The movie Great Expectations always intrigued me because of it’s depiction of social hierarchy and the lengths to which those of us closer to the bottom will go to claw our way to the top once we’ve had a taste of that life. At some point we reach a line that we must decide if we’ll cross and continue that climb, knowing that we will fundamentally be a different person from the moment of that crossing. Architectural practice is similar.
Each new client comes with their own Great Expectations for their project. That is, they come to the relationship with a predetermined set of goals and perceptions about how things will work and what their end product will be. Those expectations will typically center around getting more than what they are actually paying for and expecting you, the architect, to deliver it for them.
This is where 9 out of every 10 potential clients that contact me lose interest and move on to someone else. I have learned, through hard experience (another blog post coming on that subject soon), that the first and best thing you can do for a potential client is to give them an open and honest reality check about their project, their budget and their Great Expectations. You will not do yourself or your client any favors by telling them what they want to hear in order to get their signature on a contract. And this is the line you can not cross. Once you do, your practice will fundamentally change and you’ll never truly succeed.
Most clients, especially residential ones, learn about architects from the movies and the shiny pages of high end design magazines. They see us as magicians who make amazing things happen with no money and everything happens smoothly and without difficulty. Dashing that particular fantasy right off the bat will save you many sleepless nights. Believe me.
Your client needs to know right up front, before you even think about drawing up a contract, that you are not a magician, you are not a miracle worker and you are not the Messiah of building and construction (though, admit it, you tell yourself that all the time). You are an Architect. You are the first piece of the puzzle that is their new home. You are their advocate and most importantly you are their bullshit detector.
Your client needs to know that you will call them out when they come to you with an unreasonable request that will destroy their budget, their timeline, their overall design goals, whatever it is. You can not be their friend, you have to be their voice of reason, which no one wants to be. You won’t be entirely popular during the process, but when the job is done and you hand them their house keys, you’ll be the star of the show because they’ll finally see that all of those unpopular decisions you had them make helped steer their Great Expectations into reality.
This falls into the category of “the elephant in the room” everyone is ignoring. It is common to believe that in a service industry “the customer is always right”. When you are a consultant, we are paid to tell the truth about our area of expertise. Occasionally as you mention, someone will keep looking for a consultant that tells them what they want to hear. We’d rather make up our own reality.
If that is possible, I’d like to make the sky plaid on Thursdays, make chocolate free of fat and calories and have the IRS consider Starbucks a legal tax deduction.
Yes, a very large elephant standing between you and the potential client, usually peeking at each other between snout and tail. Just beware of falling objects from the tail end. :-\
And Starbucks is totally legit as a tax deduction. Just use their wifi to do work. Cha-ching! 😉