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