Read time: 6 minutes
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The Monday Morning Building Product Advisor is a weekly newsletter I send out that’ll help you get better at connecting with architects. If you’re new here, subscribe here so you don’t miss the next lesson.
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Today, I’ll show you how to position yourself as your ideal architect client’s go-to expert.
By doing this correctly, you increase your chances of:
- Going from being seen as a “pest” to a welcome guest
- Positioning yourself as the architect’s first call for advice
- Increasing your influence (even if networking makes you cringe)
And best of all: You’ll become the trusted advisor they rely on for their future projects.
The problem with most product reps’ approach to positioning? They try to be the best choice for every architect they talk to. They end up spreading themselves too thin. Their position becomes a watered-down mess.
Let’s look at how you can do better…
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Quick side note: If you’re new here, this email is step 6 of a system we’re building to help you make better architect connections.
If you need to catch up, see the bottom of this lesson for links to Steps 1 – 5. [But remember to come back when you’re done!]
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Using the 80/20 “racking the shotgun” strategy to find your ideal architect clients
Last week, I started re-reading “80/20 Sales & Marketing” by Perry Marshall. A great book that applies directly to today’s lesson. You’ll see why below.
For now, here’s a quick summary if you’ve never heard of the 80/20 principle (or “Pareto’s Principle”).
What’s the 80/20 principle?
The principle says most things in life aren’t distributed equally. If you look for it, you’ll see 80/20 everywhere.
In your business, 20% of your customers represent 80% of your revenue. Or close to it. And that’s where today’s lesson starts. [For more on 80/20, check out Perry’s book. Or Google it.]
Let’s see how you can use 80/20 to focus & start building solid foundations with your ideal architect clients…
Strengthen your position as their guide
If you’ve been following these steps, you’ve started to build a rapport with them.
Now, make yourself available.
- Offer to review their current project.
- Invite them over for lunch & give a tour of your facility (if they’re local).
- Become a familiar face in their office. Stop in regularly to see if they need anything.
Your goal is to be top-of-mind the next time they have a question you can help with.
Once again, this is where you need to exercise some finesse.
Don’t be a pest. Be a welcome guest. The friendly face who’s there to provide value.
Applying the 80/20 principle
Right now, I can hear you saying:
“Dude, I don’t have the time or budget to go visit EVERY architect I meet. Or every prospect who gives me their card.”
I know that. And that’s where the 80/20 principle comes in.
Specifically, the aspects Perry Marshall teaches in his book. They’ll help you focus & lighten your load. In Chapter 2, he talks about his method of “racking the shotgun.” (Here’s Perry’s story behind it.)
The “racking the shotgun” analogy simplifies the 80/20 rule in sales and marketing. It shows how you can use it to be selective.
The analogy comes from a scenario where someone racks a shotgun in a noisy, crowded room. They don’t do it to cause harm but to see who reacts. Those who turn their heads have experience with guns and recognize the sound. Those who don’t turn their heads lack this awareness. The action is a filter. It identifies a subset of the crowd based on their reaction to a distinct signal.
You send out a signal and focus your time and energy on those who respond the “right way.”
Applying the analogy to your business:
1. Send out your signal
Send specialized content. For example, a webinar on a niche topic or highlighting a unique product feature. This is your signal to the market.
2. Identify the response
Notice which architects engage with your signal. Did they click a link in your email? Comment on your LinkedIn post? Sign up for your webinar?
These are your “head turners.” They’re aware AND interested in what you’re offering.
3. Focus your efforts
Once you’ve found these engaged architects, apply 80/20. Focus your time and resources, and follow up with them. They’re your ideal architect clients.
4. Deepen the relationship
For these architects, offer more in-depth information. Offer personalized consultations or exclusive previews of new products.
This targeted approach positions you as an expert. And it builds a stronger, closer relationship. It’s with the architects most likely to become long-term partners.
Bottom line: “Racking the shotgun” means creating opportunities to filter through the wider audience. The goal is to find and nurture relationships with those most likely to engage.
Recognize & concentrate on the 20% who will generate 80% of your business.
So how’s this play out for you?
Let’s say, in Step 4, you did a presentation. And you walked away with contact information for 25 architects who attended. (Nice job!)
Then, in Step 5, you sent messages to those 25 architects to follow up. If the 80/20 principle shows up here, you’ll get 5 architects who respond. (That’s 20%.)
The average salesperson will see that as a bad thing. They’ll double down on trying to get the other 20 architects to respond. And that’s where they go wrong.
But not you…
You’ll focus 80% of your energy and time on the 5 architects who responded. For whatever reason, they resonated with your messages so far.
Now, you’re spending less time and energy than your competitors. But, if you do it right, you’ll see your results multiplying.
A specific example of applying this
When I teased this topic on LinkedIn last week, I got a great question from a subscriber about it [Thanks, James!]
He gave the example of offering a menu of about 6 fresh Lunch & Learn topics for a firm to choose from. Then they tailor the L&L topic to the firm they’re presenting to. He asked if this was a strong strategy for engaging deeper.
Now, I’ve never had the chance to see one of James’ presentations.
I assume his company does a great job engaging during the presentation. The deeper engagement comes from the follow-up. Use the “rack the shotgun” strategy to get focus…
1. Signal → After the L&L, follow up with attendees. Invite them to engage with something niche about your product line or topic. (Ex: More info on a new, innovative door-locking feature or energy-efficient window feature.)
2. Identify → Take note of which architects engage with your follow-up.
3. Focus → Focus your efforts on them.
4. Deepen → Continue to offer more education, personalized consultations or exclusive previews of new products.
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Quick reminder: This is step 6 of a process we’re building to help you make better architect connections.
If you missed Steps 1-5, here they are:
• Step #1: The secret power of identifying your “optimal architect avatar”
• Step #2: How to research your Optimal Architect Avatar (OAA) to understand their wants & needs
• Step #3: Submerge yourself in what the architect reads & where they go
• Step #4: Be where the architect is & elevate your expertise
• Step #5: Follow-up & Educate Your Ideal Architect Like Nobody Else Can
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So, what do you think?
Sound doable? Make sense?
If you have any questions on this one, reach out & ask. I’m here for you.
Otherwise, next time, we’ll talk about finding the right times to reach out.
That’s all for this week.
See you next Monday.
Cheers to building more than just buildings,
Neil
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The Monday Morning Building Product Advisor is a weekly newsletter I send out that’ll help you get better at connecting with architects. If you’re new here, subscribe here so you don’t miss the next lesson.
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P.S. Whenever you’re ready, here are 3 ways I can help you grow your building product business:
1) JOIN the wait list for my atomic course #1 on Following Up with Architects
It’s an “atomic course” because it’s short and focused on just 1 topic about connecting with architects. With course #1, we’ll start at the end, and you’ll get help improving your follow-up…
➕ I’ll make the course VERY affordable to those on the waiting list.
↳ Interested? Go HERE to opt-in to the waiting list.
2) Work 1-on-1 with me
If you’re a product rep business owner serious about getting better at connecting with architects, I might be able to help you get there faster.
↳ Go HERE to see 3 options on where to start.
3) Team Training
If you’ve got a team of product reps who want to learn more about how an architect thinks and how they can build even better relationships, I can present to your team (Zoom or live) and do a Q&A session to field their toughest challenges.
↳ Hit reply, put “Stump the Architect Chump” in the subject line, and I can send you more information.