=======
If you’re new here, subscribe here so you don’t miss the next lesson.
=======
I need to tell you something that might sting.
Last week, I saw a rep completely blow what should have been an easy spec. The product was good and perfect for the project. And my architect colleague was interested. But somewhere between the presentation and the follow-up, it all fell apart.
Why did it happen? The rep played by sales rules instead of architect rules.
Now, before you roll your eyes and think “Great, another architect telling me to be less salesy so his life gets easier…” Yeah, yeah, I know. But hear me out anyway.
Because the competitor who got that project was in the same category, had higher price, and a longer lead time. But they closed it with the approach you’re about to steal.
The elephant in the room
I know you might be thinking: “Easy advice from someone who doesn’t have quotas to hit.“
Fair point. You’ve got numbers to make, pressure from your boss, and bills to pay. The last thing you need is some architect telling you to slow down and “build relationships” while your competitor is out there closing deals.
But the thing is… I’m not saying you should choose relationships over speed. Instead, you can use architectural psychology to build faster and with less competition.
Aggressive approaches make a rep’s job harder. They trigger defensive instincts in us architects and put you in the commodity bucket, where we decide everything on price.
Here’s why this matters for your bottom line: Your competition is probably still using the “spray-and-pray” approach. But if you understand how your ideal architects think and make decisions, you’re competing in a much smaller field.
The One-Week Fix: The 5-to-1 Strategy
Five deep conversations beat fifty shallow ones. Every. Single. Time.
Most reps collect business cards like they’re playing Pokémon. But those cards end up in a drawer, unloved and unprofitable. Because you can’t nurture 50 new relationships from one event.
But you can turn 5 into a revenue pipeline.
The 5-to-1 strategy:
- Pick 5 architects. The ones wrestling with live projects, not vague “someday” ideas.
- Invest real time. Ask what’s breaking their brain this week. Take notes. (Not secretly. Openly, like you care… ‘cuz you do.)
- Follow up with something useful within 24 hours: a spec template or a quick fix to their current spec… a solved detail… a sketch.
We get pitched constantly. The rep who actually listens to our problems and asks intelligent follow-up questions immediately stands out. Not because we’re easily impressed, but because it’s so damn rare.
I’ve seen those 5 conversations turn into more specs than 50 generic pitches. It’s not magic. It’s math plus psychology.
Once you’ve identified those 5 quality prospects, here’s how to convert them:
Understand intent, not just words
Here’s insider knowledge most reps never learn: When we write specs, we usually know what we want. But we have to make it “fair” for bidding.
So, you need to identify the desired outcome, and then demonstrate you understand what we’re trying to achieve.
What most reps do: Match the spec word-for-word and submit pricing.
What winning reps do: Call and say “I see you need [specific outcome]. Here’s how we achieve that, plus here’s a potential issue you might not have considered…”
You’re proving you understand our design intent, not just our basic requirements. That moves you from vendor to consultant.
[“This sounds like it takes forever. I need to close projects now.”]
This approach actually accelerates decisions. When architects trust that you understand our project, we move faster. The reps who take time upfront to understand intent close specs 40% faster than those who just quote and wait.
=======
If you’re new here, subscribe here so you don’t miss the next lesson.
=======
Addressing your concerns
“But I’ve got 500 contacts in my territory!”
Good news: you can’t relationship-sell 500 people anyway. Start with your top 50, run the 5-to-1 drill, and scale only after you’ve proven it works.
“What about price-sensitive markets?”
Even commodity buyers prefer reps who understand their constraints. Lead with: “I know you need the most cost-effective solution that meets code—here’s how we do that.” You’re still using the 5-to-1 lens; you’re just talking their language.
Why This Works
You’re not just selling products. You’re auditioning for a spot in our professional network.
Architects in your network generate an average of 4.7 specs per relationship over 5 years. Transactional one-offs generate 1.0 specs (obviously).
The compound effect: Get into 5 architects’ networks, and you’re looking at consistent business for years. If you stay in transaction mode, you’re starting from zero every quarter.
➤ Want some accountability?
Hit “Reply” and tell me which five architects you’ll start with this week. I’ll send back a cheat sheet of first-call questions that cut through small talk.
(Got an installation war story or need to vent about “spray-and-pray” reps? I collect those too.)
Work smarter, not just harder. Understand the game we’re playing, and watch your numbers jump.
Your quota will thank you.
That’s it for this week!
Cheers to building more than just buildings, and see you next week,
Neil “Stoppin’-the-spray-and-pray” Sutton
Architect | The Product Rep Coach
P.S. Do you really want inside an architect’s head?
When you’re ready, there are 3 ways you can start working with me:
- Product reps: If you want to be better at connecting with architects, hit reply, and let’s chat.
- Business owners or Team Leaders: You can book an Architect Connections Training for your team. Hit reply, and I’ll send you the details.
- Speaking: If you’d like me to present at an upcoming group meeting, reach out, and let’s talk!
=======
If you’re new here, subscribe here so you don’t miss the next lesson.
=======