Welcome to the 20th issue of the Monday Morning Building Product Advisor! The newsletter to help you get better at connecting with architects. 🏛
In today’s issue I’ll cover:
- Using gamification in your product sales business
- Using it to map your path from spec to install
Estimated read time: 5 minutes
After your first connection, are you stuck in the “architect friend zone” and not sure what to say in your follow-ups? Then you might like:
“Tradeshow Booth to Partner Shortcut”
I don’t know about you, but my day-to-day tasks can get a bit monotonous & boring.
So, I sometimes make a game out of them to motivate myself to power through. And it usually helps. I’ve even used it to make “manuals” for myself. Over the years, I’ve shared them with a few coworkers to make workflows smoother.
But don’t worry! This isn’t going to be a productivity speech on getting things done or anything like that. [At least, not directly.]
Instead, we’re going to talk about gamifying how you connect with architects. And how you can apply it to the way you sell.
The psychology of gamification
Simply put, gamification taps into our love for progress, freedom & purpose.
Adding game elements to your sales approach makes you feel like you’re making progress. Share it with your colleagues. Gamification also adds a fun competition. It pushes you to do better than others and aim for more success. It uses behavioral psychology principles. It uses rewards & feedback loops to promote good habits and keep you coming back.
As you move through your gamified experience, you’ll get real-time feedback. You’ll also get rewards and recognition. These boost your interest and involvement.
Applying gamification to your sales process
And, since I’m always looking for ways to look cooler to the younger crowd…
I figured I’d create a video game to help get the most out of the lesson.
B-u-u-t, I’m just a simple caveman architect and not smart enough to create an actual video game.
So, the next best thing is an outline to help you map a path from Level 1 to Level 4.
I want you to pay attention to the four levels and the key pieces of each level. Then, consider how you can apply each level to your process. Look for ways you can use this concept to “level up” after each step.
Be sure to read AFTER the outline where I share my thoughts on how you can apply it to your real life.
Here’s an outline for the fictional video game I created called “SPEC HERO.”
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Spec Hero Game Outline
Game Goal:
To navigate 4 levels. Each level represents a stage of the design and construction process. The goal is to get your product into the architect’s plans. You must use strategy, quick thinking, and skills to overcome challenges.
Levels:
LEVEL 1 — Networking Event:
🚩 Goal: Collect business cards from architects and key decision-makers.
⛰ Challenges: Avoid competitors. Navigate through crowded areas. Time your interactions to get the most cards.
👨💼 Boss: Lead Architect who requires a mini-pitch to hand over their business card. Test your networking skills and ability to make a quick, convincing pitch.
⭐ Networking Points: Earned by collecting business cards and making successful pitches. [BONUS points for sweet follow-ups]
💪 Expansion: Introduce a variety of networking scenarios. These can be industry conferences, trade shows, or virtual events. Test your ability to adapt your strategies to different settings & audiences. Add mini-games, like memory challenges, to remember key details about architects.
LEVEL 2 — Presentation Room:
🚩 Goal: Set up a compelling product presentation.
⛰ Challenges: Collect the scattered presentation materials from the building. Avoid security guards, locked doors, and other sales reps.
👩💼 Boss: A Presentation Critic tests your product knowledge & presentation skills. They do this through a series of rapid-fire questions.
⭐ Presentation Points: Earned by setting up effective presentations and answering questions correctly.
💪 Expansion: Add interactive elements to customize your presentations. They should match the architect’s preferences or project needs. This could include:
- Choosing the right visual aids
- Tailoring the content
- Practicing your delivery through speech recognition tech
LEVEL 3 — Specification Battle:
🚩 Goal: Win over architects by demonstrating your product’s superiority.
⛰ Challenges: Engage in turn-based strategy battles with competing products. You match product features to architects’ needs and counter competitors’ claims.
👨💼 Boss: Senior Architect who has specific, challenging requirements for products. Requires detailed, strategic arguments to overcome objections and secure product specs.
⭐ Spec Points: Earned by winning specification battles and meeting architects’ needs.
💪 Expansion: Introduce different architect personalities. They each have different decision-making styles. This challenges you to adapt your persuasion tactics. This could involve:
- Understanding different communication styles
- Addressing specific concerns
- Navigating office politics
LEVEL 4 — Construction Site:
🚩 Goal: Ensure the product is correctly delivered & installed.
⛰ Challenges: Solve puzzles. Navigate a hazardous construction site. It’s filled with moving platforms, falling debris, and other physical challenges.
👷♂️ Boss: Site Manager. They inspect the product delivery & installation. You must quickly fix any issues that arise. Testing your problem-solving skills under pressure.
⭐ Delivery Points: Earned by successfully navigating the construction site & ensuring proper product installation.
💪 Expansion: Add scenarios that need collaboration with other construction professionals. Like engineers, contractors, or project managers. This could reinforce the need for clear communication and teamwork. Both are crucial for delivering and installing products.
Overall Game Challenges:
⏳ Time Management: Complete tasks within a limited time frame.
📚 Resource Management: Use collected items (e.g., apps, brochures, samples) effectively.
🗣 Strategic Pitching: Choose the right dialogue options to appeal to different architect personalities.
🤼 Physical Obstacles: Navigate through various environments, avoiding hazards and competitors.
Add’l Modes of play:
1) Multiplayer Mode:
Sales reps from different companies can compete or collaborate on projects.
- Fosters friendly competition
- Encourages strategic alliances (🏆 BONUS points)
- Gives valuable insights into the dynamics of working with industry peers
2) Architect’s Perspective Mode:
Experience the game from an architect’s perspective.
- Make critical decisions about product selection
- Navigate the complexities of the construction administration phase
- Promotes empathy & a deeper understanding of the architect’s challenges
Cheats:
⚡ Unlimited Time: Extends the time limit for completing levels.
⚡ Maxed-Out Product Features: Automatically upgrades your product to the highest level.
⚡ Invisibility: Temporarily makes you invisible to competitors and obstacles.
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And that’s the game. Whaddya’ think?
Don’t worry. I won’t leave you hanging to figure out how to apply this game concept to your own day-to-day…
Mapping Your Path: Spec Hero in Real Life
Level 1: Networking Event
Action #1: Attend 2 networking events per month. Introduce yourself to at least 5 architects at every networking event. [Be strategic. Focus on architects who are relevant to your products.]
- Reason: Increased initial connections & opportunities for follow-up.
Action #2: Deliver a concise & memorable elevator pitch to each architect.
- Reason: Architects remember you & your product.
Action #3: Collect card or contact info from each architect you meet.
- Reason: You have a way to follow up & build relationships.
Action #4: Send personalized follow-up messages within 24 hours of the event. [Include a tidbit that shows you remember your conversation.]
- Reason: Architects see your professionalism & dedication.
Level 2: Presentation Room
Action #1: Schedule & conduct 3 product presentations per month.
- Reason: The more practice & feedback, the faster you can iterate to perfect your presentations.
Action #2: In every presentation, use fewer bullet points and more visuals (images, charts, diagrams).
- Reason: Engages architects who are visual thinkers.
Action #3: Tell a relevant story about your product in each presentation. Show how it has solved problems in real projects.
- Reason: Makes your product more relatable & memorable.
Action #4: Ask at least 3 questions to the audience during your presentation.
- Reason: Keeps the audience engaged & interactive.
Level 3: Spec Battle
Action #1: Research the architect’s past projects and note specific needs or challenges before meeting.
- Reason: Helps tailor your pitch to their specific needs.
Action #2: Highlight 3 unique features of your product that address the architect’s needs.
- Reason: Shows your product’s value.
Action #3: Prepare responses to 5+ potential objections the architect might have.
- Reason: Shows you’re prepared & knowledgeable, increasing trust.
Action #4: Use testimonials or case studies from other projects in your pitch.
- Reason: Provides social proof & builds credibility.
Level 4: Construction Site
Action #1: Follow up with the architect after product delivery to ensure satisfaction.
- Reason: Builds trust and shows commitment to customer service.
Action #2: If possible, visit the construction site to oversee the product installation. Work with the site manager to resolve installation problems quickly and efficiently.
- Reason: Ensures correct installation and addresses any issues promptly.
Action #3: Provide the architect with a detailed installation guide and support contact information.
- Reason: Reduces potential issues and shows thoroughness.
Action #4: Collect feedback from the architect after installation is complete.
- Reason: Demonstrates willingness to improve and maintain a good relationship.
So, what do you say? Are you ready to play?
That’s all for today.
Cheers to building more than just buildings, and see you next week.
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