The guest on today's show is Enoch Bartlett Sears, a licensed California Architect and the founder and publisher of Business of Architecture. He's the creator and host of The Business of Architecture, the number one podcast for Architects and he is also the co-founder of The Architect Marketing Institute. LuAnn had to wait quite a while to get to interview Enoch, as he really is busy, so she's grateful and very glad that he found an hour for her today and she thinks that you're going to be glad too! Listen in, to find out how you can increase both the income and the efficiency of your business, with the fantastic resources that Enoch has for you.
LuAnn came across Enoch because of his podcast. She's a regular listener and really enjoys his show and thinks that what he does is really terrific! She finds that he actually does a lot of the same things that she does on her podcast, except that his target is Architects, so she just switches the word 'Architect' in her mind, for Interior Designer. Enoch interviews Architects on how they run their firms and what they do to increase their income and efficiency. He also talks with outside Industry Experts, as does LuAnn on her Power Talk Fridays, to help Architects to increase the profitability of their firms. This is why LuAnn thought that this would be such a great fit for this show. Enoch is also a Business Coach and he's become famous for helping Architects to grow their firms and their income and increase their freedom, through the use of effective Client Strategies.
Enoch went through one of his very actionable strategies, a Twelve Step Questionnaire process, called Twelve Questions To Ask Before Your Meeting- So You Know What Hot Buttons To Push, which he recommends to Architects, with LuAnn. This was developed by Enoch's partner, Richard Petrie, who's known as The World's Leading Architect Marketing Coach. LuAnn was really impressed with it and as she went through it with him, she found that it could be translated right to Interior Designers. So listen in now, to find out more about this questionnaire which you could apply to yourself, to help you to attract your ideal Interior Design projects and clients.
- How to deal with the fears and insecurities that often exist between Design Professionals.
- A tip for Interior Designers, to deliver more value when wanting to do work with Architects.
- Enoch goes through his Twelve Questions To Ask Before Your Meeting- So You Know What Hot Buttons To Push.
- Number one- Asking if are all the decision makers are present.
- Number two- Setting the format and the ground rules for the meeting, in order to maintain an alpha position.
- Number three- Framing the meeting's purpose and it's time frame with the client.
- Number four- Asking the client some background questions, to discover their current situation or the 'now'. You really need to be quiet and listen carefully here!
- Number five- Understand the client's goals and objectives and their vision for the future and also, how they want to feel in the space. Try to get the emotional impact of what they're going for.
- Number six- Ask your success criteria questions, about how the client would know if they've achieved a successful project with you. This would involve helping them to imagine the future and to talk to you about what they are imaging.
- Number seven- Ask your client what it would mean to them, to have achieved their objectives. This will be an emotional question, bringing out emotional answers, to discover their emotional drivers.
- Number eight- Ask their current plans to achieve their objectives and find out the degree to which they are already on track. This is where you find out about any obstacles or challenges they may be worried about and also, how much time they have for the process.
- Number nine- Ask them about the consequences, if they don't meet their objectives. This is about discovering their degree of motivation, to do the project and follow through on it and helping them to connect their current decisions with the consequences of those decisions.
- Number ten- Ask the timing questions, about when they want to get their new results completed.
- Number eleven- Map out the road to success with your client, with their options. This is where you really need to bring all your professional training to bear and look at the gap between where they are now and where they want to get to.
- Number twelve- Book the next few meetings, if you feel that this client is a good fit.
- The really great value in Designers creating contacts with Architects.
- How you as a Designer, can best reach out to an Architect, to arrange a meeting about the possibility of working together.
- What Architects really want to work on.
- Ways that you can bring value to architects, as a Designer and get them to work together with you.
- What Enoch does on his podcast and how you can find him, at The Business Of Architecture, on iTunes.
For some awesome, free giveaways:
Go to: www.archmarketing.org/awelldesignedbusiness and give your email address, to get your free PDF download of the questions and frameworks mentioned on the show, as well as the two questions that Richard Petrie calls his Mind Cannon.