The Monday Morning Building Product Advisor
​Issue #103

A few years ago, I was honored when Mark Mitchell asked me to write a guest post for his Whizard Strategy blog.

He was a good guy, and I know a lot of us miss him.

So today’s issue is a refreshed version of what I wrote back then because, honestly, this problem hasn’t gone away. If anything, it’s gotten trickier.

More hybrid work. More remote teams. More “everyone wears six hats” firms. More job titles that sound impressive… but don’t tell you much.

And if you’re a product rep trying to get specified… That matters.

Because you can have a great product… and still spend months talking to the wrong person.

Let’s fix that.

The question most reps think they’re asking

You talk with architects all the time. Email. Phone. In-person. Lunch-and-learns.

But the real question underneath all of it is: Do you actually know who you’re talking to?

Not their name or their job title.

I mean…

• What role do they play on the project?
• Where do they sit in the “office food chain”?
• How much influence do they really have on the spec?

That’s what this is about.

You need to constantly remind yourself that you’re not just trying to “get in the door.”

You’re trying to land in the spec… and stay there.

Digging deeper (the org chart won’t save you)

Try Googling “architecture office hierarchy.”

You’ll find job titles. Diagrams. Nice-looking org charts. And it’ll feel helpful for about 6 minutes. But then you walk into a real firm and realize:

Architecture firms don’t follow the org chart. They follow their own history.

• How the firm grew
• Who stuck around
• Who hates meetings
• Who became a rainmaker
• Who secretly runs everything

Sometimes it’s based on strategy, or on personality, or whatever business book the owner read last year.

So yes… learn the basic titles.

But don’t trust them blindly.

Who’s on your list right now?

Most prospect lists are built from:

• a manufacturer’s list
• a distributor list
• the local AIA directory
• a CRM export someone hasn’t cleaned since 2019

Which means you’ll see a lot of “Registered Architect” contacts. (Or “Licensed” depending on the state.)

And you’ll see a ton of these titles:

• Project Architect
• Project Manager

The problem is that those two titles can mean completely different things depending on the firm.

In a small firm, the Project Architect might do everything. Design, CDs, CA, specs, client meetings… even ordering lunch when things get chaotic. In a larger firm, that same title might mean: “I keep the Revit model from exploding, and I don’t choose finishes.”

Same titles, but very different roles.

So instead of trying to memorize every possible hierarchy…

Use a couple of rules that keep you from stepping in it.

Rule #1: Just because their title says “Architect”… doesn’t mean they’re your ideal architect client

This one surprises reps.

Because in a lot of offices, some licensed architects want nothing to do with product decisions.

They love detailing, modeling, and creating a great set of construction documents. But they do NOT want to choose the system or debate options. And they definitely don’t want to sit through a bunch of meetings.

So what happens?

They become the person who requests details, asks for a spec section, and sends a quick email like: “Can you confirm the flange dimension?”

So, they can definitely be helpful. And you want to help them. But are they a decision-maker? Often no.

What to do instead

When someone asks for details, don’t treat it like a “task.”

Treat it like a doorway.

You don’t need to interrogate them. [Please don’t.]

But you do want to ask one or two smart questions that reveal where the real decision lives.

Try this:

• “Mind if I ask what you’re comparing this against?”
• “Is this for a project where performance is the big driver, or is it more about aesthetics?”
• “Who else should I make sure I support on this, so you’re covered?”

That last one is important.

It’s polite and helpful. And doesn’t feel salesy. But it’ll often give you the name you actually need.

Also… quick reality check:

Some architects hesitate to share project info because they’ve been burned before.

They worry you’ll go around them. Or you’ll call their client. Or you’ll turn one helpful request into 19 follow-ups.

So don’t push.

Provide value first. Earn trust. Then ask better questions.

Rule #2: Get clear on your goal before you worry about their hierarchy

This is the part almost nobody does.

After hearing the advice above, most reps think the goal is: “Find the right person.” But that can become a scavenger hunt. […and not the fun kind…]

Your goal needs to be more specific, like:

• book a lunch-and-learn
• support an active project
• prevent substitution risk later
• get approved as a basis-of-design
• become the go-to helper for details & specs

When you know what you’re trying to do… the “right person” becomes obvious faster.

Here are two common situations.

Scenario A: Scheduling a lunch-and-learn

If you’re setting up a lunch-and-learn with a small to mid-size firm…

Start with a younger design professional. They’re often the ones who answer vendor calls, coordinate calendars, and help schedule these sessions. Also, they’re usually curious and are still building their product library.

Just one thing: Don’t call them an intern.

It’s dated, and it lands wrong.

“Architectural Associate” or “Design Professional” is safer.

Now… if you’re calling a larger firm, your best target might be the head of the spec department.

And yes… they can be a different cat. Dedicated specifiers are often seasoned architects who’ve seen every claim, every shortcut, every “miracle product” pitch under the sun.

So you need a different approach. Less hype, more proof, amd More clarity.

More “here’s what’s in it for your project team.”

Scenario B: Project-specific, one-on-one calls

This is the best kind of inbound lead:

An architect fills out a form indicating they’re looking at Product X. And they request something specific. That’s much better than a cold lead. It’s a red carpet invitation.

So instead of treating it like a “sales follow-up,” treat it like a support call.

Here’s a simple opening:

“Hey [Name], thanks for reaching out. Quick question so I don’t waste your time… what problem are you trying to solve with this?”

Then listen.

If they’ve used it before, ask:

• “Anything unique about this project that I should know?”
• “What’s your biggest concern if this gets VE’d later?”
• “Do you need help getting it through the spec review process?”

And please, for the love of everything…

Don’t rush, bulldoze, or go through your script like you’re checking boxes. The fastest way to lose trust is to sound like you’ve got “your process” and they’re just stuck inside it.

We architects can smell that from a mile away.

How to become the coveted “welcome guest”

I’ve said it for years, and I’ll keep saying it:

The reps who win in the long run are the ones who show up like problem-solvers, not product pushers. The best reps I’ve worked with had a very specific energy.

They’d come into the office and say: “Let’s look at what you’re up against.”

Then they’d roll up their sleeves and work through details… transitions… compatibility… specs… submittals… weird field conditions.

They helped the architect succeed.

And yes, sometimes the contractor still picked someone else. That’s unfortunately the game.

But here’s what also happened:

They were consistently written into the spec. Often, as the base manufacturer. Sometimes, as the “no substitutions” manufacturer, when it was allowed.

And over time, they became the rep architects trusted when the project got messy.

That’s the real win.

Becoming the rep they want in the room.

As Dan Kennedy says, “You want to go from being an annoying pest to a welcome guest.”

That’s still the goal.

A simple action step for this week

Pick one firm you’ve been trying to break into. [Just one.]

Then write down:

1. What is my actual goal with this firm?
2. What would “support” look like to them right now?
3. What’s the one question I can ask that reveals who really owns the decision?

If you want, HIT REPLY and tell me the firm size, the product category you sell, and your thoughts on your smartest “first contact,” based on those 3 questions. I’ll give you my quick feedback.

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That's it for this week!

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

Neil "Know-the-hierarchy" 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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