The 4 Steps to Selling Your Expertise as an Architect

Blair Enns, founder of Win Without Pitching and author of The Four Conversations, joins the podcast to share a powerful framework for selling expertise as an architect. He explains how positioning yourself as a trusted advisor rather than just a service provider leads to stronger client relationships and better business outcomes.

The conversation explores the four key stages of selling—probative, qualifying, value, and closing conversations—helping architects identify the right clients, set prices based on value rather than industry norms, and confidently say no to misaligned projects. Blair also discusses common sales pitfalls, how to recognize red flags in client relationships, and why shifting the focus from selling to advising creates more successful engagements.

Whether you’re struggling with pricing, client fit, or closing deals, this episode provides actionable insights to help you build a more profitable and sustainable architectural practice.

This week at EntreArchitect Podcast, The 4 Steps to Selling Your Expertise as an Architect with Blair Enns.

Learn more about Blair online at Win Without Pitching, check out his podcast 2Bobs, and connect with him on LinkedIn.

Referenced in this Episode

EA219: Pricing Creativity with Author Blair Enns [Podcast]

The Four Conversations: A New Model for Selling Expertise by Blair Enns [book]

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