Selling strategies are not taught in school, since it has traditionally been considered that architects cannot market themselves. Nor are they discussed among practicing professionals, since no one is willing to reveal their recipe for success. This book studies the strategies used by architects to secure commissions, sell projects and erect buildings. With a focus on California as a place for opportunity, where results matter more than theory, Dr. Eduard Sancho Pou – author, architect and architectural consultant – examines a number of (software) architects who have developed their careers in the area and offers advice for architects on how to be a salesman.

Selling strategies are not taught in school, since it has traditionally been considered that architects cannot market themselves. Nor are they discussed among practicing professionals, since no one is willing to reveal their recipe for success. This book studies the strategies used by architects to secure commissions, sell projects and erect buildings. With a focus on California as a place for opportunity, where results matter more than theory, Dr. Eduard Sancho Pou – author, architect and architectural consultant – examines a number of (software) architects who have developed their careers in the area and offers advice for architects on how to be a salesman.