Read time: 3 minutes
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Picture this: Your ideal architect is racing to meet some @%*!#% new energy efficiency standards.
They’re searching for quality, sustainable building products that won’t break the bank. And they’re one step away from finding the perfect fit…
That’s where you come in.
Last week, we talked about how to introduce your products to architects. Remember the five stages of awareness they go through?
Here’s a recap:
1) Unaware: They don’t even know they have a problem yet.
2) Problem-Aware: They realize there’s a problem but don’t know how to fix it.
3) Solution-Aware: They know there’s a solution out there… just not yours (yet).
4) Product-Aware: They know your solution exists but haven’t fully committed.
5) Most-Aware: They’re ready to specify your product but need that final push.
Today, we’re zooming in on Solution-Aware architects. The ones who already know they need a fix but haven’t found yours.
Here’s how you can turn their awareness into action:
1: Harness their existing desires
Solution-aware architects already know what they’re looking for. Your job is to show them you’re the best fit.
Let’s say I want sustainable building materials. You don’t need to lecture me about why sustainability matters; I already get that. Instead, focus on how your product is the ultimate answer to my search.
At this point, don’t waste time trying to educate me on needs I don’t realize I have. Speak my language. Use the exact words I use when I talk about my desires. This small change can boost connection and engagement. It shows you truly understand me.
Now, let’s make sure your message hits home emotionally.
2: Intensify the architect’s dominant emotion
When it comes to selling, emotion is your secret weapon.
If an architect’s main concern [right now] is passing energy audits, lean into that worry. Maybe say something like: “Never stress about another failed energy audit. Our windows are certified to meet all current energy standards (PLUS you & your client will love how they look).”
Do you see how that can stoke their fear? And then, it positions your product as the perfect solution.
Be bold. Amplify what they already feel. Your message will cut through the noise. If you can hit on their strongest emotion, it’ll stick with ‘em.
Now, it’s time to guide them toward choosing your product.
3: Provide the missing piece of information
Let’s bridge the gap between their solution awareness and your product.
Architects often get bombarded with every detail about products. This leaves us feeling overwhelmed. Instead, offer the one critical piece of info we need to make our decision.
Here’s a 3-step approach to guide them through the process with ease:
- Identify the Knowledge Gap. What’s that one thing they need to know to take the next step toward your product?
- Send a clear, targeted message. Make it concise and provide that vital piece of information.
- Deliver at the right moment. Share this info when they’re most likely to act. Like right after they’ve told you their needs.
Keep it simple. Architects want sales reps who can cut through the clutter. They want just the right amount of information — no more, no less.
TL;DR:
- Harness existing desires: Align with what Solution-Aware architects already want.
- Intensify their dominant emotion: Make your message resonate on a deeper level.
- Provide the missing info: Give just enough detail to nudge them toward specifying your product.
So, are you ready to turn these architects into raving fans of your product?
Check the P.S. for a few ways to go a little deeper.
That’s it for this week! Watch for next Monday’s issue when we tackle the Product-Aware stage.
Cheers to building more than just buildings, and see you next week,
Neil Sutton
Architect | Speaker | Coach to Building Product Reps
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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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