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Read time: 5 minutes

Today, I’ll show you a new framework on how to approach connecting with architects.

And not just any architect. Your ideal architects. The ones that are a perfect fit for the products you represent.

If you saw my LinkedIn post from a few days ago, you got a sneak peek at the video game I loved to play in my teenage years:

Mike Tyson’s Punch-Out!!

…And some of the lessons I’m pulling from it for you to consider in today’s issue.

I’ve only been in one fist-fight in my life

I was in 7th grade, and neither of us had a clue what we were doing. [thank gawd]

But I could clobber the toughest of them when I was playing Punch-Out.

[“That’s nice, slugger. But what’s this got to do with me selling to architects?”]

Last week, I saw a YouTube video that reminded me of the game. It was a clip from Jimmy Fallon’s late show where he had Mike Tyson on and had Mike try to beat himself on the game… [Spoiler: he couldn’t.]

Anyway! It got me thinking about the different ways I’d gotten better at the game. I still remember some of the “tells” the different boxers had. And once you knew those tells, you’d dodge, counter, and win each round. One-by-one.

Then, I started coming up with ways you could steal the strategies my brothers and I used.

No… not to play the game. Ways to use the same strategies to boost your selling and relationship-building.

The problem with most product reps’ approaches to connecting with architects is their “punches” don’t land. […like 7th-grade me… or the knuckleheads in that GIF above.]

So, let’s see how you can get better & better at it…

1) Study Your Opponent

Architects, like the Punch-Out boxers, have unique patterns, preferences, and decision-making processes.

You need to start taking note of those if you haven’t already.

[maybe don’t say it out loud when you do]

But most reps stick with generic pitches that don’t resonate. Their messages fall flat, and they miss out on their chances with each architect.

Here’s how to change that:

Research: List 5-10 architects—not the firm, but specific architects. You know. Actual people. Investigate their projects & design preferences. What are their pain points?

Identify patterns: A good place to start is past or current clients. Analyze past emails and your notes for common themes. If it’s a new prospect, check for public statements or posts for insights.

Competitor insights: Study your successful competitors’ approaches.

This approach taps into the power of familiarity. When you show you understand an architect’s problems and likes, they feel like you’re on the same page. This builds trust and a good connection. Two things that are vital in any business relationship.

By treating each architect as a unique “opponent,” you can build stronger connections. This lays the groundwork for our next strategy: recognizing and responding to “tells.”

2) Read the signals

In Punch-Out, each boxer had subtle cues before their big moves.

Reps often miss these crucial signals from architects. This results in off-the-mark pitches and lost opportunities.

Here’s how to sharpen your observation skills:

Listen for recurring phrases or concerns in conversations
Watch for nonverbal cues during presentations
Note which aspects of your product generate the most interest
Create a “Tell” library: Each boxer had a “tell” before their big moves in the game. Create a mental catalog of the architect “tells.” These are phrases, questions, or body language that signal specific concerns or interests. This will help you respond more effectively in meetings.

Mike Tyson’s Punch-Out was about recognizing and responding to patterns. Successful salespeople do this daily.

Studying an architect’s past work reveals their “tells.” You learn their preferences and communication styles. This helps you to anticipate their needs, address concerns, and handle objections.

Identifying these “tells” helps you react with precision.

3) Timing is everything

I see a lot of reps missing the mark on WHEN to engage architects.

[just watching this dang monkey gets me mad]

Bad timing can lead to ignored emails and failed follow-ups. [Or, like that friggin’ monkey above, you could be seen as a pest…]

Schedule wisely: Determine less busy times for architects.
Align with project milestones: Reach out during design phases. Learn to time your follow-ups and proposals to align with the architect’s project cycles and decision-making processes.
Set reminders: Use CRM tools to schedule timely follow-ups.

Hitting the right moment increases your chances of a positive response.

A rep I knew always emailed architects on Friday afternoons. But he got really low engagement. They were wrapping up their week or already gone for the weekend. By timing emails for mid-week, he improved open rates and replies.

Of course, you have to test this one with your own ideal architect clients. The best times can vary between regions, firms, and individuals. So, test, test, test.

Getting your timing right improves your chances of getting noticed.

Now, let’s move to adaptability.

4) Adapt your strategy

Reps often use a one-size-fits-all approach.

This ignores the fact that each architect is different. That’s why it’s so important to figure out which architects are your best match. Then, learn all you can, like we did in Step 1 above.

Here’s how you can adapt:

Assess personalities: Note whether clients are formal, informal, detail-oriented, or big-picture thinkers.
Tailor messages: Create different templates for varying communication styles.
Adjust based on feedback: Continuously refine your approach based on client responses. Be flexible in your approach, ready to pivot your strategy based on the architect’s feedback or changing project requirements.

Adapting your style to fit the client’s personality builds stronger connections.

Let’s say you find that your ideal architect clients prefer concise, data-driven emails. Test different communication styles to see which style increases engagement.

Tailoring your approach to each client’s style makes your interactions more effective.

Persistence is key, so let’s cover that next.

5) Learn from your defeats

In the game, you had to face defeat multiple times before you learned enough to win a round.

Don’t know about you, but I’ve had days that felt like this…

Don’t let initial “defeats” discourage you. Persistence is key in sales. Building relationships and earning trust takes time and effort.

Use every interaction with architects as a learning opportunity. Use failed pitches and feedback to improve your next attempt with that architect or firm.

Or with the next ones that you talk to.

6) Celebrate small wins

Don’t overlook your minor achievements. Each victory is a step closer to your final goal.

Recognizing these can keep you motivated.

Acknowledge daily wins: Write down at least one small success each day. Recognize and celebrate small achievements with your clients.
Share successes: Discuss them with your mentors or peers.
Reward yourself: Set up simple rewards for reaching weekly goals.

Celebrating small wins boosts morale and keeps you focused.

Recognizing progress, no matter how small, fuels continued effort.

Your Training Regimen

Alright, Champ! If you wanna be the one to beat when it comes to your relationships with the right architects, you need to practice.

You can spar alone…

Or find a willing sparring partner…

Whatever works! Just start getting that practice in there.

Here’s your daily training routine to master these skills:

Morning Preparation
[ ] Review today’s focus architect/firm
[ ] Set a specific goal for today’s practice

Daily Core Activities
[ ] Spend 15-30 minutes on research or skill development
[ ] Record one new insight about your ideal architect or an industry trend
[ ] Practice one communication or sales skill for at least 10 minutes

Outreach and Engagement
[ ] Make at least one meaningful contact (email, call, or message)
[ ] Follow up on any pending communications

Content & Value Creation
[ ] Contribute to or plan a piece of valuable content
[ ] Share or prepare to share relevant content with an architect

Reflection & Adaptation
[ ] Note any “tells” observed in interactions today
[ ] Record any successful “counter moves” used
[ ] Identify one area for improvement tomorrow

Progress Tracking
[ ] Update CRM or personal log with today’s activities
[ ] Rate today’s overall performance (1-5 scale)
[ ] Note any small wins or breakthroughs

Planning for Tomorrow
[ ] Review tomorrow’s schedule and set primary objective
[ ] Prepare any materials needed for tomorrow’s focus

Weekly Special (Choose one per day)
[ ] Monday: Set weekly focus architect and goals
[ ] Tuesday: Conduct in-depth training or role-play session
[ ] Wednesday: Initiate new contact or relationship
[ ] Thursday: Complete & refine valuable content piece
[ ] Friday: Do a weekly review & plan for next week

Bonus Round
[ ] Learn something new about architecture or design
[ ] Explore a new way to add value for architects
[ ] Celebrate a success, no matter how small

Remember, CONSISTENCY IS KEY. Stick to this routine, and you’ll see significant improvements in your relationships and results.

Start Your Training Today

Ready to level up your architect relationships?

Start your training routine today. Choose one architect to focus on this week. Study their work, identify their “tells,” and plan your approach.

Remember, like in Punch-Out, every conversation is a chance to learn and improve. With practice, you’ll be landing those “knockout” projects in no time.

That’s it for today!

Cheers to building more than just buildings, and see you next week.

P.S. Want to really get inside an architect’s head?

When you’re ready, here are 2 ways you can work with me:

Product reps: If you’re serious about getting better at connecting with architects — Book a 1-on-1 call with me.
Business owners or Sales Team Leaders: Book an Architect Connections Training Call for you and your team

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