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Imagine This…
You’re scrambling to find the right words to connect with architects. It feels like you’re the only one struggling to figure out how to break through. Sound familiar?
Here’s the truth: Architects feel the same way about their own challenges. I should know—I’ve been one for 27 years.
Let me tell you a story that proves it.
A not-so-sweet surprise
Some mornings, I like oatmeal with a dollop of Greek yogurt.
But we ran out of yogurt. I was at the store earlier this week, so I grabbed a fresh pack. Yesterday, I happily stirred some into my breakfast. Everything seemed fine. Delicious, even.
Until I glanced at the container as I threw it away.
It expired! Three. Weeks. Ago!
That was me…
My first thought? “How the heck did I miss this? I’m an architect! Details are my thing!” Turns out, even architects miss the fine print. We’re just as human and fallible as anyone else.
And that’s something worth thinking about.
The real truth about architects
Most people look at architects and see mythical beings with our precise blueprints and grand designs.
[You: “Uh, no we don’t. That’s just your delusions of grandeur talking again, Neil!]
[Me: Fine, whatever…]
Anyway, as I was saying…
The truth is architects are human.
Like you, we face deadlines, distractions, and doubts. We forget things, get stressed, and, yes, make mistakes. So, what’s this mean for you as a product rep? It means you can stop putting architects on a pedestal. Stop trying to “crack the architect code” with gimmicks or tricks.
Instead, start focusing on something architects care about much more: connection.
How you can build that connection
Architects get bombarded with pitches.
We hear the same buzzwords and jargon day in and day out. You know what we rarely get? Real conversations with real people. We’re more likely to trust you if you seem to understand our world, struggles, and frustrations.
That’s when the conversation shifts from transactional to relational.
Here’s how to turn this idea into action with a simple routine:
1) Build empathy. Spend 10 minutes a day researching architects’ struggles. (e.g., tight budgets, design changes). Then, reflect on how your product helps solve these problems.
2) Share relatable stories. Keep a daily journal of small, human moments (like my yogurt mishap). Practice tying these stories to shared experiences with architects.
3) Simplify your message. Reframe technical details into benefits. For example, say, “Keeps buildings warmer in winter” instead of “double-layered thermal barrier.”
4) Nurture relationships. Send one personal follow-up each day. Refer to their challenges or project specifics and clearly explain how you can help.
5) Refine your approach. Test different openings (like a humorous story) and track responses. Adjust based on what works.
Why This Matters
When you stop trying to “sell” and be human, architects will see you as more than just a product rep. They see you as a partner who gets them.
And isn’t that the kind of connection you want to build?
A Final Thought (From a Guy Who Knows)
A famous saying in direct marketing is, “To sell, enter the conversation in your prospect’s mind.“
Right now, architects are battling their own challenges. They have tight budgets, impossible timelines, and the constant pressure to deliver perfection. You’re no longer just a salesperson when you show them you understand those struggles.
You’re someone they want to work with.
When you prepare a follow-up, keep in mind: it’s not about being perfect. It’s about forming a connection. Your humanity are your biggest asset.
Want to test this approach? In your next follow-up email, share a quick, relatable story. Or hit reply to share your own “yogurt moment” with me. I’d love to hear it, and I’ll reply.
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
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P.S. PRODUCT REPS: Do you really want to get inside an architect’s head? Book a 1-on-1 Zoom meeting with me. Or simply reach out , and we can chat about how I can help.