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Hey there!
A few months ago, I heard a story from a sales rep.
He was pumped about booking a meeting with an architect who designed massive projects. He’d spent months wooing them, thinking he’d hit the jackpot. Then, during the meeting, he found out the architect wasn’t even involved in specifying products for their projects.
[Woof.]
That’s when I shared a simple yet powerful tool: a 2×2 matrix. This particular one is focused on “Project Potential vs. Decision-Making Influence.”
This tool shows you which architects to target so you don’t waste valuable time. You’ll quickly see who can specify your products and make decisions.
Here’s how it works:
1) Plot and prioritize on the 2×2 matrix
Start by placing your architect contacts on a matrix.
This example measures “Project Potential vs. Decision-Making Influence.” Trust me, this visual approach will uncover opportunities you’d totally miss otherwise.
For example, let’s say you have two architect contacts:
- Architect A works on midsize projects. But they decide which products to specify.
- Architect B handles bigger projects. But they usually defer to the contractor’s advice.
Without the matrix, you’d probably focus on Architect B, right?
Their projects look more lucrative. But once you see Architect A’s high influence, you’ll realize they’re the better fit for your efforts. This saves you from wasting time chasing “big names” who don’t have the power to choose your product.
👉 Pro Tip: Don’t fall into the trap of thinking “busy = influential.” It doesn’t. And don’t ignore smaller architects who hold a lot of sway… They can lead to steady, reliable opportunities.
Keeping your matrix updated will allow patterns to emerge over time.
You’ll see architects move up and down in both project size and decision-making power. It’s pretty cool— you start spotting which ones make great long-term partners. Keep tabs on what’s happening with each contact, and you won’t get stuck with dead-end leads.
It’s not a static tool. It’s a living roadmap to stronger, more strategic relationships.
Sweet! Now that you’ve mapped out your architect contacts let’s discuss how to win over the ones who really matter!
2) Tailor your approach to each quadrant
From my experience as an architect and as a coach for reps, I’ve seen most reps treat architects the same.
And that’s a big mistake. Their pitches land flat with some and resonate with others. That’s when I saw and started sharing the magic of adapting your approach for each matrix quadrant.
Here’s the gist:
- For high-potential, low-influence architects, create materials they can share with decision-makers. These should be clean, concise product specs.
- For those with low potential but high influence, maintain a relationship. They can bring in steady, smaller wins.
- Go all out for the high-high quadrant (your dream clients). Try co-branded events, premium support, or even exclusive product previews.
Mix up your game plan for each type of architect. There’s no need to stick to the same old cookie-cutter approach just because that’s what you’re used to.
Keep a simple log of what works with each group. You know, keep tabs on the stuff that works. Check your notes every few months to see what’s working. That way, you can tweak how you approach each architect to match where they sit on the matrix.
I know you might feel bad about it. But putting those “low potential, low influence” architects on the back burner is okay. It may sound harsh, but they could be stealing your time. It’s taking you from better business opportunities.
But, hey, every company’s sales situation is unique. So, look at what works best for your own pipeline before deciding how to handle these architects.
Now that you know how to work with different architects let me show you a simple way to get the most from your 2×2 matrix.
3) Engage with the matrix in 3 simple steps
It’s tempting to create the matrix once and forget about it, but that’s a huge mistake.
The key is to use it as a dynamic tool. Here’s how:
- Gather current data. Pull key metrics for each contact. Include project sizes, the frequency of new projects, and their specifying authority. Don’t guess! Work from real facts.
- Categorize & plot contacts. Place each architect into one of the four quadrants. Do it based on their project potential and influence. This will give you clarity on where to focus your efforts.
- Assign actions to each quadrant. Minimal engagement is fine for the “low-low” quadrant. For the “high-high,” focus on premium, personalized attention. Adjust your strategy for the other two quadrants based on their unique needs.
Don’t sweat it if you’re not 100% sure where to place someone at first. You can easily switch architects between boxes as you get to know them better.
Follow these steps. You’ll have a well-organized plan that puts your time and effort where it counts… Connecting with architects who’ll help grow your business.
Your clear path to more wins
Nice work! You now know how to sort your contacts into four groups. Handle each group differently. And keep tweaking things as you get to know your architects better.
Think of this 2×2 matrix as your secret weapon.
It’s not just a tool for managing contacts. It’s a roadmap for identifying the architects who’ll deliver consistent success. It’ll help you focus on the right ideal architect clients. You’ll get specified on more projects and build stronger relationships.
And, you know what? This is just one example!
You can create other 2×2 matrices. Just choose two other variables relevant to your products or sales approach.
Here are a few to get your juices flowing:
- Willingness to Innovate vs. Familiarity with Your Product Category
- Technical Expertise vs. Openness to Manufacturer Support
- Business Growth Orientation vs. Collaborative Mindset
- Budget Sensitivity vs. Aesthetic/Design Priority
- Green Building Commitment vs. Risk Tolerance
- Relationship Stage vs. Specification Needs
👉 If you want a free worksheet to create your own matrix, reach out and say, “2×2 WORKSHEET.”
[And feel free to add anything else you liked most about this newsletter. (So I keep doing those things!)]
I’ll send you the worksheet as soon as I see your email.
That’s it for this week!
Cheers to your next big win, and see you next week,
Neil Sutton
Architect | Speaker | Coach to Architectural Product Reps
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P.S. If you like Monday Morning Building Product Advisor, please share this or forward this to a colleague. Help another rep stop wasting time and learn to find their ideal architect client.
Do you need help coming up with 2×2 matrix ideas? Book a 1-on-1 Zoom meeting with me for personalized advice to help you create more spec-getting opportunities. Or simply reach out , and we can chat about how I can help.
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If you’re new here, subscribe here so you don’t miss the next lesson.
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