The Monday Morning Building Product Advisor
​Issue #107

The other day, I caught myself doing it again…

Thinking like a close-minded jerk architect!

A colleague was explaining a technical detail to me, and I caught myself thinking, “You think I don’t know this? I’ve been doing this for 28 years…”

Of course, I didn’t say any of that out loud. I’m too nice and diplomatic. But the thought still popped in there.

And it made me think of a recent question I got from a reader. They asked:

“How should a rep communicate to an architect that their current design or specifications are bad or don’t meet code…. without coming across as overly critical or a know-it-all?”

It’s a great question, so let’s tackle it…

Picture this…

It’s Monday morning, and I’m sitting at my desk, reviewing wall sections. I have a project deadline looming. I need to answer 3 RFIs, write an addendum, and track down deliverables from 5 consultants. Plus, a zoning official just returned 3 pages of comments.

Then, an email pops up. It’s a rep.

My first instinct is to ignore it. I don’t have time for a “check-in” or a new product pitch. But then I see the subject line: “Quick question on the Z-girt detail on A4.02.“

I open it, ‘cuz if there’s a mistake in our drawings, I’m the one who carries the bag. That detail could fail a permit review. Or worse, it could leak heat and cause condensation in 3 years. It’s my stamp, our firm’s insurance, and my reputation on the line.

But here's where a lot of reps go wrong…

When you go quiet…

When you spot something in a set of drawings and decide not to say anything about it, the architect loses. The project doesn’t benefit from your silence.

And honestly, neither do you.

I know why you go quiet. You don’t want to overstep. You don’t want to be “that rep.” The one who shows up with a product catalog and suddenly thinks they can weigh in on the design. You’ve worked too hard building this relationship to risk it on one conversation.

I get it. I really do.

But what you need to understand is:

I’ve sat on the other side of that table. I’ve been the architect. I review drawings under tight deadlines, manage several consultants, and keep the client happy. And in all those years, I can tell you exactly what I wanted from the reps I worked with…

I wanted them to tell me things I didn’t know. BEFORE it became a problem.

Those who did that earned my trust. For every rep who spoke up, about 25 stayed quiet. They let me face permit issues, warranty gaps, and compatibility problems that could have been caught weeks earlier.

And their silence has a cost. Even if they never know it.

So, here’s the little secret you might not know: I actually want you to catch my mistakes. I just don’t want you to make me feel stupid for making them.

Here’s what’s actually going through my head

When you bring up a concern, the architect isn’t thinking, “Who does this rep think they are?”

Not if you do it right.

What we’re really thinking is: “Does this person know what they’re talking about? And are they trying to help me, or are they trying to cover themselves?”

That’s it. That’s the whole test.

If both answers are yes (they know their stuff and are trying to help), then the conversation isn’t threatening. It’s going to be a relief.

Architects are human [I know… hard to believe sometimes, right?!?…], and we don’t catch everything. We’re not experts in every product system, code update, or compatibility nuance across hundreds of specified items.

That’s an impossible standard.

When a rep spots something we missed and brings it to us with care and competence, it’s not embarrassing. It’s valuable.

When I keep calling the same reps back, I'm not necessarily loyal to the product. You may be seeing loyalty to the relationship.

And the relationship was built in moments exactly like this one.

What you’re looking for...

The problems reps catch tend to fall into one of three buckets.

Knowing what you’re dealing with helps you set the tone before you speak or send that email.

Code gaps. The spec doesn’t line up with the current code or energy standard. Sometimes the architect is working off an older version. Sometimes it slipped through in a busy production week.

It happens in every firm and across every project type. There’s no shame in it.

Compatibility problems. Two specified products look good on paper but don’t play well together in the field. A sealant that voids the panel warranty. Hardware that doesn’t fit the door style. A finish that won’t hold on that substrate.

The architect usually doesn’t know because nobody’s told them. That’s your opening.

Legacy details. The architect is reusing a detail from a past project. Completely normal practice. Except that the product changed. Or the standard changed. Or both. The drawing just never got updated.

Figure out which one you’re looking at. Then go in with the right posture for that situation.

4 steps to being the “hero” instead of the “hassle”

I’ve watched reps handle these conversations well. I’ve watched them handle it badly. Here’s what you oughta’ do...

1. Ask a “Help Me Understand” question

Not a statement. Not a correction. A genuine question. This does two things: it signals that you’re trying to understand, not audit. And it gives the architect a graceful exit if they’ve already handled it. Which sometimes they have.

Try one of these:

• “Before I get back to you on product options, I want to make sure I’m reading this detail right. Can you walk me through how this assembly is meeting the fire rating at this opening?”
• “I was looking at the hardware on the main entry… I wanted to check, are we worried about the opening force for ADA on these heavier doors?”

2. Name the shared goal first

Take five seconds to remind both of you what you’re working toward together. A clean permit. A project that performs. An owner who’s happy at the end. It’s a small move. It changes the whole tone of what follows.

Try something like:

• “I know the schedule on this one is tight, and I want to make sure nothing creates a snag at permit review.”

3. Make the code (or the GC) the “Bad Guy”

This is one I’d underline twice. You don’t have an opinion. The code does. The standard does.

When you bring in a third-party authority, you don’t have to be the one questioning the design. You’re just pointing at something that exists outside of both of you. From where I’ve sat, that’s an entirely different conversation.

Frame it as a risk:

• “I’ve seen plan reviewers getting really picky about standard Z-girts lately. They’re flagging them as thermal bridges, which could affect our R-value. I’d hate for this to get stuck in permitting.”
• “One thing we’ve seen flagged in plan reviews is the egress hardware requirement for this door type. I might be missing something in how it’s documented here, but I didn’t want it to catch you off guard later.”

4. Bring the “Easy Button”

Don’t just drop a problem and back out of the room.

Bring options. Even rough ones. “Here are a few helpful directions to consider…” This is much better than leaving someone worried and having no idea what to do. So try one of these approaches:

• “If we switch to a thermally broken clip, we keep your design exactly the same, but it meets the energy code perfectly. Want me to send over a quick sketch?”
• “I can gather some alternatives that meet the rating requirement. I can also connect you with someone who has helped other teams with compliance. Whatever’s most useful right now.”

What not to say & why it goes sideways

A few phrases that feel confident in the moment but land badly every time.

• “This won’t pass code.” Here’s what the architect hears: you made a mistake, and I’m here to tell you about it. Try it and watch the walls go up.
• “That’s wrong.” Now you’re starting a debate about who’s right. You’ve already lost the conversation before it started.
• “You can’t do that.” You don’t have authority over the design. If you imply otherwise…even accidentally… you’ll end the relationship a little bit every time.

All three put you in the role of authority. That’s not your role. Stay curious, stay collaborative, and let the standard do the heavy lifting.

The Takeaway: Don’t try to be the person who is always right. Be the person who makes sure the project is never wrong. Do you want to be right? Or do you want to be effective?

This Week’s Challenge:

Think about what’s sitting on your desk right now.

Is there a project where you’ve noticed something but talked yourself out of raising it? A detail that made you pause? A spec combination that felt off?

• Pick one. Just one.
• Use the 4 steps.

You might be surprised by the architect’s response.

In my experience, asking the right question at the right time won’t feel intrusive. It’ll feel like exactly the kind of partner I want on every project.

That can be you this week. And the week after that. And that’s how reputations get built.

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That's it for this week!

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

Neil "Really... I'm not a jerk architect" 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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