Architecture school never showed me how to sell.
Neither did I learn how to date or find a woman, I did it myself, the hard way.
I mean, making a lot of mistakes, and learning from each one of them.
Failure is the frame, not the picture.
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Actually, selling can be harder than dating, if you don’t know how to play the rules.
Let me explain it….
Let’s say you're a talented architect, armed with a creative vision and a burning desire to make your mark on the world.
You pour your heart and soul into every design, but there's one crucial skill that can make or break your success:
Selling.
But selling it’s not your main skill.
Actually, you hate it.
Don’t you?
Neither was my primary skill when I started Bamboo Arquitectura (my own architecture business), until I read a game-changing book that transformed my architectural career.
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Sell or Be Sold
"Sell or Be Sold" by Grant Cardone is a sales book that showed me the importance of mastering sales skills to succeed in any profession, but especially in architecture, where everyone was too focused on design.
It provides practical advice, strategies, and techniques for becoming an effective salesperson and improving overall communication skills.
🤔 Something I wish architecture school have taught me years before, but…
This book was like a guiding light, helping me navigate the tricky waters of the business world.
It gave me useful plans to handle client concerns, show my worth, and secure projects that match our creative ideas.
Plus, the book highlighted how important it was to connect with others, make friends, and keep thinking like a business owner.
It really helped my shape Bamboo Arquitectura.
Here are the Top ideas that other architects could get from the book:
1. Sales Skills as a Foundation
Understanding sales techniques can benefit architects and designers in effectively communicating their ideas, convincing clients, and winning projects.
Think of sales skills as the solid groundwork for architects and designers. It's like the strong base that holds up a big building. These skills help them talk about their ideas really well, convince clients, and succeed in getting cool projects. It's kind of like having a special set of tools that make it easier to show your cool ideas and win awesome opportunities.
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2. Emphasize Value
Focus on showcasing the unique value and benefits of your architectural or design services to potential clients.
Make sure to shine a spotlight on the special things that make your architectural or design services awesome. Just like how a superhero shows off their unique powers to save the day, you should highlight the amazing benefits clients will get from working with you. This way, you'll stand out and be the first choice for those who need your creative skills.
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3. Develop Strong Communication Skills
Effective communication is crucial for presenting ideas, negotiating contracts, and building relationships with clients.
Think of communication skills as your superpower cape in the world of architecture and design. Just like a superhero needs to talk clearly to team up with others and save the city, you need to communicate well to share your ideas, make deals, and build strong friendships with clients. It's like having a special tool that helps you work together smoothly and create amazing things.
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4. Active Listening
Actively listen to clients’ needs and concerns to provide tailored solutions and build trust.
Imagine you have a pair of super ears that can hear every detail. When clients talk about what they want or what worries them, use your super listening skills. It's like solving a puzzle – you gather all the pieces to understand their needs perfectly. This helps you come up with custom-made solutions that fit them like a glove and makes them trust you like a loyal sidekick.
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5. Be Proactive
Take initiative in prospecting for clients and seeking new opportunities rather than waiting for projects to come to you.
Picture yourself as a treasure hunter. Instead of waiting for a map to fall into your lap, you go out and explore. You take charge by looking for people who might need your skills, just like how a treasure hunter seeks out hidden gems. It's like creating your own adventure where you're the hero, finding exciting projects and making your architecture dreams come true.
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6. Overcome Objections
Anticipate and address client objections to your proposals by providing persuasive arguments and tailored solutions.
Think of objections like little obstacles in your path. Just like how a skilled climber prepares for challenges on a mountain, you can get ready for any doubts clients might have. It's like having a secret stash of convincing reasons and special solutions to show them. This way, you can turn their "no" into a "yes" and lead them to see the amazing value in what you're offering.
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7. Continual Learning
Keep updating your knowledge and skills in architecture and design trends, technologies, and innovations.
Just like how a plant grows by soaking up sunlight, you can keep growing by soaking up knowledge. Stay curious and explore the latest trends and cool new technologies in architecture and design. It's like adding extra tools to your superhero belt, making you even more skilled and ready to create amazing things.
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8. Build a Personal Brand
Every architect is unique. You have your own style, don’t just copy or imitate others. Just like each superhero has their own special powers and style, you have your unique way of doing things.
It's like creating your own special logo that shows who you are and what you're all about. When you're true to yourself, clients will be drawn to your authentic style, just like fans are drawn to their favorite superheroes.
Develop a unique professional brand that sets you apart from competitors and attracts potential clients. Do it your way, by being yourself. Your customers will feel it naturally and like you more.
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What did I learn?
Sales are always the cornerstone of any business, even yours.
Because without sales, there are no customers to serve, and there’s no money to operate.
How can I run a business without Customers or Money?
That’s why I realized these 3 things:
Networking is key.
I try to engage in all kind of networking activities, attend industry events, and build relationships with influencers, potential clients, and fellow professionals as much as possible. Each conversation is a new opportunity. That's why I'm so active in Linkedin.
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Develop a Positive Mindset.
Doing business is tough, everyone has tried to ruin our strategy. That’s why cultivating a positive attitude towards sales, rejection, and challenges, has reflected in our interactions with clients. Stay positive 💪🏼.
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Deliver Exceptional Customer Service.
We focus on providing exceptional service and going one extra mile to exceed our customer’s expectations. That’s how Jeff Bezos built an empire with Amazon, focusing all the attention on the customer. So should any architect as well. So you should.
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My tip
🎓 Improve your sales skill with the Sales – Customer Journey Challenge. It will help you understand how your customers interact with your business, in every step of the sales cycle.
Conclusion
In such a competitive world, architects must learn how to sell.
“Sell or Be Sold” offers architects the keys to unlock their true potential.
So dust off your blueprints, and read Cardone’s book.
Remember, selling isn’t just for salespeople…
It’s the lifeblood that will push your architecture business forward.
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Wish you a happy sale ✌🏼
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Whenever you're ready, there are 2 ways I can help you with:
1. If you’re still looking for traction in your architecture business, subscribe to the Wisdom for the Modern Architect Newsletter . Every week you will get actionable ideas, mental models and resources to help you build a profitable business.
2. Suppose you want to level up your business. In that case, you can get Full Access to the Global Architect Roadmap, and unlock Challenge & Solutions with all the resources and tools, exclusively reserved for our paid members, by Upgrading your Membership.
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See you around.
