Read time: 6 minutes
Today, I’ll show you how you can remove a ton of stress from your life and add more wins to your building product rep business.
How? → Focus.
By focusing on your bestest architect prospects, you increase your chances of finding your ideal clients… Your champions… Your tribe.
[Did you just roll your eyes at me when I said “tribe”?]
[Yea-h-h-h… I’m pretty sure I saw you roll your eyes.]
[Well, I did kinda’ hesitate using it. But that overplayed term really is what you want to aim for… So, let’s just stick with it. ‘K?]
$800 in sammiches?!?
Right now, you’re likely chasing down every architect lead that comes across your desk [digitally or physically].
The problem with that approach is you’re wasting time and resources. And you’re probably getting sick of the rejection and ghosting.
An example → The small architecture firm I work for wanted to get in the door at a fairly large potential client.
We talked to one guy who recommended we do a lunch-and-learn with all their project managers to introduce our firm. [Sound familiar?]
So, we contacted the admin who coordinated L&Ls for their office. She said there were 40 people to order lunch for. She told us where to order from, and we did.
It was like $800 in sandwiches & cookies! Plus ~$4,000 in time and expenses for five of us to travel there & present.
When we showed up, there were 10 people in the room. 5 joined online, and only half of them would have any say in whether we got selected to work with them.
The math:
$800 (sammiches) + $4,000 (time/expenses) = $4,800.
$4,800 / 8 leads = $600 per lead.
That’s not bad when you consider the value of a future project will be well above that.
After all, marketing legend Dan Kennedy signs off all his emails with the P.S.: “Don’t forget, whoever can spend the most money to acquire a customer wins.”
But I’m guessing you’d like to be as efficient as you can. And there’s no guarantee a project will ever happen with my example client above.
[Sidenote: If you have a different way of balancing costs per lead, I’d love to hear more from you.]
So, let’s focus on focusing
When I consult with product reps 1-on-1, they usually start by saying, “I want to market to architects.”
That’s good. It’s what I help with. But the only way I can help them, and you can help yourself, is to dig deeper into who specifically you want to market to.
Focus on just one architect
Try this…
The next time you write something to your prospect or audience, imagine sitting across from them.
[Bonus tip: Find an image of someone looking skeptical and hang it next to your computer. You’ll see this face as you write every sales email or plan your next sales call.]
[Here! You can use this one…]
Consider what’s truly important to that architect & find ways to address their doubts.
The hard truth
Architects aren’t watching their phones or computers, waiting to hear from you.
When you do make contact with them, know who they are & what they care about. Don’t focus on your products— architects want to know what’s in it for THEM. [Don’t judge! You do it too… We all do.]
Shine the spotlight on your client – your Optimal Architect Avatar.
WTH is an “Optimal Architect Avatar”?
Now, I could’ve called it your Ideal Architect Client, like I usually do. Or an “Ideal Architect Prospect.”
One of my coaches calls them “Lighthouse Clients.”
But I decided on “Optimal Architect Avatar” because it has a nicer flow to it.
AND you can use the acronym O.A.A. to remember it a lot easier.
[Just say it like those deranged fish on Finding Nemo…]
[See. Now you’ll never forget it…]
Anyway, whatever you want to call it, when you focus on just one OAA, the non-OAAs melt away into the background.
Creating your OAA
You won’t know if you’re sending the right messages through the right channels until you know who you’re selling to. Clarify your market.
Take 15 – 20 minutes to write down everything you know about who you’re selling to. Remember: Boil down all the faces in your head & settle on the ONE ideal prospect you’re writing to.
• Male? Female? Married? Kids? Young? Grizzled veteran?
• Large, medium, or small firm? Big city or small, rural community?
• Commercial or residential projects? Focused on any specific project types?
Start with these questions. And add anything else you know about them.
Putting it into practice
I’ll go out on a limb & guess you skipped that exercise… Didn’t you?
[:::eye roll:::]
Maybe you need a hint of why you should bother?
OK. Here’s an example of what can come from clarifying your market:
As you read this post, I hope you feel like I’m speaking to you— because I am.
I have an image of you in my head as I peck out these words on my MacBook Pro. I imagined you walked into my office & sat down on that ratty old chair by my desk. […no, I do not know what that weird stain is from…]
You leaned forward with your coffee cup clenched in your hands & we started chatting.
↑↑ That’s what you need to do. Picture your OAA and think about them as you plan your marketing, sales, and communication strategies.
The Ari Gold Effect
You say you want another example of how to put this into practice?
Did you ever watch the series Entourage from a few years back? In it, a Hollywood agent named Ari Gold represented an actor named Vince. [Vince was actually the main character, but let’s focus on Ari.]
How can you make every architect your Vince?
Good architects views themselves as an agent for their client. Protecting them and looking out for their best interests.
Imagine what your OAA could achieve with you playing their agent. Their Ari.
Why do architects trust some reps more than others?
It’s not a flashy suit or a slick presentation.
It’s the vision. Ari lives and breathes this truth. It’s time you did too. Mastering the art of understanding your OAA goes beyond the surface. When Ari walks into a room, he’s not there to push his agenda. He’s there to make dreams a reality.
Your role? Translate this ethos into every interaction with your OAA.
See their blueprint not just as plans on paper but as visions of the future you’re ready to champion.
Listen. Really Listen.
Listening with Ari’s intensity turns every conversation into gold.
Active listening isn’t passive. It’s engaging, probing, and transformative. Adopt Ari’s knack for focusing intensely on the person in front of him. When he listens, the rest of the world fades away. This is your power tool. Use it to dig beneath the surface.
Understand not just what your OAA is building but why they’re building it.
This depth of understanding will set you apart.
Speak Their Language
Ari doesn’t just talk. He communicates with a purpose, using words that resonate on a personal level.
To truly connect with your OAA, dive into their world. Learn their challenges, aspirations, and the technical nuances of their projects. But don’t just parrot jargon. Empathize with their creative process. Explain your solutions in a way that fits their vision.
When you start speaking their language fluently, you’re no longer an outsider. You become an indispensable part of their creative journey.
Be Their Champion
Ari Gold doesn’t just represent his clients. He embodies their ambitions. He fights for them with a lion’s heart.
How can you bring that same fierce advocacy to your role? Go beyond selling a product. Advocate for a shared vision. Stand shoulder-to-shoulder with your OAA. You do this as you navigate the complexities of bringing their projects to life.
Stand by their side. Watch trust grow.
Deliver More. Much More.
Ari’s reputation wasn’t built on doing just enough.
He goes above and beyond, surprising his clients with his dedication and creativity. That’s your cue. Think of ways you can add extraordinary value to your OAA. Aim to exceed expectations. Do this through insights into emerging trends, custom solutions, and unparalleled support.
Surprise and delight. That’s the goal.
Your next steps…
Channeling Ari Gold is more than a sales strategy; it’s a mindset shift.
Forge connections that go beyond the transactional into the realm of the emotional and the visionary.
Be the Ari Gold for your architects. Don’t just close deals. Help build dreams.
Read this post again, fix that architect’s image in your head & watch for my next post. We’ll dive into researching the architect to understand their wants & needs.
That’s all for this week.