Read time: 3 minutes
=======
Psst! If you’re new here, subscribe here so you don’t miss the next lesson.
=======
You chase architects. They ignore you.
You finally book a meeting, but then you hear, “Just send over the specs, and I’ll take a look.”
[Which everybody knows is code for: “I’ll forget about you the second you’re gone.”]
Sound familiar?
Most reps either:
❌ Wing it, hoping architects suddenly feel chatty…
❌ Dump product details, and watch the architect’s eyes glaze over…
❌ Or assume specs alone will cinch the project [Spoiler: they don’t]
There’s a better way. One that actually works.
This is exactly why the Sandler method exists. In this issue, we’ll cover three overarching strategies from Sandler’s system. They’ll help you connect, uncover real problems, and share solutions that architects care about.
[To be clear, we’re not talking about Adam Sandler, the comedian/actor.]
[Nope! We’re talking about David Sandler, the author of “You Can’t Teach a Kid to Ride a Bike at a Seminar.” It’s the book I just finished after copywriter John Bejacovik recommended it.]
Enough! Let’s start!
#1: Flip the script… Give the architect control
Ever notice how architects seem suspicious when you start talking?
That’s because we’re expecting a pitch. And we hate feeling pressured.
Instead, set an “Up-Front Contract” that gives the architect control.
- Ask permission: “Mind if we spend 15 minutes on your current project? If my product fits, awesome. If not, no hard feelings.”
- Suggest a simple agenda and let them tweak it.
- Encourage them to talk before you do.
Example: About 10 years ago, I remember a product rep using this approach with a colleague and me. We both instantly relaxed and said, “Actually, moisture control is our main concern. What do you have for that?”
Boom. Just like that, the real conversation began.
That’s the power of an Up-Front Contract. It takes away the pressure and builds credibility right away.
Architects value control. Let them feel in charge, and they’ll actually listen to you.
💡 Do THIS: In your next chat with an architect, outline a clear, flexible agenda. It’s surprising how quickly this simple thing can build trust.
Next, let’s move to understanding what architects really care about.
#2: Find the buried landmine that kills deals
Many reps pile product specs onto architects and hope something sticks.
That’s like a doctor prescribing without knowing what’s wrong.
Instead, dig deeper:
- Ask open-ended questions about design challenges.
- Hold back on “I-can-solve-this mode.” Don’t rush to pitch.
- Clarify decision influencers. Who else needs to approve this?
Example: A rep recently spent two calls discussing cost efficiency with a firm. But when he finally asked deeper questions, he discovered their real concern was durability & maintenance for the owner.
The conversation instantly shifted. They stopped comparing price and started focusing on reliability.
Lesson: When you dig deeper, you change the entire discussion.
💡 Do THIS: Before your next product presentation, prepare 3 pain-point questions. Don’t assume… ask.
Next, let’s talk about how to present your product in a way that wins specifications.
#3: Stop listing features. Sell relief.
Several reps have told me they know they’re overwhelming architects with every single one of their product’s features. But they can’t help it. They’re going for the quick win.
❌ Bad approach: Listing dozens of specs and hoping something sticks.
✅ Better approach: Focusing on what the architect cares about.
- Zero in on the challenge you uncovered
- Show just the data that proves you can solve it
- Provide a clear next step to lock in the specification
Example: An architect designing a luxury hotel told a rep that soundproofing was their top concern. Instead of rattling off every metric, the rep simply said: “Here’s the sound test. It meets the code, and I have spec samples ready.”
The architect felt relieved and locked in the spec.
Why?
Because the rep didn’t waste their time. He addressed the exact design challenge at hand.
And he’s set himself up for future projects.
💡 Do THIS: In your next presentation, cut everything except what directly answers the architect’s biggest concern.
One Final Takeaway
Architects don’t want a random pitch. They want a partner who:
✔ Respects their time ✔ Listens before offering solutions ✔ Helps them solve real design challenges
If you master these three strategies, you’ll stand out from 99% of product reps:
- Build clear rapport
- Uncover real needs
- Give focused presentations
Want More on This?
Next week, we’ll dive deeper into how to master the Sandler System. And applying it to your architectural product business. Starting with the mindset shift of the Buyer’s System vs. Seller’s System.
👀 Watch your inbox in one week for the next email in this series.
Oh! And if you don’t like waiting… How about a quick checklist on Sandler’s framework?
Hit Reply and let me know. I’ll send it right over.
That’s it for this week!
Cheers to your next big win, and see you next week,
Neil Sutton
Architect | Speaker | Coach to Architectural Product Reps
=======
P.S. If you like Monday Morning Building Product Advisor, please share this or forward this to a colleague. Help another rep stop wasting time and learn to find their ideal architect client.
Do you need help applying the Sandler method to your product rep business? Book a 1-on-1 Zoom meeting with me for personalized advice to help you create more spec-getting opportunities. Or simply reach out , and we can chat about how I can help.
=======
If you’re new here, subscribe here so you don’t miss the next lesson.
=======