How to Sell Architects

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  • WEBINAR HOW TO SELL ARCHITECTS

    JUNE 16, 2016

  • Erin Psychologist Photo

  • DONT CHASE PROJECTS

  • DONT 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 Dont 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 CEUs

    Wont 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

    FOCUS1. 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

    DONT 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

  • DONT BE AN OLD WHITE GUY

  • PRETEND ITS YOUR FIRST CALL

    www.seethewhizard.com

    http://www.seethewhizard.com

  • ConsultingResearchSpeakingWorkshopsTrainingNewsletterBlog PostsPodcastWebinar

    WHAT I DO

  • WORKSHOP WITH YOUR TEAM

  • WEBINAR HOW TO SELL ARCHITECTS

    THANK YOU