Client Psychology in the Selection Cycle

2 | Understand the Client’s Psychology When Moving Through the Selection Cycle

There are distinct phases a potential client moves through when considering hiring an architect. Each phase has it’s own unique profile of feelings and thoughts. Because most architects think selling architectural services entails showing up with an SOQ, or leather-bound portfolio of 8×10 glossy images (and more recently iPads), and walking a potential client through a parade of pictures that show other clients’ projects. When we are shortlisted, we show up at interviews ready to inspire selection committee members to give us their vote, thinking that “whoop-dee-do-” and “razzle-dazzle-em” is the right tenor to strike. Unfortunately, both of these examples only demonstrate that we aren’t understanding what’s going on in our clients’ minds.

3 | Learn a Comfortable Posture That Eliminates “Selling” and Encourages “Helping”

Understanding of psychology clients as they move through the “buying cycle” is critical to meeting them with the right posture and attitude. It also helps architects to feel more comfortable because the shift in approach from selling to helping is actually rewarding and meaningful.

There are 3 Phases that a client-to-be (CTB) moves through when considering hiring an architect:

1. Unaware
2. Aware
3. Intent

Knowledge about how to think from the client’s “buying” perspective so you can nurture the relationship in the right way at each phase.