The Monday Morning Building Product Advisor
​Issue #87

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When “getting it wrong” was the best part

When my son was younger, we’d read Redwall together at bedtime.

If you’ve read it, you know the vibe: castles... medieval mice… warrior badgers with the bloodlust… epic battles.

But in our house, Redwall was a full-blown performance.

Every character had a different voice […whether it made sense or not!] The hare spoke like a pompous British colonel. The mole mumbled in some mix of Yorkshire farmer and swamp goblin. My son heard the story AND he experienced it.

And then there was Mattimeo.

Every night, I’d deliberately mispronounce that name.

And, every night, he’d stop me, delighted to correct me.

I’d say, “...and so Ma-TIM-eo said to the...”

He’d say, “No, Dad! It’s Mat-i-MAY-o.”

I’d say, “Ah, you’re right. Again.”

He loved it. That tiny ritual gave him ownership of the story.

He was more than just a listener. He was teaching me.

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The power of strategic imperfection

As a product rep, your instinct is to get everything right.

You want every detail buttoned up. Every presentation polished until it’s airtight. And we’re all taught that we have to control the sales conversation.

But the funny thing is: the tighter you grip, the less engaged your architect becomes.

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Perfection doesn’t build trust. Participation does.

Just like my son, architects don’t want to be passive listeners.

We want to correct. Clarify. Contribute. We want to teach you something.

And when we do, we’ll remember the interaction.

Because we helped shape it.

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But, hold up…

To be clear, I'm NOT suggesting you fake ignorance. Never do that.

[Architects will sniff that out right away.]

Instead, you’re creating space for them to step in and steer the conversation. With real, planned, smart conversation prompts.

Try it. You’ll be amazed at how fast we light up.

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And... your delivery still matters

One more thing…

Those bedtime stories weren’t just about mispronouncing names. I brought energy to every character. I used pacing and dramatic pauses. I made it an experience, not just getting through the story.

The same principle applies to your presentations.

Architects sit through dozens of product pitches. What we remember isn’t the full technical data sheet. It’s how you delivered it.

[I still remember a tile sealant presentation from 1998! Not because the product was revolutionary, but because the rep was magnetic! He told stories. He was animated. He made it fun & memorable.]

Of course, delivery never replaces data. You still need the cut sheets, the ASTM numbers, and the UL listings.

But delivery is what makes those details stick. [If you’re a nerd like me, Made to Stick by the Heath brothers is a great deep dive into why delivery makes things memorable.]

Bring energy. Use stories. Show personality. Make your presentation feel like an experience, not a data dump.

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Two power moves to steal this week

1. Invite correction (without looking clueless)

Try these soft handoffs:

• “I’ve seen a few different wind loads specified around here. What do you typically design for?”
• “In your experience, what installation issues have you seen contractors have with products like this?”
• “When you’re choosing a product like this, what criteria are top of mind for you?”

See the difference? You’re not playing dumb. You’re creating space for their expertise to shine.

One good invitation for correction is enough. Don’t overdo it. One sharp, well-placed question will open the door.

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2. Deliver like a performer

Architects sit through hundreds of specs. What they remember isn’t the numbers. It’s the delivery.

So:

• Read your presentation out loud before the meeting. Does it sound like a conversation or a lecture?
• Add one great story or real-world example that shows, not just tells, to anchor the benefit.
• Practice your tone, pacing, and emphasis. The way you present matters as much as the content.

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Your Quick-Win Challenge

For one upcoming meeting:

• Plan one moment where you invite correction or guidance.
• Ask a question that pulls their insight forward.
• Then watch what happens…

It might feel risky at first. But watch how the energy shifts when they lean in and start explaining something to you.

Because when your architect corrects you, you’ve just given them their “Mattimeo moment.” And they’ll remember the moment they taught you.

[Want proof this works? I got played like a fiddle exactly this way in my LinkedIn post last week. I didn’t even see it coming, but loved every second.]

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That's it for this week!

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

​

Neil "Ma-TIM-eo… wait no..." Sutton
​Architect | Speaker | The Product Rep Coach

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P.S. My son is in college now, but he still corrects my pronunciation of random things. Some habits die hard. The good ones never should. And he says he still remembers the Redwall storytimes.

P.P.S. If you’d like my help applying this approach or any of the concepts I teach in this newsletter... Or if you just need a second set of architectural eyes to review your progress each week, and give you clear next steps...

I’ve opened the doors to accept 5 more clients.

But only for a short time.

If you're interested, check it out here: ArchitectWhispererMode.

If not... that's cool, too.

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