Connect with huge architecture firms and gain new business through Architizer’s community marketplace for building-products.点击这里查看更多信息.
对于建筑产品制造商，了解您的受众是一半的战必发娱乐官方网站斗。如果您可以确定集体集团的共同需求，需求，疑虑和优先级 - 在这种情况下，练习架 - 您可以用语言与他们沟通，他们理解和表面解决方案最紧迫的问题。展示您对建筑师的理解，将赢得您的销售Architizer’s growing marketplace for building-products.It also serves to build trust in the long-term, establishing you as a reliable source of knowledge every time they specify a project.
A great way to do this is to build apersona典型客户，基于典型的客户，随着时间的推移，基于调查反馈，市场研究和与他们的持续沟通。例如，我们概述了下面的项目架构师的经典特征。
对于这个练习，我们将我们的角色命名为“Alex The Architect”，但它可能是Angela The Architect，Audrey The Architect或Andy Architect。他们的名字甚至不需要以“A”开头;我们只是喜欢头韵。重点是，“亚历克斯”只是一个模板 - 这些特征性格将从客户到客户变化，并且你的工作是要知道每种类型的建筑师并随着时间的推移建立清晰的照片。你所知道的越多，你就可以解决他们的需求越多 - 以及你将成为他们的不可或缺的不可或缺。
Values and Goals
- Timely communication with manufacturers.
- Technical insights on products.
- Honesty from manufacturers, particularly regarding price.
As a project architect, Alex’s primary goal is to design and deliver a great-looking project — for her client, but also for her portfolio — and impress her boss by achieving all this in a timely manner. Alex values design quality above all, but often has to compromise based on her client’s budget and time frame.
Because she is always tight on time, she values quick, reliable communication from manufacturers, and technical insights that can help him come to the correct specifying decision. She values honesty from manufacturers — she doesn’t want to be sold something that is later found to be inappropriate or too expensive for her project, so she’d rather manufacturers are up front about what solutions they can provide.
Alex the architect’s daily gripes are as follows:
- She never has enough time.
- She feels trade shows and lunch-and-learns are inefficient ways to get information on building-products.
Alex does not have enough hours in the day for design, let alone specifying. In between BIM modeling, drafting schedules, making revisions and coordinating junior members of staff, she’s too busy to be constantly walking through trade shows, sitting through lunch-and-learns and flicking through vast building-product catalogues. Her preference is for a one-stop online shop for building-products with all the information she needs in one place.
亚历克斯不想出售 - 她希望解决她的设计问题而不是销售播放。亚历克斯讨厌冷呼叫，并希望在没有厂家的情况下找到她理想的产品，没有外部压力。必发娱乐官方网站
Alex seeks out information on building-products primarily from the following places:
- 建筑 - 产品制造商。必发娱乐官方网站
t以外的his, Alex relies most on her architect-peers for information on building-products. She trusts their review of building-products used in previous projects, and will specify based on this information most of the time. That said, she will listen to manufacturers that prove themselves to be a strong source of technical knowledge, particularly when it comes to performance factors for niche building-products.
Role in the Specification Process
- She is the decision-maker.
- She passes on information to the spec writer.
As project architect, Alex is a decision-maker, and can make the call on whether or not your product gets into the specification documents. That said, Alex is always wary of the general contractor value-engineering her selections out for a cheaper product at a later stage. She therefore demands as much technical information as possible from the manufacturer to find the optimal product in terms of performance, so that the chance of it being substituted is minimized.
While these characteristics and behavioral patterns will vary from architect to architect, they will be pretty spot-on for many professionals. Architects love to seek out reliable sources of wisdom, and then become one of those sources of wisdom for their peers, completing a “knowledge loop” that provides value to the firm, project after project.
As a building-product manufacturer, you already know that understanding your core audience is the first step on the road to becoming a key part of that knowledge loop — and leveraging your expertise for cyclical success. Continually communicating with different architects will provide many more valuable insights into what makes them tick, but this guide provides a solid foundation. Once you’ve got it down, head over to Architizer and connect with them!