Microseasons: The Ancient Sales Hack You Didn’t Know You Needed

Your sales process might be sabotaging you, without you even knowing it.

Most reps treat every week the same. Reach out when you remember. Follow up when you’re behind. Hope your timing lands.

But what if the problem isn’t your product…

…or even your pitch?

What if it’s your timing?

Let me introduce you to a Japanese concept that’s 1,200 years old. And might just change how you engage architects.

It’s called microseasons.

Some traditional calendars in Japan split the year into 72 microseasons. Each one just five days long.

Instead of thinking in quarters or months, they zoom in. Each short season reflects a subtle shift in nature:

“East wind melts the ice.”
“Mist starts to linger.”
“Dew glistens on grass.”
Today, we’re in “First reeds sprout.”

Sounds poetic, right?

But here’s how this can be practical for you…

What if architects had their own microseasons?

Forget monthly campaigns or quarterly pushes.

Imagine syncing your outreach to what actually matters to architects… at the moment they’re in it.

Instead of “follow-up fatigue,” you’d become the person who always seems to reach out at the perfect time.

I’ve spent 28 years as an architect, and 11 of those I’ve also been helping reps connect more meaningfully with architects. And this concept has me buzzing with ideas.

I’m still teasing it out to see what it can grow into, but here are some ideas to help you start using the concept right away…

[Once you’ve read it, I’d love your thoughts on how you could make this work best for you!]

1. Drop your straight-line sales cycle

Most reps think:

Before the spec → During the project → After it’s built

But that makes your outreach feel like a checklist. Disconnected. Even pitchy.

Here’s a better rhythm:

Name your phases. Instead of “pre-spec,” try “Sketchstorm Season” or “Spec Bloom.”
Shrink your cycles. Think in 5-day windows. Architects move fast. You should too.
Match your moves. Align your actions to what they’re doing. Not just what you want.

For example, don’t just send generic reminders. Time your outreach to when they’re reviewing shop drawings. Name each touchpoint internally. Call the submittal stage “Blueprint Maturation.” “Fabrication Momentum” for production check-ins.

Make every message feel like it belongs.

2. Build your Microseason Calendar in 30 minutes

You’re busy. This should be simple.

Here’s how to create your own rhythm:

Step 1: Break your sales cycle into 3 broad parts: Before, During, After.

Step 2: Create 5-day microseasons under each.
Think memorable, meaningful names: “Concept Spark,” “Mock-up Momentum,” “Final Toast.”

Step 3: Assign an action to each.
A call. A check-in. A testimonial ask. A sketch-forward email.

Once you’ve got it…

Laminate it. On your desk. In your face.

It becomes your GPS. No more “what should I send this week?”

3. Match your message to the moment

Even great timing fails if your message doesn’t fit.

Ever sent a spec sheet during the concept phase? That’s a mismatch.

Here’s how to match your tone and timing:

Early seasons = Inspire. Share concept imagery. Spark ideas.
Mid-seasons = Support. Offer details. Be their behind-the-scenes hero.
Late seasons = Celebrate. Ask for feedback. Get project photos. Show love.

For example: During install, don’t ask about the next project. Ask how this one’s going. Offer help. Ask for a photo. You might just score a quote or a future invite.

Call that microseason “Construction Presence.”

Wrap-up: Make your outreach seasonal, not random

Architects don’t live in your pipeline. They live in projects.

Projects have seasons.

So should your sales rhythm.

With microseasons:

Your timing improves.
Your messaging becomes magnetic.
Your relationships deepen.

Here’s your next steps:

👉 Take 10 minutes and sketch 3 microseasons in your current sales cycle.
👉 Block 30 minutes next week to act on them.

Bonus: Want a customizable calendar or help building yours?
That’s part of what I do with clients.
Just hit reply and ask. I’ll get you started.

You’ll be amazed how easy it becomes to stay relevant… and get specified.

That’s it for this week!

Cheers to building more than just buildings, and see you next week,

Neil “rhythm-beats-random-every-day” Sutton
Architect | Speaker | Coach to Building Product Reps

=======
If you’re new here, subscribe here so you don’t miss the next lesson.
=======