Breaking Down the Three Types of Architectural Calls

Establishing strong relationships with design professionals is central for getting your products specified in architectural projects. One of the most effective ways to build these relationships is through direct office visits, where building product representatives engage face-to-face with architects, engineers, and other decision-makers. These visits allow for the exchange of ideas, in-depth discussions, and personalized presentations that can significantly influence product specifications.

Genuinely demonstrating a commitment to stellar specifications that truly fit the needs of project design will go a long way in visits with design professionals. Let's break down the three primary types of office visits that building product representatives typically conduct: Introductory Visits, Product-Specific Visits, and Specification Visits. Each type serves a unique purpose and requires a different approach to denote success. In this article, we will explore these three types of architectural calls, discussing their objectives, strategies, and best practices.

Introductory Visits: Laying the Groundwork

Objective: The primary goal of an Introductory Visit is to introduce yourself and your company to a design professional, gather information, and establish a connection that can be built upon in future visits. This type of visit is often spontaneous and brief, serving as a first step in developing a relationship with the design professional or firm.

Strategy: Introductory Visits are typically unplanned and occur when you find yourself near a design professional’s office, perhaps after completing another appointment in the area. These visits are not meant to be in-depth or time-consuming; instead, they are quick, informative, and focused on making a positive first impression.

When you enter the office without an appointment, it’s important to respect the design professional’s time. Aim to spend no more than five minutes during an Introductory Visit. Use this time to introduce yourself and your company, and to briefly highlight one product that might be of interest. If you are given the opportunity to present your product, keep your presentation concise, focusing on the key benefits and top selling points. You might leave behind a brochure or business card, but the primary goal in this encounter is to gather information about the firm.

During this visit, ask questions to learn more about the size of the office, the types of projects they typically work on, and any immediate needs or challenges they may be facing. This information will be invaluable for planning more targeted and effective follow-up visits. Before leaving, inquire about a convenient time to schedule a longer, more detailed presentation. This shows your willingness to provide value and tailor your approach to their specific needs when it best suits there schedule.

Best Practices:

• Be brief and respectful of time. Design professionals are often busy, so keep your visit short and focused.
• Gather information. Use this opportunity to learn about the firm’s needs and interests for future reference.
• Leave something behind. A business card, brochure, or product sample can serve as a reminder of your visit and provide a reason for the firm to reach out to you.

Product-Specific Visits: Deepening Engagement

Objective: The main goal of a Product-Specific Visit is to provide an in-depth presentation of a particular product or product line. This visit is usually scheduled in advance and is designed to educate the design professional about the features, benefits, and applications of your product, with the aim of getting it specified in future projects.

Strategy: Product-Specific Visits are more structured and detailed than Introductory Visits. These visits should be scheduled ahead of time to ensure that you have enough time to cover the material thoroughly and that the right decision-makers are present. A typical Product-Specific Visit lasts about 30 minutes, but if you are conducting an AIA-accredited presentation (such as a lunch-and-learn), it may extend to 60 minutes.

During this visit, focus on one product line in depth. Explain the technical specifications, advantages over competing products, and potential applications in various projects. Provide supporting materials such as literature, guide specifications, and samples to help the design professional visualize how the product can be integrated into their work.

A lunch-and-learn format is particularly effective for Product-Specific Visits, as it allows you to engage with multiple members of the firm in a relaxed, educational setting. By providing a box lunch, you create an informal atmosphere where attendees are more likely to ask questions and engage in discussion. This format is also makes sure that you have the full attention of the office personnel during the presentation. A captive audience goes a long way when it comes to engagement.

Best Practices:

• Schedule the visit in advance. Make certain that you have enough time to present your material thoroughly and that key decision-makers will be present.
• Focus on one product line. Provide a detailed overview of the product’s features, benefits, and applications, and leave behind supporting materials.
• Utilize the lunch-and-learn format. This approach is effective for engaging multiple members of the firm in a relaxed, educational environment.

Specification Visits: Targeting Specific Projects

Objective: The primary goal of a Specification Visit is to consult with design professionals on a specific project and to ensure that your product is included in the project’s specifications. These visits are often requested by the design professional and are highly focused on addressing the needs of a particular project. This should be an integrity forward visit, meaning if your product doesn't fit the project scope and you can recommend a product that will - you will establish credibility that lasts well beyond the one-time specification.

Strategy: Specification Visits are the most targeted and detailed of the three types of architectural calls. These visits typically occur in response to a design professional’s request for consultation on a specific project. The timing of these visits is critical, as they often take place during the specification phase of a project when decisions about materials and products are being finalized.

During a Specification Visit, it is imperative to be well-prepared and knowledgeable about both your product and the specific requirements of the project. Spend adequate time discussing how your product meets the project’s needs, including technical specifications, performance characteristics, and compliance with building codes. Provide detailed documentation, including guide specifications, test results, and certifications, to support your claims.

Given the project-specific nature of these visits, it is important to be flexible with your time. Avoid scheduling back-to-back meetings, as Specification Visits can sometimes take longer than anticipated. The design professional may have numerous questions or require additional information, and it is integral to be available to address these concerns thoroughly.

Specification Visits also present an opportunity to establish yourself as an expert in your field. By demonstrating a deep understanding of your product, the industry, and relevant building codes, you can build trust and increase the likelihood that your product will be specified in the project.

Best Practices:

• Be well-prepared. Understand both your product and the specific project requirements, and be ready to provide detailed documentation and support.
• Allow for flexibility. These visits can take longer than expected, so avoid scheduling back-to-back meetings.
• Position yourself as an expert. Demonstrate your knowledge of the industry and building codes to build trust and influence the specification process.

Wrap Up

Architectural calls are a vital component of any building product representative’s strategy for getting their products specified in projects. By understanding and effectively executing the three types of office visits—Introductory Visits, Product-Specific Visits, and Specification Visits—you can build strong relationships with design professionals and significantly increase your chances of success.

Each type of visit serves a unique purpose and requires a tailored approach. Introductory Visits are about laying the groundwork and gathering information, Product-Specific Visits focus on educating the design professional about your product, and Specification Visits are targeted consultations aimed at securing a place for your product in a specific project.

By mastering these three types of architectural calls, you can position yourself as a valuable resource for design professionals, build lasting relationships, and ultimately drive the success of your building products in the competitive construction industry.

?Ron Blank & Associates, Inc. (RBA) offers solutions with a comprehensive list of specification services and programs to build the bridge between building product manufacturers and the design community. For more information on building product manufacturers representation and how it leads to market exposure, tangible leads, and opportunities for products specification, please schedule a call.