Season 4 Ep 76: ASKED & ANSWERED - Why “What Does It Cost?” Is the Wrong Conversation

Price is one of the first questions designers hear, but it is often the wrong conversation to lead with. Cheryl explains why posting big budget numbers and focusing on square-foot pricing can create the wrong expectations, intimidate potential clients, and reduce design to a transaction. Instead, she shares a better way to communicate value. By helping clients understand the thinking, process, and decisions behind the investment, they can then make informed choices with confidence.

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