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Back in the 70s, when I was a kid, my dad drove delivery trucks for Anheuser-Busch. At their convention one year, he apparently got to play a game of pool against the billiard legend, Willie Mosconi.
Dad lost, of course.
But he always liked to tell us he “almost beat him.” Maybe he did. Who knows? Dad was the best pool player I knew… but I was, like, eight or something.
Oh well! Dad’s been gone for over a decade. And Mosconi has been gone for over three. So we’ll never really know.
Anyway!
Dad did come home with something better than a win. He brought back wisdom.
Leaning over our basement pool table, cue in hand, he liked to share what Willie had taught him.
“The greats don’t just think about their next shot. They’re already planning three shots ahead. They know exactly where that ball will be before it even stops rolling.”
That lesson stuck with me. And, if you stick with me, it can transform how you think about selling to architects.
Are you stuck playing one shot at a time?
Most reps I see are playing one shot at a time. They’re laser-focused on the RIGHT NOW…
- Gotta get in on that project
- Gotta answer that email
- Gotta win that spec
Sound familiar? It’s understandable. Especially with pressure to keep the pipeline full and hit monthly numbers.
But when you only think one shot ahead, you become just another vendor chasing the ball around the table.
The reps who create real influence are in a different league. Architects invite them into early design conversations. And trust them with their toughest challenges.
They think relationally, not transactionally.
They’re three shots ahead.
They’re not chasing the architect’s needs.
They’re shaping them.
Five moves that look “lucky” (but aren’t)
1) Ask better questions. Instead of “What do you need?” try:
“What’s the next kind of project that would light you up, and what would make it easier?”
2) Map the architect’s “crew.” Who else do they lean on? Who else influences project decisions? Designers? PMs? GCs? Make those your people, too. Think about how you can also support them.
3) Leave behind ideas, not just samples. Share insights, trends, or tools that help them look good in front of their client.
4) Be predictably helpful. Schedule value-adding check-ins that don’t revolve around chasing a project. Show up with insights before you’re needed. That’s how trust compounds.
5) Write down your 3-shot plan. For each key architect, map out what you think the next three conversations should be… not just this one.
Remember: Don’t just respond to opportunities. Create them.
Try this today (Your challenge)
Pick one key architect. Map out three conversations:
- Shot 1: What do they need right now? What immediate value can you provide?
- Shot 2: What’s their next challenge or opportunity? How can you position yourself to help solve it?
- Shot 3: What does success look like for them six months from now? What role could you play in getting them there?
Then do ONE thing today that supports Shot 2 or 3.
Not the urgent thing. The strategic one.
Maybe it’s introducing them to someone in your network. Maybe it’s sharing a trend report that helps them win their next pitch. Maybe it’s simply asking about their upcoming projects instead of just your current one.
The key is this: every interaction should set up the next one, and the one after that.
Want help with this?
If you’ve been quietly reading my emails (and not journaling your 3-shot plans)… now’s a good time to fix that.
👉 The Product Rep’s 3-Shot Planner
It’s a F.R.E.E. one-pager to help you turn your gut instincts into a winning strategy.
Use it before your next architect meeting, and see what changes. It can make the difference between chasing the ball and controlling the table.
That’s it for this week!
Cheers to building more than just buildings, and see you next week,
Neil “Three-Shot” 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 improve your connection 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!
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