions:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Listen actively\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Make a neutral observation\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Pause and wait\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Reinforce understanding\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Reply with any questions!\"})]});export const richText15=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Every architecture firm knows the challenge. In the vast sea of potential projects, how do you ensure that your firm is visible to the right clients at precisely the right moment?\"}),/*#__PURE__*/e(\"p\",{children:\"We know they\u2019re there.\"}),/*#__PURE__*/e(\"p\",{children:\"But how do we find them?\"}),/*#__PURE__*/e(\"h3\",{children:\"Cold outreach conundrum\"}),/*#__PURE__*/e(\"p\",{children:\"At any given moment, there's a multitude of opportunities available. But the age-old issue remains: either (1) avoid reaching out due to uncertainty or (2) blanket every potential lead with your pitch, hoping one sticks.\"}),/*#__PURE__*/t(\"p\",{children:[\"Considering the \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"95-5-rule-4-reasons-your-architecture-firm-needs-a-newsletter\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"qYOzep8_v\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"95:5 rule\"})}),\", where 95% of your audience isn't immediately ready to commit, the traditional cold outreach method will not be the most effective.\"]}),/*#__PURE__*/e(\"p\",{children:\"Don\u2019t get me wrong - I\u2019m a big fan of cold outreach. And you should be too. But there\u2019s a difference between \u201Cice cold, frozen tundra\u201D outreach and \u201CI think I smell Spring in the air\u201D outreach.\"}),/*#__PURE__*/e(\"p\",{children:\"Cold outreach is better when it\u2019s not so\u2026cold.\"}),/*#__PURE__*/e(\"h3\",{children:\"Trigger warnings\"}),/*#__PURE__*/e(\"p\",{children:\"Rather than waiting in the wings or approaching clients haphazardly, the key is to recognize the triggers that often precede the need for architectural services.\"}),/*#__PURE__*/e(\"p\",{children:\"Think about it:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"A tech startup just secured substantial venture funding. That's your cue \u2013 they may be considering expanding or creating a modern workspace reflective of their brand.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Or a family in your community has recently purchased a large plot of land. This could indicate their interest in building a custom-designed home.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"By identifying such triggers, you can approach prospects when your services are most relevant. How do you identify and act on the best triggers? Glad you asked \uD83D\uDE0F\"}),/*#__PURE__*/e(\"h3\",{children:\"01 // Identify preludes, challenges, and campaigns\"}),/*#__PURE__*/t(\"p\",{children:[\"The first step is understanding what actions, changes, or \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"pain-points-how-architects-identify-exactly-what-clients-need\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"y_SMOkcZG\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"challenges\"})}),\" typically precede your services. This means you\u2019ll want to dive into notes from previous \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"discovery-meetings-how-architects-attract-high-quality-clients\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"BkHJ5gt0c\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"discovery calls\"})}),\" and meet with your marketing team to understand common scenarios. Here\u2019s a few questions to get you thinking:\"]}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/e(\"p\",{children:\"What events often precede a need for your expertise? For example:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Corporate shifts:\"}),\" Did a local company just merge, indicating potential rebranding or a shift in their physical space needs?\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Real Estate transactions:\"}),\" Monitor significant property purchases which often signal upcoming construction or renovation projects.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Business milestones:\"}),\" Did a local business just celebrate a landmark anniversary? They might be thinking of revamping their commercial space.\"]})})]})]}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/t(\"p\",{children:[\"What are the most \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"pain-points-how-architects-identify-exactly-what-clients-need\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"y_SMOkcZG\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"common challenges\"})}),\" that make your clients aware that they need your expertise? For example:\"]}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Space limitations:\"}),\" The growing pains of a thriving startup in a cramped office or a family outgrowing their home are genuine problems.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Outdated designs:\"}),\" Buildings that have not seen renovation in decades might be looking for a modern touch.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Under-utilized spaces:\"}),\" Businesses or families with a lot of unused land might be considering new constructions or expansions.\"]})})]})]}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/e(\"p\",{children:\"What awareness campaigns historically make your clients take notice and/or book a meeting? For example:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Website analytics:\"}),\" Track when and why potential clients are exploring your online portfolio.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Event sponsorships:\"}),\" Assess if there's an uptick in inquiries after you've sponsored or participated in local or regional events.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Advertisements:\"}),\" Check if certain ad campaigns or promotional deals have resulted in better client engagement.\"]})})]})]})]}),/*#__PURE__*/e(\"h3\",{children:\"02 // Define your triggers\"}),/*#__PURE__*/e(\"p\",{children:\"Spend some time evaluating your insights from above. Pinpoint 3-5 triggers most relevant to your firm.\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Which do you hear and see most often?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Which tend to lead you to more high-quality clients and projects?\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Residential architects should consider real estate transactions, family announcements like births or marriages, or local community developments.\"}),/*#__PURE__*/e(\"p\",{children:\"Commercial architects should keep an eye on business growth indicators, mergers, rebranding exercises, or large-scale hiring drives.\"}),/*#__PURE__*/e(\"h3\",{children:\"03 // Build trigger lists\"}),/*#__PURE__*/e(\"p\",{children:\"After identifying your triggers, it's time to start building out lists and automations that make it easier for you and your team to identify warmer opportunities.\"}),/*#__PURE__*/e(\"p\",{children:\"This is where your creativity comes in. Answer the question: What\u2019s the best way to identify a person or business in this situation? It may be public records, local news, regional events, or even marketing data.\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Research tools:\"}),\" Use public databases, local news sources, or online tools (like a \",/*#__PURE__*/e(i,{href:\"https://support.google.com/websearch/answer/4815696?hl=en\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Google search alert\"})}),\") to stay updated on these triggers.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Team effort:\"}),\" Triggers know no bounds! Whether someone is an architectural designer or a firm owner, they can be on the lookout. Ensure your entire firm knows these triggers. Knowledge is power, and with everyone on the lookout, no opportunity will be missed.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Documents or forms:\"}),\" Set up a quick and simple system that you and your team can use to record opportunities. Try a Google doc, form, or even a Notion database.\"]})})]}),/*#__PURE__*/e(\"h3\",{children:\"04 // Tailor your outreach\"}),/*#__PURE__*/e(\"p\",{children:\"Woohoo! You\u2019ve identified triggers and even built out a system to track opportunities. Now, one of your architects just reported an opportunity. What do you do?!\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Well, here\u2019s the good news: You have the knowledge and resources to create a highly tailored and customized approach.\"})}),/*#__PURE__*/e(\"p\",{children:\"Why? Because you know the trigger! And, from past experiences, you know a client\u2019s common challenges, thoughts, and desires associated with that trigger.\"}),/*#__PURE__*/t(\"p\",{children:[\"Whether you\u2019re \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"cold-calling-a-proven-script-for-architects\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"q00CtSk92\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"giving a prospect a call\"})}),\" or \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"cold-emails-5-steps-architects-use-to-get-more-replies\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"w4_xSFcUz\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"sending them an email\"})}),\", be sure to lean on the trigger to set the stage. Use the simple template of: \u201CI noticed [x], so I was wondering [y]?\u201D For example:\"]}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\"Hey Jane, I noticed your startup just secured a Series C funding round. As you plan your expansion, have you considered how your office space will reflect your brand and growth?\u201D'})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"\u201CHi Mike, I heard that you purchased that beautiful plot of land on Anderson Road. Curious if you\u2019re considering building a home?\u201D\"})})]}),/*#__PURE__*/e(\"h3\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"There\u2019s luck and then there\u2019s planning. Don\u2019t rely on luck to find your next client. Rely on planning, precision, and execution. And ensure that you are in the right place at the right time.\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Identify preludes, challenges, and campaigns\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Define your triggers\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Build trigger lists\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Tailor your outreach\"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"By understanding and acting on client triggers, your firm can be perfectly positioned, showing potential clients that you're not just any architect \u2013 you're their architect.\"})})]});export const richText16=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Does this sound familiar?\"}),/*#__PURE__*/e(\"p\",{children:\"Your desk is a mountain of project sketches, client emails, and sticky notes with half-baked ideas. You're juggling projects, but leads are slipping through the cracks. You forget to follow up on a proposal, and a hot prospect goes cold. The chaos is real. And it\u2019s not sustainable.\"}),/*#__PURE__*/e(\"p\",{children:\"You\u2019re not alone. I\u2019ve noticed most firm leaders feel the same way. Going with the flow does not work. It\u2019s ineffective and costly.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Whether your firm is 1 person or 1,000 people, there\u2019s a better way.\"})}),/*#__PURE__*/e(\"p\",{children:\"It transforms chaos into calm, confusion into clarity, and opportunities into victories.\"}),/*#__PURE__*/t(\"p\",{children:[\"Enter the opportunity (or sales) pipeline. It's a clear, structured path from first contact to signed contract (\",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"reframing-5-words-architects-should-never-say-(and-what-to-say-instead)\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"xS_Ake3rW\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"or maybe I should say \u201Cagreement\u201D\"})}),\"). And it happens after you\u2019ve identified an opportunity in your \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"lead-pipelines-how-architects-can-organize-their-client-outreach\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"grxMAWVOA\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"lead pipeline\"})}),\". No more guesswork. No more dropped prospects. Just a smooth, organized, and reliable flow that keeps opportunities moving forward.\"]}),/*#__PURE__*/e(\"h2\",{children:\"What\u2019s included in an opportunity pipeline?\"}),/*#__PURE__*/e(\"p\",{children:\"Pipelines help you stay organized, forecast future needs, and ultimately win more work with high-quality clients. In general, pipelines include each opportunity\u2019s:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Stage\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Description: Indicates where a deal is in the sales process.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Stages can be qualification, proposal, negotiation, closed won, or closed lost. I dive deeper into them below.\"})})]})]}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Priority\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Description: Shows the importance or urgency of a deal - high, medium, or low. Generally defined by how well an opportunity aligns with your firm\u2019s ICP.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"For example, high priority deals require more immediate attention and resources.\"})})]})]}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Probability\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Description: The likelihood that a deal will close successfully.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"For example, a deal in the negotiation stage will have a higher probability of closing compared to one in the qualification stage. This helps to forecast revenues and project capacity.\"})})]})]}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Start date\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Description: The day when the deal entered the pipeline.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Knowing the start date helps track the deal\u2019s progress and duration in the pipeline, which helps you better plan for future work.\"})})]})]}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Responsible party\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Description: The person or team in charge of managing and moving the deal through the pipeline.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Assigning a responsible party ensures accountability and focus on the deal. (If no one is responsible, the work won\u2019t get done.)\"})})]})]}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Associated fee\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Description: The potential revenue from the deal.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Understanding the associated fee helps in resource allocation and forecasting revenue.\"})})]})]}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Next steps\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Description: Actions required to move the deal to the next stage in the pipeline.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"For example, a deal in the proposal stage requires awaiting client feedback or making adjustments to the proposal.\"})})]})]})]}),/*#__PURE__*/e(\"h2\",{children:\"How do architects manage opportunity stages?\"}),/*#__PURE__*/e(\"p\",{children:\"Each firm may have different stages that they use for organizing their opportunity pipeline depending on their market. However, unless a firm has a unique use case, these are 5 common stages:\"}),/*#__PURE__*/e(\"h3\",{children:\"01 // Qualification\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Parameters:\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Initial contact has been made and a project exists.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"The project seems like a good fit but may need \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"discovery-meetings-how-architects-attract-high-quality-clients\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"BkHJ5gt0c\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"further evaluation\"})}),\".\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"The client has the budget and intention to proceed.\"})})]})]}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Example Situation:\"})}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"An architecture firm is contacted by a potential client looking to design a new residential building. 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The firm and the client engage in discussions to finalize the details.\"})})})]}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Next Steps:\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Finalize the contract with agreed terms.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Prepare the team and resources for the project commencement.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Move to closed won upon agreement.\"})})]})]})]}),/*#__PURE__*/e(\"h3\",{children:\"04 // Closed Won\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Parameters:\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Agreement on all terms and conditions.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Contract is signed.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Project is scheduled to commence.\"})})]})]}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Example Situation:\"})}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Both parties agree on the final terms, and the client signs the contract, officially commissioning the project to the firm.\"})})})]}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Next Steps:\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Initiate the project as per the schedule.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Ensure smooth communication and project execution.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Deliver the project successfully and ensure client satisfaction.\"})})]})]})]}),/*#__PURE__*/e(\"h3\",{children:\"05 // Closed Lost\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Parameters:\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"The client decides not to proceed.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"The firm and client could not agree on terms or the client signs with a competitor.\"})})]})]}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Example Situation:\"})}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Despite negotiations, the client and firm could not agree on certain aspects, leading the client to choose another firm for their project.\"})})})]}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Next Steps:\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Understand the reasons for the loss.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Gather feedback for improvement.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Refine the sales and proposal process for future opportunities.\"})})]})]})]}),/*#__PURE__*/e(\"h2\",{children:\"What tools can architects use to manage pipelines?\"}),/*#__PURE__*/e(\"p\",{children:\"At this point you\u2019re probably thinking that this seems like a lot of work. In reality, you need to choose which tool to use, set it up one time, and then ensure that your team knows how to use it. It\u2019s a low lift and high reward investment (which is your favorite investment, right?!).\"}),/*#__PURE__*/t(\"p\",{children:[\"Some pipelines can be managed within CRM tools. Others may require a separate subscription. Almost all offer a \",/*#__PURE__*/e(i,{href:\"https://en.wikipedia.org/wiki/Kanban_(development)\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Kanban Board\"})}),\" style to visually represent the pipeline. And, if you prefer the manual route, spreadsheets are always an option! Here\u2019s 4 tools that I\u2019ve used in the past (and present) to manage pipelines:\"]}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(i,{href:\"https://www.pipedrive.com/en\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Pipedrive\"})}),\": Basic and easy-to-use with limited features.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(i,{href:\"https://www.hubspot.com/\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Hubspot\"})}),\": A bit of effort to set up but very powerful and relatively intuitive. This is my personal favorite. (It also has a free option.)\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(i,{href:\"https://www.salesforce.com/\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Salesforce\"})}),\": Robust with endless customizations and reporting. However, it typically requires the expertise of a sales operations professional to set up and manage properly.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(i,{href:\"https://www.google.com/sheets/about/\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Google Sheets\"})}),\": If your budget is tight and you have time for some manual effort, then you can build your own pipeline using a spreadsheet.\"]})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"Note: None of these are affiliate links. They're just tools I've used or continue to use.\"})}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"An opportunity (or sales) pipeline will help you organize prospective projects and increase win rates.\"}),/*#__PURE__*/e(\"p\",{children:\"To build an effective pipeline, address these three questions:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"What details will you include?\"}),\" I recommend stage, priority, probability, start date, responsible party, associated fee, and next steps as a baseline.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"How will you organize opportunity stages?\"}),\" I recommend qualification, proposal, negotiation, closed won, and closed loss as a baseline.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"What tool will you use to manage your pipeline?\"}),\" My personal favorite is \",/*#__PURE__*/e(i,{href:\"https://www.hubspot.com/\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"HubSpot\"})}),\" but there are plenty of other options to explore, as well.\"]})})]})]});\nexport const __FramerMetadata__ = {\"exports\":{\"richText3\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"richText11\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"richText9\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"richText14\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"richText1\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"richText15\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"richText\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"richText7\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"richText10\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"richText2\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"richText5\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"richText13\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"richText6\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"richText4\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"richText12\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"richText8\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"richText16\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"__FramerMetadata__\":{\"type\":\"variable\"}}}"],
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