With almost 40,000 registered architects in the UK, Reynaers held an open day for installers to highlight the importance of understanding the mindset of architects to support effective marketing, sales and, ultimately, installation.
The aluminium doors, windows and facades specialist invited installers from across its network to the event at its Birmingham headquarters to learn more about how understanding the unique psychology, motivation and needs of architects can benefit their business – and how to work in closer collaboration.
The day included workshops and a presentation by guest speaker Paul Iddon, Vice President of the Manchester Society for Architects, who outlined that developing an accurate understanding of the specification journey from inception to completion, supports installers’ success in building relationships with architects.
As part of the event architects got a first look at Reynaers brand new RIBA-approved CPD – Memories of Green, written by an architect for architects. This new CPD, has been written by Paul and centres on how innovation in glazing systems helps to fulfil the human need for well-being and connection with nature.
Paul said: “It is vital when marketing and selling to architects that installers understand their unique perspective, in that they have an ingrained desire for projects that are built well, are useful, but are also aesthetically appealing in a way that connects with people.
“As with other sectors, situation, quality and function are always prioritised, however, architects are looking for products that combine function and design, while ticking all the boxes with regards to technical performance characteristics, such as safety, structural stability, and acoustic performance.
“The challenges for architects include delivering their vision in an industry that often prioritises low cost over design, liaising with clients and contractors on technical support and coordinating the planning, design and product specification.
“To provide solutions to the challenges faced by architects, it is vital for installers to understand the way in which architects think. This will ensure that as a company they will be able to meet the needs of architects with genuine understanding and tailored support, which in turn will benefit business.”
Samantha Hill, Head of Marketing at Reynaers Aluminium UK, said: “At Reynaers we are keen to support installers in understanding the needs of architects and support in any way we can to better serve customers and projects.
“The presentations and discussions that took place at our recent open day demonstrated the value in understanding this key demographic within our industry. While our product credentials meet the most stringent demands in terms of energy efficiency, security and architectural design, it is vital that our understanding of the process as a whole constantly evolves to underpin the value of our product offering.
“We were once again thrilled to work with Paul Iddon who is well placed to provide in-depth insight into the psyche and motivations of architects, as well as the ways in which installers can resonate with them.
“The day was a success and reaffirmed the value of keeping the customers at the heart of Reynaers’ operations, ensuring not only a high-quality product but support and industry-leading expertise to underpin installation.”
Installers attending the event were also given an insight during an architect Q&A including tips and techniques for building the narrative for architects, as well as an overview of specific marketing tools and channels and their effectiveness.
Through dedicated installer days, Reynaers works to support partners by developing industry understanding and expertise.
