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Most product reps think their job is to get your products specified.
They’re wrong.
Your real job is to become the architect’s most trusted advisor. And if you make this shift, everything changes.
Jay Abraham calls this the Strategy of Preeminence. It means “surpassing all others.”
Not through pushy sales tactics.
Through genuine service.
When you nail this, price can become irrelevant. Architects choose you because they trust you. They know you have their best interests at heart.
From time to time in this newsletter, I’ll share what I’ve learned from the marketing and sales greats. Jay Abraham is one of those. I met him briefly at a marketing mastermind in 2019. But I’ve been studying his many books, podcasts, and other courses for over a decade.
Today, I’ll show you how to use Jay’s Strategy of Preeminence for selling architectural products.
Let’s get to it!
The Mindset Shift That Changes Everything
Stop thinking “customer.” Start thinking “client.”
A customer buys products. A client is under your care and protection. They rely on your expertise. They trust your judgment.
This isn’t semantic wordplay. It’s a fundamental shift in how you approach every interaction.
Ask yourself: “Am I treating this architect as someone to sell to? Or someone to serve?”
Step 1: Find Your Ideal Architect Clients
Not every architect is your ideal client. Focus on those who value expertise over price.
Look for these signs:
- They ask detailed technical questions
- They mention past frustrations with other reps
- They seem overwhelmed by options
- They talk about project challenges, not just budgets
Three ways to identify them:
1) Focus on empathy.
Listen for what we don’t say. Most architects feel frustrated with “the system” or typical product reps. We want someone who gets it. When you verbalize their hidden concerns, something magical happens. They feel understood.
They see you as different.
2) Provide leadership, not just product information.
Don’t be a “wet noodle.” Tell us: “Here’s what you should do, here’s why, and here’s how.” Back it with compelling facts.
Many architects feel “out of focus.” Help us connect the dots. This gives us power and understanding. Give us clarity in a confusing world.
Answer “What’s in it for them?” Every communication should address our unspoken questions. Focus on how your solution betters our life and project.
3) Focus on your niche.
Don’t try to be everything to everyone. Pick a specific area where you excel.
Focus on new customer groups (e.g., specific firm types, project sizes). Or target “jobs-to-be-done” (specific problems you excel at solving). Identify architects whose challenges align with your unique expertise.
Create a “virtual monopoly.” Be a big player in a small niche.
Step 2: Deepen the Relationship
Once you’ve identified ideal clients, make them clients for life.
1) Always act in their best interest.
This is your moral obligation. Even if it costs you a sale. If your product isn’t the best fit, say so. Recommend a competitor if necessary.
This builds unshakeable trust.
2) Solve problems today.
Don’t wait for the next sales cycle. Help them with current challenges. Send relevant articles. Connect them with other professionals.
Answer questions promptly.
3) Show, don’t tell.
Instead of claiming your product is better, provide proof. Let us draw our own conclusions.
Use case studies. Share data. Provide examples we can relate to.
4) Make them the hero.
Use “you” language, not “I” language. Focus on our success, not yours. Talk about how we’ll feel when the project succeeds. Confident. Proud. Accomplished.
Architects want to feel good about our decisions.
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The Fiduciary Responsibility Mindset
This is the heart of preeminence. You can’t let the architect make a mistake.
If we’re considering the wrong solution, speak up. Sometimes the timing isn’t right… tell us. If the budget is unrealistic, help us see it.
This feels scary at first. Won’t you lose sales?
Short term? Maybe. But in the long term, you’ll gain something more valuable.
Our trust.
From Transactions to Transformations
Most reps focus on closing deals.
Preeminent reps focus on transforming experiences. They turn stressful specification processes into collaborative partnerships. They make architects feel confident about our choices. They become the one architects call when we need guidance.
Not just when we need products.
The Compound Effect
When you consistently apply preeminence, something remarkable happens.
Architects start seeing you differently. You’re not another sales rep. You’re our trusted partner. We ask for your input on projects and introduce you to colleagues. And we defend your recommendations to clients.
You become indispensable.
Your Challenge
Starting today, approach every architect interaction with this question:
“How can I serve this person’s best interests?”
Not: “How can I get my product in their project spec?”
The sale becomes a natural byproduct of genuine service.
It’s not flashy.
It’s not “10x your sales with AI automation!”
But it works.
Look, I know most reps won’t do this. I’ve been saying it for 11 years.
But you’re still reading, so maybe you’re one of the few who will.
And if you are and you’d like a partner to help you put this into place…
Here’s a new offer I’m making to help reps like you become their architect’s go-to advisor.
That’s it for this week!
Cheers to building more than just buildings, and see you next week,
Neil Sutton
Architect | The Product Rep Coach
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