The Monday Morning Building Product Advisor
​Issue #116

​Last week, I mentioned something that some of you commented on, so I want to talk about it before we dive in.

I said most reps present facts when architects actually need reasons. Some of you replied, saying things like: “I give reasons all the time. I explain why my product is better. I show test data. What am I missing?”

That’s a fair question, and it points to something important. There’s a difference between giving a reason and giving the right reason at the right time in an architect’s decision process. I know this because I’m still making these decisions on active projects today.

Most reps can explain why their product is better.

But you’re not used to answering the other 2 questions architects need answered. And that’s not surprising! We rarely ask these questions directly before deciding to add you to the approved list. Today, I want to show you all 3.

This framework is the foundation for everything I’ll cover in this series. Once you see it, you’ll start noticing it (or when it’s missing) in every sales conversation you have.

Let’s go through each one.

Architects always need answers to 3 questions, even if we don’t ask them out loud.

The best copywriters and salespeople have known this for more than 100 years.

Gary Bencivenga, one of the greatest direct-response copywriters, built his entire career around a framework called “Reason Why.” The idea goes back even further to John E. Kennedy. He was a copywriter who, in 1904, told an ad agency that advertising is “salesmanship in print.” The principles are the same, just in a different medium.

Kennedy and Bencivenga knew that before any buyer (including architects) would say yes, they needed clear answers to 3 key questions.

But these aren’t just any 3 questions. They’re 3 key questions every buyer considers, even if they don’t know it.

Those 3 questions are: Why you? Why true? Why now?

If you miss any of them, the spec won’t happen, no matter how good your product is.

“Why you?” is the question most reps answer well, but too many stop there.

This is familiar territory.

“Why you?” is the architect asking: “Why should I pick your product over the alternatives?” Those alternatives include doing nothing, sticking with what they know, or going with the contractor’s choice. You’ve built your whole product presentation to address this. It includes performance specs, test data, comparisons, and project examples.

Most reps do this part well. You know how to explain what makes your product better. You have the spec sheets, case studies, and side-by-side comparisons. You’ve practiced your differentiators.

The problem isn’t answering “why you?” It’s treating that as the finish line.

It’s not the finish line… It’s the starting line. An architect may believe your product is the best choice. But we still won’t specify it unless the next two questions are answered.

Answering ‘why you?’ gets you into consideration. From the architect’s view, being considered and getting specified are two different things.

“Why true?” is the question architects are thinking about while you’re still talking.

Here’s something I notice in almost every rep presentation I hear.

Some presentations are truly impressive. They’ve got great products, sexy data, and confident delivery. But I still find myself evaluating them in the back of my mind.

• Have I seen this product perform in a real project or just in a controlled test?
• Is this rep telling me what I need to know, or what they need me to believe?
• If this goes sideways in the field, am I the one holding the liability?

That’s what the “why true?” question is about.

Architects rarely ask this question directly because it can sound rude. Instead, we might say “leave me some info,” and then you never hear from us again.

“Why true?” is the hurdle of believability.

It’s not enough to make a claim… You have to give me a reason to trust it. There’s a difference between proof that seems like marketing and proof that feels like real evidence.

Peer-reviewed test data feels like evidence.

A polished brochure with numbers feels like marketing. A third-party lab certification feels like evidence. If your sales materials claim your product “outperforms the competition.” That sounds like marketing. Inviting me to see a completed installation in action is likely your most powerful “why true?” tool, and most reps don’t use it enough.

We’ll spend the whole next issue on this, because it’s where most specs are won or lost. It’s also the question most reps are least prepared for.

“Why now?” isn’t about your sales quota… It’s about my project.

I want to be direct here, because I’ve seen so many reps get this wrong.

“Why now?” isn’t about creating fake urgency for your timeline. It doesn’t mean saying, “Our pricing changes next quarter” when it doesn’t. Or saying, “I only have a few samples left,” when the warehouse is full. Most architects can tell the difference between urgency that helps us and urgency that helps you. If we catch a whiff of the latter, you risk losing more than just the current spec.

Real “why now?” urgency comes from my project, not your sales goals.

It sounds like: “Your submittal window for this system closes at the end of design development. If it’s not on the approved list by then, the contractor will default to whatever they can get.” That’s the urgency the architect already feels. You’re just giving me a reason to act now rather than later.

It sounds like: “The contractors specifying this product are booking lead times 14 weeks out right now. Getting it on the approved list early protects your construction schedule.” Again, my problem & my timeline, with your product as the solution.

When “why now?” is tied to my project schedule or design process, not your sales calendar, it doesn’t feel like pressure. It feels like helpful information, which is what starts to make you my go-to resource.

When you answer all 3 questions, the decision to specify you becomes obvious.

That’s the real goal: Not to convince architects, but to make the right choice feel obvious.

• Why you? Because your product solves a specific problem in my specific project better than the alternatives.
• Why true? Because the evidence is credible, third-party, and preferably something I’ve seen with my own eyes.
• Why now? Because my project’s timeline creates real consequences for waiting.

When all 3 are answered well, you’re helping me make a decision I already want to make. I just needed the information to feel confident about it.

In the next issue, we’ll take a deep dive into “Why True?”

That’s where I see most reps struggle, and where your biggest opportunity is. I’ll show you what credible evidence looks like in this industry. We’ll explore why the best proof is rarely in your product binder. Plus, I’ll explain how you can use your background in architecture to build trust faster than anyone else.

That's it for this week!

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

Neil "Asking Why" Sutton
​Architect | The Product Rep Coach

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P.S. A few of you replied to last issue’s question about meetings that actually went somewhere. I’m reading every one.

Keep ‘em coming! The patterns I’m seeing in your responses will shape how I write the next 2 issues.

Hit reply and tell me about your best conversation with an architect. Why was it different?

P.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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