Effective use of CPD
Research shows that if an architect is not already using your products then you only have a 1 in 5 chance of even being considered for a project. So how do you get an architect’s attention? Well the feedback we get from research, time and again, is that the best way is via delivery of a CPD seminar.
This is an ideal opportunity to get in front of a group of architects and sell, not your company or products, but the person delivering the seminar. Although content is important and has to be relevant, what really matters is that the presenter demonstrates their technical competence and depth of knowledge. Earning the position of preferred advisor.
It is thus important that the person delivering the seminar is the salesman with responsibility for the practice. Some companies have a dedicated technical expert delivering CPD. This is counterproductive as it sends out the message “the salesman is not technical enough to do this so don’t bother to talk to them”.
Most practices will hold just 1 or 2 seminars a month, so improve your chances of selection by writing a seminar which architects want to attend. Start by looking at the subjects your competitors offer and avoid these. There is no point in reducing the odds of selection by being in competition. The subjects you receive most technical enquiries about will be good material, or changes to legislation.
Make the title sell the seminar and be eye catching. Avoid long complicated titles and focus on sending the message “this will help to solve your problems”. The description should also focus on benefits not features.
Presenting a CPD seminar is a one-off opportunity to demonstrate technical competence and if handled correctly should mark the start of a long and profitable relationship. So it is important to get it right. Rehearse the sales team, let them take turns to present the seminar in front of each other. Discuss potentially difficult questions and how they might be handled.
Once you have obtained a booking to present the seminar don’t rely on the practice coordinator to sell it in. Provide a set of material to help promote the event including a brief synopsis of the seminar (again focus on the benefits of attending) and an A4 colour poster which can be displayed on a notice board.
Architects are extremely illusive and CPD is an excellent start to building a relationship. But it is a one-off opportunity so you need to be thorough in your planning and execution. If it is well delivered, word of mouth will ensure you get invited to present at other practices. Badly delivered and the news will spread at twice the speed.