#013 - Building Better Architect Connections - Step #4: Be Where the Architect Is & Elevate Your Expertise - Sutton Copywriting & Marketing Strategies

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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What if you could be the first person an architect thinks of when they need a building product solution? It’s possible, and I’ll show you how.

Today, you’re getting Step #4 to build better connections with your ideal architect client. This lesson is all about positioning.

There’s a great book on the topic called “Positioning: The Battle for Your Mind.” That’s exactly what you’re doing. You’re fighting for a coveted space in the mind of your ideal architect.

Winning that battle increases your chances of being the architect’s go-to rep. They call you when they’re facing their next big challenge they know you can help with.

Do you know the mistake most product reps make when they try to position themselves as the architect’s go-to expert?

They show how much of an expert they are on their products.

What you need to do instead is show how much of an expert you are in solving their big headache or challenge.

“Can I get a recap?”

The last 3 lessons helped clarify how you see your ideal architect client. They also showed how to start thinking like them.

Missed ‘em? Here they are:

The secret power of identifying your “optimal architect avatar”
How to research your Optimal Architect Avatar (OAA) to understand their wants & needs
Submerge yourself in what the architect reads & where they go

We’ll call those first 3 steps the “King & I” phase…

^^^ That’s Anna singing to her students in the movie King & I. ^^^

[💡: FYI – I just googled the lyrics to “Getting to Know You.” They’re actually a decent summary of what those last three lessons are about – getting to know your OAA. ¯\_(ツ)_/¯ ]

If you did those first three steps, you should be learning a LOT more about your Optimal Architect Avatar (OAA).

The next 3 lessons are a phase that’ll help you position yourself with the OAA you’ve identified.

Last week, I said this next step (Step #4) could be scary for some.

I’m talking about those who’d prefer sitting in the back row, hate standing in front of a crowd & are afraid to…

Assume the position, take the platform & be the expert

If the architect sees you as the authority, who will answer questions & provide trusted guidance… You’re on your way.

As marketing legend Dan Kennedy says: “Nobody ever goes to see the wise man at the bottom of the mountain.”

You can start positioning yourself in the online forums & groups they frequent (See Step #3). If you see a question you can answer, that’s a great place to do it… without trying to sell anything. [That’s the key.]

Use these online groups to find underserved parts of the architecture community. Instead of trying to cover everything, become the top expert in one area. This could be sustainability, new materials, energy efficiency, or whatever.

Adopt a focused approach. By focusing on fewer specific topics, your name becomes linked with that niche. This mimics the “owning a word in the mind” strategy from the Positioning book.

Use this opportunity to give value, but don’t sell them on your product.

Create experiences your competition can’t touch

Go beyond your usual presentations & product pitches. How can you create memorable experiences for architects?

Here are a few ideas:

Hands-On Training

Host workshops.

Blend education with hands-on experiences.
Offer exclusive insights into new materials and technologies
Make every interaction a chance for the architect to learn something invaluable.

Here in Iowa, the Masonry Institute offers these types of workshops once or twice a year. Where architects can get hands-on experience in the basics of bricklaying.

They also have these workshops for high school students to help promote working in the building trade.

Solve a problem

If you rep a roofing membrane system, write a LinkedIn article. It should detail the cost benefits of your roofing membrane system over its life. Include data from recent installations.

Or tell the story about the school re-roofing project. You installed your odor-free re-roofing system while classes were in session, and not a single complaint came.

Inspire

If you’re a rep for exterior metal panels, create a short video showing a project where an architect client used metal panels for both aesthetics and energy efficiency.

You might give the architect that idea they were looking for.

[You probably won’t ever get credit or a thank-you note for the idea. But hey, there’s a chance your name could stay tied in the architect’s mind as a source of inspiration.]

There are companies and organizations already creating these types of experiences. So can you.

That’s how you build a deeper emotional connection to yourself and your brand.

Get on stage…

Another excellent strategy I don’t see done often enough…

At the next AIA conference you attend or at a local event where architects gather, sign up early to give one of the seminars.

Don’t hang in your booth; get on the stage and teach the attendees. Can you think of a better way to get an architect’s attention & show your knowledge? Get in front of your ideal architect as a presenter & you ARE the expert.

Don’t just present. Host workshops or live demos. They should solve real-world problems your ideal architect faces.

This direct engagement shows your expertise. It creates a vivid memory in the architect’s mind. This is a key principle in effective positioning.

Create memorable experiences. For instance, a live demo of the latest sustainable building practices can make you their go-to expert. It will embed your brand in the architects’ minds through a powerful, sensory-rich experience.

And above all, avoid the trap of making your seminar feel like a sales pitch. Focus on providing value, answering questions, and engaging with the audience on a deeper level.

⭐ BONUS TIP #1: Partner with an architect client to give the presentation. It shows your rapport with them, giving you credibility with the other architects. And it gives your client a chance to shine & brag about the project you helped with.

⭐ BONUS TIP #2: Highlight your upcoming presentation in your newsletter. That way, even if one of your prospects can’t make it to the tradeshow, they’ll still see you’re a high-falutin presenter!

Don’t forget… Get the contacts!

Collect the attendees’ contact information.

[“Uh, Neil, they’ll all be flocking to me after the presentation… Won’t they?”]

Probably not. They’ll be dashing off to the next presentation, lunch, free cookies, or whatever. Get that contact information now, so you can follow up with more value.

You can use a simple sign-in list. Or you can change how you get and use contact information.

Instead of just swapping details, come up with an idea that strengthens your position. For example, offer a series of exclusive educational emails in exchange for their contact information. These emails delve deeper into your presentation’s topic.

This shows you’re not just an expert but also a constant source of knowledge and new ideas.

Or it could be as simple as a checklist to make sure their project complies with some relevant code or standard.

Make it time-sensitive

Have them take out their phones & send the email/text by the end of your presentation time. If they do, they’ll get your valuable tool or email series PLUS a secret bonus report, tool, or goody.

[Everybody likes secret bonus goodies!]

Elevate your follow-up

This method does more than collect contact information. It builds your position as an industry thought leader by providing ongoing value. This aligns with the idea of reinforcing your position over time. [We’ll discuss following up in the next lesson…]

Positioning done right: The Case of Hilti

About 10 years ago, I was on a job site. We were all standing around— architects, contractors, and engineers— scratching our heads at a tough problem.

Then the contractor says, “Why don’t I get the Hilti rep here? They usually have a quick, easy solution for this kind of thing…” We all agreed that was a great idea. Hilti would have the answer we needed.

Do you see what that was?

Great positioning!

Hilti has been doing the work for years to establish itself as the expert for various solutions.

They started in Lichtenstein as a tool manufacturer.
They expanded into the position as the go-to for mechanical anchoring systems.
And today, they provide engineering advice on firestopping, anchoring, and other key areas.

If an architect or contractor is stuck on one of those, we turn to Hilti.

Hilti’s story shows the impact of consistent, value-driven interactions with their audience. Just like them, find areas where you can offer unique solutions and stay devoted to that approach.

And that, my friend, is what you need to become.

To help you, here’s a practice routine you can use to help keep your positioning on track:

Daily: Engage with Online Communities (30 minutes)

Morning: Review targeted online forums & social media groups. Write down discussions where you can provide value.
Action → Contribute one insightful comment or post that adds value without selling.

Weekly: Niche Knowledge Enhancement (2 hours)

Scheduled Time: Dedicate time to deepen your knowledge in your chosen niche.
Action → Create a summary, report, or blog post on your findings to share with your network.

Monthly: Industry Event Participation (1 hour for planning)

Month Start: Identify events to present or host workshops.
Prep: For presentations, dedicate weekly prep time to develop engaging content.
Networking: Set networking goals for events you attend.

Quarterly: Strategy Review & Change (2 hours)

Quarterly Review: Determine the impact of your activities. Adjust your strategy based on feedback and results.
Action → Find areas to adjust. In your niche focus, engagement strategy, or presentation approach.

Continuous: Learning & Adaptation

Ongoing: Keep up with industry trends. Use feedback to refine your expertise & approach.
Action → Regularly update your knowledge and strategy based on industry developments and network feedback.

Summary:

Daily: Engage in meaningful online conversations.
Weekly Task: Deepen your expertise & share your knowledge.
Monthly Goal: Actively take part in industry events.
Quarterly Review: Test & adjust your strategy.
Continuous Learning: Stay informed & adaptable.

That’s all for this week. Watch for Step #5 next Monday, when we’ll review your follow-up.

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.