Read time: 3 minutes
Today I’m going to show you how to unlock the secrets to pinpointing the architects who need you most.
You HAVE to know your audience.
But how can you make sure you’re fishing in the right waters?
Why should you, a seasoned or aspiring sales rep, care about refining your target even further?
And the million-dollar question…
How can you identify architects who are the perfect match for your product?
Solve this formula, and you can tailor your approach & streamline your sales strategy. And that can increase your chances of becoming the architect’s basis of design.
Most building product marketing I’ve seen in my 27 years as an architect has the same problem. It tries to be one-size-fits-all.
My fellow architects and I face… So. Many. Choices. That makes it hard for you to get our attention. So, you need to evolve.
And the best way to do it is to accept that…
Not all architects are your ideal client.
When you have a mismatch, it leads to wasted time, effort, and resources.
Identifying and connecting with your ideal architect client means better, more fruitful relationships.
So, let’s dig into unlocking your 5 techniques:
1: Understand Your Product’s Niche
Your product isn’t for everyone.
Recognize this, and you’ve won half your battle. Knowing exactly where your product fits can save you from barking up the wrong tree. It’s not about finding architects. It’s about finding the right architects who need what you offer.
This clarity leads to efficiency and higher success rates in your sales efforts.
✔ Research & list project types that align with your product.
✔ Use social media to engage with architects in your target niche.
✔ Identify architects specializing in areas where your product shines.
✔ Attend industry events & webinars relevant to your product’s niche.
✔ Update your product knowledge to tailor your product conversations.
Your Takeaway: Knowing your niche sharpens your focus & saves time.
2: Segment Your Ideal Architect Audience
Not all architects are at the same stage.
Some are ready to specify your products; many are not. Understanding the difference is crucial. This awareness helps you to tailor your approach. It ensures you’re not using the “spray & pray” approach and throwing out information.
You’re having real conversations with interested architects.
✔ Categorize architects by readiness to specify.
✔ Develop targeted messages for each segment.
✔ Use CRM tools to track & manage your contacts.
✔ Offer educational content to those not ready to specify.
✔ Follow up regularly. Giving updated information & value.
Your Takeaway: Tailoring your approach to readiness improves engagement.
3: Build Trust Through Value
Trust is the foundation of any successful business relationship.
Building trust with architects means going beyond the sales pitch. Offer real value that positions you as a helpful resource, not “just a sales rep.”
This not only opens doors but also builds stronger relationships.
✔ Share case studies that show your product in action.
✔ Offer to connect them with other industry pros.
✔ Provide samples or demos of your product.
✔ Host informative webinars or workshops.
✔ Regularly share industry news & insights.
Your Takeaway: Value-driven relationships build trust & loyalty.
4: Be Patient and Persistent
Success doesn’t happen overnight.
Patience and persistence are key. This is especially true with architects. They’re not ready to specify your product immediately. Keep the door open for future opportunities by staying present.
Keep offering value.
✔ Plan your follow-ups strategically, not intrusively.
✔ Keep providing value with each interaction.
✔ Celebrate small wins & learn from rejections.
✔ Be consistent in your communication & offerings.
✔ Stay updated on their projects & offer help as needed.
Your Takeaway: Persistence with patience pays off in building long-lasting relationships.
5: Leverage Technology for Insight
Today’s tech can give you insights that were unimaginable a few years ago.
Use these tools to understand your architects better. Analytics can tell you what content they like.
This helps you tailor your approach better.
✔ Use analytics to track engagement & preferences.
✔ Leverage social media for direct & indirect feedback.
✔ Use CRM sysems for better relationship management.
✔ Use email marketing tools to segment & target communications.
✔ Stay informed on new technologies that can offer deeper insights.
Your Takeaway: Technology provides insights that can refine & guide your approach.
Not every architect will be the right fit for your product, and that’s okay.
Here’s a quick recap to cement these techniques in your mind:
↳ Understand your product niche
↳ Segment your ideal audience
↳ Build trust through value
↳ Be patient & persistent
↳ Use technology
By applying these, you’re reaching out to more architects AND connecting with the right ones.
Identifying and then engaging your ideal client is both an art and a science. And it can lead to better sales along with more satisfying partnerships.
That’s all for this week.