Read time: 5 minutes
=======
Psst! If you’re new here, subscribe here so you don’t miss the next lesson.
=======
However you found me, you probably already know that I’ve been an architect for 28 years [and still am].
So trust me when I say… I’ve seen a lot of reps blow their big moment.
Here’s what usually happens:
A rep shows up, binder bursting with specs, and launches into a feature-packed pitch. They’re excited. They’re confident. And they walk away thinking they nailed it.
Meanwhile, we’re left wondering…
- “Did they even hear what I said about budget limits?”
- “How does this solve our timeline problem?”
- “Wait… what did they just say about fire codes?”
The rep’s message is forgotten. Why? Because they never connected their product to what really matters to us.
But there’s a better way.
Today, I’ll walk you through three simple steps that consistently win over architects. They’re drawn from David Sandler’s You Can’t Teach a Kid to Ride a Bike at a Seminar. Specifically, the Fulfillment phase. Also, I’ve added some extra tips for applying this to your talks with architects.
Step #1: Show you understand our problems (before pitching a thing)
If you start with product features, you’ve already lost.
Architects don’t care about your product… yet.
What we do care about is whether you understand our biggest headaches:
- Meeting code requirements
- Hitting tight deadlines
- Staying within budget
- Aligning with the design vision
So before you say a word about your product, confirm you’re still on track:
- Restate our biggest concerns. (“You mentioned that fire codes and tight deadlines are your top concerns, right?”)
- Reference key decision points. (“And your budget’s still around $200k?”)
- Confirm nothing’s changed. (“Still your biggest priorities?”)
Let’s continue the fictitious conversation from our previous lessons…
- Frazzled Frank the Product Rep: “You said meeting new fire codes and finishing on time are your top priorities, right?”
- Overwhelmed Olivia the Architect: “Exactly, we can’t afford delays, and we’ve gotta’ pass inspection.”
- Frank: “Perfect… Let’s focus on how our facade system tackles both issues.”
That’s it. No feature dump. No drowning us in specs. Just clear proof you’re listening.
Pro tip for architect pitches: Some architects will still want technical specs… lots of them. Be ready with a short technical summary if they ask. And all the back up. Don’t oversimplify if they clearly want specifics. But don’t overwhelm us unless we ask for it.
Step #2: Tailor your content to what we actually care about
We’re busy. We’re juggling dozens of design details. We don’t want to sit through a 20-minute spec rundown unless every minute is solving our problem.
Here’s what works best:
- Pick 2 or 3 key features/benefits that directly address our biggest concerns.
- Back those points up with a simple visual or quick case study.
- Keep additional technical data on standby… offer it only if we ask.
Alright, Frank, let’s see what you’ve got for us here…
- Frazzled Frank: “These panels have two main features that’ll cut your install time by 25%: modular design & simpler mounting.”
- Overwhelmed Olivia: “Great! That helps with our tight timeline. What about fire codes?”
- Frank: “It’s fully NFPA compliant. Here’s a one-page summary if you’d like specifics.”
Notice Frank didn’t whip out a 50-page binder.
He focused on what mattered most and gave her room to ask for more.
That’s what architects want. Show us you respect our time and priorities, and you’ll stand out from the reps who ramble.
Pro tip for architect pitches: Respect the design vision and its complexity. If they seem eager for deeper discussion, pivot gracefully and provide what they need.
Step #3: Ask the question most reps forget
The biggest reason reps lose specs?
They never check if we’re comfortable.
Even if you’ve delivered a flawless pitch, there’s often one lingering doubt we haven’t voiced.
Maybe it’s:
- “What if this delays our project?”
- “Can we rely on your lead time?”
- “I’ve never heard of your brand before…”
And if you don’t invite those doubts into the conversation, they’ll surface later when it’s too late for you to fix them.
So before you wrap up, ask a direct question: “Does this solve your top concerns? Any doubts?”
Then, and this is crucial, pause for 2–3 seconds.
That silence gives us space to voice any final concerns.
Here’s how Frank saves his spec with one simple question:
- Frazzled Frank: “If this meets your budget and code needs, are we set to finalize specs? Any doubts?”
- Overwhelmed Olivia: “Actually… I’m still worried about the lead time.”
- Frank: “Fair point! We can guarantee a four-week delivery. Does that solve your concern?”
That one question (“Any doubts?”) helped Frank fix a problem before it could torpedo his sale.
Sandler calls this a “trial close,” and it’s crucial. A “no” now lets you fix issues before they sabotage your spec weeks later.
Pro tip for architect pitches: Projects evolve over time. Budgets or design demands can shift mid-project. Revisit this Fulfillment stage if specs change drastically. Don’t assume one presentation is final for months-long cycles.
Your Daily Fulfillment Checklist
To make sure you’re hitting all the right points with architects, check these steps at the end of each day:
Date: ____________
◯ Restated architect’s key concern. Did I verbally recap their top problems (e.g., code needs, budget limit) right before showing my product?
◯ Confirmed their priorities. Did I pause, make eye contact, and ask, “Are these still your main worries?” or a similar question?
◯ Referenced budget. Did I physically point to or circle their budget figure and confirm alignment?
◯ Presented only 2–3 relevant features. Did I select just a few benefits that solve their stated Pain (e.g., shorter install time, cost savings)?
◯ Offered a short case study or visual. Did I hand over or show a concise proof (photo, one-page reference) tied to their priorities?
◯ Asked a decision-related question. Did I verify if this solution met their timeline or any final sign-off steps?
◯ Invited or addressed any concern. Did I pause if they hesitated or record any new doubts on my notepad?
◯ Performed a mini “trial close.” Did I say, “If this solves your concerns, can we proceed?” and wait 2–3 seconds?
◯ Planned next steps. Did I open my calendar or a bullet list, suggesting a follow-up action or meeting?
◯ Final check for comfort. Before ending, did I look them in the eye and ask, “Anything else we should clarify? Any doubts?”
Final Thought…
I’ve seen hundreds of product reps pitch to architects.
The ones who succeed don’t just “present.” They listen. They connect. And they make architects feel confident their product is the right solution.
Master these three steps, and you’ll be the rep who architects actually look forward to meeting.
Next week, I’ll share tips for the final step: “Post-Sell.” We’ll talk about how to secure your spec. We’ll also cover managing last-minute doubts. Finally, we’ll lay the foundation for referrals and repeat business.
Got questions about the Fulfillment stage? Shoot me a note. I’m happy to help.
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
=======
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
=======
If you’re new here, subscribe here so you don’t miss the next lesson.
=======