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Ever had an architect promise to spec your product… even have you listed with “no substitutions allowed”… only for the owner to change it at the last second?
Months of emails, calls, and sample submissions… gone.
About 15 years ago, I had a rep call me in a panic during bidding. His spec had just been overridden after 6 months of back-and-forth together. Turns out… another rep had stopped in and talked with the building owner selling a rival product. The owner liked what he heard and told me to add them by addendum.
Ouch.
The truth is, many reps think an architect’s “yes” is final. But there are often hidden decision-makers quietly waiting to change the game.
To avoid that costly mistake, you need to:
• Identify everyone who decides
• Align with the project timeline
• Hit the precise criteria driving the final decision
Here’s how to make sure your product isn’t cut at the eleventh hour. Straight from someone who’s been on the other side of the table.
Step #1: Identify all stakeholders [because architects aren’t always in control]
I’ll let you in on a little-known truth:
An architect’s “yes” doesn’t always mean much.
Even if I love your product, an owner, developer, or contractor can still veto my choice. Reps often think my or my colleague’s recommendation is final. Then, weeks later, they called, confused about why their product had changed.
Here’s what I wish those reps had asked: “Aside from you, who else needs to feel comfortable with this decision?”
It’s a simple question, but it reveals a lot.
And once you know, you can offer to involve them early via a short call or email thread. You can avoid last-minute surprises by looping in everyone who matters.
Here’s an example of how it could sound…
- Frazzled Frank the Product Rep: “Olivia, aside from you, who else needs to feel comfortable with this product?”
- Overwhelmed Olivia the Architect: “The owner may have a building standard we need to meet. They have on other products, so we should confirm on this one, too.”
- Frank: “Perfect. Let’s do a quick call so they’re on board from the start.”
If the architect hesitates, use a gentle “negative reverse”: “I’m surprised the owner isn’t more involved, given budget constraints. Are you sure they won’t need to weigh in?”
This gentle challenge often uncovers hidden influencers… and saves you from nasty surprises.
Step #2: Confirm the real project timeline [because specs don’t stay locked]
Most projects face value engineering (VE), budget cuts, or code checks before anything gets built.
That’s why reps who assume their product is safe after one “yes” often get blindsided.
Instead, ask these questions about project flow:
• “When do you move from Design Development to CDs?”
• “When does the GC’s Value Engineering phase kick in?”
You should also check for any known Value Engineering (VE) phases. And verify if code officials or city planners might force last-minute changes.
Then, set reminders around these milestones to reaffirm your product.
Let’s see how Frank tackles this one…
- Frazzled Frank: “Olivia, when do we move from Design Development to CDs?”
- Overwhelmed Olivia: “In about three weeks… but the GC has a VE review afterward.”
- Frank: “Let’s reconnect a week before VE to address any cost concerns head-on.”
Well-timed check-ins can prevent cheaper alternatives from sweeping in.
Remember: Revisit your “Up-Front Contract” whenever new phases arise. If the timeline extends, confirm the project is still qualified before investing further.
Budgets and building codes can shift over months (or years). Stay flexible. A single “yes” in early design doesn’t guarantee a final spec if finances or regulations change. When you align your calls with the project’s real phases, you show you’re proactive, not reactive.
Pro Tip: Revisit your timeline every time the project shifts. A “yes” today doesn’t guarantee a locked spec in six months if budgets change.
Step #3: Focus on what really drives decisions [because features aren’t enough]
After 28 years in architecture, I can tell you this:
Most product pitches miss the mark.
That’s because reps pitch the features they think are impressive. Instead of what architects (or their clients) actually care about.
Instead, you should ask, “What three things matter most for final approval?”
Then, present exactly how your product excels in those areas:
- Show ROI if cost is the priority.
- Highlight visuals if design drives the decision.
- Present test data if code compliance matters most.
Let’s see how Frank brings it home…
- Frazzled Frank: “Olivia, what matters most here… budget, brand familiarity, or customization?”
- Overwhelmed Olivia: “Honestly, the owner’s strict on cost, but I need it to match our modern design.”
- Frank: “Perfect! Here’s a side-by-side cost breakdown, plus a rendering that blends well with your facade.”
You become the easy choice when you hit the exact priorities they care about, even if the budget gets tight.
Your Daily Decision-Stage Checklist
To make sure you’re consistently applying these steps, here’s a simple checklist to use at the end of every day:
Date: ____________
◯ Showed my Decision Map to confirm key influencers
◯ Asked, “Who else needs to feel comfortable with this decision?”
◯ Confirmed project milestones (DD, CDs, VE dates).
◯ Captured key criteria (cost, compliance, aesthetics).
◯ Used a pause to allow hesitant architects to elaborate.
◯ Mentioned a “No Fit” option if there’s doubt or a mismatch.
◯ Recapped key dates & influencers to prevent confusion.
◯ Proposed clear next steps (follow-up call, email, etc.).
◯ Self-Check: What worked well today? What needs improvement?
Final Thought: Protect your spec like it’s your paycheck
Because it kind of is.
Most reps lose deals because they stop asking questions once they hear a “yes.” But that’s when your real work begins.
Next week, we’ll talk about ”Fulfillment,” the next stage of the Sandler System. Where you customize your presentation to the pains, budgets, and priorities you’ve uncovered.
Until then…
Lock those specs tight.
That’s it for this week!
Cheers to building more than just buildings, 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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