Last month, I sat in on a Lunch & Learn. The rep began by talking about their company’s founding date.
I am not making this up.
“Hi everyone, my name’s Kyle, and our company was founded in 1962 when our founder, Jim, decided—”
<<Click>>
I didn’t actually leave. But on my other screen, I was already back in Revit working on details.
I also scanned the side panel at the other architects. One was sipping soup with their eyes weirdly opened wide. Another one nodded, gazing into the existential void above the webcam. Nobody was listening.
And I get it. That’s how a lot of us were taught to start a presentation. But you need to change that…
Now, compare that to another rep I saw recently.
He opened his talk with this:
“Last winter, an architect called me at 4 PM, freaking out. There were curtain wall delays. The installers were way behind schedule. The budget was spiraling out of control. Here’s what we did.”
Boom. Everyone leaned in.
Not because he was clever. Not because he had a beautiful slide deck. But because he did one thing right:
He started in the middle of a story.
And that, my dear product-repping friend, is the first way to help architects remember your product.
I knew it worked. But I wasn’t sure why. Until I saw a recent YT video from Jay Acunzo. Then I saw how it can help you fix the first 2 minutes of your Lunch & Learns.
[Want to watch it yourself? Just Google, “Jay Acunzo – How to Start a Speech Strong”.]
Anyway! Here’s my take on how you can use Jay’s lessons to FIX your virtual L&Ls:
FIX #1: Start in the middle of a story (NOT your backstory or intro)
Architects are busy.
Distracted. Jaded. Watching the clock tick down to their next deadline. So if you start your lunch & learn with “Our company started in 1974…” you’ve already lost them.
Instead, drop them into the middle of a problem they know all too well.
Something like:
“An architect called me late on a Friday, panicked. The fire-rated glass they spec’d for a hospital atrium had just been rejected by the fire marshall. We had 72 hours to find a new solution. Here’s what we did.”
Now, you’re not just another rep.
You’re the rep who gets it.
You’re telling their story.
And people remember stories that make them feel seen. [Architects are people, too. 😜 ]
- Start mid-story. Immediately describe a specific challenge architects regularly face.
- Use fewer words. Short, punchy statements hold attention.
- Skip your personal bio. Trust you’ll build credibility through relatable problems.
So go ahead and chuck that “About Us” slide. Start where the tension is.
That’s where attention lives.
FIX #2: Use a warm open [yes, even if you’re dead inside]
Look. I know virtual Lunch & Learns can feel like shouting into an echo chamber.
But here’s the truth:
If you don’t bring the human energy… no one else will.
A “warm open” just means taking 5 seconds to acknowledge the humans on the other side of the call.
For example:
“Thanks, Michael, for the intro. After our chat about acoustic ceilings in open offices, I knew exactly where to start.”
Not long. Not cheesy. Just human.
Bonus move: call out the elephant in the Zoom.
“I know you’re probably checking email and eating lunch while half-listening to me. Totally fair. So let’s skip the corporate fluff and talk about something that’ll actually help on your next spec.”
You’ll quickly earn their respect.
Because reps who act human break through the screen.
- Briefly thank your host.
- Mention specific audience concerns. Connect acknowledgment directly to architects’ previous questions or discussions.
- Stay under 15 seconds. Quick and sincere acknowledgments resonate strongly.
FIX #3: Bridge their state of mind (before you “sell” anything)
Most reps think architects join L&Ls excited to learn about their new structural anchoring systems.
Reality check: they’re not.
They’re mentally still stuck in their last project meeting… or deciding if they should eat their cookie before the sandwich.
That’s why you need to bridge the gap between where they are and where you need them to be.
Try this:
- Call out their current mindset.“You’re probably juggling two deadlines, a grumpy client, and your lunch in front of you.”
- Show them what’s in it for them right away.“So let’s talk about one way to cut 3 weeks off your install schedule.”
- Then introduce your solution.“That’s exactly why this façade panel system was designed the way it was.”
This is subtle, but it works like magic.
Because now, they’re not just listening to you blather on about your specs.
They’re paying attention and listening for solutions.
Try these three fixes:
- Start with a story
- Warm things up
- Bridge their mindset
That’s how your Lunch & Learn will stop feeling like “yet another vendor talk.”
And start becoming the ones architects actually remember. [And maybe even lead to a spec.]
Oh! And if you want help creating a killer Lunch & Learn opener, send me yours for a quick punch-up…
Just hit reply.
I’ll give you a few spicy edits you can steal and use. No charge. No fluff. Just straight fire for your next virtual presentation.
Try this stuff.
That’s it for this week!
Cheers to building more than just buildings, and see you next week,
Neil “don’t be like Kyle” Sutton
Architect | Speaker | Coach to Building Product Reps
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