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Last week, I shared a sneaky trick to help your ideal architect realize they’ve got a problem they didn’t even know existed. [And if you missed it… I’m hanging my head & shaking it slowly & sadly right now.]
It was inspired by the 5 stages of awareness outlined in Eugene Schwartz’s classic marketing book, Breakthrough Advertising.
But since we’re friends, here’s a quick catch-up on the stages of awareness architects go through:
1) Unaware: No clue there’s a problem.
2) Problem Aware: They know they’ve got a problem but haven’t found a fix.
3) Solution Aware: They know there’s a solution… just not yours (yet).
4) Product Aware: They know about your solution but still need a little nudge.
5) Most Aware: They’re ready to specify your product but haven’t quite pulled the trigger.
Today, I’ll show you how to subtly introduce your product to architects. They know they have a problem but haven’t linked it to your solution (yet).
Don’t scare ’em off by talking about product features too soon. But you do want them to see your product as the clear solution.
Here’s how you do it, step by step.
1: Start with a clear headline that names their need
Schwartz’s principle: “You cannot create desire. You can only channel it.”
Architects have busy brains. We spend a lot of our time on critical thinking. […and overthinking!]
So, your best bet? Hit me with a headline that screams, “I know what’s keeping you up at night.”
Skip the boring “Introducing our new product” nonsense. Trust me, no architect is scrolling through emails thinking, “Tell me more about your product I’ve never heard of!” Instead, get laser-focused on their specific need. Are they losing sleep over sustainability goals? Try something like: “Meet your sustainability targets with these innovative materials.”
Now you’re talking their language! You’ve made it clear that you get them, and you’ve earned the right to keep their attention. And guess what? They’re more likely to open your email and keep reading.
You’ve connected with a problem that’s already on their mind.
2: Dramatize the problem like it’s the plot of a thriller
In my 27 years as an architect, I’ve seen materials cause major project delays. And I’ll tell you—it’s not just frustrating. It’s horrifying!
Imagine an architect sitting there, watching a project milestone pass by because they specified the wrong material. The firm’s reputation? On the line. The client? Breathing down their neck. And the contractor? A lot of times, they’re taking the blame for the architect’s mistake!
It’s not just a delay… it’s a disaster.
That’s the emotion you want to tap into. When you highlight the problem, make it feel real. Use stats or stories that dramatize the consequences of inaction.
Here’s one for you [I made up the numbers]:
“Projects specifying outdated materials are 30% more likely to be delayed. Costing tens of thousands in overrun fees… Making you, your firm, and even the contractor look bad!”
This turns the problem into a ticking time bomb for the architect— and positions you as the hero who can save the day. The key is to make the problem feel urgent and pressing.
In his book’s intro, Schwartz said, “…this book is not about building better mousetraps. It is, however, about building larger mice. And then building terrifying fear of them in your customers. In other words, it is about helping to shape the largest and strongest market possible. And then intensifying that market’s reaction to its basic need or problem and to the ‘exclusive’ solution you have to offer it.”
3: Position your product as the inevitable solution
Now that the architect is sweating over the problem, it’s time to swoop in with the solution. But don’t just rattle off a list of product features.
Here’s how you do it right:
- Connect your features to their needs. Don’t say your product is energy efficient—say it’s the exact thing they need to hit their energy-saving targets.
- Prove it works. Nothing beats a good story. Share a case study about a firm that used your product and cut project costs by 20%. Success stories turn skeptics into believers.
- Invite them to talk. Ask them to share their challenges. Offer a custom solution that addresses their specific project needs. Now you’re not just selling—you’re building a partnership.
By aligning your product with their very specific pain points, you make it an inevitable choice. They’ll walk away thinking, “This is exactly what I need.”
Final Thoughts:
To reach architects in the Problem Aware stage, show you know their challenges. And that you’ve got the solution.
- Start by speaking directly to their needs.
- Make the problem feel urgent.
- Then, show how your product is the only logical solution.
Follow this approach. You’ll go from “just another vendor” to the architect’s trusted go-to for solving tough challenges.
Your ideal architects will start asking for your help to solve their problems.
That’s it for this week! Watch for next Monday’s issue when we tackle the Solution Aware stage.
Cheers to building more than just buildings, and see you next week,
Neil Sutton
Architect | Speaker | Coach to Building Product Reps
P.S. Remember, the bigger you make the problem, the more your solution will seem like the answer they’ve been looking for. Keep this in your toolkit for your next conversation with an architect!
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P.P.S. Want to really get inside an architect’s head?
When you’re ready, here are 3 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: You can Book an Architect Connections Training Call for you and your team. Reach out and I can send you details ASAP.
- Speaking: If you’d like me to present at an upcoming sales meeting, reach out and let’s talk!
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