Jon chats with Brian McCartney, CEO of ArchMark Branding and Marketing for Architects. Bryon, who has founded five successful creative service firms, shares strategies for transforming architectural practices into creative powerhouses. They discuss the importance of strategic planning, the misconception about sales in architecture, and the benefits of community involvement for solo architects. Bryon also shares his personal and professional experiences, including his passion for photography and his journey in the business world.
Today's Guest...
Bryon McCartney is CEO at Archmark (* pronounced Ark-Mark) Branding and Marketing for Architects and a certified coach through Donald Miller’s Business Made Simple program. Bryon has helped 3,000+ architects increase their firm’s visibility and influence so they can win better projects. Bryon has travelled around the world and calls himself an ”Archi-Geek.” He has been featured on ArchDaily, ArchiBiz, Business of Architecture, Entrearchitect, Zweig Group, and many others.
Episode Highlights...
00:00 Introduction
01:50 Brian McCartney's Journey into Photography
04:35 Founding and Managing Creative Firms
10:05 Approaching New Ideas and Opportunities
17:25 Sales Strategies for Architects
22:50 The Importance of Strategic Planning
26:51 Client Success Stories
27:24 The Importance of Strategic Planning
28:01 Writing Effective Business Plans
29:21 Building Trust with Clients
29:51 Common Mistakes in Proposal Processes
32:14 Revamping the Sales Process
36:46 The Value of Community for Architects
39:55 Final Thoughts and Takeaways
43:08 Favorite Travel Destinations
45:27 Connecting on Social Media
46:56 Closing Remarks
Key Takeaways...
Importance of Trust in Client Relationships: Instead of sending proposals and hoping for a response, it's more effective to engage in a process that involves multiple interactions to build a rapport and understanding.
Sales as Solutions: Architects should shift their perspective on sales. Instead of viewing it as a sleazy necessity, they should see it as an opportunity to provide solutions to clients' problems. Effective sales strategies focus on the clients' needs and how the service can meet those needs, rather than just the design aspect.
Strategic Planning: Running a business without a plan leads to reactive management. Strategic planning helps set clear goals and benchmarks, giving a business purpose and direction. This process should be simple, systematic, and regularly revisited for continued success.
Methodical Approach to Opportunities: Adopt a careful approach when considering new ideas or trends. Use the framework of Decide, Act, Learn, and Repeat to ensure that opportunities are thoroughly evaluated, implemented correctly, and adjusted based on outcomes.
Community and Support: Being part of a community provides invaluable support. It offers a wealth of shared knowledge and resources that can help solve problems and foster a sense of belonging, particularly important for solo architects or small firms.
Clarity and Communication: Ensure that all client-facing materials – from websites to proposals – clearly communicate how your work solves clients’ problems. This clarity builds trust and facilitates better client relationships.
Lifecycle of Client Interaction: From project inquiries to retention, understanding and optimizing each stage of the client's journey is essential for sustained business success. This includes ensuring client satisfaction to encourage repeat business and referrals.
Learning from Other Fields: Gaining insights from fields outside of architecture can offer new...
