About 5 years ago, I was sitting in the office working toward a deadline.
I heard a few coworkers commenting on an email we all received.
“Isn’t this spam? When they send us emails about products that have nothing to do with our project types? DELETE!”
I was on a time crunch, but I had to see it for myself.
Sure enough… It was from a product manufacturer I’d seen before. Their products looked pretty cool. But I had to agree, this particular email made me want to delete it right away. But I saved it in my folder of “bad examples.”
[In fact, if you’re interested, you can read my breakdown of that email on my website. Go to suttoncopywriting.com, then click the search icon and enter “Teaching Moment.”]
Anyway, architects don’t ignore you because they’re rude.
They ignore you because you’re talking to the wrong person.
You could be wasting hours (or days or weeks) chasing an architect who doesn’t make decisions. When you finally reach someone who can help, you feel tired and frustrated. You end up sounding like every other rep pushing “innovative solutions.”
Today’s email changes that.
This is for product reps who want better results and more specs. And want stronger relationships without being pushy.
I’ve been on the inside (28 years as an architect, 11 years coaching reps). I know what gets attention… and what gets deleted.
Let’s get started.
Think of an architecture firm like a film crew
On a movie set, everyone has a role.
- Director: creative vision
- Producer: logistics & approvals
- Cinematographer: technical execution
- Crew: they bring it to life
If you’re selling a new piece of camera equipment, who do you approach?
Not the set decorator. Not the script supervisor. You talk to the cinematographer. Or maybe the director.
Same principle with architecture firms.
If you want to get specified, you need to be in the room with the person who owns the decision.
But Titles Lie
Here’s where most reps get tripped up.
They see “Architect” in someone’s title and assume they’ve found the decision-maker.
Wrong. That’s like thinking everyone on the film set with a headset is the director.
Not all architects choose products or specify.
Some just draw details. Some just dream. Some just nod and then send your email straight to trash.
Don’t rely on the job title. “Project Architect” in one firm might be a glorified drafter. In another, the decision-maker. Same thing with “Project Manager.”
You can’t guess who’s in charge based on the title. You need to make it a habit to verify.
Your emails scream, “I’m a rep!” Stop that.
Architects aren’t ignoring you because they’re rude.
They’re ignoring you because your emails read like a brochure. It’s all about you.
Stop talking about your product. Start talking about solving their problems.
Try this instead:
- Offer something useful (drawing, tip, resource)
- Reference a real project they worked on or are working on.
- Ask one helpful, thoughtful question about a common detail or challenge.
Here’s how you can quickly flip a common sentence about your product and make it about “them”:
Bad: “I wanted to follow up to see if you had any questions about our [Product Name].”
Better: “I saw your firm is working on the 8th & Vine redevelopment. Great project! Are you still figuring out thermal breaks for the balconies? I’ve got a detail that might save your team some time.”
These tiny shifts change how your message feels. It’s more likely to get noticed AND start a conversation.
You’ll stop sounding like a rep and start sounding like a resource.
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Follow up without being a mosquito
Most reps follow up too fast… or too generically.
Ping.
“Just checking in…”
Ping.
“Circling back…”
Ping.
DELETE.
You might’ve heard me quote marketing legend Dan Kennedy: “You want to go from being an annoying pest to a welcome guest.”
The reps who do that are the ones who help fix weird corner conditions. They adjust their systems to fit the project. They know the spec process inside and out.
Want replies?
Send something useful and new. Like:
“Noticed your project uses [X]. Here’s a fire-rated detail you might find handy.” (Attach drawing)
Wait 5–7 days between pings (unless they’re actively working on a detail).
Log what they say and personalize your follow-up based on their exact need.
This creates a pattern of value, not pressure.
That’s how trust is built. One useful email at a time.
These reps become part of the project team in all but name.
And more often than not, they’re the base spec.
Be boring (and win)
You don’t need magic scripts. You need a reliable system.
As James Clear, author of Atomic Habits, says:
“You do not rise to the level of your goals. You fall to the level of your systems.”
So, don’t wing it. Systematize it.
Here’s a simple daily rhythm you can try:
- Look up 1 firm each day
- Identify 2 or 3 team members
- Write & send each a personalized message
- Ask 1 thoughtful question; offer 1 helpful resource
- Follow up with 1 architect who showed interest last week
- Log responses + update your CRM or spreadsheet
Do this five days a week. Stick to it for 30 days.
It’s not sexy, but it works.
Keep your process simple. Focus on quality over volume. Consistency, not cleverness, wins in our world. Build your own daily checklist, stick to it, and the results will compound.
Most reps stay stuck chasing architects who don’t make decisions. Or they fire off emails that feel more like sales pitches than solutions.
But not you.
You’re going to target smarter. Write better. Follow up more thoughtfully.
And over time, you’ll become the one your ideal architects trust… because you earned it.
Want to shortcut this process?
If you want personal help targeting the right firms, writing better messages, and getting actual specs — I offer 1:1 consults.
Reply with “Rep Coach” and I’ll send you the details.
Become the rep they trust.
The one who gets specified.
The one they remember.
Let’s make that you.
That’s it for this week!
Cheers to building more than just buildings, and see you next week,
Neil “systems are sexy” Sutton
Architect | Product Rep Coach
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