The Monday Morning Building Product Advisor
​Issue #32

[...this one's long but has a ton of value. So grab a coffee.]

How can a monkey, a sailor & a 76-year-old sales book help you be a better product rep?

Today, I’ll show you a simple but often forgotten strategy. You should add it to your "Sales Arsenal."

It'll help you build stronger, lasting relationships with your ideal architect clients.

As an architect, I see a lot of sales reps' presentations. The problem with a LOT of them is they come at all architects with the same presentation. And they approach each conversation as a one-off, all-or-nothing deal.

But since you're here, I know you're better than that. You want to learn as many different angles and approaches as possible to build those stronger, long-term connections.

And that's why I'm here too — to help you get there.

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A different angle on substitution requests you can (and should) take to win more projects

Yes, your first goal of a substitution request is to get the approval to bid on the current project.

...To get your product accepted by the architect, designer, engineer, building owner, and anyone involved in the decision-making process.

But, as I've said before, this is also a golden opportunity to try another tact.

A "secret" strategy that actually goes back to the first part of the last century.

["Secret" is in quotes because it’s in a book available to any of the tens of thousands who've read it... And to you if you know to look for it.]​
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The Secret of the Monkey's Fist

I first learned the Secret of the Monkey's Fist from the great copywriter Gary Bencivenga while reading his "Marketing Bullets." [These are some of Gary's best secrets anyone can freely access. You might still be able to find them online. If not, shoot me a note, and I'll try to help.]

In Bullet #15, Gary tells the story of where he found it…

A snippet from Bencivenga Bullet #15:

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In every sale, [...] there are at least two sales that have to be made, not just one.

[...] The main sale, of course, is the product or service you want to sell.

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But before you can even get a chance to sell your main product, you must first sell your prospect on giving you an audience.

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That's known as the sale before the sale. You must sell the chance to sell. You'll see what I mean in a moment.

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I learned this secret from one of the greatest salespeople, the legendary insurance salesman Frank Bettger (rhymes with “catcher”).

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Bettger was such a crummy salesman he came close to quitting before he stumbled upon one of the most powerful strategies for selling anything.

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He shares it in one of the all-time best-selling classics of salesmanship, "How I Raised Myself from Failure to Success in Selling." [see below for a link to the book]

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Bettger discovered this strategy on vacation while standing on the deck of a ship about to dock in Miami. He noticed the ropes needed to moor a great ship to the dock are tremendous.

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They're very long and as thick as a man’s thigh. He wondered how any seaman, no matter how strong, could ever lift such a thick rope, let alone hurl it so it would reach the pier.

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So, he decided to watch how it's done...

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He discovered the crew doesn’t even try to throw the heavy rope, known as a “hawser.”

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Instead, he saw a solitary crewman hurl a little iron ball wrapped in rope, called a “monkey’s fist,” which was attached to a thin rope about the size of a clothesline.

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He tossed this monkey’s fist to a longshoreman standing on the pier, waiting to receive it.

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When the longshoreman caught the little iron ball, he started to haul in the thin rope attached to it.

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This thin rope, in turn, was attached to the huge hawser, which Bettger then saw moving through the water as the fellow on the dock hauled it in.

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And that’s how the big, unwieldy hawser gets tied to the moorings on the pier.

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Throwing the hawser was too big a first step for any sailor, just as it's too big a first step for any marketer to approach ice-cold prospects & instantly persuade them to buy.
​[...or to specify in your case...]

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So this is the little-known but amazingly reliable formula for opening— and then closing — many, many more sales...

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Make the first step for your prospect irresistibly easy to take.

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This means [...] you shouldn’t start off trying to sell your product. Break it into smaller steps.

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As a first step, offer something that makes it easy, irresistibly easy, for your prospect to say "Yes."

As a product rep, this concept can work wonders in attracting an architect to your product.

If your substitution request is approved, great. If not, use it as a "foot-in-the-door" to start a conversation. Toss that "Monkey's Fist" through the gap to do it.

Your "monkey's fist" needs to add real value regarding information, utility, or expertise.

So, let's see the steps to get you there:

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Step #1 - Identify and understand your ideal architect client

Finding the right architect to target is crucial.

And this is always the first step. This shouldn't be a surprise if you've been following me for a while. And maybe you're tired of hearing it. But it's so important, I won't stop harping on about it.

Whatever you do will be scattered and ineffective if you don’t know who you’re selling to. So...

• Research: Spend time studying your ideal architects’ portfolios, noting the types of projects they focus on.
• Tailor: Align your product offering with their design preferences and needs.
• Document: Create detailed profiles for each architect, noting key insights and project history.

When you understand who your ideal architects are, you can tweak your message to speak directly to their needs.

For example, if you sell brick and masonry products, research architects focused on modern, sustainable designs. Identify those who prioritize durability in materials. Then, pitch how masonry can help them meet their design and sustainability goals.

Why's this matter? Speaking to an architect's unique needs makes your product more relevant. This increases the chance of engagement.

Takeaway: The first step in using the “Monkey’s Fist” is to know exactly who your target is and what they care about.

Next, let’s talk about creating the perfect “Monkey’s Fist.”

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Step #2 - Develop and Refine Your "Monkey’s Fist" Offering

Creating a compelling offer that architects can’t resist is key.

If your initial offering is too complex or irrelevant, they’ll ignore it.

• Start simple: Break down your product benefits into bite-sized pieces. Create a guide, case study, or sample kit that’s easy to digest.
• Focus on value: Ensure your offer solves a problem or adds significant value to the architect’s work.
• Continuously refine: Use feedback to tweak and improve your offering over time. It can always be improved.

A strong “Monkey’s Fist” makes the first step easy for architects, encouraging them to engage with your product.

Let’s say you sell roofing edge metals. Your "Monkey's Fist" could be a region-specific guide. It would show how your product protects buildings from local weather. Include data, visuals, and case studies.

Architects will appreciate the practical, tailored info. It'll increase the chances of them using your product in future projects.

This matters because a well-crafted “Monkey’s Fist” opens the door for deeper engagement. Your “Monkey’s Fist” is the hook that gets you in the door. Make it simple, valuable, and tailored to your architect’s needs.

Now that you’ve got their attention, let’s move on to engagement.

Step #3 - Engage and Build Relationships with Architects

Getting the architect’s attention is just the beginning.

If you don't engage them meaningfully, you'll lose the opportunity.

• Follow up: After sending your “Monkey’s Fist,” make a personal call to talk about it. Give them a chance to ask questions.
• Be a resource: Position yourself as a trusted advisor. Offer insights or solutions that align with their projects.
• Keep it personal: Tailor your messages to past chats and their specific needs.

Always giving value and showing real interest builds trust. It's vital for long-term relationships.

For instance, let's say you're a rep for commercial wood doors. You could follow up by offering a consultation on choosing the right wood species for high-traffic areas. Share insights on durability, aesthetics, and compliance with building codes. Over time, the architect sees you as a valuable partner rather than just a salesperson.

Why is this important? Because relationships built on trust and value are more likely to result in repeat business and referrals. Building relationships is about consistent engagement and providing ongoing value. This turns a one-time interaction into a long-term partnership.

With relationships established, the next step is maintaining and deepening them.

Step #4 - Maintain and Deepen Relationships Through Continuous Value

Architects are busy, so staying top of mind is a challenge.

Without consistent value, they’ll forget about you.

• Regular updates: Share relevant content, like industry news or new product features, to keep them informed and engaged.
• Offer exclusive insights: Invite them to webinars, events, or demos that provide additional value.
• Personalize your outreach: Reference their specific projects or past interactions in your communications.

When you're continuously delivering value, you stay relevant and reinforce your role as a trusted advisor.

Imagine you’re promoting GFRC panels. You could send quarterly updates on new projects around the world where architects used GFRC in a surprising way. Invite architects to a virtual tour of a manufacturing facility to see how these panels are made. Keep them engaged and position yourself as a thought leader.

Ongoing engagement makes you the first person they think of when they need a solution. Providing value regularly strengthens relationships. It keeps you top-of-mind. This can lead to more sales opportunities.

Finally, let’s discuss reflecting and refining your strategy.

Step #5 - Reflect and Improve Your Strategy

To stay ahead, you've got to continuously refine your approach.

If you’re not learning and adapting, you’re falling behind.

• Review your performance: Regularly assess what’s working and what isn’t.
• Get feedback: Ask architects for feedback on your offers and interactions.
• Experiment & innovate: Don’t be afraid to try new approaches and refine your strategy based on results.

With this process, you’re always improving and staying ahead of the competition.

For example, if architects liked your case study on roofing edge metals, double down on that. Experiment with different formats, like videos or interactive guides, and track the results.

This matters because continuous improvement keeps your sales strategy effective and relevant. Regular reflection and adaptation ensure your sales strategy remains sharp and effective.

Finally, let's see some examples of how you can...

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Expanding your Monkey's Fist strategy with more sales principles

The "Monkey's Fist" strategy aims to make the first step easy for the prospect. You can enhance its effectiveness by adding other sales principles.

These principles will help you get in the door. They'll also set you apart from the competition and build lasting relationships with your architect clients.

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Commit to an “If They Win, You Win” attitude

Your sales process shouldn’t be adversarial. Create win-win situations where the architect feels that their success is directly tied to your product. Do this by offering value beyond the immediate sale:

Customization Workshop

Offer a hands-on workshop where architects can experiment with customizing your products. You could do this virtually or in-person. It would let architects explore different finishes, sizes, or applications. This approach gives architects a sense of ownership and creativity with your products.

Personalized Follow-Up

After the architect has approved a substitution request, send a personalized plan. It could show how your product can enhance their future projects. This shows you’re thinking about their long-term success, not just the current project.

Use the “Get in the Door” Strategy

The hardest part of sales is often getting your foot in the door.

Stand out by offering something unique and memorable:

Architect Appreciation Kits

Send a package with high-quality product samples and a note. Tie the note to a current trend or project. Make it personalized. Mentioning a project they’ve worked on or a relevant industry insight can make a big impact.

Interactive Digital Brochures

Instead of standard PDFs, send interactive digital brochures. Let architects explore your products in a virtual space with VR or 3D models.

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Build Mutually Trusting Relationships

Developing trust is crucial in sales. Architects prefer to work with those they trust to deliver.

Architect Advisory Board

Invite a select group of architects to form an advisory board. It gives them a voice in your product development. It makes them feel invested in your success and deepens their trust and partnership.

Follow Up with Value

Many product reps drop the ball on the follow-up.

The best ones stay in touch and continue to provide value:

Problem-Solving Consultations

Offer free, no-strings-attached consultations. Your tech experts will help architects solve design issues, even if they don't involve your products. This positions your company as a valuable resource and thought leader.

Post-Project Reviews

After a project, schedule a review with the architect. Discuss what worked and what could be improved. Use this as a learning opportunity to better serve them in the future.

Get the YES!

Ultimately, you want your architects to be as excited about using your product as you are about selling it:

Exclusive Architect Events

Host exclusive events for architects. They can see your products in action, network with peers, and hear from experts. Creating an experience around your product can make it easier for them to say “yes.”

Architectural Photography Contest

Host a contest for the best architectural photos of your products in completed projects. This not only showcases your products but also engages the architectural community creatively.
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Ready to start using the “Monkey’s Fist”?

Start by identifying your ideal architect clients and creating an offer that speaks directly to their needs.

The first step is the easiest— and it'll open the door to new opportunities.

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​Mentioned Link:

• Link to Frank Bettger's book: How I Raised Myself from Failure to Success in Selling​​
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Got questions on the Monkey's Fist approach? Shoot me an email at neil@suttoncopywriting(dot)com and let me know.

I always reply to every email.

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That's it for this week!

Cheers to building more than just buildings, and see you next week,

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Neil Sutton
​Architect | Speaker | The Product Rep Coach

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P.S. Do you really want inside an architect's head?

When you’re ready, there are 3 ways you can start working with me:

• Product reps: If you want to be better at connecting with architects, hit reply, and let's chat.
• Business owners or Team Leaders: You can book an Architect Connections Training for your team. Hit reply, and I'll send you the details.
• Speaking: If you’d like me to present at an upcoming group meeting, reach out, and let’s talk!

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