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WEBINAR
HOW TO SELL ARCHITECTS
JUNE 16, 2016
How to Sell Architects
Erin Psychologist Photo
How to Sell Architects
How to Sell Architects
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
How to Sell Architects
3 TYPES CHANGES
Sales Changes - Individual and Group
Marketing Changes - Individual and
Company
Company Changes- The Hardest to Change
C
S
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
How to Sell Architects
How to Sell Architects
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
SALES
MARKETING
FINANCE
CUSTOMER
SERVICE
SHIPPING
???
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 Barrier
To Building Materials Sales
Perceived
Product
Benefits
Cost & Risk
of Change
S
NEED CONTRACTOR ONBOARD
S
SECRET WEAPONS
Customer
Service
Knowledge
CUSTOMER SERVICE
7 STAR SERVICE C
MAKES YOU BULLETPROOF
How to Sell Architects
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
How to Sell Architects
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
Consulting
Research
Speaking
Workshops
Training
Newsletter
Blog Posts
Podcast
Webinar
WHAT I DO
WORKSHOP WITH YOUR TEAM
WEBINAR
HOW TO SELL ARCHITECTS
THANK YOU

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