End chaos in your firm—300+ peers use this framework. Free video here: https://www.businessofarchitecture.com/framework
Fees start everything in an architecture firm: the work you take, the team you pay, and the life you live. In this episode, Enoch Sears and Rion Willard cut through “competitive pricing” and show why fee stress is rarely about the number on your proposal. They point to what low-fee fear is really signaling—and why it’s hard to fix later.
You’ll hear how sales and marketing shape fees more than most architects admit, and why confidence is built from real inputs, not hype. They also preview an updated industry fee report and how you can use it to see your fees in context. It may change how you price next job.
The hidden reason “I might lose this job” shows up right before you quote.
The blind spot that makes smart architects think they can sell.
The profit clue that warns something deeper is off—before you crash.
Contribute your data and get access to the updated Architectural Fee Report at https://businessofarchitecture.com/fees
00:00 Intro
01:45 Why Fear of Losing Projects Reveals Your Real Problem
03:20 The Only Tool in Your Sales Toolbox: Lowering Fees
05:15 The Expert Fallacy: Why You Think You’re Good at Sales
06:42 How a 14-Year-Old Choked Out My Wrestling Ego
08:30 The Brutal Truth: No Architect I’d Hire as a Salesperson
10:05 The $100K to $500K Fee Spread That Proves Everything
11:48 If You’re Not Taking Home 15%, Your Fees Are Broken
13:15 Why Outside Circumstances Aren’t Killing Your Fees
14:35 The Free Fee Report: 528 Firms Reveal What They Charge
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