Week 5:
Lesson 1: Know What You Are Selling
Summarize the most important principle in selling architecture services. What do architects sell at the “point of sale” – when clients say “I want to hire you?” Two responses total: .5 points for each
Lesson 3: Networking – The Path to New Business
How much time should a principal dedicate each week to developing new business (as recommended by Karen Compton)?
What are three key principles of networking you “took away” from viewing the Compton interview and reading either the “Meaningful Networking” or “Seller-Doer Tools” articles?
Four responses total: .25 points for each
Lesson 4: List the contents of a business development plan
Upload your response to the exercise in Lesson 4: Compare the ten sections of the one-page “marketing plan” (assigned reading pages 182 to 184 of the Handbook article) to the way in which Steinberg Architects went about penetrating the community college market in the Case Study 2.
Exercise value: 2 points
Assessment
Each response will be awarded up to the number of points indicated above. See the 4.0 scale grade definitions in the syllabus: 4.0 equals A; 3.7 equals A-; 3.3 equals B+; 3.0 equals B; etc.
Discussion
What- Discussion is made up of two (2) parts.
When- We expect to have a robust discussion through Monday of next week.
How- The following is what is considered effective participation and will earn you full credit:
PART 1
Business Model Canvas Image: This week we studied how you “get the job” – the channels to reach clients and the relationships established with clients. These are two separate “blocks” in the Canvas, but channels to and relationships with clients are closely related in the practice of architecture.
Upload your BMC from last week. Using what you learned from this week’s lessons, revise your “channels” and your “client relationship” blocks in your Canvas with words and/or an image to explain your understanding of these two concepts – your channels for reaching clients and how to establish and maintain relationships with clients. One way to think about this is: how will you get work for your firm?
Post your BMC and your paragraph as early as possible so your colleagues have time to comment on your work.
PART 2
Explain what you learned from reading the posts of at least two members of your group.