RENDERS
3D business strategy for architectural visualization studios: learn how to sell solutions, communicate value, write stronger proposals, and build client trust.
3D Business: understanding what architectural visualization studios sell
3D business strategy begins with understanding that architectural visualization studios sell business solutions, not only images. In the 3D business, one of the major changes in the business-to-business sales process is thinking differently about what you are offering. Generally speaking, most professionals in the industry only offer rendering, animation, and similar services, and we are often told what to do and how to do it; For example:
“We need 3 renders from these angles and a 45-second walkthrough animation from here to here.”
If you want to scale your business to a different level, you need to start offering solutions instead of just infographics. Begin by understanding what you’re offering and how your services impact your client’s business. Clearly, you know the basics of your services and, in simple terms, can understand why your client needs them, but you can always expand your services by providing additional consulting.
It’s key for the 3D artist to know the actual use of the infographics; perhaps they serve multiple purposes, such as public relations, permits, tenders, competitions, but if you know the actual uses in your particular case, your offering can change, and you can become not only an architectural artist but also someone to consult. Something that, in my opinion, is even more interesting, and is something our clients really need but often don’t realize.
Many of our clients give us detailed instructions about what they want. Some know what they’re doing, but many don’t. We know what we’re doing because we’ve learned over time that our renders serve as communication tools, as do our textures, shadows, color treatment, and, for animations, our camera paths, editing, and music. We clearly do this more often than our clients, so we should be able to recommend what needs to be done—a tailored solution for each case.
3D business communication skills
Besides understanding what your offer actually is and what it does, the way you communicate it, the words you use, also affect your negotiations.
It’s a given that the word “rendering” will come up during a conversation, but we must strongly emphasize other words like “solution.” The main reason we need this emphasis is that rendering alone doesn’t verbally communicate “success,” “problem solved,” “better,” “improvement,” or “achievement”; it’s like saying “flat.” On the other hand, this other word, “SOLUTION,” communicates all these concepts and also closes the link.
Now you might ask, “What link? What are you talking about?” When you use the word “Solution,” you are indirectly communicating that there is a problem, which is true, and with the same word, you are communicating how to solve it. This is a word that explains your case. You can also use other words like “my/our answer” and “resolution,” but in my personal opinion, “solution” is the most powerful.
Examples:
• What I propose as a solution are 10 renders and a short, 1-minute animation edited into 10 scenes.
• A render with partial transparency to understand the structure and an animation that illustrates the solution to the problem.
• With the information provided, one solution is the following: 3 aerial views and…
3D business proposals: stronger language and clearer value
In a meeting, the communication of the proposal and the creative solution are directly controlled by the words used to communicate them. Another important note regarding the use of certain words is the following: it is very important to avoid using the word “maybe” during conversations, emails, or letters that directly relate to an offer, or during negotiations or proposals, whether verbal or written. It is common to read and hear:
“We can do this and that” or “We can render this…”
So, you might be wondering, what does “may” mean? Is this word positive? It may seem so, but it’s not as positive as we might think; “may” also communicates “might not,” “sometimes,” “depending on the case,” or “up to a point.” Now rephrase the sentences and use a word with implications of volition, such as “offer.” I think we can all agree that it is, in fact, stronger and more positive.
What does this have to do with architectural representation? Well, visual communication is our job, and how well we explain it and how we verbally translate our thoughts are key components of that. The words we use are definitely a part of it.
Examples:
We will offer you good drafts (instead of We can show you good drafts)
We will take your notes for the final rendering.
We will increase the quality of the shadow.
Synonyms:
Be qualified to…
Be able to x…
To solve x… we offer/suggest…
3D business sales: essential B2B communication
Selling to businesses is completely different from selling a product. By now, we’ve learned that we’re interested in providing solutions rather than just an infographic; but we don’t just mean that we’re selling a solution, we also need to apply basic business-to-business skills. The following represents the behavior and the attitude to maintain when in a meeting to discuss proposals:
General Guidelines:
- Businesses need services that they have to deliver to others; this differs from what happens on a personal level where we don’t need many of the products we buy.
- As much as possible, hide your “sales” attitude; a great salesperson is someone who doesn’t seem like a salesperson. (Some would say you need to act like one to understand how not to act like one.)
- Only use strong words; we saw that the word “may” is not entirely positive.
- Trust that you’ve already got the project, have confidence in yourself about it.
- Never interrupt; let the customer speak, even if they interrupt you.
- Maintaining eye contact (throughout the meeting) is very important; it communicates that you are someone who can be trusted.
- For meetings, wear semi-formal attire as much as possible, even if your clients are not formally dressed.
- Always providing them with cost savings and improvements; this is part of your solution.
- There’s always a project, no matter the budget constraints.
During a call:
For outreach aimed at US clients, review the FTC Telemarketing Sales Rule before defining a calling process.
Many of us (myself included, years ago) are afraid of the phone, especially cold calling. Let me tell you something: you won’t build any business if you don’t call potential clients; don’t wait for them to call you, discover you, or beg you for a project, no matter how good your portfolio is. You have to call and call and call. Most calls don’t generate work immediately, but they are all seeds you plant, and many come to fruition months or even years later.
Remember that business needs business, meaning your call is needed. You’ll get used to this with practice, even though it goes against most of our core beliefs, and very few people actually enjoy doing it.
Initially, you can use a telephone script as a guide, but never read one live on the phone. Detect the ‘tone’ of your client’s voice; ask yourself if they have time to listen (refer to the overall telephone workflow). No phone conversation should last longer than 2-3 minutes unless the client requests more information.
Keep in mind that potential clients are usually short on time, so your call should be specific and concise unless they request more detail. Sometimes, calling to understand the general state of a client’s business rather than immediately offering services can create a better long-term relationship.
What can you learn from this phone call?
- Identify who in the company might be the right person or people who would be interested in your services.
- Names, so you can submit a portfolio or videos.
- Clues about the company you called and possibly outside of that company; most have friends and most will help you.
- Set a date for a presentation to finally secure the commission.
- Identify influential personnel with purchasing power.
- Learn as much as possible about each company.
- Engrave your name or the company name in its memory.
During a meeting:
The most important thing in a meeting is to keep it brief; most of our clients don’t have, or like to think they don’t have, time for anything. Showcase your best work, explain how you work, what you need from them to get the job done, and be clear about the potential deliverables, such as posters, color prints, MP4s, etc. Always give them your business card so you can receive theirs, and when you receive theirs, read their name aloud again while maintaining eye contact. This trick, one a friend taught me, works well for learning and remembering names.
Maintain eye contact, or, in the case of a group, balance eye contact among those present; don’t look at just one person. Any presentation should not last more than 15 minutes, unless there is significant interest from the group. Never mention the cost; wait for them to ask (they will!) and answer promptly, maintaining eye contact—don’t look away while doing so!
The idea is to communicate that their services and solutions are seamless and straightforward. At the end, depending on how warm or cold the meeting was, ask someone if they can give you additional names at other firms. After the meeting, you can send a quick email about it, keeping it very brief.
- Keep it brief.
- Show only your best work.
- Explain what you need to get started.
- Explain your output and deliverables.
- Exchange your business cards so you can receive theirs.
- Again, maintain eye contact and balance it.
- Wait for “How much does it cost?” Don’t mention it unless asked.
- Email or contact them as a follow-up to thank them for their time.
Most of these skills are learned automatically by doing them, by practicing them, but a quick reminder helps identify them when they come up in a meeting. We provide services, that’s clear, but we need to move beyond that. Software products are constantly improving, and most of our clients have the ability to render; what they lack is the understanding of how to blend these media, how to assemble them for each project.
Some may need animation, others infographics, and others nothing at all. This last point is very important. If you see that a client doesn’t need all of your services, tell them. In my experience, being a good professional and not just a salesperson improves the perception of your business and can help that satisfied client, pleased by your honesty, recommend you to other companies.
Our services have the room to expand to offer this type of consulting, and in my opinion, we will begin to move in that direction.
For related services, explore our photorealistic 3D renders and continue with the guide below.
