The Monday Morning Building Product Advisor
Issue #90
Selling outcomes, not products: The “peace-of-mind” pitch
Architects aren’t just specifying a product; we’re “buying” an outcome.
I talked to an architect friend about this last week. Asked her what makes her pick one product over another when she’s spec’ing a project. She didn’t mention performance specs. She said, “I choose whoever makes me confident this won’t blow up during construction.”
That’s it.
She’s not specifying your envelope system. She’s buying the feeling that her design intent will survive value engineering. That the RFIs won’t multiply. That her submittal will pass review the first time. A seamless process that saves her from headaches.
Frame your pitch around these benefits:
- Design Control: The ability to execute a bold design without it being value-engineered out of the project.
- Peace of Mind: The assurance that the spec won’t cause RFIs, submittal issues, or on-site delays.
- Problem-Solving: Present your product as a solution to a specific pain point they’re experiencing, not a generic item on a list.
Once you see it this way, everything about how you prepare changes.
The part most reps skip
Here’s what I’ve noticed about the reps who consistently get specified… They do most of their work before they ever walk into the conference room.
One rep I know spends a full afternoon researching before every lunch-and-learn session. He’s looking at the firm’s recent projects. Finding out who controls specs versus who influences them. Reading through public RFIs, if he can find them. He told me: “By the time I show up, I already know what’s keeping them up at night.”
And you can tell. His presentations don’t feel generic. He’s talking about their specific problems, project types, and delivery methods.
Other reps are presenting at the architects. He’s having a conversation.
Proof that proof actually works
I sat in on one of his presentations.
Early in the meeting, someone asked about install times in cold weather. Most reps would’ve said something like: “Our system installs 30% faster than conventional methods.”
He said, “When [ABC] Architects did that school addition last winter, they had a six-week window before classes started. They chose our assembly because independent tests showed it eliminated three coordination steps. Here’s the actual report… You can see the timeline they followed.”
See what he did there?
He named the firm. He referenced the specific situation. And he showed third-party data. The difference in the room was immediate. People leaned in.
That’s what proof looks like when you’ve done your homework.
Most reps walk into a Lunch & Learn and hope to be remembered.
But not you. Not anymore.
Follow this advice and you’ll walk in knowing what’s keeping that firm up at night… and already holding the solution.
Not a deck of features. Not a tray of polite smiles. You’ll have a story, proof, and a plan.
Research & Proof
Base your entire presentation on proof that your product solves a real problem for THIS firm.
This is what separates you from the competition. It builds trust, which helps you get specified.
Hyper-specific research: The art of speaking their language
You can say all the right words, but if they aren’t relevant to the architect you’re talking to, we won’t listen.
Research is your homework: find out their specialty (healthcare? education? multi-family housing?) by checking their website, portfolio, and project types. Use tools like Dodge and Construct Connect for more details. The more specific your knowledge, the stronger your presentation will be.
This is how you stop being an interruption and become a partner.
Case Studies as Proof: Story Beats Data
Forget talking about features. Talk about results.
Your most effective tool is a case study that tells a story. Don’t just show a finished photo. Explain the problem the architect faced on a similar project. Then, show how your product solved that challenge and the resulting outcome. This could be a cost-benefit analysis or how your product led to a faster install.
This is the evidence that builds belief in your product, not just your claims.
[Be sure to read to the end, where I’ll share the research checklist I put together for you.]
The thing nobody tells you
One rep mentioned something to me a few weeks ago that’s been sitting with me.
He said, “I don’t know what to leave them that they’ll actually use. I hand them a catalog, and I’m pretty sure it goes in the trash the minute I leave.”
And yeah… he’s probably right. Because here’s what happens after you leave. That project architect has to go back and convince the structural engineer, the spec writer, maybe the owner. You’re not in the room for that conversation.
So what are you giving them to make that easy? A 40-page catalog they have to dig through? A brochure with marketing copy?
What if instead you gave them something simple?
Creating “tools” to help architects sell for you
Architects often act as your internal champion, but we need ammunition.
Provide resources to explain design choices to the project team, engineers, or owners. These could include a comparison table, CAD details, or simple visuals that highlight benefits. Something easily shareable without explanation.
By providing me with these tools, you’re helping both of us succeed.
Don’t just sell TO the architect. Because more times than not, you’re selling THROUGH us.
Where to start
If you’ve got a Lunch & Learn coming up, I challenge you to try this:
Spend 3 hours [yes, really… I saw you roll your eyes… Don’t do that, I’m serious…] researching that firm.
Look up their projects. Their specialties. Who controls the spec?
What headaches are they trying to avoid?
Then ask yourself two questions:
- What proof would make them confident in us?
- What tool would help them sell this to their team?
That’s your new presentation.
No more pitching at them.
You’re there to partner with them.
Want my research checklist?
Reply “CHECKLIST” and I’ll send it.
It’s just a simple, one-page framework, but it’ll help you go from the “Earl (or Countess) of Sandwiches” to the “King or Queen of Getting Specified.”
That's it for this week!
Cheers to building more than just buildings, and see you next week,
Neil Sutton
Architect | Speaker | The Product Rep Coach
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P.S. Want to REALLY stand out?
Instead of closing with, “Thanks for your time. Hope you filled your bellies…”
Propose a 20-minute Design Session next time.
Sell it with something like, “Bring one detail you’re stuck on. We’ll run it through our checklist, and you’ll leave with a clean detail, test data, and a draft spec note you can edit and plug into your project’s spec.”
No pressure or pitch. You’re showing up as an expert to help them solve a real design challenge, with your product as the tool. And if you’re not the expert, set it up as a call with the technical team. It’s more work, but it changes the entire dynamic from a pitch to a partnership.
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