Post on 31-Dec-2015
SELLING TO ARCHITECTS
CAROLINE COLE
COLANDER ASSOCIATES LTD
>23,000 ARCHITECTS
MODESTDOMESTIC CONVERSIONS
ZILLION POUND
MIXED-USE PROJECTS
>50% OF ARCHITECTURAL PRACTICES
HAVE FEWER THAN5 PEOPLE
75% HAVE FEWER THAN 10 PEOPLE
TRANSPORTATION
SPORT AND LEISURE
MIXED USE DEVELOPMENTS
RESIDENTIALHEALTH
CIVIC PROJECTS
ONE-OFF HOUSES
CULTURE AND ENTERTAINMENT
EDUCATION
RETAIL
OFFICES
INDUSTRIAL
“Marketing is getting people what they
want, having first worked out who wants
what.”Simon Jones, Interbrand
THOSE WHO WORK ON PROJECTS THAT YOU WANT
TO WORK ON
THOSE WHO ASPIRE TO WORK ON PROJECTS THAT YOU WANT
TO WORK ON
ATTEND CONFERENCES
READ MAGAZINES
TALK TO PEOPLE IN THE INDUSTRY
UNDERTAKE RESEARCH
IF YOU CAN THINK LIKE
YOUR TARGET ARCHITECTS, YOU CAN START TO
THINK FOR THEM
CONSTRAINTS?
INFLUENCES?
ASPIRATIONS?
FEARS?
CHANGES?
SUCCESS OR FAILURE?
!!!
PERSONAL
TAILORED
SERVICE
INDIVIDUAL
PERSONAL
RELATIONSHIP
TIME
COMMITMENT
ENTHUSIASM
ENTHUSIASM
PERSONAL CHEMISTRY45%
PERSONAL CHEMISTRY
WE CARE
45%
30%
PERSONAL CHEMISTRY
WE CARE
TRACK RECORD
& PRICE
45%
30%
25%
YOUR SERVICE
YOUR PRODUCT
ARCHITECTS NEW
EN
D U
SE
RS
NE
W
EXISTING ARCHITECTS
WITH EXISTING
END USERS
NEW ARCHITECTS
WITH NEW
END USERS
EXISTING ARCHITECTS
WITH NEW
END USERS
NEW ARCHITECTS
WITH EXISTING
END USERS
DO ORIGINAL RESEARCH
WRITE ARTICLES
HOLD SEMINARS
ORGANISE CPD FOR ARCHITECTS
ENTER AWARDS
BUILD THE RELATIONSHIP
???
CONTACT AT SHORT NOTICE
TECHNICAL SESSIONS
DESIGN INPUT
REGULAR VISITS
ELECTRONIC INFORMATION
SAMPLES AND PROTOTYPES
PHOTOS AND BROCHURES
WHO
WHAT
WHY - HOW - WHERE
WHEN
THE RIGHT TOOL…
RIGHT ARCHITECT…
RIGHT TIME…
SO THAT THEY CAN… SELL YOU TO…
THE RIGHT END USER.…
UNPROMPTED REFERRALS?
SOLVING ARCHITECTS’ PROBLEMS?
LOWERING COST OF SPECIFYING?
LONG TERM RELATIONS?
MARKET INTELLIGENCE?
PRODUCT AWARENESS?
TURNING ENQUIRIES INTO SALES?
NEW SERVICES - OR PRODUCTS?
THANK YOU
SELLING TO ARCHITECTS
CAROLINE COLE
COLANDER ASSOCIATES LTD