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How to Sell Architects

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If you sell building materials and want architects to specify your products, this presentation will help you be more successful. You can also view it on YouTube

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How to Sell Architects

  1. 1. WEBINAR HOW TO SELL ARCHITECTS JUNE 16, 2016
  2. 2. Erin Psychologist Photo
  3. 3. DON’T CHASE PROJECTS
  4. 4. DON’T BE AN OLD WHITE GUY
  5. 5. BE A CONTRARIAN CHANGE THE GAME
  6. 6. YOUR TAKE AWAY Several actionable strategies you can use now to grow sales
  7. 7. 3 TYPES CHANGES Sales Changes - Individual and Group Marketing Changes - Individual and Company Company Changes- The Hardest to Change C S M C
  8. 8. KEYS TO SUCCESS • Focus • Knowledge Leadership • Service Leadership C MORE IMPORTANT THAN PRODUCT OR PRICE
  9. 9. EDUCATE BEFORE YOU SELL
  10. 10. WILLINGNESS TO CHANGE More WillingLess Willing ArchitectsBuilders Dealers Distributors Big Boxes Contractors
  11. 11. HOW BUILDING MATERIALS IS CHANGING
  12. 12. MORE DISRUPTION
  13. 13. DISRUPTION • Product Disruption • Distribution Disruption • Installation Disruption • Information Disruption WHO WILL DISRUPT YOU? HOW CAN YOU DISRUPT? C
  14. 14. ARCHITECTS ONLINE
  15. 15. STOP PRINTING EVERYTHING M
  16. 16. • Most Informative • Easiest to Use • The “Go To” Website THE BEST WEBSITE MONLINE LEADER
  17. 17. BIG GETTING BIGGER • Architectural Firms • Contractors • Owners/Developers • Distributors
  18. 18. BIG GETTING BIGGER • Better Negotiator • Better Data • Global View of Sourcing S NO MORE OLD WHITE GUYS
  19. 19. GLOBAL BUSINESS S
  20. 20. GREEN IS GROWING
  21. 21. GREEN IS GROWING C A COMPANY COMMITMENT
  22. 22. STOP PRINTING EVERYTHING M
  23. 23. GROWTH OF MULTIFAMILY S
  24. 24. MARKETING AUTOMATION M
  25. 25. ARCHITECTS ONLINE
  26. 26. CALL TO ACTIONS M
  27. 27. GROWTH OF PANELIZED 57 Stories in 19 Days Highrise Apartment in Brooklyn S
  28. 28. DESIGN/BUILD GROWTH S
  29. 29. DESIGN BUILD • Call on Design/Build Contractors • Maybe Attend DBIA S
  30. 30. DESIGN BUILD M
  31. 31. SHORTER LIFE OF COMMERCIAL BUILDINGS S
  32. 32. HERE COME THE EUROPEANS S
  33. 33. MOST COMMON MISTAKES
  34. 34. SILOS MAKE YOU LESS EFFECTIVE SALES MARKETING FINANCE CUSTOMER SERVICE SHIPPING ??? C
  35. 35. 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
  36. 36. EDUCATE MARKETING M
  37. 37. FREQUENT PROCESS We Have a Better Product Communicate Benefits Architects Will Want It S
  38. 38. We Have a Better Product Communicate Benefits Architect Doesn't See Benefit Outweighing Cost and Hassle of Change FREQUENT RESULT S
  39. 39. The Real Barrier To Building Materials Sales Perceived Product Benefits Cost & Risk of Change S
  40. 40. NEED CONTRACTOR ONBOARD S
  41. 41. SECRET WEAPONS
  42. 42. Customer Service Knowledge
  43. 43. CUSTOMER SERVICE
  44. 44. 7 STAR SERVICE C
  45. 45. MAKES YOU BULLETPROOF
  46. 46. SECRET WEAPON 2: KNOWLEDGE
  47. 47. KNOWLEDGE Know More About • Your Product Category • The Types of Buildings You Target Than Your Competitors C
  48. 48. STAND OUT WITH SERVICE AND KNOWLEDGE
  49. 49. HOW TO SELL ARCHITECTS C
  50. 50. 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
  51. 51. 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
  52. 52. A R C H I T E C TS REPUTATION
  53. 53. FOCUS ON ARCHITECTS CUSTOMER
  54. 54. EDUCATE BEFORE YOU SELL
  55. 55. EDUCATE BEFORE YOU SELL
  56. 56. 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
  57. 57. A R C H I T E C TS FOCUS S
  58. 58. A R C H I T E C TS FOCUS S
  59. 59. A R C H I T E C TS DON’T CHASE PROJECTS S
  60. 60. ARCHITECTS ARE LIVING BREATHING AND CHANGING EVERYDAY -KEEP UP WITH THEM S
  61. 61. SOURCE OF KNOWLEDGE S
  62. 62. • 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
  63. 63. 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
  64. 64. DON’T BE AN OLD WHITE GUY
  65. 65. PRETEND IT’S YOUR FIRST CALL www.seethewhizard.com
  66. 66. Consulting Research Speaking Workshops Training Newsletter Blog Posts Podcast Webinar WHAT I DO
  67. 67. WORKSHOP WITH YOUR TEAM
  68. 68. WEBINAR HOW TO SELL ARCHITECTS THANK YOU

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