Read time: 4 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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“Cultivate = to grow or raise something under conditions you control.”
We’ve come a long way & we’re on the last stretch of our final 3 steps.
You’ll notice these last 3 aren’t your typical steps. You won’t just go through them, check a box, and move on to the next.
No. If you’ve completed Steps 1 – 6, you’ve set the stage for the next 3. We now move into the “cultivation” stage with your ideal architect clients.
“How did we get here?“
If you missed the first 6 steps…
The first 3 were “The King & I” phase because they were about getting to know your Optimal Architect Avatar (OAA):
- 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
Steps 4-6 were about positioning yourself with your ideal architect clients:
- Step #4: Be where the architect is & elevate your expertise
- Step #5: Follow-up & Educate Your Ideal Architect Like Nobody Else Can
- Step #6: 80/20 your way to being the architect’s trusted expert
Steps 7-9 will be about cultivating your architect connections
At the start of this issue, I included the dictionary definition of cultivate:
“To grow or raise something under conditions you control.”
Let’s start by making a slight edit to that. As author Chris Voss says, “control is an illusion.” Management is real.
So, let’s say cultivating is to grow or raise something under conditions you manage.
In today’s tip, to start cultivating your architect connections, I’ll explain why it’s important to always be searching…
Look for opportunities to contact & reconnect
Keep your radar on for reasons to touch base with the Architect.
Be a smart (& organized) marketer. Have a CRM, spreadsheet, or database keeping all their details at your fingertips. If you don’t have one, start one today. Birthday, anniversary, promotion, new project, new job. Anything.
Connect on LinkedIn to see profile updates. Check Facebook & Instagram. If they’re active on social media, look for things to comment on.
Sound like a lot of work?
Keep Step 6 in mind. If you “racked the shotgun,” focus on your key 20%.
But always look for chances to tell them you’re thinking of them. And, that you appreciate the trusted relationship you’ve built.
Joe Girard had some great advice for you on how to do this better. Here’s an article on how a funeral turned Joe into the world’s greatest salesman. I’ve read & listened to several of his books & highly recommend you read a few yourself.
You’re bound to pick up something valuable from Joe.
A handful of tips to connect with architects (and keep them as customers for life)
Here are a few tips & quotes from Joe Girard to inspire your own ideas:
Personal touch with handwritten notes:
Send architects personalized, handwritten notes. Express genuine appreciation for their work. Thank them for their time. Include a small, thoughtful gift.
[Try to align it with their interests or hobbies.]
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“The personal touch is everything. That personal touch is what people want. They want a one-on-one relationship with their supplier.“
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Relationship-Building Events:
Organize exclusive, intimate events or gatherings for a small group of your top architect prospects & clients. Use these events to build stronger personal connections and share insights. Design these events to thank them for their business. And foster a sense of community among top-tier architects.
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“Selling is a people profession, and people skills are the key to successful selling.“
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Birthday & Holiday Greetings:
Keep a calendar of clients’ birthdays and key holidays. Use it to send personal greetings. Maybe even include a small gift or a sample of a new or featured product.
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Follow-Up & Consistency:
Have a consistent and persistent follow-up system to stay top-of-mind with architects. Schedule regular check-ins. Share relevant updates or industry news. Keep providing value without being pushy or overbearing.
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“The fortune is in the follow-up. If you don’t follow up, you’re not going to sell.“
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Community Involvement:
Get involved in local community initiatives or philanthropy. Choose ones that match the values and interests of your ideal architect clients. Sponsor events and support causes they care about. Or, take part in volunteer activities together.
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Already got the project?
If you already have one of the architect’s projects, here’s an idea:
Before formally submitting the shops for review, offer to sit down and review them with the architect to answer questions. Do it over lunch. There, you can clarify things and smooth the shop drawing process.
(I’ve seen firsthand how several manufacturers do this very effectively.)
A short, (kinda’) funny example…
20 years ago, there was a building product manufacturer who was a friend of the firm I worked at. We’ll call him “Jim.”
We loved Jim’s product & he was a nice guy who went out of his way to do a great job. We specified him on a lot of our projects.
One day, Jim reached out to invite me and two other team members to lunch. He wanted to go over his shop drawings for our project, which was under construction. So, we enjoyed a good lunch together, laughing & catching up.
Then, it was time to review the details and drawings. He cleared the table and rolled out his plans, pointing at details and asking questions.
But we stopped him.
“What project is this?” we asked. He told us.
“Um… This isn’t our project… You need to talk with Bob in our office. We’re working on the other project on that campus. Sorry.“
Jim hung his head. “I guess I should’ve made sure before I wasted your time. Sorry about this.” We all had a good chuckle, thanked him for a great lunch & made sure he got connected with the right architect. Sure, it took up some of his critical time, but it made us like him even more.
Can you see how it re-confirmed how much he cares about getting the job right? Adding to his relationship capital with us… Can you see how that became part of his legacy in our office? (“Remember that time Jim took us to lunch…”)
It happened 20 years ago, but I’m still telling the story…
Can you find ways to do the same with your prospects? Or your best clients?
I’m sure you can. Take the first step today by reviewing your client list and identifying your top 20% ideal architect clients.
Next week, we’ll talk about removing obstacles…
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.
↳ Contact me, put “Stump the Architect Chump” in the subject line, and I can send you more information.