The Monday Morning Building Product Advisor
​Issue #91

Here’s the scenario that likely keeps you up at night.

You closed a major spec 18 months ago. Phase 1 of a hospital campus expansion. The architect loved your product. Installation went smoothly. Everyone’s happy.

But Phase 2 won’t start design for another two years.

Your CRM shows zero activity. Your manager asks about it. You think about reaching out, but “just checking in” feels hollow when there’s no active project. Yet staying silent for three years feels like professional suicide.

What if they forget you? What if your competitor fills the void? What if Phase 2 starts and you don’t even know about it?

Here’s what I learned from 28 years on the other side: The gap between projects isn’t dead time. It’s a chance to keep the relationship strong. But first, you need to know what architects value during dormant periods.

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The 3 real fears (and what actually works)

Fear #1: “They’ll forget me”

In reality, architects don’t forget products that performed well. We forget why we specified them.

After 18 months, we’ll remember “we used that curtainwall system.” We might forget details like performance data, code approvals, or installation nuances that made it the best choice.

Your job isn’t to remind them you exist. It’s to remind them why you were the right choice.

What doesn’t work: Monthly newsletters about company awards or generic announcements.

What works: Technical updates that affect their past or future projects.

Example: “Hi Sarah,

Quick heads up on the curtainwall system you specified for Memorial Hospital Phase 1.

We just finished NFPA 285 testing on a new configuration. This adds 15% more insulation value, but the module dimensions stay the same. Test report attached. Might be relevant if Phase 2 has similar energy requirements. Detail coordination would be identical to Phase 1.

No response needed. I just wanted you to have this for the files.”

Why this works:

• Shows you remember their specific project
• Provides technical value they might need
• Respects their time
• Positions you for Phase 2 without asking about Phase 2

Frequency: When there’s actual news to share. 1-2 times per year maximum

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Fear #2: “My competitor Is filling the void”

The reality: If your product performed well, your competitor has to overcome proven success. That’s a high bar.

But the vulnerability is: They’re not trying to beat your past performance. They’re trying to be more present in the architect’s current reality.

Your insurance policy: Get embedded in the architect's systems, not just their memory.

What works: Proactive spec maintenance support

Example: “Hi Sarah,

Noticed the curtainwall spec in your office master is from 2021 (based on Memorial Phase 1).

I’ve updated it to reflect:

• New fire testing (NFPA 285 expanded assemblies)
• 2024 energy code changes in your jurisdiction
• Installation language clarifying the sealant coordination we worked through on Phase 1

Attached in your preferred format. No obligation. I just wanted your files current.

Let me know if you want the CAD details updated too.”

Why this works:

• Removes work from them (prepared, not offered to prepare)
• Shows you understand their systems
• Embeds you in their master specifications
• Positions you as a partner, not a vendor

The strategic value: When you’re in their master specs and detail library, you become the default basis of design. They won’t need to remember anyone else unless they have a reason to switch.

Frequency: Annually, or when significant code/standard changes affect their work

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Fear #3: “I’ll miss Phase 2 starting”

You won’t really learn about Phase 2 from monthly “Any new projects yet?” check-ins.

You’ll learn about it from intelligence systems and by giving architects reasons to tell you.

Build the intelligence system:

Set up monitoring that works while you sleep:

• Google Alerts:
  • “[Firm name]” + “Phase 2” OR “expansion” OR “breaks ground”
  • “[Project name]” + “Phase 2” OR “expansion” OR “breaks ground”
• Monitor their website’s news section
• Connect with their staff on LinkedIn (they share project updates)
• Build relationships with contractors who work with them repeatedly

Create reasons for them to tell you: When you’re providing value, include one smart question:

“By the way, any sense of timing on Phase 2? Even ballpark helps me plan when to have updated pricing ready.”

This is legitimate intelligence gathering in the context of value delivery. It doesn’t feel like checking in. It feels like professional coordination.

Or give them a reason to reach out first:

“Hi Sarah,

When Phase 2 design starts, I’d like to have a 30-minute technical review with your team. We can discuss lessons learned from the Phase 1 installation. No cost, just knowledge transfer that might save coordination headaches. Let me know when you’re 60 days out from SD and I’ll get on your calendar.”

Now they have a reason to contact you before they need to decide on products.

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What to log during long gaps (so your manager stays happy)

Manager concern: “No activity for 6 months… are you working this account?”

An example of what to log:

“Memorial Hospital—Phase 1 complete, Phase 2 monitoring:

• Sent updated NFPA 285 test data relevant to Phase 1 system (Q1)
• Delivered updated master spec reflecting 2024 code changes (Q2)
• Set monitoring alerts for Phase 2 design start
• Offered technical review session for Phase 2 kick-off
• Phase 2 intelligence: Anticipated Q2 2026 per last conversation
• Next touch: Q4 annual technical update”

You’re documenting strategic value delivery, intelligence gathering, and relationship quality. Not empty check-ins.

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A long-gap cadence that actually works

Year 1 (Post-construction):

• Q4: Updated master spec reflecting product/code changes

Year 2 (Mid-gap):

• Q2: Significant product update relevant to their project types

Year 3 (Pre-Phase 2):

• Q1: Monitor for Phase 2 announcement
• Q2: Offer pre-design technical review as Phase 2 approaches

Total contact over 3 years: 3-4 touches, each providing tangible value

Not: 36 monthly “checking in” emails that get ignored

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The 3-question test before any contact

Before reaching out during a dormant period, ask yourself:

1. Does this affect their past project or likely future projects?

If not, don’t send it.

2. Would I want to receive this if I were them?

Generic company news? No. Technical data I might need? Yes.

3. Am I asking them to do work, or removing work?

“Do you need updates?” = work for them

“Here are updates” = work removed

If you can’t pass all three tests, you’re not ready to contact them.

If you’ve already gone silent too long

Don’t: “Just wanted to reconnect!” (desperate)

Do: Lead with value, acknowledge the gap naturally

Example: “Hi Sarah,

It’s been a while since Memorial Phase 1 wrapped. Hope it’s serving you and the client well.

Reaching out because we just released updated fire testing for the curtainwall you used. NFPA 285 now covers three additional assemblies relevant to healthcare work.

Attached: Test reports + updated spec language.

Also happy to do a lessons-learned session anytime Phase 2 gets closer. We documented installation sequencing improvements from Phase 1 worth discussing.

Let me know if any of that’s useful.”

Why this works: Acknowledges the gap without apologizing, leads with value, opens Phase 2 door without asking “Any projects yet?”

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The Bottom Line

Architects don’t need monthly check-ins during multi-year gaps.

They value reps who:

• Remember their specific projects
• Provide relevant technical updates without being asked
• Make their jobs easier through proactive support
• Show up with intelligence when the next opportunity emerges

The reps who stay basis-of-design aren’t the ones who contact most frequently. They’re the ones who show they’re paying attention. That they care about project success beyond the sale, and are genuinely useful when opportunities come up.

That’s not a contact cadence. That’s a relationship philosophy.

And it’s what makes you the automatic choice when Phase 2 finally starts.

Remember: Your best insurance against being forgotten isn’t more contact. It’s getting into their master specifications and standard detail library. Once you’re embedded in their systems, you’re not competing on memory. You’re the default.

Focus on becoming integrated into their infrastructure during active projects. This makes long gaps much less anxiety-provoking.

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That's it for this week!

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

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Neil 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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