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A while back, I heard this joke:
Q: How many architects does it take to change a lightbulb?
A: Why would you want a lightbulb there?
It’s not a show-stopper, I know. But it does capture something important: architects are professional overthinkers.
Here’s a better story.
In high school, my daughter loved “Joe Mama” jokes. One day, she tried to catch me with one.
“Dad, did you hear what happened to Joe?”
I smiled and said, “No, but I bet he was doing something he shouldn’t have been doing. Am I right?”
Her face fell. “G-a-a-a-h! Why did I have to get critical-thinking parents?!?”
Like my daughter discovered about me, architects love to think critically. This isn’t just a trait… it’s the core of our approach to work.
As a product rep, this can feel like a nightmare. Trying to sell to people who question every claim and overanalyze every option.
But what if I told you this is your biggest opportunity?
Here’s what you’ll learn today
- How to position your product so it aligns with how architects actually think.
- The questions architects ask before specifying a product (and how to answer them).
- Why storytelling beats specs every time—and how to use it effectively.
Architects love problems (and solutions). Give ‘em both.
If you’ve ever watched an architect work, you know we’re problem solvers at heart.
But here’s the twist: we don’t just solve problems—we dissect them from every angle. That’s why the best way to grab an architect’s attention is to show you understand the problem they’re trying to solve.
If your product is, say, an exterior facade material…
❌ Don’t start with: “It’s durable and affordable.”
✔ Instead, try: “Here’s how it solves the thermal bridging problem that’s plagued every energy-efficient project you’ve worked on.”
When you present your product as the missing piece to their puzzle, you’re already in their head—in a good way.
How to get your product specified
Here’s how to align your pitch with an architect’s critical thinking process:
1. Educate first, sell later
Architects rely on you for insights into emerging solutions. Be the advisor who shares clear technical benefits, not just a sales pitch.
2. Speak their language
Architects don’t just want to know what your product does. They want to see why it matters.
Use case studies and real-world examples, and avoid jargon. Think: “How does this solve their specific design challenge?”
Pro Tip: Architects love puzzles. Present your product as the solution to a tangible problem. Like sustainability, cost-efficiency, or durability.
3. Tell a story
Specs tell. Stories sell. Share real-world scenarios where your product solved a problem:
- Did it help a client cut project costs by 20%?
- Was it instrumental in achieving LEED certification?
Why It Works: Architects remember stories. It’s easier for them to justify specifying a product when they can tie it to a real-world success.
4. Anticipate their questions
Architects will question everything. Be ready with answers to:
- How does it integrate with other systems?
- What’s the long-term maintenance?
- Does it meet code requirements?
Bonus: Bring CAD files or performance data to the conversation to back up your claims.
5. Align products with project goals
Position your product as the key to architects’ goals, such as sustainability or innovation. Ask:
- “What if this product cut installation time by 20% without sacrificing performance?”
6. Be consistent
Stay in touch. Regular, value-added interactions build trust. They make it easier for architects to specify your product when the time comes.
Here’s what you learned today:
- Education and expertise trump sales tactics.
- Architects think in problems and solutions. Show how your product fits into their process.
- Storytelling makes your product memorable.
- Anticipating questions builds trust.
- Consistent, value-driven engagement leads to specifications.
Your Next Step:
Pick a project challenge your product solves. Use it in your next pitch or email.
Focus on shifting from “selling mode” to “advisory mode.” Start by auditing your current presentation materials. Do they lead with technical value or a sales pitch?
Make your next conversation with an architect your best one yet.
That’s it for this week!
Cheers to building more than just buildings, and see you next week,
Neil Sutton
Architect | Speaker | Coach to Architectural Product Reps
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P.S. If you like Monday Morning Building Product Advisor, please share this or forward this to a colleague. Help another rep learn how to connect better with architects— and [maybe] you’ll have a spec buddy for life.
Do you need help creating a presentation architects will love? Book a 1-on-1 Zoom meeting with me and get personalized advice to help you win more specs. Or simply reach out , and we can chat about how I can help.
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If you’re new here, subscribe here so you don’t miss the next lesson.
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