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After 27 years in architecture, I’ve seen my fair share of product reps.
Some stand out, but most? Not so much. Reps have pitched me everything. From spray paint to a “miracle” sealant to the next “game-changing” building tech. But if there’s one thing I’ve learned, it’s that the product alone doesn’t win us over.
It’s how you present it.
Today, I’ll show you how to convince architects who know about your product to just get on with it & specify you!
[If you need to catch up with the previous states of awareness, check the bottom of this post.]
You want architects like me to specify your product?
Here are 3 things you need to get right…
1) Address objections head-on
If you think avoiding objections means they won’t come up—think again.
We’re going to ask the tough questions. It’s part of our job. So, instead of dodging them, face them directly. Whether it’s concerns about durability, sustainability, or long-term performance, we need proof.
Don’t just tell us your product will perform—show us.
Here’s what I’ve seen work well:
- Case studies: Real-world examples of your product’s performance on projects like ours. Seeing is believing.
- Third-party certifications: Get certifications that back up your claims. Architects trust independent evaluations.
- Site visits: Invite us to see your product in action. Virtual tours or real-life examples give us confidence in what you’re pitching.
I remember a rep who predicted my concerns about a proposed curtainwall substitution.
They quickly sent data from third-party tests. They also offered a site visit to a local project where it was being installed. It showed they understood my needs and built instant trust.
Remember, objections aren’t something to fear—they’re opportunities to build credibility.
2) Position yourself as the better option
Architects are inundated with products.
If you want yours to stand out, you need to make it crystal clear why it’s better than the competition. What sets your product apart? Is it more energy efficient? Faster to install? More durable?
Whatever it is, highlight those unique selling points clearly and concisely.
For example, I’ve seen a rep use an infographic to compare their product’s energy performance to industry standards and competitors. It wasn’t flashy. It was straightforward and easy to understand. And that’s what we architects need.
We deal with hundreds of products, and the ones we remember are the ones that make it easy for us to see their value.
My advice?
Create a “cheat sheet” of your top three selling points. When you’re in a meeting or on a call, use it to keep your message clear and consistent.
But here’s the thing: what makes your product better for one project might not be relevant to another.
So be ready to adjust based on what the architect in front of you needs.
3. Customize your approach & follow up effectively
Here’s another little wrinkle you need to know about architects… We have different priorities for different projects.
What works for one might not work for another. That’s why a one-size-fits-all pitch doesn’t cut it.
Before you meet with an architect, take the time to research their firm and recent projects. Understand what they’re working on and what their pain points are. Then, tailor your presentation. Focus on how your product solves their specific problems.
Here’s a good 5-step process I’ve seen give reps great results:
- Research. Know the architect’s firm & recent projects.
- Ask questions. Find out what challenges they’re facing with their current materials.
- Tailor your pitch. Show how your product directly addresses those challenges.
- Schedule the next contact. Before you leave the meeting, ask how they’d like you to follow up.
- Follow up fast. Within 24 hours, send a follow-up. It should summarize key points from your meeting.
And here’s a bonus: don’t just “check-in” with your follow-ups. Add value.
Send relevant industry news, case studies, or even a quick update on how your product is evolving. Architects will appreciate your professionalism and the extra effort to keep us informed.
I’ve had reps follow up with an article about a new healthcare design code right after our meeting. It showed they understood my focus on healthcare projects. It also kept their product top-of-mind.
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Need a quick reminder of the 5 stages of awareness architects go through?
1) Unaware: No clue there’s a problem.
2) Problem-Aware: Know the problem but not the fix.
3) Solution-Aware: Know there’s a fix… just not yours.
4) Product-Aware: Know about your fix but need a nudge. [✅ we just covered this one today!]
5) Most Aware: Ready to spec your product but haven’t got to it yet. [We’ll cover this next week!]
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Final Thoughts
Want to get your product specified by architects like me? Build trust, show value, and follow up.
And if you want my advice on how to refine your pitch to architects, hit reply and let’s chat.
I’ve spent 27 years on the other side of the table, and I’d be happy to help you get more of your products specified.
That’s it for this week!
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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