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Let’s say you’re hosting a Lunch-and-Learn presentation.
You’ve got your slides polished to perfection. You’ve practiced your pitch umpteen times. And you even brought in those box lunches everyone loves (with a little surprise inside).
But as you glance around the room, you notice something troubling…
- A few are nodding politely
- A few architects look half asleep
- One guy keeps checking his iPhone
- And that dude at the back? He’s clearly there just for the sammiches
You give it your best anyway, hoping for a few sparks of interest. But when it’s over? Crickets.
No callbacks. No bookings. Not even a courtesy email saying, “Thanks for lunch.”
If this sounds familiar, you’re not alone. And the issue isn’t your product, your pitch, or your snacks.
The harsh truth: You’re talking to the wrong architects.
And I know. It’s tempting to cast a wide net when you’re trying to land more projects. “More prospects mean more opportunities,” right?
Wrong.
Why broad selling fails (and hurts you big-time)
After nearly 3 decades as an architect (and 11 years as a copywriter for product reps like you), I can tell you this:
Architects are picky.
They won’t give you a second glance unless your product solves an exact problem they’re dealing with.
And when you cast your net too wide—marketing to ALL the architects—you miss your chance to connect with those who actually need what you offer.
The solution?
Stop chasing everyone and focus on your Optimal Architect Avatar (OAA).
What’s an Optimal Architect Avatar?
Your OAA is the dream architect for your product. The one who:
- Needs your solutions
- Values your expertise
- Wants to work with someone like you (not just anyone)
- Has the authority to specify your product (or influence the decision)
When you zero in on this kind of architect, everything changes:
- You stop wasting time chasing architects who don’t need you.
- Your pitches land with precision.
- And instead of polite head nods, you get an enthusiastic YES.
How to Identify Your OAA
Here’s a quick exercise I’ve used with dozens of product reps:
Take 10 minutes and write down the following:
- What type of projects is your product perfect for? (Residential? Commercial? Institutional?)
- What problems does your product solve? (Better energy efficiency? Faster installation? Budget-friendly solutions?)
- Who’s the architect most likely to care about these solutions? (Think about their role, project type, or even personality).
- What’s your non-negotiable? (Do they need to work within a specific budget? Be open to collaboration?)
Defining this avatar helps you stop pitching in the dark. You’ll connect with architects who truly want and need what you offer.
As an architect, I can tell you this: We notice when sales reps take the time to understand us.
When you know exactly who you’re speaking to, your message feels more relevant, your follow-ups feel more personal, and your product feels like the solution… Not just another option.
This isn’t about selling harder. It’s about selling smarter.
Do THIS right away
Define your OAA.
In fact, if you take 10 minutes to answer the questions and send me your OAA within 48 hours, I’ll reply with feedback. I’ll also send you an early (f. r. e. e.) copy of my Architect Marketing Playbook, a resource I’ll be selling soon.
I’ve worked with reps just like you. And I’d love to give you helpful feedback.
The Bottom Line
The secret to winning more projects isn’t pitching harder, longer, or louder. It’s understanding exactly who your ideal architect is and speaking directly to them.
Here’s the best part: Everything else gets easier once you’ve locked in your OAA. Your pitches, follow-ups, and even your Lunch-and-Learns… [Yes, they might even show up for more than just the sandwiches.]
So, what are you waiting for? Define your OAA today and start building better architect connections.
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. Remember, if you send me your OAA within 48 hours, I’ll send you my Architect Engagement Playbook for free. It’s packed with insider tips to help you stand out with architects and land more specs.
Also, 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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