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How a Renaissance fountain holds the *secret* to better sales
What if you could double your sales momentum without spending an extra dollar?
It sounds like a bold claim. But 30 years ago, a seed of a sales lesson was planted in my head. And of all places, it was in the gardens of Villa d’Este in Tivoli, Rome. It could completely change how you approach sales.
Villa d’Este is a Renaissance masterpiece famous for its stunning water fountains. But it wasn’t just their beauty that captivated me. It was the genius behind them.
My architecture professor explained how these 500-year-old fountains work. They have no pumps or machinery. They use gravity and a principle called the Venturi effect. By narrowing a pipe, you increase the water’s velocity. That creates enough force to power the fountains naturally.
It’s smart design in its purest form: focus energy in the right direction, and you get powerful results.
The Venturi principle for sales success
The Venturi effect is a marvel of engineering. And it’s a metaphor for sales strategy.
Narrowing a channel accelerates water flow for those fountains. And if you narrow your sales focus, you can create powerful momentum. By concentrating your energy on a specific type of client or niche, you can:
- Build expertise that makes you the go-to specialist
- Create hyper-targeted messaging that converts
- Maximize your impact, effort, and ROI
It’s no coincidence that the most successful brands in the world use this principle:
- HubSpot specializes in inbound marketing and dominates the field.
- Tesla’s focus on high-performance electric vehicles has become synonymous with innovation.
- Slack revolutionized team communication for tech and creative industries.
- Dollar Shave Club disrupted razors by targeting convenience-seeking millennial men.
- Shopify became the go-to platform for small- to medium-sized e-commerce businesses.
These brands didn’t try to appeal to everyone. They narrowed their channels and became unstoppable.
Your Sales Fountain: 3 steps to create flow
Here’s how to apply the Venturi principle to your own sales strategy:
1) Narrow your channel: Specialize in a niche
Specializing lets you focus and become THE expert in a niche. This boosts your credibility and sales.
Steps to take:
a) Analyze your portfolio:
Review your past projects and sales data. Which brought in the highest ROI or led to repeat business?
Ask: What do these architects have in common? What industries or project types keep showing up?
b) Choose your niche:
Based on your analysis, pick a niche where you can truly stand out. For example:
- Healthcare architects specializing in hospital facades?
- Educational facilities focusing on sustainable materials?
Avoid overgeneralizing—be specific enough to tailor your approach.
c) Document your expertise:
Write down this niche’s unique challenges and how your product addresses them.
If you’re not sure, schedule calls with existing clients to ask: “What made you choose us?”
Pro Tip: Spend one hour each week researching your niche. Read articles, attend webinars, or study trends specific to your chosen segment.
2) Increase your velocity: Hyper-focus your content
Tailored messaging connects faster with your ideal clients. It reduces friction in your sales process.
Steps to take:
a) Define Your Core Message:
Create a one-sentence pitch specific to your niche:
- Generic: “We help architects design better buildings.”
- Hyper-focused: “We help healthcare architects design energy-efficient facades. We’ll help you meet stringent energy compliance standards while improving patient outcomes.”
b) Build Content for Your Niche:
Develop case studies or project spotlights that highlight success stories in your niche.
Write white papers or blog posts on specific pain points.
- Example: “Top 3 Challenges Healthcare Architects Face When Specifying Facade Systems”
c) Tailor Your Sales Materials:
Customize your proposals, presentations, and email templates. Use language and examples specific to your niche.
Avoid generic sales decks. Include details that make architects feel like “they really understand my world.”
Pro Tip: Dedicate 30 minutes daily to creating or refining niche-specific content. Start small—a single tailored email template or a polished case study.
3) Optimize Your Pressure: Network with Precision
Relationships are key to getting specified. Networking in the right places puts you in front of architects who truly need your expertise.
Steps to take:
a) Find Key Events:
Research conferences, webinars, or meetups specific to your niche. For example:
- Healthcare Design Expo for healthcare architects.
- Greenbuild for sustainability-focused designers.
b) Engage with Online Communities:
Join LinkedIn groups, forums, or professional associations where your ideal clients gather.
Be active. Comment on posts, share insights, and position yourself as a thought leader in your niche.
c) Build a Targeted Outreach List:
Use your CRM to segment your contacts. Focus your outreach on architects in your niche.
Develop a monthly networking plan, like:
- Send one personalized email to a potential client.
- Schedule one virtual or in-person meeting with a prospect or industry leader.
d) Follow Up Thoughtfully:
Don’t just check in. Offer value. Share a relevant case study or invite them to an upcoming event.
Pro Tip: Block one hour weekly for proactive networking. Set a goal: connect with 3 new prospects or follow up with 2 current contacts.
Summary of your daily routine:
- Monday: Spend 30 minutes researching trends in your niche.
- Tuesday: Create or refine one piece of tailored content (e.g., email template, case study).
- Wednesday: Reach out to one prospect or follow up with an existing client in your niche.
- Thursday: Join or engage in a professional group or forum.
- Friday: Review your week and adjust your messaging or outreach plan as needed.
You’ll create unstoppable sales momentum. Consistently narrow your focus, target your content, and build precise relationships…
…Just like those Renaissance fountains.
The Before-and-After sales picture
Before: The Wide-Open Approach
- Scattered efforts
- Generic messaging
- Low conversion rates
After: The Venturi Effect
- Focused energy
- Personalized messaging
- Higher conversions & predictable success
The Renaissance’s secret to gaining momentum
The Villa d’Este fountains teach us that focus doesn’t limit you… It empowers you.
Narrow your sales “channel.” It’ll help you build better, more profitable relationships. You’ll also refine your messaging and gain momentum.
Think small, act focused, and watch your results surge.
Your Next Step
Take 10 minutes today to answer these questions:
- Which customer segments consistently bring the best results?
- What markets are you now spreading yourself too thin in?
- Where do you have the deepest expertise?
Once you’ve identified your niche, commit to specializing and narrowing your focus. It’s your first step toward sales flow.
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!