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Read time: 4 minutes
I know getting us architects to spec your products can be a real pain.
Let’s change that.
With 27 years under my belt as an architect, I’ve got a few good strategies I’ve been sharing with you.
Here’s another big one…
I call it the Architect Whisperer Method.
[Here’s a short post I wrote explaining the name of this approach.]
Today, I’ll share how to land more specs and projects with your ideal architect clients. And, do it without looking (or feeling) like a pest.
This will help you:
- Become the architect’s go-to resource, not just another vendor
- Win more high-value projects by delivering superior value
- Create a referral engine that brings in new business automatically
Best of all, you’ll become a valued partner to architects and contractors. It’ll make your job more rewarding and less stressful.
Let’s go…
Leverage the Power of Superior Support
That might feel like a big DUH!
But, if you can provide fast, effective support during design and construction, it can be key to winning more projects and product specs.
Architects & contractors have tight deadlines. So, build a reputation for the best support.
Here are 3 great reasons why you need to do this:
1. Boost Client Satisfaction and Lifetime Value
Your goal: Make architects and contractors happy at every stage of the sales, design, and construction process. Add value to every interaction.
❌ Old way: Many reps focus only on the initial sale. Ignoring the small details in customer interactions. A minor oversight = dissatisfaction.
✅ New way: Build long-term relationships by offering ongoing, superior support. Be attentive and proactive. Address architects’ needs quickly and effectively to boost satisfaction and ensure repeat business.
Strategy ideas: Always look for ways to go beyond expectations.
- Offer resources, insights, or services your competitors don’t. This added value creates a memorable experience and builds loyalty.
- Create a dedicated support portal for architects and contractors. It should let them access resources, track requests, and get quick answers.
2. Harness the Geometry of Marketing
When architects get outstanding service, we refer you to colleagues. Positive word-of-mouth referrals can lead to new business opportunities & drive your sales growth.
❌ Old way: Reps often rely solely on direct outreach. They underestimate the power of referrals.
✅ New way: Create a referral system that multiplies your reach. Regularly check in with your clients to make sure they’re satisfied and willing to refer you to others.
Your Core Guidelines:
1) Always go the extra mile in your service.
2) Be reliable and consistent.
3) Address issues promptly.
4) Follow up after the project to ensure satisfaction
Strategy ideas: Use your satisfied clients as a marketing force. Encourage your happy architect clients to share their positive experiences with their network.
- Create a digital referral toolkit. Your clients can easily share it with their network. Make it simple to refer you.
- Create a referral system. It should reward both the referrer and the new client. This will encourage more referrals by creating a win-win situation. This could be priority support, exclusive product access, or even co-marketing opportunities.
3. Turn Problems into Opportunities
❌ Old way: Product reps see issues as setbacks. Ignoring or delaying the response to problems can lead to negative feedback and lost business.
✅ New way: Use problem-solving as a chance to showcase your value. Architects will see you as reliable and trustworthy, leading to more specifications.
Don’t just respond quickly—anticipate needs before they arise.
Create a “common issues database” based on past projects. Use this to proactively reach out to architects with solutions before problems occur.
Example: If you know a product needs special installation in humid areas, contact architects there. Offer them tailored advice, even before they ask.
This positions you as an indispensable expert, not just a reactive supplier.
Strategy ideas: Turn problems into opportunities.
- Create a rapid response team for architect queries. Track common issues and develop preemptive solutions. Use issues to show your commitment to excellence and your willingness to go the extra mile.
- Develop a “project milestone checklist” for each product. Contact architects at key points with relevant support. Create multiple touchpoints throughout their projects.
Key direct marketing principles of the Architect Whisperer method
1. Talk Less → Listen More
In your next meeting, spend 70% of the time listening to the architect’s needs and challenges. Take notes and follow up with customized solutions.
Direct Marketing Principle: This aligns with the principle of understanding your client’s business better than they do.
2. Always Be Valuable
Share articles, case studies, or insights relevant to their projects. Even if it’s not directly related to your product. This shows you’re thinking about their success, not just your sales.
Direct Marketing Principle: It’s a practical application of Jay Abraham’s Strategy of Preeminence. Remember, your goal isn’t just to sell products. It’s to become the most trusted advisor in your niche. Every interaction should demonstrate your commitment to the architect’s success.
3. Personalize Your Approach
Start your emails by mentioning something specific to the architect’s recent projects or interests. Show that you paid attention or did your homework.
Direct Marketing Principle: This shows your commitment to their unique needs. It’s key to becoming their trusted advisor.
4. Be a Problem Solver
Help with potential issues they might face. Even if it doesn’t directly benefit you right now. Connect them with other professionals. Or share tips and tricks that can make their job easier.
Direct Marketing Principle: This positions you as an invaluable resource, not just a product rep.
To implement the Architect Whisperer Method:
If you want to take a focused approach to get better at this one, here’s a recommended routine you can try.
Daily Routine (90 minutes):
1) Research and Planning (30 minutes)
- Identify upcoming commercial projects and key architects
- Set daily outreach and follow-up goals
2) Personalization and Value Creation (30 minutes)
- Create personalized content for top prospects
- Practice initial outreach messages focusing on adding value
3) Skill Development (30 minutes, rotate daily)
- Monday: Active listening practice
- Tuesday: Problem-solving for common architect challenges
- Wednesday: Follow-up system refinement
- Thursday: Product knowledge review
- Friday: Week review and improvement planning
Weekly Tasks:
- Attend or watch one industry webinar
- Update CRM with new insights and information
Monthly Tasks:
- Attend one networking event
- Review and update referral program strategy
- Analyze successful and unsuccessful interactions
Quarterly Tasks:
- Take an online course to improve a specific skill
- Conduct a comprehensive strategy review
Remember to refine your approach based on feedback and results. And, adjust this routine to focus on areas needing more work, or as you master certain skills.
The Wrap-up
These strategies will help turn you from a product rep into an essential partner.
You’ll land more specs and projects without pestering architects. You’ll become the obvious choice for their needs. Creating lasting, mutually beneficial relationships in the architecture and construction industry.
That’s all for today!
Cheers to building more than just buildings, and see you next week.
P.S. Want to really get inside an architect’s head?
When you’re ready, here are 2 ways you can work with me:
- Product reps: If you’re serious about getting better at connecting with architects — Book a 1-on-1 call with me.
- Business owners or Sales Team Leaders: Book an Architect Connections Training Call for you and your team
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