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Frank [not his real name, but he knows who he is] called me last month in a mild panic.
“I’ve been chasing this architect for weeks. I spent over an hour walking him through our rainscreen system… and now he’s ghosting me.”
Pause.
Breathe.
Sip coffee.
Because I’ve heard this exact story before.
A lot.
For 28 years as an architect and 11 years helping reps like Frank, I’ve seen dozens of product reps burn hours like this…
Only to watch their spec get swapped for something else at the last minute.
It’s not that architects are evil time-wasters. We’re just busy as hell… juggling deadlines, budgets, clients, codes, and about 19 other people who all want different things.
So when a product rep shows up unprepared…
…or dives into product details before I’ve even had my coffee…
…it triggers our defense systems.
Frank’s problem wasn’t his product. It was how he was starting the conversation.
That’s where Up-Front Contracts come in.
It’s a dead-simple conversation framework that:
- Saves you time
- Builds trust with architects
- Helps you spot real opportunities from the tire-kickers
Let me show you how it works.
Step 1: Set Clear Expectations (Before You Waste an Hour)
Most reps show up and seem to think, “If I can just plow through all the features, they’ll see how great this is.”
But you know what? Architects are already thinking about the next meeting. Or the zoning issue. Or that angry email from the GC.
So when you start like this, their brain goes: “How long is this gonna take? Ugh, I just need to know if this cladding will pass fire code. I wonder if I can sneak out to check my email while he talks.”
Here’s how you flip that:
Open every meeting with this 3-line script:
“We’ve got 20 minutes to see if our façade system fits your design goals. If it’s not a fit, that’s okay. We’ll both save time.”
Notice what’s happening:
- You set the time boundary. [Architects LOVE this.]
- You establish the goal. [This is a fit-check, not a pitch.]
- You give them permission to say no. [Which lowers their guard right off the bat.]
Here’s what it sounds like in action:
Frazzled Frank, the Rep: “We’ve got 20 minutes to see if our system works for your budget and fire code. If not, no worries.”
Overwhelmed Olivia, the Architect (thinking): “Oh, thank God. I can say no if this doesn’t work.”
Olivia (out loud): “Great. Let’s focus on the fire rating—our biggest headache right now.”
See the difference?
Frank’s not “selling.” He’s collaborating.
Instead of wasting an hour on everything his system does, he focuses on exactly what matters to Olivia.
Step 2: Navigate the Dreaded “Time Crunch” (Without Losing the Spec)
Frazzled Frank books a 30-minute call.
Five minutes in, Overwhelmed Olivia says: “Hey, Frank. I just got pulled into a zoning issue… Can we cut this short?”
This is every rep’s nightmare. Because if you don’t get the time now, you think you’ve lost the shot.
But architects aren’t blowing you off.
Their day just imploded (again). It’s normal.
So, do this instead:
Show respect for their time and secure a better second shot:
“Totally understand. We can cover the essentials now or reschedule when things calm down. Your call.”
This does two things:
- You stay in control of the relationship. You’re the pro who understands architects are busy.
- You plant the idea that your product is important enough for a follow-up.
Example in action:
Frazzled Frank: “We planned 30 minutes, but if you’re jammed, we can hit the key points quickly or reschedule.”
Overwhelmed Olivia: “Appreciate that, Frank! Next week is better. I’ll have the updated budget by then, too.”
See that? No awkward chase. No ghosting. No wasted time.
Just mutual respect and a clear next step.
Step 3: Avoid the “Hidden Decision-Maker” Blindside
Here’s a classic Frazzled Frank mistake:
He gets an architect nodding along, excited about his system. [Frank’s excited, too!] Then, two weeks later… The CM & Owner swapped it out for a cheaper panel. Why? Because the CM and the Owner were always calling the shots.
Frank just didn’t know it.
So, bring it up first:
Ask this before you get too deep:
“If this looks like a fit, do we need to loop in the CM or Owner before moving forward?”
This does two things:
- It shows you “get” how specs actually work. [This ain’t your first rodeo.]
- It helps the architect avoid looking bad later. [You’re helping them spot the roadblocks early.]
Example:
Frazzled Frank: “If this meets budget and fire code, should we check with the CM before finalizing it?”
Overwhelmed Olivia: “Yeah, good idea, Frank… we should actually loop him in sooner. I’ll set up a call.”
Boom!
Frank just avoided a last-minute swap.
And Olivia?
She sees Frank as the rep who actually gets how projects work.
Your Daily “Up-Front Contract” Checklist
This will make these habits second nature and prevent you from slipping back into “free consultant” mode.
Print this. Fill it in after every meeting.
Daily Up-Front Contract Checklist
- Script Practice: Did I spend 2 minutes reviewing my Up-Front Contract script today?
- Time/Purpose/Outcome: Did I say how long we had, why we’re talking, and say “no fit is okay”?
- Agenda Check: Did I ask the architect if they had other priorities before I started?
- Mid-Call Check: Did I check the time halfway through?
- Next Steps: Did I confirm “move forward” or “no fit” before wrapping up?
- Quick Self-Review: Did I jot down 1 success and 1 area to improve?
- Follow-Up Email: Did I send a brief recap or “no fit” summary?
💡 REMEMBER: Unchecked boxes = time you’ll never get back.
Track your progress. This works.
What To Do Next
- Write your 3-line Up-Front Contract script.
- Practice it twice before every call this week.
- Track your checklist daily. Print it or keep it on your phone.
Next week:
We’ll talk about how to uncover the PAIN architects won’t tell you upfront.
Because that’s where the real decisions get made.
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.
Want help tailoring Up-Front Contracts to your product line?
I work with reps 1-on-1 to refine this.
Schedule a 30-min strategy call here → Book a 1-on-1 Zoom meeting
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