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Read time: 4 minutes
Attracting your ideal architect clients doesn’t have to be complicated.
And I know a lot of building product reps struggle to find the best ways to do this. You want effective, trustworthy methods to build lasting connections.
The other day on LinkedIn, I shared this post teasing the “honey trap” method.
Today, I’ll dive deeper into it. And share a couple of other ideas with you.
After reading, you’ll master the “honey trap” method’s ethical application. I have 27+ years of experience as an architect. I’ve been pitched by reps and have seen the good, the bad, and the ugly in sales and marketing efforts. Plus, I’ve run a copywriting and advising service for over 10 years. I’ve helped manufacturers and product reps build better relationships with their ideal architect clients.
So, let’s get it on!
Idea #1) Create a value proposition that architects can’t ignore
Architects can get a bit overwhelmed with product options.
The issue is that we need to see real value if you want us to engage. The benefits of creating value propositions are immense. When you address an architect’s specific needs and pain points, you position yourself as a valuable partner.
Try these:
- Research: Understand their specific project needs and pain points.
- Show Successes: Use case studies that highlight measurable results.
- Use Testimonials: Share client testimonials to build credibility.
- Look outside our industry: Study how tech companies present cutting-edge innovations. Adapt their techniques, such as using virtual reality (VR) to showcase your products.
- Direct Marketing Writing Tip: Use powerful headlines to grab attention. Your value proposition should start with a compelling, architect-focused headline. Address the architect’s pain points. For example, “Attention Frustrated Architects: Slash project revisions by 50% and help the project finish on budget with our revolutionary window system.”
These tips make your product stand out and engage architects more effectively.
Example: Let’s say you sell energy-efficient windows. Create a case study showing how their product cut energy costs by 30% for a big project. You could include testimonials from the architect and building owner. They’d highlight the easy installation and the positive impact on the building’s performance.
Idea #2) Become their exclusive source of must-have industry intel
Knowledge is power, especially in the building products industry. If I were starting as a building product rep, I’d focus on becoming a valuable info source for architects.
Try these:
- Host Webinars: Partner with industry experts to provide valuable content.
- Share Research: Develop and distribute whitepapers on relevant topics.
- Early Access: Offer previews of new products to select clients.
- Borrow from Rapid Innovators: Look at industries like fashion or automotive design. See how they keep their audience excited about new trends. Adapt these strategies to keep architects engaged with exclusive insights.
- Direct Marketing Writing Tip: Create a sense of exclusivity. Something like, “Warning: This is a Confidential Report on 2025 Building Code Changes for Serious Architects Only.” Host invite-only webinars with provocative titles: “The 5 Deadly Specification Mistakes That Can Bankrupt Your Firm (And How to Avoid Them)”
You position your brand as a trusted resource by offering this valuable, exclusive content. This increases the likelihood of future specifications.
Example: Organize a virtual workshop on sustainable building materials. A respected green building expert could lead it. This event would be open only to a select group of architects interested in your products.
Bonus Tactic: Create a “Swipe File” of successful project specs using your product. Share it only with your inner circle of architect clients.
Idea #3) Deliver personalized product demos that feel like a custom fit
Many product reps make the mistake of giving generic presentations. They don’t address the needs of individual architects. This can lead to lost opportunities and disengaged potential clients.
Here’s a 3-step solution to improve your product demos:
- Understand the architect’s project requirements: Conduct a detailed consultation to uncover specific needs.
- Customize the demo: Highlight how your product meets those needs with a focus on the benefits.
- Follow up: Provide a personalized report or more resources. Offer to create mock-ups or provide samples tailored to their project requirements
Here are a few more ideas:
- Site Visits: Visit architects’ offices for hands-on demonstrations.
- Create Proposals: Develop project-specific solution proposals.
- Learn from Luxury Brands: Study how high-end brands personalize their offerings. Use similar high-touch, bespoke service approaches in your demos. This will make architects feel uniquely catered to.
- Direct Marketing Writing Tip: Use powerful, benefit-focused language and compelling visuals in your demos. Create a sense of urgency and scarcity, such as limited-time offers or exclusive deals for demo attendees.
Personalized demos show architects that you value their projects. This can make them more likely to specify your product.
Idea #4) Organize exclusive networking events
Architects value meaningful connections with peers and industry leaders.
The problem is they often lack opportunities to network with peers and leaders.
- Plan Events: Organize exclusive networking dinners or events.
- Facilitate Introductions: Help architects meet industry leaders.
- Offer VIP Access: Provide special passes to industry conferences.
- Create Unforgettable Experiences: Take cues from event planners in the entertainment industry. Use themes or interactive elements to make your events stand out. They’ll leave a lasting impression.
- Direct Marketing Tip: Make your invitations compelling and urgent. Use personal, direct mail invitations with attention-grabbing headlines. For example, “Join Us for an Exclusive Dinner with [Renowned Architect] – Limited to 20 Guests Only!”
This one helps architects associate you with industry connections and knowledge. Increasing their interest in your products and solutions.
I got a LinkedIn DM from a veteran owner of a product rep firm after sharing this last tip. They said [paraphrased]:
“I’ve consistently followed [the networking event] approach, albeit with a steeper learning curve. After over two decades in the industry, I’ve found this method highly rewarding and beneficial.“
So, there’s some proof from the field that this one’s worth trying.
Wrapping up: Consistent Implementation
Implementing the “honey trap” method requires a consistent practice routine.
Here’s a step-by-step way to do it:
- Daily: Research industry trends, develop value propositions, and create content.
- Weekly: Conduct personalized outreach, prepare tailored demos, and plan events.
- Monthly: Review performance, seek feedback, and engage in professional development.
- Quarterly: Conduct strategic planning and market analysis.
Follow this routine to attract and build trust with architect clients consistently.
Remember: To paraphrase marketing legend Dan Kennedy, “The most profitable habit you can have is the habit of always looking for ways to make your product seem more valuable.“
Your mission: Become the product rep that architects can’t afford to ignore. Ethically attracting architect clients requires giving them real value, insights, and personalized solutions.
Now, go out there and start attracting those dream clients!
That’s it for today!
Cheers to building more than just buildings, and see you next week.
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