Read time: 4 minutes
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.
Today, I’ll share Step #3 in building better architect connections.
Imagine holding a key. It unlocks the thoughts, inspirations, and core of your ideal architect client. This week, we’re going there. You’ll learn how to understand your Optimal Architect Avatar (OAA) by diving into their world.
By doing this, you’re not just deploying a sales strategy…
You’re learning what they care about and their influences, which builds a better understanding & appreciation. By engaging with their interests & challenges, you become a better sales rep and a valued partner in their creative process.
The problem with most sales strategies is they’re only surface-deep. We can do better than that here.
Let’s dive deep and build those connections that matter.
But do you “like-like” me? A deeper relationship with your OAA…
I hope you’ve been following along (and paying attention).
If so, you’ve learned the first two steps to build better architect connections.
If not, here they are again for those in the back:
👉 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
All caught up now?
Sweet! Let’s keep rollin’…
Walk in Their Shoes
You’ve gotta’ understand your OAA well. It’ll help you sell building products better.
Architects operate in a world of design, aesthetics, and functionality. Trends, historical precedents, and the future of sustainable building influence them. By submerging yourself in what they read and where they go, you can:
• Learn the language & terms that resonate with them.
• Understand the challenges & pressures your OAA faces.
• Gain insight into the latest design trends & technologies.
• Discover key architectural influencers & what makes them tick.
This knowledge will help you tailor your presentations & follow-ups. You’ll also build rapport based on your shared understanding and respect.
From the pages of the book, “A Pattern Language”…
…to the corridors of the AIA Convention…
…there’s a whole world to explore.
But knowing the names of the magazines or books your OAA is reading or where they spend their time isn’t enough…
• Read those books & magazines yourself.
• Visit the places they go & sit in the same chairs where they sit.
• Walk the same aisles.
See the world through their eyes whenever you can.
[It probably goes without saying, but… this isn’t a stalking thing. Don’t follow an architect around & do these things while they’re doing them. That’d be kinda’ creepy…] 😱
Step into the forum
Visit the same forums or LinkedIn groups they’re on.
• Interact on those forums where it feels natural.
• Look for chances to make meaningful, relevant comments.
Remember, this is about positioning yourself as an expert in their world. You’re somebody they go to without a second thought.
• Read the article they’re discussing.
• Review the product they’re talking about.
In the comments, show you’ve read about it.
• Ask questions.
• Share insights to reinforce the article’s ideas.
This is how you can start meaningful discussions that can lead to something more.
[Warning: DON’T go onto LinkedIn or a forum & jump into political discussions. You’ll “Thanos” yourself & automatically lose 50% of the architects reading it.]
How it works
When you immerse yourself in your OAA’s world, several psychological & emotional shifts occur:
• Empathy: Understanding your OAA’s pressures and challenges helps you empathize more. It builds a stronger emotional connection.
• Resonance: Using familiar language and references resonates with your OAA. It makes your communication more effective.
• Trust: Showing real interest in their work fosters trust. It lays the foundation for a solid, long-term relationship.
How to apply it all
- Subscribe & Read: Start by subscribing to the leading architecture magazines and websites. Read them regularly to stay on top of trends and issues.
- Attend Events: Make it a point to attend architecture expos, seminars, and lectures. They’re not only learning opportunities but also great networking events.
- Visit Iconic Buildings: Experience the spaces & buildings that inspire your OAA. Understanding their aesthetic & functional preferences can guide your conversations.
- Join Online Forums: Take part in online architecture forums & social media groups. Engage in discussions to get a feel for the topics & concerns that matter most to architects.
Tips for Continuous Improvement:
Stay Curious. Always be open to learning more about architecture, including areas that might not relate to your product. Broad knowledge can open up new avenues for connection.
Be Patient. Developing strong relationships takes time. So does becoming good at identifying your OAA. Be patient with the process and yourself.
Seek Mentorship. Consider finding a mentor in your industry or a related field. They can provide guidance, feedback, and support as you refine your approach.
What’s next?
Short of going through the same schooling they did, these are a few good ways to appreciate what’s important to your OAA. What influences their decisions?
At this point, you should take a step back.
Take stock of everything you’ve learned about your ideal prospect in Steps 1, 2 & 3. Do you feel a better understanding of their needs? Are you feeling closer to finishing their thoughts & sentences?
If not, go back through a couple of those steps to make sure you’re ready to go on.
We’ll wait here for you…
Ready? Good. Next week, we’ll dig deeper.
The next step is where things can get a bit scary for some. (You’ll see what I mean.)
That’s all for this week.
See you next Monday.
Cheers to building more than just buildings,
Neil
P.S. Whenever you’re ready, here are 3 ways I can help you grow your building product business:
1) Hop on 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.
↳ Contact me, put “1-on-1 Breakthrough” in the subject line, and I’ll get back to you with more details.
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.
↳ Contact me, put “Stump the Architect Chump” in the subject line, and we can talk about it.