Suspicions Confirmed: Architects Aren’t Likely To Specify New Products
We recently sat down with a group of architects from one of the largest design, architecture and engineering firms in the world and asked: “What would prompt you to try a new product?”
They confirmed our suspicions: they don’t often try new products, but instead specify what they already know. There are several reasons for their reluctance:
- Architects are accountable for billable hours, which limit the time they have to familiarize themselves with new products, view product demonstrations or meet with manufacturing representatives.
- The search for alternative products can be difficult and time consuming. Even when architects have information about a new product, it’s very difficult to determine how it’s different or better than what they already use.
- They can’t afford any surprises when it comes to delivery, customer service, installation or other factors.
Even if your product intrigues an architect, it can take a while for them to specify it. They have to trust the product, the brand and the delivery channels before suggesting it for a project.
Here are some ways marketers can begin building trust:
- Use testimonials from other architects. Put the testimonials on your site, send them in an email, do a video or podcast – use whatever channels are available to deliver the message. Make sure each testimonial covers specific ways your product or company solved a challenge. Address topics like responsiveness, flexibility, timeliness and service.
- Incorporate inspiring visuals from real projects into your marketing. Show how your products were part of a bigger solution and a successful project.
- Take a “how to” educational approach with your marketing. Position your company as experts on current trends or problems. For example, “How to Reduce Solar Heat Gain in Mixed Use Buildings,” is a stronger message than “We provide energy efficient window solutions.”
Think beyond the CEU. If you can’t get into the firm to do a CEU, demonstrate your knowledge in other ways. Participate in industry panel discussions. Create podcasts with two to 10 minutes of meaningful content that can be absorbed quickly while commuting, running errands or going about daily routines.
Above all, keep educating and inspiring architects, and eventually, you can earn their trust and their business.