The Monday Tuesday Morning Building Product Advisor
​Issue #120

[I’m a day late because I forgot to schedule this email before I left for a long weekend with my wife. Anyway, I’m back, so on with today's newsletter…]

I just got back from a relaxing three-day weekend at a beautiful downtown St. Paul hotel.

I planned this three-day getaway for my wife as a Mother’s Day gift. But a project deadline came up, so we had to move the trip to this past weekend.

We finally made it happen. But the deadline didn’t go away. It followed me, since a few last-minute project changes came up.

So I spent the weekend “relaxing” while still worrying about my deadline.

But that’s alright. I’ve been focused on getting my part of the project done, hoping I could finally relax for a few days. That focus also meant saying no to the usual “can you take a quick look at this?” requests, unless they were from a client.

But last Wednesday, someone asked so nicely that I gave in.

After I shared my quick feedback, I realized some of my advice could help YOU as well.

That’s what I want to share in today’s newsletter.

About your timing…

After 28 years in architecture and 12 in copywriting and coaching, I’ve learned that timing is key.

WHEN you send follow-up emails can be more important than WHAT you say. As Dan Kennedy likes to put it, “Do you know the difference between lettuce and garbage? Timing.”

That email the rep asked me to critique was a follow-up from a product rep to an architect.

The draft was good, but had one big problem. It was being sent during the bidding phase, when architects are overwhelmed. They’re juggling consultants and budget pressures at the same time.

If you don’t know the architect’s actual timeline, you might reach out when they’re unreachable. It’s kind of like trying to sell me better shoes while I’m running out of a burning building.

Architects work in several phases:

• Predesign
• Schematic Design
• Design Development
• Construction Documents
• Bidding & Negotiation
• Construction Admin

Each phase has its own pressures and its own times when we’re open to hearing from you.

Most reps focus on the early phases, when we’re choosing products. But some of the best times to follow up come later, after the bidding phase is over. That’s where many reps miss out, and that’s what I want to talk about.

Here are four times when an architect is actually ready to hear from you.

Right after approval, keep it simple. Just say thanks.

For example, let’s say the architect (me) approved your substitution request during Bidding.

You can send me a thank-you email. The hard part is resisting the urge to sell me something right away.

I approved your request. Right now, all you need to say is “thank you.” I still have the rest of the bidding phase to handle. I’m managing three consultants. And I’m probably dealing with value engineering from the contractor. Keep your thank-you email short. If it has two paragraphs about your services or how you can help on the next project, I might ignore or delete it.

So your email should be a genuine, brief thank you, plus one sentence about how you’ll support me. That’s it.

You’re not asking the architect to do anything right now. You just want me to remember you. A short thank-you email stands out because it doesn’t add to the noise. While everyone else is trying to sell me something, you’re simply saying thanks.

That kind of message is more likely to stick with me.

Once the project is awarded, that’s when you can go deeper.

The bidding period is over. The architect found that the project is on budget and that construction is ready to start.

Now the pressure shifts. The rush to answer questions, review substitutions, and issue addenda is over. I’m starting to think about what’s next. This is when you send your second follow-up. You can go a bit deeper now, but don’t overdo it.

You can talk about how and where you can help during construction. Explain how you can be a resource when real job site issues come up. The key is to focus on what the architect cares about most: design integrity. For example, you might say, “Here’s how we help you protect what you designed when it gets built.”

Most follow-ups I see at this stage say, “Here’s more about our product,” or, “Here’s how we can help with your next projects.” But your best move is to focus on the present: “Here’s how we can continue helping you on this project.”

We don’t care about your product. We care about making sure our design is built as planned.

This email can include more details, as the architect’s mindset has changed. I’m not in crisis mode anymore. I’m focused on making sure our design is built as intended. Just be clear about which phase you’re supporting.

• Are you helping me during Construction Administration (CA)?
• Are you helping with shop drawing reviews?
• Are you helping with on-site coordination when things are being installed?

Show me exactly where you fit into my timeline, not just where you hope to fit.

During construction, be a resource, not a salesperson.

As the project enters construction, your role changes from planning to support.

The architect is now resolving issues on the job site. I’m also addressing discrepancies between the drawings and site conditions. This is your chance to prove you are a valuable long-term partner. You’re not selling anything right now. You’re focused on helping. Maybe you help solve a detail issue, or you’re the person I can call or email when something doesn’t work as planned.

If you’re doing this well, you’re not sending lots of emails during this phase. You’re just there when it matters, actually helping the project succeed. That’s how you build a relationship by showing up and being helpful when the architect is under pressure.

That’s what I’ll remember about you.

Later, you can offer your help with the next project.

You thanked me early, then provided more technical support after you won the project. You even showed up on time during construction to ensure the work stayed on track.

Later, in a follow-up, you can mention your design services for the next project. Avoid leading with that pitch or bringing it up during the busyness of CA coordination.

Be the person I remember for being helpful, even when you didn’t have to be.

Later, when I’m thinking about the next project, you could say, “For your next job, here are three ways we can help you in the design phase.”

Most reps get this wrong. They worry they won’t get another chance, so they put everything into one email and hope something works. But it’s actually the opposite. By staying in touch and being helpful, you earn more chances.

Each time you reach out, you should have something different to say.

That approach is much more effective than trying to say everything at once.

TL;DR: Architects experience projects in phases, so reach out at the right times.

I’m not saying you should try to be clever or play games with timing.

You need to meet architects where we actually are, not where you wish we were. During the busy Bidding phase, we just need a quick thank you. After you get the project, we want to know you’ll help protect the design. During construction, we need you to be helpful. And after everything settles down, we’re open to hearing what you can do next.

If you miss those windows, you’re just another email. But if you reach out at the right times, you can become the person I actually call when I need help.

That's it for this week!

Here's to building more than just buildings, and see you next week,

Neil “sending-my-email-about-timing-a-day-late” 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, reply, and let's chat.
• Business owners or Team Leaders: You can book an Architect Connections Training for your team. Reply, and I'll send you the details.
• Speaking: If you need me to present at an upcoming group meeting, get in touch, and let’s talk!

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