Role of Architects in Driving ROI: Navigating Architectural Sales
In the nuanced world of architectural sales, manufacturers often grapple with a fundamental question: “How frequently will architects specify our products?” At its core, this inquiry transcends mere frequency – it’s fundamentally about understanding the return on investment (ROI) in architectural sales and the strategic role architects play in this domain.
The Significance of Architects in Product Specification
Architects are pivotal in the construction and design industry, not merely as designers but as influencers and trendsetters. Their role in specifying products goes beyond aesthetic or functional preferences; it encapsulates a broader vision, encompassing sustainability, innovation, and end-user satisfaction. Understanding why architects choose specific products is crucial for manufacturers seeking to penetrate the market effectively.
ROI and Architectural Sales
The path to realizing a robust ROI begins with getting your product specified by architects. This specification is more than just a nod of approval; it’s the initiation of a potential cascade of future projects. Each specification opens doors to new opportunities, setting the groundwork for future sales and long-term client relationships.
Hint: Look at a specification as a billboard on a freeway.
Stage 1 – Understanding Architect Needs
To align your products with architectural needs, it’s essential to dive deep into what drives architects’ decisions. This involves market research, attending industry events, and engaging in direct dialogue. Understanding their challenges, preferences, and design philosophies can guide your product development and marketing strategies.
Hint: This is how you calculate demand.
Stage 2 – Building Relationships
Establishing strong relationships with architects is key. These relationships are built on trust, reliability, and the ability to provide solutions that align with their vision. Becoming a ‘trusted advisor’ means being the go-to source for information and support, which can significantly impact your product’s chance of being specified.
Hint: Allowing you to create brand loyalty.
Stage 3 – From Specification to Sales
Once an architect specifies your product, it becomes a beacon for contractors and builders involved in the project. They see your brand and will be curious to learn about the product and pricing, translating into direct sales leads. The more frequently your product is specified, the larger your sales pipeline becomes.
Hint: It’s your job to learn how to close the deals.
Stage 4 – Leveraging Specifications for Long-Term ROI
Architectural specifications are not just about immediate sales; they are about establishing a reputation and presence in the market. Consistent specifications lead to market position, and a pipeline of sales, contributing to a sustained ROI. If you’re not tracking your specifications and piping, in most cases your sales team is getting the lead and closing the deal. Sales people aren’t going to give credit where credit is due.
Hint: Splitting sales commissions and identifying started are not part of any compensation package.
Stage 5 – Navigating Market Dynamics
The architectural industry is dynamic, with evolving trends and client demands if you have an interiors product. Staying ahead requires agility and a willingness to adapt your products and strategies to designers. Keeping a pulse on industry trends and maintaining open communication channels with architects are critical.
Hint: Know your audience!
Conclusion
Navigating architectural sales and managing ROI expectations is a strategic endeavor that hinges on understanding and valuing the role of architects. It’s about aligning products with their vision, building enduring relationships, and recognizing the long-term value of each specification. In this journey, every specification is a step towards a broader market presence and a stronger ROI.
Hint: Getting Specified and Still losing the sale, click here.