In yesterday’s post, you learned the most important place to start marketing to architects.
Today’s post continues to take you through the nine crucial steps.
The steps you should take to start cultivating new relationships with architects.
Here’s Step Number Two…
Research the architect to understand his wants & needs…
Develop the picture of your target prospect…
You shouldn’t take this second step lightly. To meet your prospects where they already are, you HAVE to know who you’re talking to.
You have to have a clear picture in your head on what keeps them up at night. What their true wants and needs are. The ones your industry isn’t currently fulfilling.
Get out there and research the bejeezus out of that architect. Talk to them. Survey them.
Here’s a story from my own misstep in this crucial step…
I once put together a 45-minute presentation to sell an association of 75 hospital leaders. We had a new service our architecture firm could provide.
The presentation delivered a great 5-step process. To create a more user-friendly environment for their next building expansion or remodel project.
As I prepared for the talk, I imagined the whole room raised their hand at the end. Asking for more information and request the free guide we were putting together.
Instead… crickets.
As it turns out, there are two distinct leadership groups for a hospital.
One group contains the CEOs and nursing leadership I created this presentation for. And the other group has the facility managers and engineers.
Guess which group I’d tried to force this presentation on?
That’s right: the second group. I was telling the right story, but to the wrong crowd in the wrong language.
They were polite and thanked us for a nice presentation. But the conversation stopped there.
Afterward, the association invited us to come back next year and reinforce this great information.
If we do come back, you can bet I’ll do some deeper research into this second group to better understand their specific concerns.
And make a major overhaul on the presentation to make sure it speaks more directly to their wants and needs.
What are the questions?
In my story above, I wasted my valuable time and our firm’s overhead budget to develop a presentation with no obvious ROI.
So, here’s what you can do to avoid making the same costly and time-consuming mistake I made…
Find out what your ideal prospects, “The Architect,” is looking at every day.
- What’s he reading?
- Where’s she like to eat lunch?
- What kind of design does he look to for inspiration?
- What are her career goals?
- Is he more technical and detail oriented, or more of a free association type?
- What websites does he visit frequently?
- Does she have favorite computer programs or mobile apps?
- What LinkedIn or Facebook groups do they belong to?
There are different types of architects you could be focusing on. It depends largely on what building product you’re marketing to the architect.
Finding the answers to these questions can help ensure you’re focusing on the right one.
How to get answers…
You might be saying, “Yeah, that sounds great, Neil. But how am I supposed to get all that information?”
It’s simple, really. You need to… ask.
I recently read a great book by Ryan Levesque called, “Ask.” In it, Ryan provides a clear way to use surveys to ask questions.
The RIGHT questions…
So you get clear answers to what your prospects are really looking for.
I highly recommend the book and using the techniques to deep-dive into understanding your markets.
Eyes and ears…
You can also do reconnaissance. That simply means keep your eyes and ears open. Whenever you’re around the architects in your market.
This might be at a tradeshow or when you’re in their office doing a lunch-and-learn presentation.
While they’re not fully aware that you’re listening, take note of what they’re talking about.
If it’s the lunch-and-learn environment, this is usually while they’re getting settled at the table waiting for you to start the show.
This small talk usually isn’t about architecture, but more about their “outside” life.
This is one of those rare chances they get to chit-chat about non-work things.
And it’s your chance to gather some valuable information. Maybe even take the opportunity to engage in the conversation to keep it going a bit.
Also, while you’re in their office, take note of any magazines or books they have laying around. Those might offer some clues as well.
Another tip for when you’re arranging for the lunch-and-learn: Ask what the office’s preferences are for food. Is there a particular restaurant or type of food they like more than others? It’s a small detail, but definitely worth asking.
Your recon can also expand to online.
As you build your connections on LinkedIn and Facebook, take stock of what groups your prospects are members.
Is there an opportunity for you to join some of those groups? Start positioning yourself as a resource by providing valuable input to the conversations?
What’s next…?
The key here is to constantly look for creative ways to gather information about the architect. You can never have too much. The clearer the picture you can form in your head, the better your marketing messages will be received.
In the next step, we’ll take a closer look at how to put yourself in their shoes to get an even deeper understanding. Then you’ll be ready to start developing your effective marketing messages.
If you need help pulling together a strategy, I’d love to help. Just send me a note and we can set up a brainstorming session right now.
Make it a great marketing day!
Neil Sutton