After attending the AIA Conference on Architecture 2018, I put together my key takeaways from the show floor. All in all, manufacturers need to take more steps to invest in innovation and conceptual ideas. The brands that do this are standing out amongst the crowd. Also, education is huge but it’s all about providing real knowledge, not product benefits. Make architects understand why these products help them with their projects. Keep reading to find out more.
Takeaway: Be the expert. Avoid sending in marketing or sales people that don’t have the expertise to answer an architect’s technical questions.
Takeaway: Responsiveness is key to getting your brand listed. Architects expect an answer immediately. If they don’t get an answer from your team, they’ll move on to the next brand. Have a process and contingency plan in place to increase response time.
Takeaway: If you treat architects like your other sales channels, you’ve probably already lost. Train your sales team on how to build relationships. One of the most effective methods for building a connection between your brand and architects is creating a dedicated sales team that deeply understands the architect’s process and can talk confidently in their language.
Takeaway: Your brand is important and you can provide value to the architect’s process. The only way to get this message in front of them is by engaging architects on their terms. As we found out, this isn’t through mass email marketing. Your sales team should build relationships and send personalized messages or in-person engagements that clearly communicate how your product can help the architect achieve a specific goal.
Takeaway: A confident architect will specify your product every time. Instill confidence through relevant case studies and performance data. The good news for your brand is that architects are very open to new products — they just want to be inspired and confident they will perform.