Read time: 4 minutes
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You know the drill.
You’re trying to stay on your architect’s radar without being that pesky fly they want to swat. But what if I told you we could turn that fly into a golden goose?
This month, I’ve been rereading another great book on selling from my bookshelf. It’s marketing genius Jay Abraham’s “Getting Everything You Can Out of All You’ve Got.”
And I’ve plucked some of the takeaways and used them to improve some of your current follow-up emails.
Grab your coffee [or that “totally not your fourth” energy drink]. Let’s dive into some follow-up strategies that’ll turn your ideal architect client’s head.
1. Stay in touch with relevant, value-added content… but expand the value beyond your product
Jay Abraham would tell you to maximize value creation.
Don’t just send product content. Send insights that help your architect clients thrive in their business. Think about what keeps them up at night. Is it staying competitive, navigating new regulations, or managing client expectations?
By positioning yourself as a trusted advisor who adds great value, you create a stronger bond.
The Abraham Twist:
Architects need more than product updates.
They want industry news, business tips, and advice on improving client relationships. By thinking beyond your product, you can deliver diverse value.
This will transcend the typical sales relationship.
Example:
You’re sending a report on a new trend in sustainable architecture.
Include a note that says, “This could be a game-changer for the projects you’ve got coming up. Thought it might spark some ideas!”
…or something like that.
Action Step:
In the next 5 minutes, research a trend or new business tactic architects are buzzing about. Draft a quick email. Include a relevant article or insight that helps the architect’s business, not just their design.
2. Host a quick, no-strings-attached check-in call… but add a referral opportunity
Jay Abraham talks about leveraging relationships.
Why not turn your check-in call into an opportunity for mutual growth? Offer to connect them with connections or resources to help grow their business. And, if you’re feeling extra “spicy,” ask them for potential client referrals.
This approach multiplies your impact. It turns a simple call into a strategic exchange that benefits both parties.
The Abraham Twist:
Don’t just stop at maintaining relationships—expand them.
Introduce your architect to a resource or connection that can help their business. You’re not just a rep—you’re a connector of opportunities. In return, you can ask who they know who might benefit from your services.
Example:
In a catch-up call, you could say, “I know a client who might need a referral for an architect with your expertise. Can I send them your way? And, before I forget, could any of your colleagues use what we covered in the lunch-and-learn? I’d be happy to connect with them.”
Action Step:
Starting now, keep your eyes & ears open for referral opportunities. In your next 5-minute check-in, ask: “Who in your network could use what we’ve been discussing?” Be ready to offer a referral in return.
3. Offer free product training or lunch-and-learn sessions… but build reciprocity
Jay Abraham stresses the principle of preeminence.
Be the go-to expert, not just a provider. Become indispensable. After your training or lunch-and-learn, the architect should feel they owe you a favor (in a good way).
Give so much value that reciprocity kicks in. They’ll feel compelled to give back. Maybe it’s a referral, a testimonial, or including you in their next project.
The Abraham Twist:
You’re not just offering a training session. You’re setting the stage for a reciprocal relationship. Give so much value that the architect will want to return the favor.
Example:
In your product demo, include expert advice on using your product in their project type. (I.e., healthcare, K-12, residential, etc.). They might not find this info elsewhere.
If you exceed their expectations, they’re more likely to include you in their next big project.
Action Step:
Create a quick invite for a product demo, but make sure it goes beyond the basics. Share insights that make them feel they have insider knowledge—and that they owe you one.
4. Send personalized project success stories… but tie it to their future growth
Jay Abraham wants you to help clients see future potential.
When you send success stories, don’t just highlight the past. Show them how applying the solutions can lead to their own future growth.
Connect the story to their business. Paint a picture of how your product can help their next project get bigger, better results.
The Abraham Twist:
Success stories shouldn’t just say, “Look what we did.”
They should say, “Look what you could do next.” Help the architect see their future project’s potential with your product.
That’s how you shift from a transaction to a partnership in their long-term success.
Example:
Tell a story about how your product cut costs and boosted efficiency in a major project.
But take it a step further: “Imagine the impact this could have on your upcoming development. Let’s brainstorm how we can replicate this success for you.”
Action Step:
Take 5 minutes to tweak a recent case study. Add a few sentences. Show how the architect could get similar results on their next project. Make it about their future, not just your past.
The Jay Abraham Approach: Become Their Trusted Advisor
With these strategies, you’re no longer just a salesperson—you’re a trusted advisor.
Jay Abraham’s principles stress three things:
- Maximize value
- Expand relationships
- Create a vision for future success
You’re here to help your architects grow their business, not just sell products. When they win, you win—so make it your mission to help them win bigger than ever.
That’s it 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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