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WEBINAR HOW TO SELL ARCHITECTS
JUNE 16, 2016
Erin Psychologist Photo
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
3 TYPES CHANGES Sales Changes - Individual and Group
Marketing Changes - Individual and Company
Company Changes- The Hardest to Change
CS
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
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
SA
LE
S
MA
RK
ET
ING
FIN
AN
CE
CU
ST
OM
ER
S
ER
VIC
E
SH
IPP
ING
???
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 BarrierTo Building Materials Sales
PerceivedProductBenefits
Cost & Risk of Change
S
NEED CONTRACTOR ONBOARD
S
SECRET WEAPONS
Customer Service Knowledge
CUSTOMER SERVICE
7 STAR SERVICE C
MAKES YOU BULLETPROOF
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
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
ConsultingResearchSpeakingWorkshopsTrainingNewsletterBlog PostsPodcastWebinar
WHAT I DO
WORKSHOP WITH YOUR TEAM
WEBINAR HOW TO SELL ARCHITECTS
THANK YOU