Fees: Avoiding the race to the bottom - CPD On Demand

How do clients weigh up quality, service and price? What considerations and tools can support sustainable fee levels in practice? Join the ACA and our expert panel for a CPD webinar on fees. Originally held 14 September 2022.

George Beaton and Jon Huxley of beaton join Practice Directors Paul Viney from FPPV Architecture and Sarah Bennett from Six Degrees for an informed discussion on research-based insights into client service, price (aka fees) and perceived value. The discussion, informed by beaton’s three years of data, explores clients’ priorities and how they value the work. Our speakers also discuss how unsustainably low fees are both unnecessary and damaging to the profession. The evidence shows that demonstrating the value in an architectural service, and the components included in that service, is a better way to set fee levels and avoid the industry trend of ever-lower fees.

Insights from the data that are explored:

• The leading attributes that get a firm considered for tender
• What drives the final ‘purchase’ decision, and where service price really sits in this matrix
• A three-year trend view of perceived value and perception of fees for clients
• The schism that’s developed between increased service and lower fees
• The benefits of feedback, and how these could be better used to increase the perception of value in the work
• The proportion of clients that are willing to pay more than they now do for an architectural services firm’s services (fee premium)

Paul Viney and Sarah Bennett reflect on research findings from the perspectives of business management. They share their practices’ experiences and approaches to fees, including consideration of various elements when determining fees and pitfalls to avoid. Paul Viney is the developer of the ACA Time Cost Calculator Guide which can provide evidence to support sustainable fee levels for your practice.

COST

Members $25
Non-members $40
*One ticket per attendee.

CPD

Completion of this 1 hour webinar and submission of the self-checked assessment task will deliver 1 formal CPD point.

Learning Outcomes – Participation in this webinar will give attendees a better understanding of research insights into decision making factors of engagement from a client perspective for consideration when determining fees; and practical fee considerations and pitfalls to avoid from a business management perspective.

Units of Competency and Performance Criteria –

• Practice Management and Professional Conduct – PC 6, PC7, PC 11
• Project Initiation and Conceptual Design – PC19, PC 20, PC 21, PC 24
• Detailed Design and Construction Documentation – PC 38
• Design Delivery and Construction Phase Services – PC 53, PC 57

APBSA Core Area – Practice Management

A self-checked CPD assessment task is provided for completion after viewing the webinar in its entirety. Certificates will be provided following online submission of answers to CPD questions.

OUR SPEAKERS

George Beaton, Executive Chairman, beaton

George has guided numerous beaton clients in his 30+ years as an adviser and researcher. His background in business school teaching combined with his work in professional services firms, public and private companies, universities and governments gives him deep insights into the challenges and opportunities that leaders and their organisations face. George’s management experience includes founder and executive director roles in consulting, communications and marketing research firms, and professorships in leading universities in Australia and South Africa.

Jon Huxley, Partner NZ, beaton

Jon’s passion is in helping beaton’s clients deliver profitable growth for their businesses. He has 10+ years in senior business development leadership roles with Beca and PwC, New Zealand’s two largest professional services firms. While General Manager of Business Development at Beca, Jon was proud to be associated with the firm’s serial success in the beaton Client Choice Awards. His experience prior to that with ANZ Bank gives him a unique level of business insight and a strong understanding of how businesses operate.

Jon’s experience covers strategy and planning, client engagement, process improvement, leading and delivering training and development programs, coaching of client-facing teams as well as establishing and leading key client programs. He is also a Director of The Business of Trust, where he trains and coaches clients across Australasia on the mindset, skills and behaviours needed to develop sales and build strong client relationships.

Paul Viney, ACA VIC/TAS President & National Vice President, Director of FPPV

Through the ACA VIC/TAS branch, Paul has led the development of a range of tools for the use of ACA members nationwide, such as the Time Cost Calculator and Salary Calculator to assist members in running effective, efficient and profitable practices. As President of the ACA VIC/TAS Committee, he is committed to facilitating stronger relationships with government and other key organisations in the construction industry; and working collaboratively with bodies such as the Australian Institute of Architects and ArchiTeam to achieve the best outcome for the profession. Paul has a special interest in the social conscience of architecture. Paul is Director of FPPV Architecture, Melbourne, Director of JAI Architecture, Thailand, and Director of Coop Himmelb(l)au Australia.

Sarah Bennett, Member of ACA VIC/TAS Committee, Director of Six Degrees Architects

Sarah is a Director of Six Degrees, with a focus on Finance and Business strategy. This year Sarah also joined the committee of management of the ACA Victoria/Tasmania branch. Holding a degree in Public Relations, Sarah previously worked as a publicist for various agencies and clients, including The Melbourne International Arts Festival, Heide Museum of Modern Art, and the Melbourne International Comedy Festival. While the arts held long appeal, the business of architecture is where Sarah feels at home. Her drive comes from supporting her peers every day to make the Melbourne she loves a more sustainable, respectful and bold place to be, with spaces and opportunities created for people to thrive.

CONTACT