Welcome to the 22nd 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 substitution requests (“SRs”):
- 4 tips to improve your SR approval rate
- Using them as an effective tool to swoop in & win projects
- Using SRs to start an architect connection
Read time: 6 minutes
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Ever felt the sting of a rejected product substitution request?
It’s frustrating. But if you play your cards right, it’s still an opportunity to start a stronger relationship with your ideal architect client.
Substitution Requests (“SRs“) can feel like they have a 50/50 chance of approval. But most architects are open to them if you present them effectively.
Today, we’ll discuss presenting SRs to architects in a compelling way. This will increase your chances of approval.
This will help you:
- Build a strong relationship with architects from the start. But do it without seeming pushy or insincere.
- Show your expertise and commitment to the project. Even if the architect is skeptical about the substitution.
- Make a strong case for your product. This will make the architect more likely to accept your SR.
- Best of all: Increase your odds of winning future business with the architect and their firm.
Here are 4 tips to improve your SR approval rate:
1. Research your proposed products thoroughly
Research your product well. Then, you can highlight its benefits, show your expertise, and prove your commitment. This can make your SR more persuasive, and the architect is more likely to accept it.
âś… DO this:
- Review technical specs, performance data & any third-party evaluations or certifications.
- If possible, visit completed projects where they’ve used the alternative product. This hands-on experience will give you invaluable information to support your SR. [Bonus tip: Invite the architect and/or owner to visit the project with you!]
Imagine you’re proposing a different insulation material for a commercial project. If you’ve seen finished projects using your material, you can talk about its performance. And how long it lasts and how easy it was to install.
This real-life experience will be more convincing than quoting promotional materials.
🎯 Direct Marketing Tip: Use a unique selling proposition (USP) in your SR. Clearly articulate what sets your product apart and why it’s the superior choice. For example, “Our insulation product not only meets the required specifications but also reduces energy costs by 20%, which no other product on the market can claim.”
❌ DON’T RUSH
❌ DON’T rush the research or base your recommendation only on marketing materials. You could end up proposing a product that doesn’t meet the project’s requirements. Or the architect’s expectations. [Which can hurt your credibility down the road.]
Successful product reps know that doing their homework today is key to a strong SR tomorrow. Take the time to learn about the product’s tech details. Learn how it performs and about third-party test results. This way, you can confidently explain its benefits.
Once you’ve done your research, focus on the key benefits that’ll resonate with the architect.
2. Emphasize cost & performance benefits
Saying your product is cheaper doesn’t make people accept it. Instead, focus on the cost & performance benefits of your proposed product.
âś… Develop a side-by-side comparison chart of the specified products and your proposed substitution.
- List cost savings, performance advantages & any extra benefits.
- Explain how these will benefit the project.
- Do they reduce maintenance? Last longer?
In a recent project’s bidding phase, a rep submitted an SR along with a simple comparison chart like this. It made it so easy to do the quick assessment, see where it was equal or better, and get my and the owner’s quick approval.
→ Do this today for ALL your known competitors for each product. That way, you’ll have a chart ready to go for the next last-minute call you get for an SR.
🎯 Direct Marketing Tip: Use testimonials and case studies to back up your claims. For instance, include a quote from a satisfied client who experienced the cost and performance benefits firsthand. “After switching to your suggested roofing material, our maintenance costs dropped by 30%,” says John Doe, Facility Manager at XYZ Schools.
❌ DON’T rely on price differences.
❌ Architects will wonder if your lower-cost product is equal to the specified product. Have the data to back up your claims of improved performance & cost-effectiveness.
Each project and client is unique, but be proactive. Offering extra support can address doubts and hesitations.
Cost and performance benefits matter. But how you present the SR is just as important.
3. Prepare clear & concise documentation
I’ll show you how to prepare a clear substitution request. It will be easy to follow and increase your chances of approval.
A well-prepared request can mean the difference between approval & rejection. [Frustrating but true.]
❌ Avoid unnecessary or overly technical information.
❌ Disorganized or overly technical requests can frustrate architects and risk rejection. Confusing or incomplete requests also damage credibility.
Make your proposal easy to follow. Go for clarity & conciseness while still providing enough detail to support your claims.
Include all relevant data sheets, drawings & any supporting documentation. SHOW the advantages of your proposed SR.
âś… Organize your documentation logically.
- Use headings or sections to guide the specifier
- Use visuals, like diagrams & charts to illustrate key features & benefits
- Provide clear sources for any data or stats
🎯 Direct Marketing Tip: Incorporate a “reason why” explanation in your documentation. Tell the architect why you chose this particular product and why it’s a better fit for the project. For example, “We’re proposing this insulation because it not only meets the specifications but also has a proven track record in similar projects, ensuring reliability and performance. That means fewer maintenance headaches for your client.”
It may seem like extra work at first. But, a well-prepared and easy request will save you time and frustration.
By sending a simple and clear SR, you’ll look professional. And the architect is more likely to accept your proposal.
Finally, let’s look at engaging with the specifier early in the process.
4. Engage with the specifier early in the process
Direct marketing expert Dan Kennedy likes to say, “What’s the difference between lettuce and garbage? Timing.”
❌ Don’t wait until the last minute
❌ A common mistake is waiting until the last minute to submit your SR or engage with the specifier. [Or, more likely, you get a last-minute call from a contractor. They ask you to put something together, and they need it “yesterday.”]
This can cause delays. It can also lead to more resistance and harm your relationship with the specifier.
Here’s a 3-step solution:
âś… Build rapport and trust with the architect early on. When you can, schedule a short meeting or call. Use it to discuss the SR before submitting it.
[Even better, if you’ve been following along in my previous newsletters… have that rapport and trust already in the works before the bidding phase.]
âś… Be transparent about why you’re requesting the substitution. Address any concerns and offer technical support if needed.
✅ Demonstrate your commitment to the project. Early engagement shows you’re willing to collaborate and support the architect’s vision.
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Here’s an example: During the bidding phase of a recent project, I heard from a rep who who nailed this approach.
He… wait for it… ​​he called me on the phone. That’s right. Before he emailed me his SR form, he called me to chat. He’d looked at my project and saw his product could be a good solution. And ​we should​ consider adding it as an allowed manufacturer.
He took that extra step. He made sure his request was coming in “warm.” That means when it dropped into my email, he was able to start by thanking me for the call. I was already open to his request.
In our 5-minute conversation, he also opened the door to a future talk. To discuss how we can add his product to our master spec for other projects.
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🎯 Direct Marketing Tip: Use a direct response technique. Create a sense of urgency by setting a deadline for feedback or offering to provide additional information promptly. For example, “I’d love to discuss this with you further and can provide a detailed report by the end of the week if that works for you.”
Engaging early benefits the current project and lays the groundwork for future collaborations. The benefits are a smoother approval process. Plus, a stronger, more trusting relationship with the architect.
Summary of your to-do items:
- Thorough product research: Review specs, data, and certifications.
- Visit Projects: Get firsthand experience by regularly visiting project sites. Invite the architect if possible.
- Create comparison charts: Develop and present detailed product comparison charts.
- Organize Documentation: Compile and structure SR packages with clear headings and visuals.
- Engage Early: Schedule and conduct initial meetings or calls with the architect.
- Open door to long-term partnerships: Express interest in an ongoing relationship. Offer training and resources.
That’s all for today!
Cheers to building more than just buildings, and see you next week.
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