How to Sell Architects

WEBINAR HOW TO SELL ARCHITECTS

JUNE 16, 2016

Erin Psychologist Photo

DON’T CHASE PROJECTS

DON’T BE AN OLD WHITE GUY

BE A CONTRARIAN

CHANGE THE GAME

YOUR TAKE AWAY

Several actionable strategies you can use now to grow sales

3 TYPES CHANGES Sales Changes - Individual and Group

Marketing Changes - Individual and Company

Company Changes- The Hardest to Change

CS

M

C

KEYS TO SUCCESS

• Focus

• Knowledge Leadership

• Service Leadership

C

MORE IMPORTANT THAN PRODUCT OR PRICE

EDUCATE BEFORE YOU SELL

WILLINGNESS TO CHANGE

More WillingLess Willing

ArchitectsBuilders Dealers

Distributors Big Boxes

Contractors

HOW BUILDING MATERIALS

IS CHANGING

MORE DISRUPTION

DISRUPTION • Product Disruption

• Distribution Disruption

• Installation Disruption

• Information Disruption

WHO WILL DISRUPT YOU?

HOW CAN YOU DISRUPT?

C

ARCHITECTS ONLINE

STOP PRINTING EVERYTHING

M

• Most Informative

• Easiest to Use

• The “Go To” Website

THE BEST WEBSITE

MONLINE LEADER

BIG GETTING BIGGER

• Architectural Firms

• Contractors

• Owners/Developers

• Distributors

BIG GETTING BIGGER

• Better Negotiator

• Better Data

• Global View of Sourcing

S

NO MORE OLD WHITE GUYS

GLOBAL BUSINESS S

GREEN IS GROWING

GREEN IS GROWING C

A COMPANY COMMITMENT

STOP PRINTING EVERYTHING

M

GROWTH OF MULTIFAMILY S

MARKETING AUTOMATION M

ARCHITECTS ONLINE

CALL TO ACTIONS M

GROWTH OF PANELIZED

57 Stories in 19 Days

Highrise Apartment in Brooklyn

S

DESIGN/BUILD GROWTH S

DESIGN BUILD

• Call on Design/Build Contractors

• Maybe Attend DBIA

S

DESIGN BUILD M

SHORTER LIFE OF COMMERCIAL BUILDINGS S

HERE COME THE EUROPEANS S

MOST COMMON MISTAKES

SILOS MAKE YOU LESS EFFECTIVE

SA

LE

S

MA

RK

ET

ING

FIN

AN

CE

CU

ST

OM

ER

S

ER

VIC

E

SH

IPP

ING

???

C

OFF TARGET MARKETING

I Don’t Care About• Owned by Berkshire Hathaway • Been in Business 100 Years • Have a New Plant • Your Vision Statement • Commitment to Environment • A Nice Place to Work • The Leader • Innovative

EDUCATE MARKETING M

FREQUENT PROCESS

We Have a Better Product

Communicate Benefits

Architects Will Want It

S

We Have a Better Product

Communicate Benefits

Architect Doesn't See Benefit Outweighing Cost and

Hassle of Change

FREQUENT RESULT S

The Real BarrierTo Building Materials Sales

PerceivedProductBenefits

Cost & Risk of Change

S

NEED CONTRACTOR ONBOARD

S

SECRET WEAPONS

Customer Service Knowledge

CUSTOMER SERVICE

7 STAR SERVICE C

MAKES YOU BULLETPROOF

SECRET WEAPON 2: KNOWLEDGE

KNOWLEDGE

Know More About

• Your Product Category

• The Types of Buildings You Target

Than Your Competitors

C

STAND OUT WITH SERVICE AND KNOWLEDGE

HOW TO SELL ARCHITECTS

C

A R C H I T E C TS

WHO ARE THEY

• Aesthetics vs performance

• Make tradeoffs

• Cut and paste specs - mistakes

• Specializing

• Want CEU’s

• Won’t defend specs

• Embracing design build

A R C H I T E C TS

• 105,000 Registered Architects in US

• 17,500 Firms

• 5,000 New Architects Per Year

WHO ARE THEY

A R C H I T E C TS

REPUTATION

FOCUS ON ARCHITECTS CUSTOMER

EDUCATE BEFORE YOU SELL

EDUCATE BEFORE YOU SELL

A R C H I T E C TS

FOCUS

1. Identify Types of Buildings Most Likely to Use Your Product

2. Measure Projected Construction Activity

3. Target Largest Firms in Category

S

A R C H I T E C TS

FOCUS S

A R C H I T E C TS

FOCUS S

A R C H I T E C TS

DON’T CHASE PROJECTS S

ARCHITECTS ARE LIVING BREATHING AND CHANGING EVERYDAY -KEEP UP WITH THEM

S

SOURCE OF KNOWLEDGE S

• If I were your rep I would share this with architects who are focused on hospitality and offices. It's an opportunity to have a different type of discussion beyond, "Here comes the door salesman."

• Develop a story about why doors are an important part of this story and why your doors are already there.

• Develop a blog post based on this with a focus on the role of doors.

• The impression I would want to leave is that your company is on top of market changes and is helping me be more successful.

ACTIONS S

A R C H I T E C TS

• Chase customers and not projects

• Focus on best architects for your product

• Knowledge leader

• Educate them

• Online leader

• Contractor Relationships

• Disruption

• New Opportunities

SUMMARY

DON’T BE AN OLD WHITE GUY

PRETEND IT’S YOUR FIRST CALL

www.seethewhizard.com

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