Over the past few years, this has become a problem (or an opportunity, depending on how you look at it)—I don’t really understand architecture.
As someone who isn’t an architect, that may not sound like a problem. However, as someone who sells architecture—or, more accurately, who sells the experience of working with architects—it’s a pain point.
My first stab analogy had me imagining a salesperson who doesn’t know how their product works, and I immediately pictured a car salesperson who didn’t understand how the vehicle they were selling operated.
But that’s not quite right—the analogy is more like a salesperson who doesn’t know what it’s like to use their product.
So, imagine a car salesperson who had never driven before, but is still bent on selling you a car they’ve never had any use for.
Would you trust them?
~
Let’s have a little fun and imagine it together.
I’ve heard great things about this model! What’s it like to drive?
Oh, just wonderful. I’ve heard great things about driving this model.
What do people like about the driving experience?
Well, the model has been around for a couple of decades. It also handles lots of different driving conditions—dirt roads, inclement weather, city driving…
But what do people like so much about it?
It’s a great driving experience. A very collaborative car—if that makes sense. It communicates with you, tells you how the drive is going. The car interface really pays attention to you from the start through the close of your drive experience. If you want, I can put you in touch with other drivers!
Can you tell me how the car economizes for fuel use?
I’ll need to get a technician to explain that for you. I think Bobby is around—let me grab him.
Well, what about how the car evaluates approximate drive time?
Oh, yes. Bobby will be able to answer that.
And what about performance tracking? How does the car manage that?
Bobby again.
If I have specific feedback about the experience, how does that usually work?
Let me just go find Bobby. Don’t go anywhere.
~
I’ll admit it: that exchange was painful to write.
Partly because I intentionally let the car analogy disintegrate there at the end, but also because the truth of the analogy really hit me over the head.
Selling products and selling services are distinct from one another, so it’s not fair to me and other professional service business developers to frame them as the same practice.
But still, there’s a valuable (painful) truth here: I don’t know enough about architecture to sell it effectively.
Over the next 15 months, I’m hoping to change that—sitting in on project meetings, having some difficult conversations (difficult only in admitting my ignorance), and overall getting to a place where I don’t have to run to “Bobby” when a potential client starts asking specifics about the service.
Taylor Coe 