Welcome to the 21st issue of the Monday Morning Building Product Advisor! The newsletter to help you get better at connecting with architects. 👩💼🏛👨💼
In today’s issue I’ll cover:
- A framework to help you know what architects really want
- How to use it in 3 simple steps
- Why it works
Read time: 4 minutes
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Have you felt like you can’t reach your ideal architect clients? No matter how great your building products are.
Most architects hold back the big concerns and desires that influence their decisions. I’m here to decode some of those hidden signals. It’s simpler than you might think. And you won’t need to break the bank on fancy market research or high-tech tools.
By the end of this email, you’ll know how to use the “Drivers of Desire” framework. It’ll help you find & respond to these deep needs.
Sound easier said than done?
Yeah, don’t worry.
With 27+ years as an architect and 10 years of copywriting and marketing, I’m here to guide you through the process.
Let’s go…
What is the “Drivers of Desire” framework?
5 years ago, I was at Brian Kurtz’s marketing mastermind in Phoenix. While there, I met a super-smart direct marketer named Michael Fishman.
After the conference, I found one of Michael’s 10-minute talks on the I Love Marketing podcast. He called it “The Drivers of Desire—How to Know What People Want and How to Let Them Know You Have It.”
Michael’s framework breaks down how to connect with people. It’s based on 3 layers of their experience. Today, I’ll show you how to apply it to your business.
Here are the 3 layers:
1) What they WILL tell you: Surface-level desires they’re comfortable sharing. For your ideal architect, it could be professional aspirations, like:
• Design innovation
• Sustainability goals
• Project efficiency
• Blah, blah, blah… other things like that.
2) What they WON’T tell you: These are more private concerns too sensitive to say out loud. An architect might secretly worry about:
• Maintaining their reputation
• Avoiding past mistakes
• Client expectations
3) What they CAN’T tell you: This is the subconscious level where survival instincts play a role. Like everyone, deep needs for safety, security, and belonging influence architects. But they can’t articulate these feelings.
Poorly performing products threaten their professional survival. A leaky roof? That’s not just water damage; it could be a career-ending mistake! 😱
Tap into these 3 layers. This helps you create messages and presentations that resonate deeper. Making your products more appealing.
How to use the framework to connect
When you talk about your product, an architect’s brain is working overtime:
↳ Consciously, they’re evaluating specs.
↳ Below that, they’re wrestling with unspoken fears— “Will this product let me down?”
↳ Deep in the reptilian brain, they’re asking, “Will this choice help me to survive and thrive in my field?”
This layered thought process is why two identical products can elicit very different reactions. One speaks to their reptilian brain, while the other doesn’t.
So, let’s use lateral thinking to get more of a 360-degree view of your approach…
Image: Sketchplanations
Step 1: Discover what architects WILL tell you
Start by getting them talking about their current projects and needs. They usually share their projects’ challenges. And what they look for in building materials.
✅ Tip: Remember to listen more than you speak. Encourage them to share their professional aspirations. And the impact they hope their work will have.
• Ask open-ended questions to get detailed responses
• Listen actively to what they say about product preferences
• Summarize their points to show understanding & attentiveness
💬 In your presentation, address the WILL:
“Our roofing system exceeds LEED Platinum standards, aligning with your sustainability goals.“
Step 2: Understand what architects WON’T tell you
Next, try to uncover the concerns and challenges they might be reluctant to express. This could be due to budget limits. It could also be due to pressure to meet sustainability standards. Or, the struggle to find unique materials.
❌ DON’T: Avoid being too aggressive or salesy here.
You want to create an atmosphere of mutual respect & understanding.
• Build trust with non-judgmental responses
• Discuss industry trends that relate to common hidden concerns
• Provide examples of how you’ve addressed similar issues for others
💬 In your presentation, acknowledge the WON’T:
“We understand the unspoken pressure. A product failure reflects on you. That’s why our system has a 30-year, no-questions-asked warranty.“
Step 3: Unearth what architects CAN’T tell you
Finally, delve into their deeper, often unconscious desires. These desires drive their choices. They can include the need for legacy, recognition, or a fear of failure. Watching their reactions to certain projects or materials can give you clues.
✅ Tip: Use language & visuals that tap into the subconscious desires. These include safety, recognition, and professional pride. Show how your product aligns with these deeper motivations.
• Watch for non-verbal cues
• Reflect on emotional responses to specific topics or products
• Over time, compile & analyze behavior patterns that suggest deeper preferences or fears
💬 In your presentation, resonate with the CAN’T:
“In nature, the strongest shelters endure. By choosing our system, you’re not just creating buildings. You’re creating legacies. And they’ll protect your client & their building’s users from any storm.“
Why this framework deepens your connections
Image: Sketchplanations
The image above is a simple diagram showing how you should try looking at any complex challenge.
[And what’s more complex in your business than trying to tap dance through the long sales cycle with your ideal architect?]
Here are 3 reasons I believe this framework will help you build stronger connections. It involves zooming in & out and thinking up & down about the challenge.
Reason 1: Offers a wider view of the architect’s needs
It helps you see beyond the architect’s surface-level requirements. Including ones the architect may not even be fully aware of. Opening the door to making your products more relevant and appealing.
Reason 2: Bridges rational and emotional decision-making
Recognizing the deeper, emotional drivers behind architects’ decisions helps tailor your pitch. Your products become both a logical and emotionally compelling choice.
Reason 3: Builds trust & loyalty
Understanding & addressing architects’ deeper needs builds empathy. It lays the groundwork for trust & long-term loyalty.
Your Takeaway:
The path to getting specified more often isn’t just paved with technical specs.
It’s carved through the primitive, unspoken needs of your ideal architect clients. The Drivers of Desire framework helps you sell more than a product. You’re offering a tool for their professional journey.
Speak to what they will, won’t, and can’t tell you, and you’ll improve your connections—and get specified more.
If you want me to go deeper on any of these layers, HIT ME UP! I’ll dedicate a future newsletter to just that. [But only if you ask me to.]
Cheers to building more than just buildings, and see you next week.
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