Notification Window


60CE - Pricing Design Services & Writing Effective Fee Proposals

09 May 2014 2:00 PM -5:30 PM

3 ConEd Learning hours

Course Outline

Part 1 - Pricing Design Services

Most architects are trained to price design services according to project cost which frequently leaves firms competing on fee to win new work and bartering for position at the negotiation table. During this presentation we take a look at the concepts provided by price discrimination and the many benefits associated with adopting a multiple fee pricing strategy. 

Key Concepts:

  • Price Discrimination (1st, 2nd & 3rd degree)
  • Bundling and Unbundling
  • Up-selling
  • Cross-selling
  • Versioning
  • Ethics and the Law in Pricing
  • Predatory pricing

Part 2 - Writing Effective Fee Proposals

Fee scales are a thing of the past however many architects struggle to write proposals that address the challenges and rewards offered by this new era. During this presentation we draw from a series of studies conducted by researchers from the field of human behavior to demonstrate the seven fundamental principles behind a successful fee proposal strategy and the factors that cause clients to say yes at your request.

Key Concepts:

  • Principle of Consistency
  • Principle of Reciprocity
  • Principle of Simplicity
  • Principle of Options
  • Principle of Liking
  • Principle of Value
  • Principle of Mental Accounting


Ian Motley graduated from university in the UK with a BSc in Building Science [Project Management]. Prior to starting Blue Turtle Consulting, Ian was an Associate Partner with Foster + Partners firm of Architects in London, where he was responsible for proposing and negotiating design fees and appointment terms and conditions for many of Foster + Partners’ new design projects around the world. Before joining Foster + Partners, Ian worked in the United States managing commercial, residential and industrial projects throughout the country. Ian has also worked on development projects in Spain and Honduras where he learnt to read, write and speak Spanish. Ian has been a guest speaker at design fee negotiation presentations held by design institutes and private companies around the world. Ian has also written and published a series of guides on the subjects of architectural fees, appointments and negotiations.

Alexandra Howieson studied Architecture at the University of Sydney where she received awards and scholarships for her achievements in Architectural Science, Architectural Design, Urban Design and Planning and overall academic performance. After graduation,  Alex moved to London to accept a sponsored position with Foster + Partners where she was instrumental in the design and documentation of several key projects in Asia and the Middle East. Alexandra is a Registered Architect in NSW, Australia and has presented on the subjects of behavioural finance and pricing strategies for the Australian Institute of Architects (AIA), the New Zealand Institute of Architects (NZIA), Emerging Architects Network (DARCH), the Building Designers Association (BDA) and many private companies. Alex has also been a panelist for the Design Institute of Australia’s DIAlogues series discussing Free-Bidding and Undercutting.