Why Clients Compare You On Fee

One of the questions I'm asked most often is, "Why are we always being compared on price?"

My answer is usually the same.

If a client can't see a meaningful difference between two practices, they'll naturally start comparing something else. More often than not, that's the fee.

I don't think it's because clients are trying to find the cheapest architect. I think it's because they don't have enough information to judge value in any other way.

I've seen practices spend weeks refining proposals, presentations and fee structures, hoping they'll tip the balance.

Sometimes they do.

More often, I think the real issue started much earlier.

If your positioning isn't clear, your proposal ends up looking remarkably similar to everyone else's. And when that happens, clients begin comparing numbers instead of ideas.

This is why I believe positioning matters so much.

When clients understand what makes your practice different, who it's best suited to and why your approach is worth paying for, the conversation changes.

That doesn't mean price disappears.

It simply stops being the only thing they have to compare.

Chat soon,

B