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I’ve been an architect for 28 years.
For 11 years, I’ve worked with architectural product reps and manufacturers. Helping them build real, trust-based relationships with their ideal architect clients. And let me tell you something most reps never hear. The fastest way to get your product cut from a project is to avoid talking about budget.
In fact, on a recent project, I saw it happen with two different products.
The main conversations were happening with another architect on the team. Everybody loved the products. The design team was designing around them and planning to spec them. But when the actual costs came in, it came down to either:
1) dropping the higher-cost facade materials
2) reducing the desperately needed functional interior spaces
3) canceling the project altogether due to budget overage
Guess which one the owner chose?
I see it all the time.
- Reps dodge pricing until the very end.
- They assume architects will “figure it out” later.
- They hesitate to bring up money because they don’t want to scare us off.
But here’s the reality:
If you wait too long to talk numbers, you’re making it easier for us to swap your product out later.
Let me show you exactly how architects think about budget. And how you can master these conversations so you don’t lose the spec. Once again, using principles from You Can’t Teach a Kid to Ride a Bike at a Seminar by David Sandler.
Step #1: Architects need budget clarity (not surprises)
When you avoid price talks, an architect is thinking, “This is going to come back to haunt me later, isn’t it?”
Because when you don’t talk about budget, here’s what happens… We assume your product is too expensive to discuss upfront. We plug in a random placeholder price, which is usually wrong. And, when the actual cost gets revealed, the client rejects it… and your product is gone.
So let’s make this easy. Instead of waiting until the end, try this:
- Mention budget within the first half of the conversation.
- Keep a simple, one-page cost overview in plain sight.
- Ask directly: “Is there a budget range we should consider?”
How this could sound…
- Frazzled Frank, the Product Rep: “I want to make sure we don’t waste anyone’s time. Do you have a budget range from your client or contractor?”
- Overwhelmed Olivia the Architect: “I appreciate you asking! We have a mid-range allowance of $35 per square foot for this part of the project. Does your product fall into that range?”
- Frazzled Frank: “Yes, we can work with that. There are some ways we can adjust specs if needed. Let’s walk through them.”
No guesswork. Avoid weeks of wasted effort. No last-minute sticker shock. You follow a key Sandler principle: qualify the opportunity first. Then, provide more details.
Architects aren’t scared of budget conversations. We rely on them to make good decisions.
Make it easy for us, and we’ll fight to keep your product in the spec.
Next, let’s see how linking budget to design goals changes the conversation.
Step #2: Budget isn’t just a number… it’s part of the design vision
Here’s another “secret”:
Architects and our clients don’t just want the cheapest product. We want the product that makes the most sense for long-term success. The best reps don’t just say, “Here’s the price.” They say, “Here’s why this investment makes sense.”
Instead of just dropping numbers, show architects why your pricing is strategic:
- Tie cost to performance. “This costs 10% more upfront but eliminates a major moisture risk down the road.”
- Justify the budget with real-world examples. “One client saved $50,000 in repairs by choosing this material instead of the cheaper option.”
- Frame cost as an investment, not an expense.
Here’s how our main man, Frank, approached it on a recent project…
- Frazzled Frank: “This option is slightly higher upfront. But we’ve tested it to prevent thermal expansion issues over time.”
- Overwhelmed Olivia: “Thermal expansion has been a problem on past projects, so that’s actually a big deal.”
- Frazzled Frank: “Exactly. Contractors love it because it means fewer callbacks… and that keeps everyone happy.”
See what happened there?
Instead of Olivia seeing cost as a problem, she sees value in the investment. This follows a core Sandler principle: Tie cost to pain relief, not just price.
Next, let’s tackle the issue of multiple stakeholders and the need for a structured routine.
Step #3: Architects aren’t the only decision-makers. Help us navigate that
Here’s a mistake reps make all the time:
They think once an architect likes their product, the job is done.
Spoiler alert: It’s not.
You can’t forget [or ignore] other decision-makers who control the purse strings. […and you should help the architect remember them, too!]
Budget approvals usually come from owners, construction managers, and general contractors.
And they’re looking for reasons to cut costs.
Help architects defend your product to other decision-makers if you want to keep your spec.
- Ask…“Who else needs to approve this cost?”
- Provide… A simple, clear cost breakdown the architect can forward.
- Follow up… Keep checking in so your product stays top of mind.
Here’s Frank again…
- Frazzled Frank: “You mentioned a construction manager. Should we loop in them and the owner for a quick budget review?”
- Overwhelmed Olivia: “Yes, he’ll want a simple summary before signing off.”
- Frazzled Frank: “I’ll send over a one-page breakdown he can glance over in minutes.”
The owner approved the product for the project in just two days. They could easily see how every dollar was justified. Saving the spec from being swapped out later.
That shows how consistent, easy-to-share data reduces friction across the team.
Regularly verifying that all stakeholders are on board ensures your solution stays relevant. Sandler’s approach suggests checking buy-in at each phase, which this routine reinforces.
Daily Budget Talk Checklist
Want to make this second nature? After every call, check these off:
Date: ___________
◯ Prepared Cost Overview. Did I have a simple cost outline visible & ready to share?
◯ Mentioned Budget Early. Did I bring up budget before the architect had to ask?
◯ Paused for 2–3 Seconds. After bringing up budget, did I wait silently, letting them respond?
◯ Connected Cost to Value. Did I tie budget to performance, not just a number?
◯ Checked Stakeholders. Did I ask, “Who else needs to sign off on these costs?” or a similar question?
◯ Provided a Simple Breakdown. Did I make it easy for them to communicate cost?
◯ Gave “No Fit” Option if Necessary. If it clearly exceeded budget, did I politely say, “No worries if it’s not a fit”?
◯ Recorded Their Reaction/Constraints. Did I jot down key budget notes, constraints, or objections in my notepad?
◯ Confirmed Next Steps. At the end, did I clearly state or schedule next actions around budget discussions?
◯ Followed Up. Did I send a recap reinforcing agreed cost ranges and any additional approval needed?
◯ Self-Evaluation. Did I spend 1 minute reflecting on what went well and what I could improve for the next call?
Remember: The more you check off, the better you’ll be at clear, upfront budget talks. This saves time and builds trust.
What to do next
On your next call with an architect:
- Ask about budget early. “What’s the range we need to be working with?”
- Frame cost as an investment, not just a number.
- Ask who else needs to approve it. And offer to send them an easy breakdown.
Then, watch how much smoother your next spec approval gets.
Most reps avoid these conversations. You should master them.
Next week, we’ll talk about ”Decision,” the next part of the Sandler System. After you confirm the architect can afford your solution and is open to it, the next step is to clarify the decision process. This includes understanding their timelines and criteria.
Are you behind on our series about applying the Sandler System to your product rep business? If so, go to suttoncopywriting.com/category/newsletters/ and read #55 thru #58.
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 applying what I talk about to your product rep business?
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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