Speaking to Architects and Designers: 7 Ways To Sell Your Product to This Offbeat Audience
Speaking to Architects and Designers: Seven Ways to Sell Your Product to This Offbeat Audience • Written by Susan Milne
When most building product manufacturers try to reach architects and designers with product information, one thing is almost certain to happen: miscommunication or misplacement of communication.
Putting thought into the communication divide between practical and artistic thinkers can help shape your content by making it more relevant to your prospective customers.
We’ve identified seven ways for you to cross that divide between practical and familiar.
How often do you use the words “sensational” or “ubiquitous” in real life? Floral or over-the-top language can make even the most sophisticated audience feel out of touch with your product. Making your product’s information understandable is a large part of what will drive sales.
If an architect or designer doesn’t get caught up in the language you’re trying to impress them with, then they’ll be mentally freed-up to understand the information you are presenting, which will leave them familiar and comfortable with your product.
Most likely, Designers and Purchasing Agents don’t know what the Miami-Dade Code for Hurricane Preparedness is. So imagine you meet with a potential client and start spouting out information about velocity or wind MPH codes—they’ll glaze over and nod their head politely and when you’re gone your samples will go into recycling.
Take a step back and talk about how your glass is safer than the leading brand because it’s specially rated for high-winds and potential debris impact. Make them see the most basic reasons for choosing your product. Then, when they ask for more information you’ll be able to hand them technical specs.
Every audience has a tone and a feel. If you’re speaking with government contractors who are working on a public project, most likely there will be different words and ideas that are important to them from your standard corporation.
By using familiar expressions, you engage your audience in a conversation that both of you understand and can talk about. Now is not the time for education, but if your specifier asks for the information then it should be readily available.
Manufacturers have their own product names, sometimes zany and nonsensical. Jump on board and enjoy the ride! If you want to break the mold then go for it—forget those Oxford commas, forget that an ellipsis has three dots, refer to your customer in the second person, and make it work.
Develop your conversation and engage your target in new and innovative ways and you’ll be sure to leave a lasting impression.
Talking is a great way to give someone driving directions. An even better way to give those directions is to be the GPS device that rides with them and guides them along the way.
Be a partner both in thought and practice. Create a story from your product and guide your audience through how that improves their life or their experience.
Content is great. We love content. It’s what keeps the world of marketing in business! Content without inspiration though, is just bland.
By wrapping your content in intrigue, desire, mystery, fun and the entire range of human emotion, you can begin to move the needle with architects and designers. This audience wants to feel compelled and driven to specify your product, to feel that it’s as irreplaceable as a Coca-Cola at the soda fountain.
Create an identity for your products and your brand that lends itself to the whims and desires of architects and designers. Meet your audience where they already are by talking to them in familiar and relatable ways. Guide the community through inspiring stories about your products instead of the technicalities and jargon. This offbeat audience loves to explore new territory and feel inspired, but they’ll need your help to navigate.
Want to grow your sales by increasing specifications by architects and designers? Click here to download our guide: HOW ARCHITECTS AND DESIGNERS SPECIFY BUILDING AND ARCHITECTURAL PRODUCTS. If you have a question that hasn’t been answered or to find out more about how Epiphany can help you get specified, give me a call. 804.377.0106