Residential Metal Roofing Executive Report Marketing, Lead Generation, In-Home Sales, Installation, Referral Maximization

Selling to Architects: Be an Expert, not a Salesperson

Issue #187 | December 14, 2021 | Ethan Young

In a recent episode of our podcast, Construction Disruption, we interviewed Evan Troxel, professional architect and Architectural Community Director at Tect App, Inc. We work with architects frequently but have had some difficulty selling to them in the past, so an open conversation with Evan was invaluable. 

This discussion wasn’t to sell him something. Instead, we wanted to hear about Tect, an app dedicated to connecting architects, engineers, and specifiers to experts and manufacturers. 

With over 25 years of experience as an architect, Evan is very familiar with the design process. After realizing that manufacturer/architect relations were in desperate need of improvement, Evan joined Tect to achieve that goal. 

With Tect, architects can anonymously connect with subject matter experts in the field and location of their choice. For example, if they need metal roofing in Michigan, they can search for that specifically. No more digging through Google search only to be bombarded with requests for their contact information. And, no more worry about finding the perfect supplier who doesn’t serve the area they need. 

Tect overcomes the biggest obstacle for architects, finding a supplier that isn’t trying to hit them with a hard sell. As Evan puts it, “architects make hundreds of decisions and might have five minutes to call you. They need answers, not an email campaign or to hand out their phone number.” Along with all these decisions comes the responsibility to choose the right product for every application. An expert in the field focused on service over sales is a valuable ally for an architect with limited time and a choice to make. 

As a manufacturer, this reinforced our belief in being helpful over being pushy. Our sales manager attended a conference a few years ago with the same message as Evan, become an expert rather than a salesman, and architects will come to you when they need information. You become a resource they can turn to, their go-to guy. Ever since, we strive to be that resource. We want to be knowledgeable about all roofing, not just metal roofing, and we invite you to do the same, even if just to understand your place in the market. As Evan puts it, “start serving architects instead of selling to them.” 

If you want to make working with architects a breeze:

  • Make yourself available
  • Answer questions promptly and thoroughly
  • Align yourself with manufacturers that work with architects

If you can make their lives easier, then you can reap the benefits of the relationship. Architects are a great source of low-cost work, high-profile jobs, and a way to better your reputation. 

For the full episode in audio form, 

Also, check out our interview with Frank Farmer, President of American Metal Roofs. Frank has years of experience as a metal roofing salesperson and some new insight on customers and their buying habits. Listen at

todd Miller

has spent his entire career in the metal building products manufacturing industry. He is president of Isaiah Industries, an organization recognized as one of the world’s leading metal roofing manufacturers. Todd is currently Vice President of the MRA (Metal Roofing Association) and a Past Chair of MCA (Metal Construction Association). Through his website, he strives to raise the bar on standards and practices to provide property owners with the best possible products for successful roofing projects.

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