The Monday Morning Building Product Advisor
​Issue #89

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$@#%&*!!!

Well, that sucked!

I was just finishing editing today’s newsletter in Notion when there was a glitch, and I lost the whole thing.

Just like that. I tried a few things and couldn’t resurrect the text.

So, since it was already 5:00 AM, I had to decide whether I skip today, or come up with something valuable fast.

After I kicked my keyboard across the room, crossed my eyes for 5 minutes, slammed the rest of my coffee, I decided I’d answer some questions I’ve received.

These came straight from product reps. Each answer gives you something you can try this week.

Use what fits, ignore the rest, and tell me what you try.

Let’s do it…

Question #1: Are lunch-and-learns still worth it, especially now that so many firms prefer virtual?

A: Short answer: Yes. Architects still need CEUs, so the demand is there.

The split has shifted toward virtual because many architects (like me) work from home, and firms can include remote staff easily. In-person is great for connection, but virtual is often the path of least resistance. Keep offering both.

Start with a quick pre-work checklist:

• Request a list of attendees and research to confirm roles and project types.
• Pull one local project from their site and map 2 places where your solution de-risks it.
• Decide on a “request at the end” before you show up: design assist, detail review, spec language draft, or a pilot mockup.
• Set a simple success metric for yourself: 10 live chat responses from attendees, or 3 follow-ups booked.

Make it interactive:

• Start with a one-question poll: “Where do you lose the most time on this assembly/product/etc?” Let results steer examples.
• Run a 3-minute micro-exercise: show a flawed detail; ask, “Where will this fail?” Invite 2 fixes, then reveal yours.
• Raffle copy you can drop in chat (or live if in-person): “Every question or comment = 1 entry. End of session, I’ll draw a winner for a [field kit/gift card/etc].”

Make follow-up inevitable, not optional:

• Segment by behavior: spoke up, stayed late, clicked resources, silent.
• Send this 3-email ladder over 7 days:
  • Same day: “Here are the 2 slides you asked about, plus the editable detail.”
  • Day 3: “Mind if I mark up that [Project/Detail] to show risk points?”
  • Day 7: “15-minute desk-side to draft spec language together?”
• Track RSVPs, show rate, chat rate per attendee, and booked next steps.

If a firm insists on generic CEU with no customization, treat it as marketing, not sales. Keep it high-value, but do not forecast specs from it. Ask for a small, post-CEU working session with the right 3 to 5 people.

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Q2: Is it OK to contact the architect directly about a substitution?

A: During bidding, yes. Give a courteous heads-up while submitting formally through the proper channels.

A quick call or email that explains what’s coming and why can warm the request and raise your odds of a fair look. That way, I’ll recognize it when it arrives and am more likely to review and approve it.

Here are a few other tips…

Anchor it with a one-page packet. Include:

• Side-by-side matrix of specified product vs. proposed: performance, testing, code, warranty, lead time, installation impact, and cost deltas, if any.
• Plain-language paragraph on spec intent.
• Redlined spec section or paragraph, ready to drop into an Addendum.
• Detail showing any change in thickness or fasteners.
• Maintenance and service plan in one box.
• Direct technical contact for quick decisions.

Possible scripts to warm the architect:

Subject line idea: “Heads-up on substitution for [Project].”

Here’s a possible script you can adapt: “We plan to submit a substitution during bidding. Here’s what we’re sending, why it meets the spec intent, and the benefits in terms of cost or performance. Anything you want to see addressed before we send it?” That short preview helps everyone.

NOTE: If your substitution is being proposed during active construction, make sure you follow the project protocol. That’s where process matters most, and direct outreach can create friction if you skip steps. That usually means you start with the CM, GC, or installer. And it’s often spelled out in the Division 00/01 spec sections.

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Q3: How do we move from small wins to being specified on larger projects and in bigger firms?

A: Lead with focused education and proof, not a broad catalog.

Build a tight CEU menu around one problem you solve better than anyone, then pair it with details and field evidence.

Adopt a 25-firm lighthouse plan:

• Pick 25 firms whose portfolio matches your strongest use case.
• For each target, name a principal, a PM, and a spec writer.
• Set a 90-day goal per firm: one tailored CEU, one detail review on a live project, etc.

Build a proof stack you can share in one link. Include:

• 2 editable details in CAD/Revit.
• A 2-page “failure modes and fixes” brief from field lessons.
• A 1-page commissioning checklist.
• A 3-slide case snapshot with before/after photos and quantified outcomes.
• A short video of an installer demonstrating the tricky step in real time.

Use a simple outreach sequence.

• Offer two CEU choices and let them pick.
• Send a 30-second Loom showing a common failure you will unpack.
• Book a 15-minute pre-call with their spec writer to tailor to one active job.
• After the CEU, propose a 20-minute detail board review and decide one change together.

Measure what matters.

• Meetings per target firm, CEUs delivered, detail reviews booked, pilots initiated, and specs retained at CA.
• “Graduate” a firm only when they create an internal “how we do this” note that cites your detail or product.

If you’re trying to go upmarket with a broad catalog, you’ll look like a vendor. Lead with one problem you solve better than anyone.

Make your CEU, your details, and your case studies sing that one song.

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Alright! That’s it for today. I hope this hastily assembled format was helpful.

Let me know with a quick reply!

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That's it for this week!

Cheers to building more than just buildings, and see you next week,

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Neil Sutton
​Architect | Speaker | The Product Rep Coach

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P.S. Do you really want inside an architect's head?

When you’re ready, there are 3 ways you can start working with me:

• Product reps: If you want to be better at connecting with architects, hit reply, and let's chat.
• Business owners or Team Leaders: You can book an Architect Connections Training for your team. Hit reply, and I'll send you the details.
• Speaking: If you’d like me to present at an upcoming group meeting, reach out, and let’s talk!

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