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Can I get a little blunt here?
A lot of reps I see have a “disease.”
It’s not laziness.
It’s not poor training.
It’s not even bad leads.
It’s short-term addiction.
They only chase architects who look ready to specify now. They reach out over and over again to the same 5% of “hot” contacts. They pray for a reply. Then complain when nothing closes.
Meanwhile, the other 95% of architects get totally ignored.
Look, I get it. Your manager wants numbers this quarter. Your commission depends on closing deals fast. But here’s what I’ve learned after coaching, training, or just simply observing hundreds of reps:
The architects who could specify you six months from now aren’t even on your radar today.
And, trust me. We architects can get the same way about our business development.
One firm I worked at realized one day that they had no backlog. And they had to start beating the bushes to rekindle old relationships and find projects to get us back on track.
Why most architects seem “cold”
Let me tell you something, as someone who’s been an architect and worked with other architects for 28 years:
We’re not avoiding your calls because we hate you.
We just specified flooring three months ago.
We’re happy with our current glazing vendor.
We literally don’t need what you’re selling right now.
It’s not personal. It’s timing.
Think about it: When did you last buy a car? Probably not this week. If a car salesman called you tomorrow, you’d probably say “not interested.” Not because you hate cars, but because you’re not in the market.
Same with architects. Most of us have recently specified what you’re selling. We’re all good for now.
Enter the 95:5 Rule
Here’s some research that will change how you think about your pipeline:
Only 5% of your market is in “buy mode” right now. The rest are out-of-market.
Not because they hate you. Not because they’re not interested. But because they’re not specifying anything this quarter.
And no amount of “follow-up just checking in” emails will change that.
But you know what? That 95% will eventually need your products. When they do, they’ll buy from whoever they remember.
If you’re curious, I only recently heard of this 95:5 Rule in a LinkedIn post from Tom Fishburne:
“In 2021, Professor John Dawes from the Ehrenberg-Bass Institute introduced the 95:5 Rule. This simple yet powerful idea shook up traditional views in B2B marketing.
Dawe’s research showed that up to 95% of buyers are not in the market at any given time. And they may not be for months or even years.”
What actually works
Staying visible when it’s inconvenient.
While your competitors chase today’s 5%, you’re quietly making ties with tomorrow’s buyers.
The memory game beats the persuasion game every time.
Here’s what architects notice:
- Reps who share stories we actually want to read
- People who show up with insights, not pitches
- Vendors who build trust before we need to trust them
Because when we finally do need your product, we don’t go digging through old emails or researching new vendors.
We remember the name that showed up consistently, with value and respect.
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Your 95:5 Routine (…if you’re not afraid of long-term games)
Monday – List Building: Add 5 architects who just finished projects
- These aren’t your typical “hot leads”
- They’re satisfied with their current choices
- But they’ll need your products eventually
Tuesday – Value Drop: Send something useful. No pitch.
- Industry insights they can’t get elsewhere
- Project case studies that inspire
- Regulatory updates that affect their work
Wednesday – Social Engagement: Comment meaningfully on architect posts
- Yes, even if it’s a rendering of a bike rack
- Show you understand their world
- Build familiarity through genuine interaction
Thursday – Thought Leadership: Share something actually interesting
- Not a product announcement
- Not a “we’re hiring” post
- Something that makes architects think: “This person gets it”
Friday – Review & double-down: Track who’s engaging
- See who’s reading your content
- Notice who’s responding to your outreach
- Adjust your approach based on real feedback
What the skeptics will say
“This takes too long!” Yes, it does. Most good strategies do. Would you rather fight for scraps with everyone? Or build lasting relationships that pay off for years?
“My manager wants results now!” Show them the math. If only 5% are ready to specify today, you’re fighting over crumbs. The real money is in the 95% who will spec later.
“I don’t have time for all this relationship building!” You don’t have time NOT to do this. When you cold-call the same “hot” leads as everyone, you lose out. Your future pipeline goes to competitors who played the long game.
“What if they forget about me anyway?” Some will. But architects have longer memories than you think. We remember the reps who were helpful when we didn’t need help. We blow off the ones who only showed up when they wanted something.
The reality check
I’m not saying you should be patient because it’s noble.
It’s because it’s the smart play, and because it works.
Your competitors are burning through the same 5% of ready buyers. Meanwhile, you’re building relationships with the 95% they’re ignoring.
When those architects do need your products (and they will), you’ll be the clear choice.
Let your competitors keep scrambling for scraps. If you follow this plan, you’ll quietly take the rest of the pie.
The question isn’t whether the 95:5 Rule works. The question is whether you’re willing to play a game that pays off in quarters, not weeks.
Your turn:
What’s your biggest challenge with long-term relationship building? Hit reply and let me know.
That’s it for this week!
Cheers to building more than just buildings, and see you next week,
Neil Sutton
Architect | 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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