Read time: 2 minutes
=======
Psst! If you’re new here, subscribe here so you don’t miss the next lesson.
=======
Ever heard the saying, “Ghosting isn’t just for dating apps anymore”?
[Yeah, me either. I just kinda’ made it up.]
But anyway! It IS true!
Especially if you’re a product rep trying to reach an architect during the design development (”DD”) phase.
Architects in DD are juggling creativity and practicality. They’re refining their designs, solving challenges, and making material decisions.
And if your email doesn’t give immediate, relevant value? It’ll join the “read later” graveyard. […which we both know means never! 😢]
Here’s how to write an email they’ll actually read — and respond to — during this crucial phase:
1. Speak their language
Architects don’t want fluffy marketing speak in DD. We’re looking for concise, technical details that solve specific problems.
Example opening line:
“Hi [Architect], I noticed your project at [Project/Location] is in DD. I’m attaching a resource that might help streamline your process for [specific challenge].”
Why it works:
- It acknowledges their current phase.
- It demonstrates an understanding of their project needs.
- It positions your email as relevant and helpful.
2. Give an immediate, practical resource
Architects at this stage make critical decisions about materials and systems. Sharing something they can use right away earns trust.
Example email body:
“Recently, [XYZ Architects] used our [product] in their [specific project]. It helped them address [specific challenge], and I thought you’d find it useful, too.
I’ve attached some details and a spec sheet so you can see how it might integrate into your design. If this aligns with your project, I’m happy to help you make it work seamlessly.”
Why it works:
- It provides tangible value without overwhelming them.
- It invites collaboration instead of pushing the spec.
3. Close with a clear, non-pushy next step
No vague requests or aggressive pitches. Keep it professional and collaborative.
Example closing:
“Let me know if you’d like to hear more about this. I can send you more formats or hop on Zoom or Teams to discuss how it fits your design.”
Why it works:
- It respects their time.
- It positions you as a partner, not a salesperson.
Putting it together
Your email could look like this:
Subject Line: Streamline your DD process for [Project]
Hi [Architect’s Name],
I noticed your project at [Project/Location] is currently in DD.
[XYZ Architects] recently used our [product] in their [specific example]. It helped them address [specific challenge]. I’ve attached a detail drawing and spec sheet to help you explore how this could work for your design.
If this sounds like a good fit for your project, I’d be happy to discuss how we can integrate it seamlessly.
Best,
[Your signature]
Your Next Step
This week, pick an architect in the DD phase and send them a customized email using the tips and framework above:
- Personalize your opening.
- Attach a resource they’ll find valuable.
- End with a collaborative next-step suggestion.
Then hit send — and keep an eye on the response.
Why this works:
Show architects you understand their challenges. Give them solutions. That’s how you build trust. And trust leads to specifications.
Let me know how it goes!
That’s it for this week!
Cheers to building more than just buildings, and see you next week,
Neil Sutton
Architect | Speaker | Coach to Architectural Product Reps
=======
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!