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The Architect’s Ongoing “Information Gathering” Game
Ever feel like architects just want f.r.e.e. consulting… forever?
- You send detailed specs.
- You ship perfectly labeled samples.
- You answer every single question.
And then… they go silent.
If this has ever happened to you, you’re not alone. Architects don’t function like normal buyers. They follow a Buyer’s System that works for them… but not you.
Last week, you got a quick introduction to applying the Sandler Method of selling to architectural products.
Let’s take a closer look at each part of that system.
The Buyer’s System: Why You’re Stuck Chasing Architects
The Buyer’s System is simple:
- Gather all the data.
- Delay any decisions.
- Let someone else (owners, contractors, or budget constraints) veto the choice.
A lot of reps spend weeks or even months helping an architect. Then, they are blindsided by a last-minute cheaper option that wipes out their efforts.
Want to put an end to that cycle? Try this:
✅ Ask if they’re in the planning phase or finalizing specs.
✅ Verify who actually makes the final call.
✅ Politely ask if p.rice or other factors could kill the spec.
Because if the decision isn’t real yet, you shouldn’t be investing hours of work into it.
(Imagine spending months helping an architect… then the owner goes with the cheapest option anyway. I’ve seen it happen so many times 😬)
The Seller’s System: Take Back Control
Many reps wait for the architect to lead.
And that’s how you stay stuck in reaction mode.
Instead, flip the game:
✅ Start every meeting with a clear agenda (“Let’s take 15 minutes and see if we’re a fit.”)
[ ↑↑↑ This is the Up-Front Contract we’ll discuss more next week.]
✅ Ask about budget & design priorities.
✅ Give support, but politely set boundaries & clarify how you’ll proceed if the project is still far from final.
Architects respect clarity.
And when you control the structure of the meeting, they take you more seriously.
[I’ve seen many a rep do this. And I do it, too. Start with a clear agenda and find the real answers about budget and decision-makers. No wasted time. 💡]
Transitioning from Buyer’s Agenda to Seller’s Agenda
You might be worrying that guiding the process could scare architects away…
Or they’ll run away screaming if you’re too direct.
But the real risk isn’t being too proactive. It’s wasting months chasing architects who weren’t good prospects in the first place.
Try this to shift from passively waiting to strategically leading:
✅ Frame calls as a collaboration. Position yourself as a resource, not a vendor.
✅ Use gentle “negative reverse” questions to confirm if the architect is really engaged.
✅ Encourage them to tell you upfront if there’s no fit. This saves both of you time.
✅ Adjust your involvement as deadlines shift. [Projects can evolve over months (or years)]
A rep shared that an architect said, after a short chat, that they were just looking at options for a future design. The rep replied, “No worries! Thanks for sharing that. Let’s reconnect when the scope & budget are clearer. I’ll have updated specs by then, too.”
Result? This approach saved both of them wasted time. [And… insert happy ending… the architect came back when the next project was ready to move forward.]
You can’t control when an architect makes a decision.
But you can control how much time you waste on ones who rarely will.
What to Do Next…
You can’t change architects’ timelines.
But you can control your role in the process.
- Put an end to endless f.ree consulting
- Start setting clear agendas
- Guide the conversation instead of just reacting
In our next email, I’ll show you how one small change (the “Up-Front Contract”) can help. This change can instantly stop architects from ghosting you.
Stay tuned.
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 it to a colleague. Help another rep stop wasting time and learn to find their ideal architect client.
Do you need help applying the Sandler method to your product rep business? 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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