Structure Sponsored Webinar
If Price Is the Problem, You’re Telling the Wrong Story by BQE – Free STRUCTURE Sponsored Webinar
May 27, 2026 | Wed 12:00 America/Chicago
Duration: 1.0 Hour
CE Credits: 1.0
$
Too many firms assume they lost the job because their price was too high. In most cases, however, the fee is merely a convenient excuse that masks a deeper issue. When a client does not clearly understand the value your firm brings to the table, price becomes the deciding factor. That is not a pricing problem. It is a positioning problem.
This webinar challenges the outdated belief that winning work is about being competitive. You will learn how to earn trust, create emotional resonance, and position your firm as the only logical choice long before fees are ever discussed. We will explore how to shape the client’s perception, elevate your value, and design a sales process that moves your firm from the pricing conversation to a position of strength.
This session is for firm leaders who are ready to stop selling time and start selling expertise.
After attending this program, participants will be able to:
-Understand the real reasons clients hesitate to hire your firm, and how to address those objections early in the sales process.
-Learn how to shift the conversation from pricing to value in a way that builds trust and confidence.
-Learn how to utilize storytelling and positioning techniques to differentiate your firm.
-Design a sales process that begins before the RFP and builds long-term demand for your expertise.
-Gain tools to present fees with confidence and clarity, showing how your value justifies the investment.
- BQE is offering continuing education for this presentation.
- BQE will be sending the certificates through AECDaily and engineers will have to self-report. Questions? Email university@bqe.com
- This webinar will be recorded and made available on the STRUCTURE website.
Click here to Register: REGISTER NOW
By registering for this complimentary webinar, you are agreeing to receiving communications from the Webinar Sponsor, STRUCTURE and/or NCSEA.
Too many firms assume they lost the job because their price was too high. In most cases, however, the fee is merely a convenient excuse that masks a deeper issue. When a client does not clearly understand the value your firm brings to the table, price becomes the deciding factor. That is not a pricing problem. It is a positioning problem.
This webinar challenges the outdated belief that winning work is about being competitive. You will learn how to earn trust, create emotional resonance, and position your firm as the only logical choice long before fees are ever discussed. We will explore how to shape the client’s perception, elevate your value, and design a sales process that moves your firm from the pricing conversation to a position of strength.
This session is for firm leaders who are ready to stop selling time and start selling expertise.
Speaker
Steven Burns, FAIA, is an architect, technologist, and business strategist who works directly with architecture and engineering firm owners to help them rethink how they price, position, and grow their practices. With decades of experience in both practice and consulting, Steven has helped over 1,400 firms transition from commodity pricing to value-based approaches, typically seeing 15-25% improvements in project margins within the first year. Recognized for his significant impact on the profession, in 2009 Steve was elevated to the College of Fellows of the American Institute of Architects. Currently, as Founder of The Well-Designed Firm, he focuses on leading AE firms to operational excellence, mentoring leaders to craft businesses as elegant and innovative as the architecture they create.
