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Hey there, fancy-pants!
You’ve got architects who know your product inside-out, love it, and are just one step away from specifying.
So what’s stopping them from taking that final step?
Today, I’ll show you how to convert those “most-aware” architects without wasting their time—or yours.
Let’s do it!
Channel their desire into action—without over-convincing
Architects who already want your product don’t need more convincing.
Trying to sell them on the features they already know could backfire. Take the story of a super-smart sales rep. She stopped sending product info to her “most-aware” architects. Instead, she offered a “Specification Fast-Track Program.” Here’s what she did:
- Sent a pre-filled spec template
- Guaranteed a 48-hour technical support response
- Gave direct access to the engineering team
In just one month, her specification rate shot up by 40%.
The lesson? Don’t create doubt where none exists. Instead of piling on more information, focus on removing any obstacles to a quick spec.
Sometimes, you just need to make it easier for them to say yes.
Make it simple: Match their sophistication
When it comes to architects who’ve seen & heard it all, complexity can be your worst enemy.
Over-explaining or offering too many options will just slow them down. One sales rep I worked with recently took this to heart. She simplified her offer down to this:
“Send us your project requirements. Get your spec draft in 24 hours.”
That’s it—two sentences. The result? Her conversion rate doubled.
So, if you’re talking to “most-aware” architects, cut the fluff. Strip your process down. Keep it simple, and watch how fast the specs roll in. Look for one step you can cut out of the process every quarter. Your goal is to make it so simple that they can’t help but say “yes.”
Heck, you could even try a “one-call specification” option. It would handle everything in a single 30-minute meeting.
It may seem too simple, but simpler is better with the “most-aware” group.
Build momentum—and don’t slow it down
Here’s a big secret: your “most-aware” architects don’t need you to start from scratch.
They’ve already made it 90% of the way on their own. You just need to maintain the momentum. Here’s a quick, 3-step momentum-building strategy you can use:
- Start at the end: Open with the exact specification template they’ll use.
- Remove choices: Present one clear path forward based on their project type.
- Create momentum immediately: Fill in the first section of the spec together on your first call. [Or, create a quick Loom video stepping them through the process in SpecLink or other popular spec-editing software.]
The key here is that they don’t need education—they need speed. They want to see results fast.
So your job is to ride that existing momentum all the way to a completed spec.
Quick recap:
- Channel desire: Stop creating new desire—just channel the desire that already exists.
- Simplify your process: Match your architects’ sophistication level with a friction-free experience.
- Maintain momentum: They’ve already come 90% of the way. Just make the final 10% effortless.
Remember: your “most-aware” architects are ready to specify right now. All you have to do is make it easy for them.
Let’s get out there and close those specs!
You made it! We’ve covered all 5 stages of awareness an architect goes through in their spec journey.
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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.
5) Most Aware: Ready to spec your product but haven’t got to it yet. [That’s the one above we just talked about!]
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Want to dig even deeper into where these awareness stages originated? Here’s a link to the book where I first learned about them: Breakthrough Advertising by Eugene Schwartz
It’s not a cheap book, but an important one if you want to dig deeper. I have two copies myself. [What can I say… I’m friends with the publisher!]
That’s it for this week!
Cheers to building more than just buildings, and see you next week,
Neil “Help-me-help-you” 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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