The Monday Morning Building Product Advisor
​Issue #86

I’m sure you know this feeling…

I got off the Zoom call with the prospect on a high.

The meeting was great, the connection was real, and they loved my ideas. They promised to review my stuff and get back to me about that big project.

Seven days later: My polite follow-up met the majestic sound of…

Nothing. [Ah, they must be busy…]

Another week: I left a friendly voicemail.

Crickets. [C’mon! Not ghosted again…]

That’s when I realized I wasn’t seen as a valued partner. I was a commodity vendor.

When you’re in that position, you’re chasing a prospect who holds all the power. It’s not a reflection of you or your product; it’s a reflection of a broken dynamic.

To fix it, chasing harder isn’t the answer. You need to change your positioning. The strategy is called “takeaway selling.” It’s the counterintuitive way to boost a prospect’s interest. You do this by hinting that you might not be the best fit or may not be available.

I first learned about it from studying Dan Kennedy & Robert Ringer. And the first time I tried takeaway selling, my hand shook before I hit send. But the prospect replied in 14 minutes flat.

Of course, your “results may vary…” But this change from “convincing” to “qualifying” is significant.

It repositions you as the valuable expert you are.

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Takeaway selling flips that broken dynamic.

It’s an approach where you show value first, then pull back if the architect doesn’t engage.

Instead of begging, “Please spec us! Please let me in,” you signal: “I only have room for the right projects. I’m okay stepping back if this isn’t one.”

This posture does two things:

• It makes your time and expertise feel more valuable.
• It often nudges the architect to re-engage, because nobody wants to miss out on something good.

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Before You Say Anything… Let’s Clear the Air.

I know what you’re thinking. “Is this just a manipulative sales trick? Won’t I come across as arrogant? My product has three direct competitors… I can’t afford to play hard-to-get!”

These are the right questions to ask.

So let me be clear: this is NOT about playing games. It’s a professional strategy rooted in mutual respect. The best client relationships are partnerships, not pursuits. You’re not being a jerk. You’re being a thoughtful professional focused on finding the right project fit.

When you do that, architects don’t see arrogance. They see a trusted consultant.

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The Core Principles of Takeaway Selling

Here are three practical ways to use this mindset in the real world. Where you have quotas to meet and competitors to beat.

1. Your product may be a commodity, but your expertise is not. The scarcity isn’t your product. It’s you. It’s your personal expertise, your project knowledge, and your company’s technical support. That is the valuable resource you must protect.
2. Qualify with a consultant’s mindset. Prove you’re a problem-solver who thinks two steps ahead. Talk about the challenges a project might face. Possible installation issues you and the architect can help stay in front of. This will spark a conversation instead of just promoting your product.
3. Clean up your pipeline with professionalism, not ultimatums. When a prospect goes silent, don’t send a desperate “checking in” email. Use a professional housekeeping approach that releases pressure and invites an honest response.

Still, I know there are plenty of myths and worries about this approach.

Let’s tackle a few of those head-on…

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Myth 1: “Takeaway selling is manipulative.”

Reframe: This is capacity management, not mind games. And it only works when it’s real.

Architects spot fake scarcity a mile away. Saying “We’re almost out of samples” when you’re not destroys trust. Be honest about real constraints. This could be things like limited design-assist openings. Scheduled production runs. Or the number of projects you can personally support. And give a brief reason why. This shows your professionalism.

Something like this: “We hold a limited number of design-assist slots per quarter. That’s because I pull in our technical team for those, and they have limited time. I can save one for you if this project is moving forward. Otherwise, I’ll release it on Friday so the team can support active work. Just say ‘hold’ if you want it.”

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Myth 2: “Architects will think I’m arrogant.”

Reframe: Tone makes all the difference.

Pulling back doesn’t mean being smug. It means being respectful of their time and yours. It’s clarity, not pressure. You’re removing ambiguity and respecting calendars.

Compare these two:

• Arrogant: “We’re too busy for you unless you commit now.”
• Professional: “We only reserve samples/reviews for active projects, so we don’t waste your time or ours. Don’t want to hold something you won’t need. Should I keep your review slot or free it up? Either way works. Just let me know what helps.”

One pushes. The other clarifies. And clarity earns respect.

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Myth 3: “If I stop following up, competitors will win.”

Reframe: When you chase harder, it trains architects to delay.

When you pull back politely, you set a standard for responsiveness. If a competitor wins only because they’re more desperate, that’s usually a race to the bottom on price. This isn’t how you build strong relationships.

Try something like this: “I’ll assume you’re leaning in another direction and close my file for now. If this moves back to the front burner, just let me know you’re ready to go, and I’ll jump back in.”

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Remember these...

1. Show value first, then qualify. Pullbacks only matter once they see the upside of working with you.
2. Base it in truth. Deadlines, production runs, time constraints… make them real.
3. Stay professional. Confidence is attractive. Arrogance repels.
4. Always leave the door open. Every pullback should have a clear re-engagement path.

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Bridging the gap between knowing & doing

Understanding these principles is the easy part. The tough part is saying that line in a high-stakes meeting without your voice cracking.

This is the Execution Gap.

It’s the difference between agreeing with an idea and having the confidence to use it when a commission check is on the line. The biggest risk is getting the tone wrong. This can make you sound arrogant or dismissive.

So, how do we bridge that gap? Reading one email isn’t enough.

That’s why I put together a resource to help you move from theory to confident practice.

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The Preparation: A Tool for the Committed

I’ve learned that genuine positioning isn’t faked. It’s earned through preparation. So, for serious reps, I’ve created a short, sweet, 3-page Google Doc: The Takeaway Selling Readiness Playbook.

Now, a word of warning.

If you’re just looking for a few clever lines to use in an email, this checklist probably isn’t for you. There are plenty of blogs that offer quick tips.

This tool is different. It’s designed to force a mental shift, and it only works if you commit to using it. You’ll want to review it before every important call or email. And keep doing it until the mindset becomes second nature. If you just download it and let it sit on your desktop, it will accomplish nothing.

And you probably shouldn’t bother…

But… if you are genuinely tired of the chase and ready to do the disciplined work of repositioning yourself as an expert… Then this checklist could become the most valuable tool on your desk. It’s the foundation for everything else.

If you’re ready for that commitment, hit reply and let me know you want it. And I’ll gift it to you. No charge. No obligation.

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Try this this week

1. Request the playbook!
2. Pick one architect who’s been slow to respond.
3. Use one of the takeaway templates to write a polite pullback note:
   • Acknowledge silence.
   • Release your reserved time or resources.
   • Leave an easy reopen trigger (“Just reply and I’ll jump back in”).
4. Track what happens: do they re-engage, or do you free up your time? Both are better than chasing, so either way, you win.

Takeaway selling isn’t another word for high-pressure selling. It’s about your positioning. It shows architects that you respect your own time and expertise. And that makes them more likely to respect you.

When you stop chasing, you create space for the right architects to pursue you.

[NOTE: If you want to see a direct example of takeaway selling… Reread that last section above, “The Preparation: A Tool for the Committed.”

I was just using it on you…

But I DO actually have that playbook & you SHOULD still ask for it!]

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And if you’d like my help applying this approach or need a second set of architectural eyes to review your work each week, I’m opening the doors to more clients for a short time.

If you're interested, check it out here: ArchitectWhispererMode.

If not... that's cool, too.

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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 "Take-me-away" Sutton
​Architect | Speaker | The Product Rep Coach

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