HOW TO SELL TO ARCHITECTS

Cold Calls vs Building Relationship

Building suppliers:
When does an architect is more receptive to your 'sales pitch'?
There are only two situations :

• 1. When the existing supplier (your competitor) screws up or doesn't deliver
• 2. When the existing supplier does not have what the architect needs

Therefore you should know what are your competitors' weaknesses, and differentiate yourself on those points. Build your reputation on these as your strength and products'/service' benefits.

Doing Cold calls
Like everyone else, architects prefer to buy/ work with someone they are familiar with. If we are unknown to them, we can try doing cold calls, though this is as tough and cold as it sounds.

From the architect's point of view, this is probably what goes in his mind when you call him or her for an appointment:

1. I did not call you - so I don't need to talk to you right now, nor is there any urgency for that
2. I don't even know you - so it is easy to say no to what ever you have to say
3. I have everything I need. I don't have the time for this conversation right now

Doing cold calls have a high rate of rejection, (with the gatekeeper and all), but if done right, it is a good way to gauge the architect's needs.  

One good skill salespeople should have is: asking for business referral. Later, using the referral will soften the cold calls quite a bit. The greatest compliment in business is a referral. We should be thoughtful, have the right motives and be connecting people for the right reasons.

Developing Relationship
The new adage in sales and marketing is "serving is the new selling". This is the new norm in business, social media and content marketing.
When we share our experience and expertise, help, inspire and educate others through social media or in person, in a place where community gathers and exchange ideas, we are actually building the foundation of trust for our brand and company.

This can be done through blog, workshop, facebook, twitter and events. Serving and helping others builds trust like nothing else. In other words we offer something first before asking for something. Find out where and which media to reach the architects.

Unlike cold calling, which is more like 'push' marketing, building relationship is the 'pull' in marketing. Which comes first depends on where you are in your industry, though 'pull' marketing is gaining more tracks nowadays. 'Pull' marketing takes longer to build but is gold in the long term.

If you put in the time and work, you will be rewarded. Instead of you looking for the architects, the architects will come looking for you.