Learn Secrets Most Architects Will Never Know About Influencing, Persuading and Winning Premium Clients.
Twenty-six architects flew to Las Vegas for an intensive private two-day training workshop led by Richard Petrie, the world's leading architect marketing coach.

They left that session filled with enthusiasm, new ideas and fresh perspectives, as well as Richard's superbly practical methods for building rapport, communicating with and ultimately persuading prospective clients.

These architects told us: "This is an epiphany, a game changer and a business changer. A reinvention of how to approach talking with clients."

We filmed the entire dramatic process and boiled it down into a succinct series of training videos. 

We call it The Petrie Method™.
An Open Letter To You, The Architect:
What They Did Not Teach You At Architecture School:
The 5 (Non-Salesy) Selling Secrets For Architects That Gain Trust And Win Projects
They lied!

Yes, that sounds harsh but think back to architecture school.

Weren't you told that the best type of marketing was...

'Doing great work?'

Well how is that working out now that you are in business for yourself?

If the 'great work' marketing strategy were true then why do you spend so many sleepless nights rolling around the bed in a cold sweat stressing about where your project is coming from.

Because even if that ostrich strategy should work, you and I live in the real world.

In the real world:

     • Pizza Hut doesn't make the best pizza

     • McDonald's doesn't make the best burgers

     • Microsoft doesn't make the best software

They all sell the most in their respective markets, BY FAR. (You can look it up and see.)

And not because of a great product (and not through referrals either) but through superior selling systems.

Here is the real truth 'they' SHOULD have told you at architecture school (heck they had many years to confess)...

Your number 1 job as an architect is... (drum roll please) SELLING ARCHITECTURAL SERVICES.

Your number 2 job is DOING ARCHITECTURAL SERVICES.

Please read that again.

Your number 1 job as an architect is SELLING ARCHITECTURAL SERVICES.

Your number 2 job is DOING ARCHITECTURAL SERVICES

If you do not master job #1 then there is no job #2!

If you do not get that then the rest of this page won't make a single bit of sense to you. But I guess since you have read this far then you are on board.

Maybe if they told you the harsh truth upfront you'd have stayed put in the big firm... but then again we both know that you'd never be truly happy working for someone else.

You needed the freedom and the challenge of working for yourself.

So you are a tiger for punishment? That is OK as long as we sort out your #1 job for you now...

SELLING ARCHITECTURAL SERVICES

You are probably OK when face to face with a potential client.

But is OK good enough?

Do you ever lose deals you know you should have won to someone else who is less skilled than you?

Do you ever worry that you said the wrong thing?

Do you ever have a client procrastinate and go cold and wonder if there is anything you can say to get them back on track - but not know what to say?

Of course.

In my experience the biggest obstacle architects have is that you are too smart.

Yes, too smart - you know too much.

You have forgotten more about design than your clients will ever learn, but that is not an advantage.

It is a lot more helpful to be a little dumb like me!

You see I am not an architect, I could never do what you do. But I do see and hear things that you do not hear or see.

I have trained architects almost every day for three years (it seems) to win projects by choosing their words and positioning themselves as the experts that they are.

Sadly I watch architects, who know too much, say the wrong thing, all the time.

They try to impress clients with their knowledge and end up confusing or overloading them. The problem is...

Most architects love design and hate selling.

Most architects design with vision and emotion but communicate and sell with logic and analytical thinking. People don't live their lives using logic and they don't hire architects that way either.

People are confusing. Selling is confusing.

Accept the fact that selling is essential. But here's the next problem... The dreaded sales training courses.

Most sales courses were NOT designed for selling high-priced complex services, like architecture.

They sound corny and their 'closing techniques' and manipulative questioning would have your clients running for the door. That is if you did not shrivel up in embarrassment first.

Most traditional selling courses preach lines that sound like they have been pulled straight from the original snake oil salesman manual. They should come with a top hat and a brown bottle for the oil.

Your clients do not appreciate this approach. They see through manipulative tactics.

Yes, architects need to sell... but in a non salesy way.

This is the great contradiction.

'How do I sell without being salesy?'

As soon as you are seen as a salesperson you lose.

As soon as you are seen as the trusted adviser then the client can move ahead with you in confidence.

Selling architecture services needs to be more of a consultative process.

Your client needs to see you more like a doctor doing a full diagnosis rather than making your considered prescription. Where the client respects and acts on your opinion because they trust you 100%.

There are 5 secrets that make this happen every time. 

As you listen to the testimonials from real architects on this page - notice the relief on their voices as they finally find a way to gain trust and remove obstacles without being salesy.

These are 5 modules specifically designed to help you sell architecture services. Not ice cream or timeshare units or insurance but architecture services - that's all.

That is why these 5 secrets work so well.

They were designed for people like you.

- Richard Petrie
What architects have said about the Petrie Method...

Tim Berneche
Chicago IL (USA)

Virginia Rogers
Toronto ON (Canada)

Don Lee
Orange CA (USA)

Evangelo Kalmantis
Windsor ON (Canada)

Eddie Gontram
Raleigh NC (USA)

Rachel Burton
Summerville SC (USA)

What's inside this training ...
Module 1 | Fast-Track Pitches
"Why should I hire you over all other architects?" If you can't answer this question then projects and fees are walking out the door.
  • How to differentiate yourself in 7 seconds or less
  • The ‘Iceberg effect’ - how your mind works against you
  • How the world’s greatest influencers tap into the subconscious mind for rapid influence
Module 2 | Benefit Busting
Ever get frustrated when a prospect doesn't move ahead ...even though you explained everything in detail?
  • Why architects struggle to ‘sell’ their services
  • How to align what you say with how buyers think
  • The 3-step F.A.B. framework that translates dry features into compelling, hard-hitting benefits
Module 3 | Objection Busting
Ever had a prospect throw you an objection and feel they were just waiting for a good answer... But you didn't have one?
  • Why people really have objections
  • How to eliminate objections before they are even asked
  • How arguments are structured and how courtroom lawyers collapse beliefs and opinions by breaking the structure
  • How Ronald Reagan overcame a major Presidential roadblock with one sentence
Module 4 | Vision and Goal Setting
  • An overview of the Rapid Planning Method (RPM)
  • How to create your 3-year vision, 12-month goals, 90 days projects and 7-day action plan
  • How to make your plan so inspiring that you wake up each morning excited (like when you were a kid)
Module 5 | Meeting Questions
Ever had a prospect throw you an objection and feel they were just waiting for a good answer... But you didn't have one?
  • How to get your clients to reveal their real budget
  • The one clever question that reveals all prospects buying criteria
  • How to qualify buyers with 5 quick questions – not getting the right answers to these five questions guarantees you will be wasting your time
  • The 8 categories of questions you need to ask, most architects only know to ask 3 of them
Module 6 | Avatar / Target Market
"Being a generalist is generally a really dumb idea." - Richard Petrie
  • Why targeting ONE ideal client will get you more enquiries
  • How to identify your ideal target client
  • The remarkable story Richard tells about how an ad written for a specific woman, was attracted to reply to his ad
Plus training workbook for every module ...
So you can follow along the same program as the live attendees.
Your Worry-Free 100% Satisfaction Guarantee
At the Architect Marketing Institute, we guarantee your satisfaction. We guarantee that you’re going to love this training program and be able to use it to convert more prospects into great clients.

But if at any time during the first 30-days of your training you are unsatisfied with this incredible course you have access to, just let us know and we'll be happy to process a full refund with no questions asked.

All you need to do is contact us (by email or phone)

So please try out this training program. And if you aren’t fully satisfied, just let us know within 30 days. There is no risk to you, and you have no worries about your satisfaction here at 

Our Customer Satisfaction team is always standing by to assist you. You can contact us anytime at support@archmarketing.org or +1 (415) 423-2225.

  • Fast-Track Pitches - How to differentiate yourself, reverse the ‘Iceberg effect’ to have the mind working in your favor, and tap into the subconscious for rapid influence.
  • Benefit-Busting - Learn why architects struggle to ‘sell’ their services, align what you say with how buyers think, and the 3-step F.A.B. framework for creating compelling benefits.
  • Objection-Busting - How to eliminate objections before they are even asked, deconstruction of arguments clients bring up, real examples of world-class objection busting.
  • Vision and Goal Setting - How to set your vision and goals, rapid and effective action planning, and how to make your plan so inspiring that you wake up each morning excited (like when you were a kid).
  • Meeting Questions - How to get your clients to reveal their real budget, questions to quickly qualify prospects, and the 8 categories of questions to win more projects.
  • Avatar / Target Market - Why targeting ONE ideal client will get you more enquiries, identifying your ideal target client, and writing client attracting ads.
Choose one single payment of $297 or 4 monthly payments of $97.
If you have any questions about this training, call or email us. We’re happy to help. 
Phone: +1 (415) 423-2225
Email: support@archmarketing.org
About Richard Petrie
Richard Petrie is the world's leading architect marketing and sales coach. He's worked with dozens of architects in multiple nations around the world to help them implement systems that help them attract, win and keep more profitable and satisfying clients and projects.

Richard leads the training inside of the Architects Marketing Academy and is the creator of the 'Petrie Method', a systematic process of questioning and overcoming client objections to understand, influence and persuade potential clients with the goal of building long-term strategic relationships.

On a side note, Richard is a former New Zealand national team cricket player and Guinness world book record holder.
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