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How To Stop Undervaluing Your Expertise with William Ringsdorf | 101

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Manage episode 509856750 series 3517674
Content provided by Jon Clayton. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Jon Clayton or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Jon welcomes William Ringsdorf, founder of William Ringsdorf Consulting, who shares insights on how architecture firms can master profitability and process. William explains that most pricing issues stem from a failure to clearly communicate value and set proper boundaries. He discusses the systemic problem of undervaluing expertise in the field, highlights the importance of knowing one's numbers, and suggests implementing tiered service proposals to offer clear value to clients. William also offers practical steps for architects to increase their fees and improve profitability while reducing scope creep and burnout. He stresses the need for tracking data and continuous improvement in business practices.

Today’s Guest

William Ringsdorf is the founder of William Ringsdorf Consulting. He helps architecture firms master profitability, process, and purpose, turning chaos into clarity so you can design with freedom and confidence. Drawing on three decades of UK and German project experience, his coaching blends practical systems with architectural insight. This work is part of Into The Nest, an award-winning sustainable practice, giving his guidance credibility and a live design context.

Episode Highlights

00:00 Introduction

00:28 Meet William Ringsdorf

03:08 The Issue of Undervaluing Expertise

05:52 Understanding the Systemic Problem

12:22 5 Steps to Fix Undervaluing Your Expertise

19:59 Success Stories and Practical Examples

23:33 Final Thoughts and Key Takeaways

27:35 Closing Remarks and Contact Information

Key Takeaways

Do a Value Audit and Communicate Your Worth Clearly

Start by taking a close look at all the ways you help your clients. This means thinking about how you reduce risks, save time and money, and create certainty for them. Once you understand your value, make sure you talk about it openly with your clients. Don’t just focus on the hours you work or the tasks you do - explain the real benefits and outcomes you deliver. When clients see the value you bring, they are less likely to argue about price.

Know Your Numbers and Set Boundaries

It’s important to know exactly what you need to charge to cover your costs, pay yourself fairly, and make a profit. Work out your effective hourly rate based on real projects, including all your overheads. Then, set clear boundaries in your proposals. Offer different service tiers (like basic, standard, and premium) so clients can choose what suits them, but always be clear about what is included in each option. This helps avoid “scope creep” where you end up doing extra work for free.

Be Confident - Raise Your Fees and Practise Sales Conversations

Don’t be afraid to increase your fees. Try adding 10–15% (or even 20%) to your next proposal. Most clients will accept this if you have explained your value well. Practise having fee conversations and handling objections, even if it feels uncomfortable at first. The more you practise, the more confident you will become. Remember, you are worth it, and charging what you deserve helps you run a better, more sustainable business.

Liked our guest? Click here to learn more about them 🤝

Click here to grab a free copy of William’s e-book 🖥️

Curious about podcasting? Click here to book a chat with Jon 🎧

Want to meet people like you? Click here to join our community 🤝

Want more freedom? Grab the Architecture Business Blueprint 🎁

Follow or Connect with Jon on LinkedIn 🤝

👇 And if you enjoyed this episode…

Please leave a 5-star review or rating wherever you listen to podcasts, and don’t forget to hit the subscribe button so you never miss an episode.

Next Episode

Next time, Jon chats with Kevin Kennon about the concept of Distributive Practice.

  continue reading

105 episodes

Artwork
iconShare
 
Manage episode 509856750 series 3517674
Content provided by Jon Clayton. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Jon Clayton or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Jon welcomes William Ringsdorf, founder of William Ringsdorf Consulting, who shares insights on how architecture firms can master profitability and process. William explains that most pricing issues stem from a failure to clearly communicate value and set proper boundaries. He discusses the systemic problem of undervaluing expertise in the field, highlights the importance of knowing one's numbers, and suggests implementing tiered service proposals to offer clear value to clients. William also offers practical steps for architects to increase their fees and improve profitability while reducing scope creep and burnout. He stresses the need for tracking data and continuous improvement in business practices.

Today’s Guest

William Ringsdorf is the founder of William Ringsdorf Consulting. He helps architecture firms master profitability, process, and purpose, turning chaos into clarity so you can design with freedom and confidence. Drawing on three decades of UK and German project experience, his coaching blends practical systems with architectural insight. This work is part of Into The Nest, an award-winning sustainable practice, giving his guidance credibility and a live design context.

Episode Highlights

00:00 Introduction

00:28 Meet William Ringsdorf

03:08 The Issue of Undervaluing Expertise

05:52 Understanding the Systemic Problem

12:22 5 Steps to Fix Undervaluing Your Expertise

19:59 Success Stories and Practical Examples

23:33 Final Thoughts and Key Takeaways

27:35 Closing Remarks and Contact Information

Key Takeaways

Do a Value Audit and Communicate Your Worth Clearly

Start by taking a close look at all the ways you help your clients. This means thinking about how you reduce risks, save time and money, and create certainty for them. Once you understand your value, make sure you talk about it openly with your clients. Don’t just focus on the hours you work or the tasks you do - explain the real benefits and outcomes you deliver. When clients see the value you bring, they are less likely to argue about price.

Know Your Numbers and Set Boundaries

It’s important to know exactly what you need to charge to cover your costs, pay yourself fairly, and make a profit. Work out your effective hourly rate based on real projects, including all your overheads. Then, set clear boundaries in your proposals. Offer different service tiers (like basic, standard, and premium) so clients can choose what suits them, but always be clear about what is included in each option. This helps avoid “scope creep” where you end up doing extra work for free.

Be Confident - Raise Your Fees and Practise Sales Conversations

Don’t be afraid to increase your fees. Try adding 10–15% (or even 20%) to your next proposal. Most clients will accept this if you have explained your value well. Practise having fee conversations and handling objections, even if it feels uncomfortable at first. The more you practise, the more confident you will become. Remember, you are worth it, and charging what you deserve helps you run a better, more sustainable business.

Liked our guest? Click here to learn more about them 🤝

Click here to grab a free copy of William’s e-book 🖥️

Curious about podcasting? Click here to book a chat with Jon 🎧

Want to meet people like you? Click here to join our community 🤝

Want more freedom? Grab the Architecture Business Blueprint 🎁

Follow or Connect with Jon on LinkedIn 🤝

👇 And if you enjoyed this episode…

Please leave a 5-star review or rating wherever you listen to podcasts, and don’t forget to hit the subscribe button so you never miss an episode.

Next Episode

Next time, Jon chats with Kevin Kennon about the concept of Distributive Practice.

  continue reading

105 episodes

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