Read time: 7 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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Imagine…
You just wrapped up your stellar presentation to a group of architects. You positioned yourself as their potential go-to expert for your product category.
As the room clears, one or two architects linger. They’re obviously intrigued by your approach but clearly hungry for more info. They’re a perfect fit for your OAA (Optimal Architect Avatar).
Score! That’s what you wanted!
It’s a win, and it could also be your start to a lasting relationship.
Your next steps (your follow-up) can either cement your expert status or make the architect look elsewhere.
Today, I’ll show you why some follow-ups open doors with architects & others hit a wall.
The secret isn’t just WHAT you know but HOW you share it.
“Wait! How’d we get here?”
If you’re new here, this email is step 5 of a continuous build we’re doing to help you make better architect connections.
If you need to catch up, see the bottom of this lesson for links to steps 1 – 4. [Remember to come back when you’re done!]
The rundown
Nowadays, information is king.
Product reps like you have a golden opportunity to stand out by educating rather than just selling. After positioning yourself as an expert, the next step is to offer value that goes beyond the sale.
Educate.
- Add Value: Share insights on sustainable building practices, technological advancements, or design trends.
- Personalize Learning: Tailor information to your OAA’s specific needs or projects. Did they show interest in eco-friendly materials? Send a case study.
- Continue Engagement: Offer to host a webinar or workshop. This will showcase your products and reinforce your role as an educator.
- Expert Voices: Incorporate opinions or interviews from industry leaders. This will add to your content and align you with the best in the field.
The problem with most follow-ups I get from reps is they send one email to say “thanks” and a “reach out if you need anything.” Or, worse, no follow-up at all.
It makes their presentation feel like it was a “one-and-done” transaction instead of the start of a relationship. No added value. No next steps. No nothin’!
We can do better than that! Be less transactional and more relational.
Now, let’s talk about how to do your educational follow-up right…
Keep delivering value
Once you have your ideal architect’s attention, don’t squander it.
[BTW: the architect will forget your presentation, especially if they have others to see or work to catch up on back in the office.]
During or after your engaging Step 4 presentation, you got their contact information. Right?
Nah! Of course, you remembered! That was the point!
If you followed my advice, the architects who sent you their information were asking for a bonus tool or report. 👈 That action was their signal that they wanted to continue the relationship.
So, with their contact info in your hot little hands, send that tool or report you promised. Do this within a week. Better yet, follow up THAT day. Send a text or email link to the report.
[Or, if you’re really fancy, you can automate it.]
Make your thank you note stand out
Send a video message instead of a plain email. Say “thanks” & invite them to ask you questions.
And then… Besides the video, send a unique piece of content that will make them think, laugh, or be inspired.
I’ve NEVER received a video message from a product rep.
But in the world of direct marketing that I’m also a part of, I’ve received several. And they do stand out. They make a difference when you see the person take those few minutes to create a message just for you.
Bonjoro.com is one way to create video messaging. You can also make one with your phone. Then, attach it to an email, or DM on LinkedIn, Instagram, or wherever you’re connected to them.
And remember, keep it all about the value you’re providing. Do NOT sell your product or service or ask for a meeting to talk about your company. That comes later.
For now… Just. Deliver. Value.
“What if I’m following up with architects in the same office?”
I got this good question last week on LinkedIn (Thanks, Nikki!)
Actually, the full question was, “What are your thoughts when you’ve presented to a group that all sit in the same room and would all potentially get the same follow-up sequence (at the same time if scheduled)? How do you maintain the unexpected delight?“
My response: In most cases, not everyone in that room will be your “ideal client fit” (or your “OAA”). You only need to do “above-and-beyond” follow-ups with OAAs.
That’s why it’s so important to clarify who they are upfront. So you know ’em when you see ’em.
You also want a system or process in place to continue qualifying them to make sure you are both a good fit. Then, you can focus on those perfect fits and not waste time, money & effort on the non-OAAs.
[Think 80/20 principle. We’ll cover that more in next week’s email.]
“What if I do all that & still have several in the same office?”
Personalize each follow-up more than usual. [You know, in case they’re comparing notes.] Also, change the timing of each one.
But don’t stress too much about it. As long as you’ve made it a unique message, it will still stand out and make them feel special. Even if they all get it at the same time.
The “Helping Hand”
I remember the commercials for Hamburger Helper from the 1970s and 1980s. They featured a character named the “Helping Hand.”
He was shaped like a glove. His name was “Lefty.” And he’d give parents helpful advice on making dinner easier for picky eaters. […OK, yes! I’m being PC here. You’re right… Back then, the ads were just geared towards helping Moms.]
Anyway, think of these next follow-up steps as being that helping hand to your ideal architect.
In 3 to 5 days after the meeting, provide more value and mail them a relevant article.
Send another piece of valuable content. (NOT selling your product or service.)
It doesn’t even have to be your article. Or one from the manufacturers you rep.
In fact, it’s best if it’s not your article. Sharing third-party knowledge shows that you really just want to add value. And it shows you’re keeping up with the latest industry information.
It could be a cool partnering idea article like this that you saved.
You could mix it up by including a challenge or a quiz related to their current or recent project. This would get them to think outside the box they may be in at the moment.
One tool I use to generate ideas is Oblique Strategies. It helps break through creative blocks. On this webpage, you flip through random phrases to use lateral thinking. (I wrote about it on LinkedIn last year here.)
So, maybe share that website. Or, use it yourself to find a phrase to send as a challenge. They can use it to help look at a current creative block from a slightly different angle.
This could get some engagement from your architect.
Or, maybe you go big!
If you know this person is a great fit for your ideal architect client profile, send them a Shock & Awe package. Don’t know what that is?
Check out my LinkedIn post about the package I got last week…
Notice I say you should reserve this for architects who you’ve successfully qualified as good fits for your OAA. You’re starting to get into costs. And focusing is how you can help manage your budget.
Whichever of these ideas you use, you want to leave ’em thinking, “Maybe this knucklehead can be my trusted resource…“
A great “Helping Hand” example I experienced firsthand
5 or 6 years ago, a consultant had just attended a seminar on recent code updates.
He knew it was relevant to our firm’s project types, so he emailed me to share the slides and his notes. His firm had been trying to partner with ours for over a year.
This simple gesture showed he was thinking of us
↳ which opened the door to lunch
↳ which led to a new project.
This was all from a 20-word email sharing knowledge he’d just gained.
Am I deluded enough to think he only sent it to me? Naw. He probably sent the same email to 10 other firms.
But this simple, straightforward approach worked for him. And it can work for you too.
Your main goal here is to use what Gary Vaynerchuk calls “jabs.” You need to give, give, give & then you can ask.
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Quick reminder: This is step 5 of a continuous build we’re doing to help you make better architect connections.
If you missed Steps 1-4, 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
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That’s all for this…
“Whoa there, Sparky! How about one of your little ‘practice routines’ to help me wedge this into my schedule?“
OK— since you asked so nicely… Here’s a practice routine to help get & keep your follow-up on track:
Week 1: Content Creation & Personalization
Day 1 – Research:
• Gather new industry trends, tools & insights your clients would like. (2 HRS)
Day 2 – Create:
• Create engaging content: infographics, summaries, or brief reports highlighting trends (3 HRS)
Day 3-5 – Personalize:
• Pick 3 clients or prospects. Customize content to address their specific projects or interests.
• Make a special email or video for each person, telling them why you thought of them and how this info can help their work.
Week 2: Engagement & Feedback
Day 1: Innovative Communication
• Try mixing up how you communicate. Instead of just sending emails, try sending videos or fun quizzes that can help with your client’s work.
• Learn a new digital tool that can help you create these formats. (2 HRS)
Day 2-3: Feedback Loop
• Show your work to coworkers or mentors and ask for their thoughts on how creative, relevant, and engaging it is.
• Review feedback and adjust your approach accordingly. (2 HRS)
Day 4-5: Real-World Application
• Use your new communication strategies with 5 clients. Monitor the response rates, questions asked, and overall engagement.
• Keep a journal of reactions and any new opportunities that arise from these interactions.
Week 3: Surprise & Delight
Day 1: Surprise Planning
• Brainstorm ideas for unexpected follow-up actions. These could range from exclusive webinar invites to sneak peeks of new products.
• Outline a plan for when and how these surprises could be integrated into your follow-up routine.
Day 2-4: Implementation
• Use your surprise follow-up actions with a different set of clients each day. Aim for a variety of surprises to test which types generate the most positive responses.
Day 5: Analysis
• Review the feedback and engagement levels from your surprise follow-ups. Identify which types were most effective and why.
Week 4: Refinement & Expansion
Day 1-2: Refining Strategies
• Improve your follow-up strategies based on feedback and your own observations. Focus on making the parts that got the best responses even better.
• Plan a set of A/B tests to compare different follow-up approaches directly.
Day 3-5: Scaling Up
• Scale your best tactics across a broader segment of your client list.
• Dedicate each day to reaching out to new clients using your refined strategies, aiming to start or deepen relationships.
Ongoing: Feedback and Adjustment
• Continuously ask for feedback from clients and colleagues on your follow-up practices.
• Set a monthly review to assess which practices are yielding the best results and adjust your routine based on these insights.
Daily & Weekly Practices
• Reflect Daily: Reflect on what worked, what didn’t, and why. (15 mins)
• Weekly Review: Review progress, focusing on quality of client interactions and new opportunities that emerged.
• Mentorship: Regularly consult with a mentor to discuss challenges and insights. Their experience can provide valuable perspective and guidance.
• Client Feedback: Periodically ask clients for feedback on your follow-up efforts. Their input is crucial for continuous improvement.
• Stay Informed: Keep abreast of new technologies and methodologies in both sales and architecture to ensure your follow-ups remain innovative and relevant.
As always, make this flexible to fit into your schedule.
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OK, now that really is all for this week!
Is all this helping you? Are some parts better than others? REPLY and let me know. I respond to every email.
Watch for Step #6 next Monday, when we’ll continue building up your trusted advisor role with a little technique called “racking the shotgun.” [Don’t worry. It’s less violent than it sounds… pretty much.]
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) 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.