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Ever walked into an architectural firm and walked out feeling like you just wasted an hour of your life?
You brought your best samples. You gave your spiel. They nodded politely. But deep down, you knew—nothing you said stuck. What went wrong?
Here’s the hard truth: Most reps fail because they treat every architectural firm the same.
But you’re not “most reps.”
Today, I’ll show you how to make every visit count. Whether it’s a 5-person boutique firm or a corporate giant with 500 people on staff… You’ll learn how to tailor your approach, build relationships, and get specified.
Let’s dive in.
Not all firms are created equal
Architectural firms vary wildly in size, structure, and needs.
Are you treating them the same? That’s a fast track to being forgotten.
Here’s what I mean:
Large Firms (50+ people):
- Bureaucratic, with complex approval chains
- Handle massive projects that take years to complete
- Standardized procedures and established vendor relationships
Your strategy? Position yourself as a long-term partner who can scale with them. Build relationships methodically over time.
[When I worked at a large firm, I only worked on 10 projects in 17 years. Each was $100M+ and took over 3 years. It took patience and persistence for reps to get a product into the mix.]
Small Firms (under 15 people):
- Flexible, with direct access to decision-makers.
- Tackle smaller projects but churn through more of them.
Your strategy? Be personal. Show how you can save them time and headaches on their many smaller projects.
Mid-Size Firms (15–49 people):
- The sweet spot: A balance of access and project volume.
Your strategy? Highlight your flexibility. Be ready to meet them halfway with scalable but personal solutions.
Now, here’s a quick hack:
Use the 60-25-15 Rule to focus your time.
- Spend 60% of your time on mid-sized firms.
- Devote 25% to small firms.
- Allocate 15% to large firms (unless you’ve already got an in).
Your most efficient strategy isn’t choosing between large or small firms. It’s smart time allocation. Small and mid-sized firms often give you the best ROI for your time.
How to Prep Like a Pro
Walk into a firm unprepared, and you might as well not walk in at all.
Pre-visit preparation determines 80% of your success.
Here’s a proven system:
- Research the firm: Spend 30 minutes learning about their recent projects.
- Create a one-page Firm Profile: Include key contacts, project types, and recent wins.
- Bring only 2–3 relevant samples: Tailored to their current or upcoming projects.
- Prepare 3 specific questions: To spark meaningful conversations.
This shows you’re not just another product vendor—you’re a partner who cares about their work.
What Winning Visits Look Like
Stop winging it. Here’s a structure that works every time:
- Arrive 10 minutes early. Build rapport with the receptionist (they’re more influential than you think).
- Start with their projects. Reference something specific you researched.
- Show, don’t tell. Let them interact with your samples. Architects are tactile people.
- Appeal to their visual side. Use a tablet to display digital renderings or case studies.
- Respect their time: Keep visits short—45 minutes for small firms, 90 minutes for large ones.
- Document immediately: Take detailed notes after the meeting. [I use AudioPen for voice-to-text memos in my car right after…]
Your “Unicorn” Advantage
No matter what firm size you choose, here’s something to think about…
Forget the old playbook of “features and benefits.” Architects don’t care about specs. They care about their reputation. And their project’s success.
Here’s how to become what marketing expert Steve Miller calls “Uncopyable”:
- Create a “Project Hero” portfolio: Show how you’ve helped similar firms avoid costly mistakes.
- Advocate for Architects: Show up with ideas to make their current projects more successful.
- Offer exclusive services: Quarterly project reviews or tailored solutions no one else provides.
When you do this right, architects will see you as a competitive edge, not just a vendor. You’ll be the one they remember when it’s time to specify.
The Follow-Up That Seals the Deal
Most reps drop the ball here. Don’t be that rep.
How to follow up like a pro:
- Send a thoughtful note within 24 hours. Reference something specific from the meeting.
- Share value: A case study, sample spec, or unique insight tied to their projects.
- Propose next steps: A call, second visit, or additional data.
I once worked with a rep who followed up the very next day with detailed specs and a handwritten note. Two weeks later, I specified his product for a major hospital project.
That’s the power of a thoughtful follow-up.
Your Game Plan for Success
Consistency beats intensity. Follow this system:
- Tailor your approach by firm size.
- Prep thoroughly before every visit.
- Execute with precision.
- Follow up promptly and thoughtfully.
Your next step:
Start with the 60-25-15 Rule this week. Review your current schedule and adjust your focus. Then, put each element of this system in place one week at a time.
Want help staying on track?
Download your free Architectural Firm Visit Checklist.
This guide covers everything—from pre-visit prep to follow-up protocols. Start turning visits into lasting partnerships today.
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 or event, reach out, and let’s talk!
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Psst! If you’re new around here, subscribe here so you don’t miss the next lesson.
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