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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16 years ago, I was learning to write better proposals & came across an eye-opening realization…
We’re all wired to say “no.”
Why?
Because it’s the easy way out. If you say NO, you don’t have to change anything.
Child: “Can I go play with Billy?“
Parent: “No.“
Child: “Why?“
Parent: “Because I said so.“
[Translation: Because if I say “yes,” I have to stop what I’m doing. Call Billy’s house. Drive you to Billy’s. Drive back home & try to remember what the hell I was doing before you asked me to go play with Billy…]
“No” is just more comfortable.
What’s my point?
The architect you’re pitching may already have a preferred vendor.
They already have a product in mind because it’s familiar. They’ve got their “business-as-usual” going on for each project. Sure, they’ll listen to you & let you propose a new solution.
But they’re looking for their opportunity to say “no.”
The first roadblock or sign of trouble & they’ll switch off. Bid you a good day & go back to business as usual.
So how do you get past that?
I wrote a little about how to do it for your substitution requests here on LinkedIn.
But here, we’ll look at the bigger picture.
👇 Let’s get on to Step #8 to help you identify & remove obstacles…
[You’ll find links to the previous seven steps at the end of this tip.]
Find & address all their questions & concerns
Always welcome (and ask for) feedback on your product information.
It’s the only way to find out what’s on the architect’s mind. Ask questions & be open to learning from their answers. Even if you think your question is “dumb” or obvious.
You’ve heard of the “curse of knowledge” before, right?
When you’re so familiar with your product, you forget not everyone else is an expert like you. It leads you to talk over the architect’s head. Talking like they SHOULD already know all about it.
This is where the architect’s ego steps in & I’ll nod along.
I’ll think I should know what you’re talking about. So I don’t ask any questions. But I’ll walk away confused & a bit resentful.
And you’ll never hear from me again.
Embrace feedback as a growth strategy
Use the architect’s feedback to improve your products or your approach.
This helps build a strong relationship with them as a partner rather than just a vendor. ALL feedback is a golden opportunity. It can make your product more relevant to their actual needs.
Delve deeper.
Don’t just answer questions about product specs.
Ask what challenges and goals are influencing the architect’s decisions. This will help you communicate and give advice that better fits their needs.
Then you’ll avoid merely pushing product features. You’ll focus on how your solutions align with their visions or challenges.
Ask for questions
Always go in knowing you may need to provide some education.
Stop frequently during presentations to prompt for questions. If you’re getting the same questions over and over → take note.
Your website pages and product data sheets need to address these questions. (This is especially true if your product isn’t the market leader.)
This goes back to finding out what’s important to the architect.
- Are they looking for certain test data?
- Does your product help meet all the relevant codes?
- Concerns about first costs versus lifetime costs?
Find the questions & spell out the answers as succinctly as you can.
Work those answers into your presentations & website content. Then they’ll feel more like you understand them & their concerns.
And it’ll help get them past their knee-jerk “NO” reaction.
Use clear, empowering communication
Understanding the power of clarity can change your approach. (It has for me.)
Every interaction is a chance to show you’re a knowledgeable, indispensable resource. Use every communication as a chance to educate and reinforce your value. Make sure your marketing materials are informative. And they should also inspire architects by showing what’s possible.
Clear, empowering communication removes doubts and builds confidence in your solutions.
- Show me your product can help meet codes AND make my project better. That’ll shift my perception from skepticism to trust.
- Update your resources regularly to reflect the latest data and insights. I’ll know you’re my go-to source for informed advice.
- Share knowledge beyond your products from broader industry trends and innovations. That empowers both of us to be better.
- Offer free workshops or online courses on key industry topics that benefit architects. This will enhance their practice and subtly position your products within those solutions.
How about a quick list of 8 things you can work on to get better at this step?
1. Research Industry Trends
Schedule weekly times to research architect trends and challenges.
• Expect questions & better understand your ideal architect’s need
2. Prepare Customized Questions
Develop specific questions for each architect before meetings.
• Uncover unique needs and tailor your solutions
3. Document Feedback
Keep a log of all feedback & questions from meetings.
• Find common concerns to refine your approach & prep
4. Update Product Info Regularly
Quarterly update your datasheets and FAQs based on received feedback.
• Keeps materials relevant, reducing repetitive queries
5. Host Educational Sessions
Organize regular workshops addressing common questions & new products.
• Educate architects and show your commitment to their needs
6. Practice active listening
Actively listen during meetings—nod, maintain eye contact, summarize points.
• Builds trust & fosters open communication.
7. Follow-up with personalized emails
Your follow-up emails should recap discussions. They should also invite more questions and highlight relevant solutions.
• Reinforces your messages, invites conversation, and keeps your solutions top of mind.
8. Use storytelling
Include real-life case studies in your presentations or posts.
• It helps architects visualize the benefits and get to the “Yes, tell me more.”
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Quick reminder: This is step 8 of a process we’re building to help you make better architect connections.
If you missed Steps 1-7, here they are:
1-3 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
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
7-9 are about cultivating your architect connections:
• Step #7: Always be searching for ways to reconnect with the architect
• Step #8: (you’re reading it right now)
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In the final Step #9, we’ll talk about getting future projects…
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.