Ever feel like architects ghost your carefully written intro emails?
You’re not alone.
A subscriber recently replied to my email with this [slightly spicy] note. Here’s a snippet to give you the gist:
“Neil,
I appreciate the emails. But what you fail to address is the mass ignoring of introductory emails. It’s been like this since COVID.
It’s not all the salesperson’s fault. Maybe tell architects to start being polite and just say no thanks.”
Ouch.
I get the frustration. I do.
But the truth is you can’t control when architects respond.
You can only control how you respond when they don’t.
Some reps just want to blame architects.
I disagree.
It reminds me of that Jim Rohn quote I keep pinned near my desk:
“Don’t wish it were easier. Wish you were better.”
Yeah, it stings a bit. But man, has it been useful to me.
Let’s reframe this for this subscriber’s [and possibly your?] situation:
Your emails getting ignored?
Stop wishing architects would spontaneously become responsive.
Instead, ask yourself, “How can I get better at capturing their attention?”
- Maybe your subject lines need sharpening.
- Maybe your message isn’t project-relevant.
- Maybe it’s too long, too vague, or just badly timed.
Start experimenting. Shorten. Sharpen. Get curious.
Getting no replies?
Cool. It’s not personal. It’s part of the game.
What skill can you build from that silence?
- Better follow-up?
- Smarter angles?
- Tighter value props?
Every “no reply” is feedback. If not from them, then from reality.
Still stuck? Try this:
Instead of overloading your intro email with all your product information from the get-go, try asking just one question.
Maybe, something like:
“I’ve got a cladding product that goes up fast, and building owners love how maintenance-free it is. Does something like that make sense for your current project?”
That’s it. Easy to answer. Even easier to ignore…
…but surprisingly effective when it hits the mark.
Bottom line:
You can’t control when architects reply [or don’t]. And that’s frustrating, I know.
I experience it, too… with this newsletter.
95% of subscribers don’t respond to my questions or requests for input.
And that’s OK!
I keep sharing because I know these tips help those who try them.
And I use the silence as feedback and iterate to try other ways to engage.
Ya’ wanna’ know the “funny” thing…
That subscriber?
The one who emailed me about unresponsive architects?
He was replying to my re-engagement message…
The one I send to people who haven’t opened an email in 3 months.
I took 20 minutes to write a thoughtful response to his email.
I explained that I would NOT be writing any posts to tell architects to be more responsive.
Because there’s only one or two architects on my email list. That’s on purpose.
This newsletter is written for you — the product reps.
To help you get stronger, wiser, and better each week with new skills and insights you can actually use.
I also offered him other thoughts, empathy, suggestions…
So, anyway, it’s been a week, and guess what?
He never opened, read, or replied to my email!
¯\_(ツ)_/¯
So yeah… I unsubscribed him.
Maybe harsh. But this newsletter’s not for everyone.
It’s for reps who are ready to stop wishing and start improving.
And if that’s you? I’m here for you.
→ I coach reps through stuff like this. I make room for 2 or 3 clients each month. You can book a quick call here: https://tidycal.com/neil-sutton
(Choose the free 15-minute call unless you’re ready to dig in now.)
No pressure. No obligation. Just help.
Stay sharp,
Neil Sutton
Architect | Speaker | Coach to Building Product Reps
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