{"id":39104,"date":"2018-01-25T09:45:51","date_gmt":"2018-01-25T14:45:51","guid":{"rendered":"https:\/\/architizer.com\/blog\/?p=39104"},"modified":"2018-02-16T10:01:19","modified_gmt":"2018-02-16T15:01:19","slug":"selling-wood-products","status":"publish","type":"post","link":"https:\/\/staging.arc.ht\/blog\/for-manufacturers\/selling-wood-products\/","title":{"rendered":"How to Make Your Wood Products Indispensable to Architects"},"content":{"rendered":"

Connect with huge architecture firms and gain new business through Architizer\u2019s community marketplace for building-products.\u00a0Click here for more information<\/a><\/strong>.<\/em><\/p>\n

Ok, I\u2019ll level with you \u2014 there is no one-size-fits-all, simple way to win an architect\u2019s heart.<\/p>\n

As you already no doubt know, each AEC professional has different ideas about what they want from manufacturers, and varied priorities depending on their approach. This is especially true when it comes to wood products. Architects have a broad range of project-specific needs for wood siding, flooring, ceilings and more, and given the options available, becoming one of their brands of choice is undeniably challenging.<\/p>\n

So, how on earth can a manufacturer build strong, long-term relationships with architects and win consistent business in such a crowded marketplace? You know the high quality of your brand\u2019s wood products and the skilled craftspeople behind them \u2014 but translating this into sales takes more than a great product. The answer lies in following one fundamental rule, time after time:<\/p>\n

Don\u2019t sell your products. Sell solutions.<\/strong><\/p>\n

I know what you\u2019re thinking \u2014 \u201cbut our products are<\/em> solutions!\u201d Well, yes \u2014 great building-products do help architects solve their design problems. When the fit is right, all sides win, from the architect and the client to the contractor and the manufacturer.<\/p>\n

Here\u2019s the harsh truth though: Architects couldn\u2019t care less if it is your wood product or that of another brand that makes it into their project.<\/p>\n

All that matters to them is finding the optimal solution to the design challenge in front of them. However good your sales pitch may be, it won\u2019t make one jot of difference unless your product possesses the exact criteria to meet their needs. It is therefore vital that manufacturers adopt the same mindset as the architect in each scenario, prioritizing the design challenge over the tantalizing prospect of a sale.<\/p>\n

\"wood

UT Rio Grande Valley Performing Arts Center, Texas; image courtesy 9Wood<\/em><\/p><\/div>\n

Projects Over Products<\/h2>\n

Michael Roeman of\u00a09Wood<\/a> \u2014 a masterful manufacturer of timber ceilings based in Oregon \u2014 understands the importance of educating architects to help them overcome design dilemmas. \u201cThe greatest challenge in selling to architects is succinctly explaining and covering all the nuanced details that go into specifying a wood ceiling,\u201d explained Roeman in conversation with Architizer. \u201cThese include natural wood character, material limitations, attachments, functional requirements relating to things like fire rating, finishes, acoustics and LEED, as well as lead-time and budget.\u201d<\/p>\n

The good news is, architects are already primed to view brands as specialist consultants. A 2016 survey<\/a> by the AIA showed that architects regard manufacturers as technical experts when it comes to the specification of building-products. If you can provide these professionals with the insights they need to select wood products in line their creative vision \u2014 as well as meeting their client\u2019s requirements \u2014 they will come to trust you as a valuable source of information.<\/p>\n

\"Wood

Images via 9Wood<\/em><\/p><\/div>\n

Knowledge and Know-How<\/h2>\n

Your knowledge is your more valuable asset. You can help architects in their specifying decisions by offering insights on many factors, including:<\/p>\n

1. Viability of details<\/strong>: Are the details of the architect\u2019s proposal even possible using standard building-products? If not, is a bespoke solution possible? If so, what are the implications for cost and lead-time?<\/p>\n

2. Relationship with adjacent building-products<\/strong>: How does your wood product attach to other parts of the building? Are there numerous options for different junctions between building components? How might the selection of your product influence the architect\u2019s specification of other elements within the design?<\/p>\n

3. Lifecycle cost<\/strong>: How might performance factors impact on the lifespan of your wood products? Are certain products more expensive in the short term, but offer long-term benefits? What are the maintenance costs of your product in comparison with others?<\/p>\n

4. Code requirements<\/strong>: Which regulatory requirements or LEED goals are a priority for the architect, and how can your product help meet them? Wood products vary widely in terms of sustainability. Can you offer a more energy-efficient option to help a project achieve LEED certification?<\/p>\n

5. Environmental factors<\/strong>: What is the geographic and climatic context of the architect\u2019s project? For wood cladding and other external building-products, this will be of particular importance. How can your product help take advantage of or mitigate the risks inherent within that environment? Is there an environmental condition that the architect may not have fully considered?<\/p>\n

6. Economy of scale<\/strong>: What implications does the architect\u2019s developing design have for the quantities of materials needed? Can you offer a cheaper per-unit price if the architect specifies large numbers or expanses of a particular building-product?<\/p>\n

There are many more areas besides these that can help an architect reach a solution to their specific design brief, but these should provide a solid foundation as you open your conversation. Perhaps the most important thing to remember is that \u2014 contrary to your natural instincts \u2014 the end game of your first interaction with a new architect or firm is not necessarily<\/em> to come away with a sale.<\/p>\n

\"\"

Brookfield Zoo Ambassador Animal Building, Brookfield, IL. by Booth Hansen; image courtesy 9Wood<\/em><\/p><\/div>\n

Build a Solid Foundation<\/h2>\n

9Wood\u2019s strategy is to build a foundation for future business by harnessing its unique knowledge of timber products. \u201cWe call ourselves \u2018your wood ceiling experts,\u2019\u201d said Roeman. \u201cOur goal is to build trust so we will be their first call when they need information about a wood ceiling. We have an inside sales customer service team made up of nine people that is here to support them by providing \u2018design solutions\u2019 and project management.\u201d<\/p>\n

Of course, if your product forms a natural part of the solution, then by all means, sell away! But the most important thing is that you highlight your value through expertise, establishing a lasting relationship based on helpful, technical advice.<\/p>\n

Think of yourself as a consultant who just happens to have a set of amazing building-products that \u2014 when the fit is right \u2014 can help architects solve the design dilemma facing them. This is a long-term strategy that should bear fruit time and again, and the more you practice it, the more natural it should become.<\/p>\n

Now you know, go forth and sell solutions!<\/p>\n

Gain leads from major firms such as AECOM, HOK and OMA through Architizer\u2019s community marketplace for building-products.\u00a0Click here to sign up now<\/a><\/strong>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

The answer lies in following one fundamental rule, time after time: Don\u2019t sell your products. Sell solutions.<\/p>\n","protected":false},"author":16,"featured_media":39107,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"architizer_featured_type":"insert","architizer_featured_image":"","_uag_custom_page_level_css":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[9381],"tags":[],"architizer_project":[],"architizer_brand":[],"architizer_firm":[],"architizer_product":[],"class_list":["post-39104","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-for-manufacturers"],"acf":[],"yoast_head":"\nHow to Make Your Wood Products Indispensable to Architects - Architizer Journal<\/title>\n<meta name=\"description\" content=\"Manufacturers of wood products can succeed by following one fundamental rule: Don\u2019t sell your products. 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