opportunity to grow and break into a new market. He finds it a lot easier to communicate his value to clients now than when he began his career, not just because he’s experienced, but because the industry has grown so much. Landscape architects are more visible and the public is more engaged in conversations about the environment. “We are the stewards of the natural world, so it gives us a lot of credibility right away. Along with that comes a lot of responsibility, and I think as an industry we’re at this tipping point where society is looking for leadership in those areas,” Koudys said. “I think people will respond and come to us with the attitude that they appreciate us and value what we do, and that will be reflected in our fees.” The money talk To some people, money is a taboo subject. Beth Edney, owner of Designs by The Yard in Toronto, Ont., believes some designers struggle to comprehend their true value because of how they grew up thinking and talking about money.
“This can go all the way back to your childhood — what your parents said around the dinner table. Like, ‘Money doesn’t grow on trees. Money is the root of all evil,’” she said. “If we have that deep-seated thought that money is evil, how can you go out and charge? How can you ask for a substantial rate when you think it’s bad?” Early in her career, Edney heard what successful landscape architecture firms in Toronto charged, and thought, “That’s greedy.” Now she says: “That was holding me back.” Once she thought deeply about her own perception of money and figured out what value she truly offers — as Wilton and Koudys did — and what she needed to charge to make a living as a landscape designer, she realized they were not being greedy. “They’re just super talented, and they know what they’re doing, and they produce wonderful projects. That really changed my ability to ask for what I deserve,” she said. Edney encourages professionals to look inward at their relationship with money and work to eliminate any guilt associated with it. This takes time; almost all the
professionals interviewed said they feel more comfortable talking about money now than when they started out. Again, when you understand your value, it’s easier to communicate. They agreed it’s best to be honest up front with clients. You don’t necessarily need to open with the money question — it’s best to build up some trust and a rapport first — but there’s no sense avoiding the subject. Give them the information they’re looking for and make sure you have a strong pricing model in the background to reinforce your numbers. “Don’t be afraid to tell your customer what happens if you don’t make any money on this project. We can’t reinvest in our business to give you better service on the next one,” Wilton said. “If we don’t charge correctly, you won’t get the right service and the right quality. Your contractors will be cutting corners.” “Don’t be afraid to try,” he added. “What’s the worst that’s going to happen? You’ll get a no, and then you’ll know, ‘I can’t charge that much for that service.’ And then you go a little bit less.” LT
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