How To Stop Undervaluing Your Expertise with William Ringsdorf | 101
Manage episode 509856750 series 3517674
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.
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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.
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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
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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.
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Next Episode
Next time, Jon chats with Kevin Kennon about the concept of Distributive Practice.
105 episodes