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For shade companies, workmanship, expertise, credibility and product knowledge are among their top priorities. This is especially important when building new relationships with prospective clients and collaborators. In a journey to procure projects with architects, the first step is to reach out to those who are local. “You just need to start,” says William Roozée, national sales manager with Corradi USA, based in Dallas, Texas. “You’re building relationships with the architects to raise awareness about your product and your company.”
Someone at a shade business who has a creative mind or an understanding of design—not necessarily on the sales team—may be the best initial resource to begin building these relationships.
“This is not really selling yet. You are educating, not closing the deal,” says Roozée. “Rather than traditional sales, this is about having a conversation and raising awareness.”
Roozée acknowledges it takes time and that starting from scratch can be awkward at first, especially if sales is not the networker’s primary role. But the key is concentrating on making connections, not sales, at this point. Based on his successful experience in contacting the Dallas chapter of the American Institute of Architects (AIA), he recommends that businesses start with their nearby AIA chapters.
“Just by joining [allied membership], you begin to get emails that tell you what’s happening,” Roozée says. “You learn about sponsorship opportunities, events, awards programs, and you
get your foot in the door.”
Architects want to have a network of expert resources they can call on when needed, says Jeff Dellinger, market development manager for the Americas at Serge Ferrari. Getting started has an element of cold-calling, but, he says, “There’s no substitute for making personal contact.”
Dellinger suggests that when a fabricator visits an architect’s office, that person should bring a business card and a flier, maybe even a small gift such as cookies or candy to leave for them. “Even if they can’t meet with you, your info will get to the architects, and when they need you, they will find you,” Dellinger says.
Be a go-to resource
Shade company representatives can help educate architects and support their projects. They need to understand the architect’s vision and their client’s needs in order to discern how their business can help.
“Architects like to learn,” says Anita Marten, design coordinator at Miami Awning®. “The more they can offer their clients, the happier everyone is. They’ll remember you and hopefully be back with other projects.”
Marten recommends staying informed about the industry, such as trends in colors, fabrics and designs. Through membership in professional organizations like Advanced Textiles Association and ongoing education, business owners gain access to the latest information. “Awning manufacturing is a craft, a custom craft,” says Marten. “Make sure your company’s workmanship is really good quality.”
That’s solid advice in general and crucial when looking to grow a business. A company’s work in relation to design, creativity, hardware and fabric must be top-notch on every project. Employees who know the building codes, regulations and permitting process for the local area—or wherever the company wants work—are valuable. And every city is different.
For example, large commercial projects will require permits and structural engineering approval. Roozée cites a recent project where Corradi had to connect its motorized product to a fire alarm system. The city required that if the fire alarm went off, the outdoor patio product would automatically open.
Marten also had an example: One Florida city has a design guide for commercial, residential and historic areas, with specified preferences, for instance, for types of canopies and their pitch in larger areas. Because Miami Awning employees are familiar with details, they can offer expertise to architects with projects in that city.
Collaborate and counsel
As a business builds a network of architects, Dellinger says representatives should also network with other shade companies, even competitors. Those relationships and networks may result in opportunities the business wouldn’t otherwise have known about.
“In my 37-year career, I’ve seen that the companies that work together, even if it’s with competitors, really do get ahead,” says Dellinger. “Exchange information with them, offer help with technical questions, and seek their advice when you need assistance.”
According to Roozée, architects approach their work through a different lens than others do and will thus have different questions. Early conversations can enlighten architects about how a shade business can add value, possibly reduce costs and help solve a problem they may have. A consultation helps them “look beyond the picture,” Roozée says—literally. For example, a picture of a shade structure cannot show subtle details that matter, such as the quality of paint and powder coating of aluminum or tight manufacturing tolerances that contribute to satisfaction for end users. Roozée tells his team, “Sell what [clients] can’t see.”
Be credible and don’t get discouraged
Architects want expert help understanding available products and what will support some specific ideas they have in mind. As hard as it may be to say “no,” if a particular product cannot deliver what they need, the shade company rep should be honest about it. Being prepared and truthful builds credibility.
Roozée says, “You’ll sleep better at night if you stay strong enough to say, ‘Our system can’t do that.’ It’s hard to say ‘no’ to a gorgeous opportunity, but it’s necessary to tell them if your product can’t achieve the architect’s vision.”
Fabricators should be prepared to answer, “What can you do?” That query provides another chance to educate them about available products or options. Marten says, “If clients are satisfied with our work from the beginning, they are more likely to contact us later for maintenance services or to change their fabric awning covers.”
It’s crucial to remember that when architects need an answer about something, they need it now. Awning company representatives who are readily available with fast, accurate responses are people the architects will want to work with again. “All of us are busy—architects too,” says Dellinger. “When they need you, they need you, and while you’re waiting for them to need you, try not to get discouraged.”
Linda “LW” McDonald is a freelance writer based in Minneapolis, Minn.
Advanced Textiles Association members can discuss this topic further on CONNECT.
SIDEBAR: Tips for businesses to expand their outreach
These suggestions can help companies develop business relationships with architects:
- Consider an allied membership with the American Institute of Architects (aia.org).
- Join professional organizations such as the Advanced Textiles Association (textiles.org) and the Professional Awning Manufacturing Association (awnings.textiles.org).
- Attend events such as the Advanced Textiles Expo for education and networking with others in the industry, including architects and designers.
- Study projects and designs on local architects’ websites before contacting them.
- Offer small “lunch and learn” sessions for architects to introduce your company, share new products or trends, and answer questions. Offering them training with continuing education credit hours is even better if you’re able. ATA has created AIA courses that members can offer to architects.
- Use resources such as Dodge Construction Network that alert your company to architects’ projects that you may choose
to bid on.