Pricing Design Services & Writing Fee Proposals

Pricing Design Services & Writing Fee Proposals

Pricing Design Services & Writing Fee Proposals

2 Formal CPD Points

Available on demand


Pricing Design Services: A cost-based approach to proposing design fees frequently leaves architects competing on fee to win new work, bartering for a position at the negotiation table and writing proposals that fail to capture the interest of their intended audience. By following an interest-based approach architects can write proposals that separate their services from the competition, cater to the needs of a larger client base and offer solutions that clients want to pay for.

Writing Fee Proposals: This presentation will look at why the traditional approach to writing fee proposal is no longer effective and what can be done to improve effectiveness. Based on concepts and experiences from the fields of human behaviour and design fee negotiations, architects will learn how to write a proposal that will capture the interest of their intended audience while demonstrating the value their services provide.


This presentation is equivalent to 2 hours/points of formal CPD and will deliver outcomes related to the following Competencies from the National Standard of Competency for Architects:

2015 Competencies:

Practice Management 
9.3 Identification and application of practice systems and quality management systems to facilitate efficient and timely delivery of architectural services in accordance with project objectives.
9.8 Clear and consistent communication with client and relevant stakeholders throughout project.

2021 Competencies:

Practice Management and Professional Conduct:

PC 4 Be able to apply principles of project and staff planning and resource costs to establish realistic and achievable timeframe. 
PC 7 Apply and follow processes for clear and consistent communication with clients and relevant stakeholders throughout the project, including obtaining approvals from clients and stakeholders. 

Learning Outcomes

At the end of this session participants should be able to:

  • Achieve an awareness of different pricing strategies.
  • Gain an introductory understanding of 1st, 2nd and 3rd degree price discrimination and its applications.
  • Gain a working knowledge of Up-selling, Cross-selling, Bundling, Unbundling and Versioning pricing strategies.
  • Appreciate how different industries price their products and services.
  • Understand how Price Anchors, Price Decoys and ‘Free’ Prices can influence consumer behaviour.



    Blue Turtle Management and Consulting (BTM+C) 

    Ian Motley is the founder of BTM+C and divides his time between London, Sydney and San Francisco. Ian has over 15 years’ experience in project management, working on residential, commercial and industrial construction projects. Ian is also an accomplished writer, publishing a series of e-books for Architects.