Read time: 3 minutes =======Psst! If you’re new here, subscribe here so you don’t miss the next lesson.======= After 27 years in architecture, I’ve seen my fair share of product reps. Some stand out, but most? Not so much. Reps have pitched me everything. From spray paint to a “miracle” sealant to the next “game-changing” […]
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#039 – 3 Simple Steps to Turn Solution-Aware Architects into Raving Fans
Read time: 3 minutes =======Psst! If you’re new here, subscribe here so you don’t miss the next lesson.======= Picture this: Your ideal architect is racing to meet some @%*!#% new energy efficiency standards. They’re searching for quality, sustainable building products that won’t break the bank. And they’re one step away from finding the perfect fit… […]
#038 – 3 Problem-Solving Tips That Will Guide Architects to Your Product
Read time: 3 minutes =======Psst! If you’re new here, subscribe here so you don’t miss the next lesson.======= Last week, I shared a sneaky trick to help your ideal architect realize they’ve got a problem they didn’t even know existed. [And if you missed it… I’m hanging my head & shaking it slowly & sadly […]
#037 – The Art of Engaging Architects Who Are Unaware of the Problem Your Product Solves
Read time: 4 minutes =======Psst! If you’re new here, subscribe here so you don’t miss the next lesson.======= Two days ago, I posted on LinkedIn about the 5 stages an architect goes through on their specification journey. Here’s a quick summary of the stages: 1) Unaware: The architect doesn’t know there’s a problem. 2) Problem […]
#036 – The Nightshade Effect: Are attractive distractions harming your trade show success?
=======Psst! If you’re new here, subscribe here so you don’t miss the next lesson.======= “Is it me, or is that lilac bush a LOT shorter than the other one?” she asked. “Yeah,” I agreed, “it’s like a foot or two shorter… And has it always had berries and those flowers? It looks kinda’ pretty…“ “No! […]