A question of salesmanship. I am interested in how practicing timberframers, salespeople, orators (hehe), and companies sell a timberframe structure. Do you reason with potential clients that their building will be stronger, do you appeal to their sense of emotions or aesthetics?

In short it seems that most timberframes are built for people who already know they want one. The question more specifically is how do you convince someone who wants a new building that a timberframe is what they should have or build.