The FAB formula: hard sell, not hard sell. Three simple steps to communicate your value and win more projects. The number one question any potential client asks, whether they say it out loud or not, is: Why should I choose you or your service over all other options, including doing nothing or doing the design myself? You need to have an answer to that.
From what I've seen over the last eight years, architects and designers often don't have an answer. So, I am going to give you a simple, three-step framework that will help you not only communicate why they should choose you but also communicate the value of anything quickly, efficiently, and elegantly.
As a potential client, here are a few things I need to know: I need to know why you're better. I need to believe what you say is true. And I need to value your difference over all the other options. Communicating the value of your difference, not just having a difference, is crucial. That's what the FAB formula will allow you to do. Three simple steps. You are going to love this because it is simple and yet transformational.
One of our mastermind members, Peter, went from doing modest projects to fantastic projects. He credits the FAB formula as the most powerful thing for winning those projects. He has done many things over the eight years with us, but if asked for one thing, he always says the FAB formula. Once you see this, you'll probably wish you were taught this 10 or 20 years ago.
You need to know it because what you're currently saying isn't working. Unless you're winning all the projects you want and deserve, someone else is beating you and convincing the client to choose them. When you communicate, people aren't seeing your superpowers or the incredible value you bring. When it comes to selling high-fee services like design, there are two different languages. There's the seller's language, which is what you say and what other technical experts like you say, and then there's the client's language.
Compared to the client, you're like the Albert Einstein of design—you know too much. Most architects might be good at selling services to other architects but struggle to convince someone like me because they're too technical. The client is just trying to understand what concept drawings are. It took me about three months to learn how to spell the word "architect." What you do is incredibly technical. You have to be an accountant, project manager, designer, and relationship counselor. What you know is incredible, but that's your problem—you know too much.
If this is your value, the client's perception of your value might be much lower if you can't communicate effectively. If the client doesn't see or understand the value, they might think your fee is too high and haggle on price. This can lead to stalls, delays, lost deals, discounts, under-earning, and being undervalued. You end up having money problems because you're not earning what you should.
Let’s look at what some architects say when asked, "Why should I choose you?" They might say, "I’m a generalist," thinking it’s an advantage. However, clients might see it as being a "jack of all trades, master of none." Or they might say, "We really care" or "We listen," but anyone can say those things. Using technical terms can confuse clients, making them unable to understand your value.
You need to simplify your communication. The problem is your inability to communicate your value effectively. The good news is the FAB formula will fix this for you. We want your value to be perceived as high, way above your fee, making price irrelevant and increasing demand for you.
The FAB formula stands for Features, Advantages, and Benefits. It's client-focused and speaks to them in a language they can understand. Features are what it is, advantages are what the feature does, and benefits are how the feature and advantage change people's lives.
For example, if you're buying a car, a feature could be the airbag safety system. The advantage is that in a crash, it deploys cushioning. The benefit is it saves your life. The money shot is the benefit—it’s what changes people's lives.
Most people stop at describing the feature and assume the client understands. You need to spell out the benefit, the potential life transformation. People buy on emotion and justify with logic. The feature is logical, the advantage is logical, but the benefit is emotional. That's where the juice is—that's where people change their thinking.
For example, sustainable design uses low-impact materials. The benefit is it doesn’t harm the earth for your grandchildren. Passive house design reduces heating costs, potentially saving money that can be used for your children’s university fees. Detailed design removes the builder’s assumptions, reducing risk and cost overruns, ensuring the project comes in on time and on budget.
Here’s another example: an LCC (Low Commitment Consultation) is pre-design research. The benefit is like doing a diagnosis before surgery, ensuring the right action is taken. People buy on emotion and justify with logic.
The FAB formula can be used anywhere, with any idea. It stacks up the benefits so that they completely outweigh the cost. You will remember this formula for the rest of your life. Once you start using it and seeing results, you'll be addicted to it. It’s that simple and that powerful.
I hope you use the FAB formula and get great results, joining the team of people who have successfully implemented it. It’s all about a hard sell, not a hard sell. |
