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

1. WEBINAR
HOW TO SELL ARCHITECTS
JUNE 16, 2016

3. Erin Psychologist Photo

6. DON’T CHASE PROJECTS

7. DON’T BE AN OLD WHITE GUY

8. BE A CONTRARIAN
CHANGE THE GAME

9. YOUR TAKE AWAY
Several actionable strategies
you can use now to grow sales

11. 3 TYPES CHANGES
Sales Changes - Individual and Group
Marketing Changes - Individual and
Company
Company Changes- The Hardest to Change
C
S
M
C

12. KEYS TO SUCCESS
• Focus
• Knowledge Leadership
• Service Leadership
C
MORE IMPORTANT THAN
PRODUCT OR PRICE

13. EDUCATE BEFORE YOU SELL

14. WILLINGNESS TO CHANGE
More WillingLess Willing
ArchitectsBuilders
Dealers
Distributors
Big Boxes
Contractors

15. HOW
BUILDING MATERIALS
IS CHANGING

16. MORE DISRUPTION

17. DISRUPTION
• Product Disruption
• Distribution Disruption
• Installation Disruption
• Information Disruption
WHO WILL DISRUPT YOU?
HOW CAN YOU DISRUPT?
C

18. ARCHITECTS ONLINE

19. STOP PRINTING EVERYTHING
M

20. • Most Informative
• Easiest to Use
• The “Go To” Website
THE BEST WEBSITE
MONLINE LEADER

21. BIG GETTING BIGGER
• Architectural Firms
• Contractors
• Owners/Developers
• Distributors

22. BIG GETTING BIGGER
• Better Negotiator
• Better Data
• Global View of Sourcing
S
NO MORE OLD WHITE GUYS

23. GLOBAL BUSINESS S

24. GREEN IS GROWING

25. GREEN IS GROWING C
A COMPANY COMMITMENT

26. STOP PRINTING EVERYTHING
M

27. GROWTH OF MULTIFAMILY S

28. MARKETING AUTOMATION M

29. ARCHITECTS ONLINE

30. CALL TO ACTIONS M

31. GROWTH OF PANELIZED
57 Stories
in 19 Days
Highrise Apartment
in Brooklyn
S

32. DESIGN/BUILD GROWTH S

35. DESIGN BUILD
• Call on Design/Build
Contractors
• Maybe Attend DBIA
S

36. DESIGN BUILD M

37. SHORTER LIFE OF COMMERCIAL BUILDINGS S

38. HERE COME THE EUROPEANS S

39. MOST COMMON MISTAKES

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

42. EDUCATE MARKETING M

43. FREQUENT PROCESS
We Have a Better Product
Communicate Benefits
Architects Will Want It
S

44. We Have a Better Product
Communicate Benefits
Architect Doesn't See Benefit
Outweighing Cost and
Hassle of Change
FREQUENT RESULT S

45. The Real Barrier
To Building Materials Sales
Perceived
Product
Benefits
Cost & Risk
of Change
S

46. NEED CONTRACTOR ONBOARD
S

47. SECRET WEAPONS

48. Customer
Service
Knowledge

49. CUSTOMER SERVICE

50. 7 STAR SERVICE C

51. MAKES YOU BULLETPROOF

53. SECRET WEAPON 2:
KNOWLEDGE

54. KNOWLEDGE
Know More About
• Your Product Category
• The Types of Buildings You Target
Than Your Competitors
C

55. STAND OUT WITH
SERVICE AND KNOWLEDGE

56. HOW TO SELL
ARCHITECTS
C

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

60. A R C H I T E C TS
REPUTATION

61. FOCUS ON ARCHITECTS CUSTOMER

62. EDUCATE BEFORE YOU SELL

63. EDUCATE BEFORE YOU SELL

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

65. A R C H I T E C TS
FOCUS S

66. A R C H I T E C TS
FOCUS S

67. A R C H I T E C TS
DON’T CHASE PROJECTS S

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

69. SOURCE OF KNOWLEDGE 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

72. DON’T BE AN OLD WHITE GUY

73. PRETEND IT’S YOUR FIRST CALL
www.seethewhizard.com

74. Consulting
Research
Speaking
Workshops
Training
Newsletter
Blog Posts
Podcast
Webinar
WHAT I DO

75. WORKSHOP WITH YOUR TEAM

76. WEBINAR
HOW TO SELL ARCHITECTS
THANK YOU