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
17. DISRUPTION
• Product Disruption
• Distribution Disruption
• Installation Disruption
• Information Disruption
WHO WILL DISRUPT YOU?
HOW CAN YOU DISRUPT?
C
40. SILOS MAKE YOU
LESS EFFECTIVE
SALES
MARKETING
FINANCE
CUSTOMER
SERVICE
SHIPPING
???
C
41. 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
57. 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
58. 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
64. 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
70. • 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
71. 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