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There’s a moment every product rep dreads…
The architect says “yes,” so you relax. Maybe you celebrate with a coffee… or something stronger.
Then, weeks later ⇉ BAM ⇇ you find out they swapped your product for a cheaper knockoff.
The frustrating part is that you never saw it coming. But I can tell you exactly why it happens.
It’s not because the architect was dishonest. And it’s not always about price.
More often than not, it’s because you disappeared too soon. This leaves doubts, pressure, and alternative options to creep in.
We’ll fix that by using David Sandler’s simple post-sell approach from his book, You Can’t Teach a Kid to Ride a Bike at a Seminar. But, we’ll adjust it for the long timelines and the many stakeholders architects deal with.
Today, we’ll walk through three clear steps to keep your product in the architect’s final plans.
Step #1: The “Specifier’s Remorse” Blocker
Here’s something most reps don’t realize:
The architect’s “yes” isn’t the finish line. It’s the starting gun.
Even after they choose your product, architects still face pressure:
- Owners second-guessing costs
- GCs pushing for alternatives
- Internal doubts creeping in
A well-timed follow-up can quiet all that.
Here’s what I’ve seen work best:
- Within 24 hours, send a quick recap confirming what problem you solved and how you’ll help if concerns pop up.
- Invite the architect to voice any lingering doubts. Like lead times, code concerns, or budget anxieties.
- Offer a simple “quick reference” guide for GCs or owners. Something they can pull out when questions arise.
Let’s keep our fictitious chat from previous lessons going. Let’s see how Frank deals with this step…
- Frazzled Frank: “Olivia, thanks for choosing our cladding system. I’ll email you a quick recap of what we covered.”
- Overwhelmed Olivia: “Perfect. The owner might ask about the final cost soon.”
- Frazzled Frank [thinking “Oh boy…” but says brightly]: “No worries! If they ask, I’ll send a simple breakdown showing how it saves them money in the long run.”
That small gesture keeps your product front-of-mind. And it helps the architect defend their choice.
Caution for applying this step to architects: If the design phase stretches out for months (or years), that first email won’t cut it. Light but steady contact keeps your product safe.
Step #2: Proactive check-ins at key milestones
Think of your spec like a sandcastle at low tide… it’s solid for now, but waves are coming.
Budget cuts, code concerns, and pushy GCs will try to wash away your product.
That’s why proactive check-ins are key. Here’s how:
- Set up short calls or emails before key milestones, such as design reviews, VE meetings, or code checks.
- Ask if GCs or owners are questioning your product’s cost or performance.
- Share fresh data, like ROI sheets, case studies, or code compliance updates. This helps your architect defend the spec.
[Frank? Show us how you’d handle this…]
- Frazzled Frank: “Last time we talked, you mentioned your Value Engineering meeting is next week. Anything we should address?”
- Overwhelmed Olivia: “Yeah, the owner’s starting to push for a cheaper facade.”
- Frazzled Frank [thinking “Sonofa—…” but says out loud…]: “Got it. I’ll send you a quick cost comparison showing how our system saves money in the long run.”
Frank didn’t panic. He practiced Sandler’s “ongoing qualification” and simply helped Olivia defend her choice. That’s proactive post-sell done right.
Caution for applying this step to architects: Don’t overdo this. No architect wants a rep who hovers like a helicopter parent. A light check-in at crucial milestones keeps you a helpful, welcome guest… not an annoying pest.
Step #3: Cement the relationship after installation
If your product made it through installation… Congratulations! But don’t ghost the architect!
Too many reps vanish after a win. They miss their best chance to get repeat business. Unless this was the architect’s “swan song,” they’ll probably have other projects. Or they might refer you to their colleagues.
Instead, try this:
- Ask if the GC found your product easy to use.
- If the architect is happy, politely request a testimonial or referral.
- Send updates now and then. Share things like new code approvals or product improvements. This keeps you on their radar.
Here’s how Frank handled this last step…
- Frazzled Frank: “How did the install go for the contractor?”
- Overwhelmed Olivia: “No issues at all. They said it went smoothly.”
- Frazzled Frank [with a grin]: “Glad to hear it! If you’re satisfied, would you be open to sharing your experience with other architects?”
Frank’s timing matters here. He waits for Olivia to confirm the product’s good performance. This way, his request feels natural, not pushy.
Caution for applying this step to architects: Don’t rush this. Architects won’t vouch for you until they’ve seen your product deliver real success on-site.
Your Daily Post-Sell Checklist
Date: ___________
◯ Sent a recap. Did I follow up with a brief summary and next steps within 24 hours?
◯ Planned a check-in. Did I schedule a touchpoint before key design phases?
◯ Offered a reference guide. Did I provide a simple Q&A sheet for GCs or owners?
◯ Invited concerns. Did I pause and ask if they had lingering doubts?
◯ Addressed concerns. If they mentioned new worries, did I commit to resolving them?
◯ Supported stakeholders. Did I offer help with owners, GCs, or code officials?
◯ Checked key milestones. Did I confirm important dates and schedule a reminder to follow up?
◯ Expressed gratitude. Did I thank them for trusting me and gently ask about future projects or referrals?
◯ Reflected. Did I spend 1 minute noting if I kept the spec safe and my architect confident today?
Final Thought…
Architects don’t just want clever sales talk. We want reps who show they care.
Stay visible, give support when needed, and own their project’s success. Then, you won’t just win specs; you’ll also gain partnerships.
And that’s what architects remember when they’re working on their next big project.
Got a VE meeting soon? Or is an architect worried about costs? Just hit reply, give me a quick rundown, and I’ll send you a 3-minute script to help keep your spec safe.
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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Want help applying what I talk about to your product rep business?
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