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In 1997, during my last year of college, I worked for the Iowa Department of Transportation in Ames.
One of the projects I worked on didn’t look all that exciting on the surface, but it turned out to be a pretty smart move.
I was doing data entry for a new database they created. The facilities department surveyed crews across the state about their construction skills. Not just the job they were hired for. But everything they knew how to do… grading, welding, bridge inspection, concrete finishing, operating specialized equipment, etc.
We built a searchable internal database from those responses.
Now, if a project came up in Cedar Rapids needing a certified bridge inspector AND a crane operator for tight spaces, they knew who to call. No guessing. No scrambling.
It worked so well that I still think about it today. And every time I do, I ask myself the same question…
Why aren’t more architectural product sales & marketing teams doing this?
From highways to high-rises
Your company isn’t paving physical roads […probably].
But you are building something else: relationships, market share, and specifications. Think about your marketing, sales, or technical teams. How much do you really know about their complete skill sets?
Sure, you know who covers which territory, but…
- Who is the go-to person for hospital projects?
- Who can walk into a room of skeptical architects and win them over in 20 minutes?
- Who has deep experience with LEED documentation or Passive House standards?
- Who worked as a GC, or even as an architect, before joining the team?
If you can’t answer those right away, you’re missing an opportunity.
“Uh… a database? Sounds boring, Neil. Why bother?”
A skills database for your team could help you:
1. Respond faster to opportunities. Let’s say a spec opportunity pops up… You can quickly find the rep with the exact experience and credibility to handle it.
2. Reveal hidden strengths. You might find out that Billy Bob over there in the Central region has 10 years of experience in healthcare projects… [Who knew?!? That guy’s a flippin’ enigma!]
3. Improve project-team fit. Match reps to opportunities where they’re most likely to succeed. Based on their now-unhidden skills and background.
4. Protect valuable knowledge. When a senior rep leaves, their know-how doesn’t have to vanish. Not if you work with them to document it and have it ready to share.
5. Build smarter collaboration. Pair people strategically when their skills complement each other.
Don’t be fooled and think of this as menial busywork. [Kinda’ like I was when I started working on this in college.] It’s the sales equivalent of having GPS for your team’s talent.
Now, let’s add the “Gladwell Twist”: Start with the bright spots.
After re-reading Malcolm Gladwell’s book, Outliers, recently, I think he’d suggest:
“First, find the people who win tough specs, close deals faster than most, or get into firms that others can’t. Then figure out why.”
That’s the “Bright Spot” approach he shares in the book. Don’t just focus on fixing weaknesses. You need to study what’s already working unusually well and look for ways to replicate it. Here is how you can apply it:
- Identify the reps who consistently deliver big wins.
- Capture their skills, background, and methods in the database.
- Look for patterns. Your best healthcare rep might always involve the MEP early. Or your top K-12 school projects could come from reps who understand local bond processes.
- Use those patterns to match people to projects and to coach others toward the same results.
With this layer, your database becomes a playbook for winning.
“But there’s just me and one other rep… How’s this help?”
Even if there is just one or two of you, the truth is, the process can be even more valuable for a small shop. Here’s why:
1. Clarity of strengths. When you’re wearing multiple hats, it’s easy to lose track of where each person shines. A simple skills survey forces you to name it: Who’s better at prospecting? Who handles technical objections with ease? Who has the deeper project-type knowledge?
2. Division of labor. Instead of both people trying to do everything, you can play to your strengths. One person may lead on healthcare projects while the other leans into higher ed or industrial. That clarity can help you move faster and look more professional to architects.
3. Backup planning. If one of you is out sick, on vacation, or buried in another project, the database shows exactly what expertise the other can step into… and where you may want to call in manufacturer support.
4. Positioning with clients. Even a two-person team can look bigger and more strategic when you show up and say: “I handle healthcare and code questions, while my partner specializes in façades and daylighting strategies.” That confidence makes architects feel like they’re in good hands.
In other words, the size of your team doesn’t matter. What matters is knowing your lanes and being able to explain them clearly to clients.
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How to build your skills database
You don’t need expensive software to start. You only need a clear plan.
Step 1: Decide what to track
- Sales strengths (prospecting, relationship building, presenting, closing)
- Product expertise (specific lines, applications, or technical complexity)
- Construction knowledge (installation methods, code familiarity, spec writing)
- Project-type experience (healthcare, education, high-rise residential, industrial)
- Certifications and credentials (AIA CES provider, LEED AP, CSI, PMP)
- Languages and regional knowledge (especially useful for diverse markets)
Step 2: Gather the data
- Short, structured survey (10–15 targeted questions)
- One-on-one interviews for deeper insights
- Review LinkedIn profiles and past project lists
Step 3: Make it searchable
- A simple spreadsheet works well in the beginning
- Use filters for project type, skill level, certifications, and region
Step 4: Keep it current
- Update quarterly or after major wins and losses
- Encourage team members to add new skills or experiences as they gain them
A Quick-Win Scenario
Picture this.
A $120 million university science building project comes up. The spec calls for a high-performance curtain wall with tough thermal requirements. It’d be a big win for your product.
Normally, you’d assign it to the rep who covers that territory.
But you tap a few keys on the ol’ keyboard… And, voilà! Your database saves the day!
Maria over in the Western region pops up.
Turns out she spent 5 years managing similar projects for a different manufacturer. And guess what? She knows two of the architects on the design team. You bring her into the pursuit early. She connects with the specifiers, provides the right technical support, and your product makes the final cut.
Without the database, you never would’ve considered Maria. And maybe never got onto the project.
Your 7-Day Pilot Challenge
You can start small and still see results.
- Choose a small group, such as your immediate team or one territory.
- Send out a 10-question skills survey.
- Enter the answers into a simple spreadsheet with filters.
- Test it. Pick a hypothetical project and see how quickly you can find the best-fit rep.
Chances are, you’ll discover skills you didn’t know were on your team. And spot opportunities you have been missing.
Remember: The most prepared team often wins the work. A skills database gives you the insight to put the right person in the right place at the right time.
Your move: Start your pilot this week. Begin with your Bright Spots, and watch what happens when the right skills meet the right project.
That’s it for this week!
Cheers to building more than just buildings, and see you next week,
Neil “Find the Skills” Sutton
Architect | The Product Rep Coach
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