The Monday Morning Building Product Advisor
​Issue #125

Let me tell you about two architectural product reps and how each handled the same complaint.

An architect who works as a PM at a mid-size firm shared that she had to repeatedly reject submittals in a specific product category. Sometimes, it took 3 or even 4 rounds.

Both of the reps in our story sold products in that category.

Product Rep #1 did everything by the book. He walked her through his company’s submittal checklist, promised complete packages, and left a folder with sample documents.

Product Rep #2 took a different approach and asked, “When a submittal goes 3 rounds, who takes the hit on that extra review time?”

The architect paused. Then she said something Rep #1 never got to hear: “I do. And my project team. This is the third project in a row where CA has blown through the fee, and now my managing principal is starting to associate these overruns with me. It feels like my reputation is on the line.”

You can probably guess which rep the architect specified.

Complaints only show the surface, like an elevation. Decisions, however, happen when you look deeper, like in a section drawing.

Architects have this annoying little habit that shapes how we work & think, but most product reps don’t pick up on it.

We think in sections. An elevation shows what a building looks like, but a section reveals why it works or why it might fail. You can’t spot a wall’s problem from the outside. You have to look inside and see the layers.

Our complaints kinda work the same way.

When I share a complaint, it’s like talking about the cladding. It’s real and visible, but rarely the whole story.

If you look deeper (if you “cut a section”) into this problem of submittals getting rejected, here’s what you’ll find:

• The hours: Every time a package is rejected, more time is spent on logging, reviewing, and sending it back. It might add up to 10 extra hours each time, but no one is really tracking it. That’s the issue.

• The fee: All those extra hours add up during construction administration, which is the phase with the least money left. The project doesn’t fail dramatically. It just slowly stops making money.

• The risk: By the third round, a tired reviewer might approve a package with an error they would’ve caught earlier. This is a hidden risk that can affect the final approval.

• The name: Inside the firm, unprofitable projects become associated with someone’s name. Outside, poor CA gets linked to the company. Both labels stick around longer than the project.

• The lost work: Every hour spent on a third round comes at the expense of something else. Often, it’s the design work that helps win the next project, or the client call that keeps the current one moving.

Rep #1 focused only on the surface problem.

Rep #2 looked deeper and understood the real issue. The key was that he didn’t explain the layers. He just asked the question and let her “cut the section” herself to figure it out.

That’s the key: Ask one question that digs a little deeper, like “Who takes the hit on that extra review time?” “Who feels it when that happens?” or “What doesn’t get done that week?”

You don’t have to ask a lot of questions.

Just ask one and then stay quiet. [Yes, I know, for some, that’s tougher than it sounds…]

But I’ve seen product reps get a valuable answer like “it feels like my reputation is on the line” and then immediately pivot to talking about their product lines. Don’t do that. When an architect shares a deeper layer, it’s more than just small talk.

That’s when we’re telling you what really matters in our decision.

⚠️ Now, a word of caution: Here’s where your good intentions can go wrong.

The deeper issues are for them to share, not for you to assume. Asking “Who takes the hit on that extra review time?” is a question. Saying, “I bet your managing principal is on your case about profitability,” crosses a line. It’s the same topic, but you’ll get a very different result. You ask, and they decide whether to answer.

Next time an architect makes a complaint, wait 60 seconds before trying to fix it. Ask one question that helps you look deeper.

The complaint is the elevation. The project win is in the section.

Worth Noting: Key Points & Tools

Here are a few relevant things I came across this week (and why they matter):

• I looked at the AIA’s latest billings index and noticed that the regional numbers are probably more useful to you than the main headline. If you work in a slower region, the advice in this newsletter matters even more. Why? Because firms under fee pressure make decisions based on deeper issues.

• I keep getting AI-generated emails and LinkedIn messages from product reps and vendors that sound like they were written by a committee. The giveaway is always the same… They talk about a problem the sender never verified. Research can give you ideas, but only the architect can confirm what’s a real issue.

• If you missed it, last issue’s BOWL worksheet is still available (just ask :). It helps you focus your list and build deeper relationships. It pairs well with this issue because asking deeper questions takes time, and you only have that time with a list you can actually serve.

One last thing…

Based on today’s topic, I made a tool you can use right away. It’s a list of 21 questions to help you look deeper into complaints without making assumptions. Each question lets the architect decide how much to share, which is why they’ll answer more honestly.

If you want it, just reply with the words “QUESTION BANK” and I’ll send it to you.

Key Takeaways:

• When architects share a complaint or something we’re struggling with, look for the underlying issue. Don’t just respond to what’s on the surface.

• Ask one deeper question and listen; don’t assume or rush to fix.

• Use the provided resources to develop stronger, more profitable relationships.

That's it for this week!

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

Neil "Thinking-In-Section" 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, 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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