After our training, marketing and sales make the case for your building products confidently and with one voice
In the specification-led project business, many conversations decide whether your building products are specified and installed: in consultations, during sampling, at trade fairs and at contract award. We prepare your team for them with knowledge of your target groups, clear arguments and conversation training.
In a design practice, it takes more than product knowledge
Your team knows your building products down to the last detail. That alone isn’t enough in a design practice: someone working on the design in HOAI work stage 3 needs different information and a different approach from someone producing the detailed design in work stage 5. (The work stages are defined in Germany’s fee scale for architects and engineers, the HOAI.) We explain how architects, interior architects and specialist engineering consultants (building services, structure, fire safety) work and which documentation they expect, from the EPD to the declaration of performance. This way, your team talks to them on an equal footing and knows what to have ready for a first visit to a practice.
When you shouldn’t wait any longer:
- Your sales team struggles to get appointments with design practices
- When architects ask follow-up questions, your team is quick to refer them to technical services
- Questions about standards, regulations or building certification throw your team off balance
- Marketing and sales say different things about the same building products
- New colleagues need to understand quickly how building projects run and who makes the decisions
What you get:
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Preparing product arguments
Your team has an answer to typical follow-up questions from design practices, long after the training. To get there, we collect these questions with you and capture the answers in an argumentation guide.
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Developing sales materials
Your sales team has material for every conversation, structured the way architects read. For each product and application, we create presentations, case decks, one-pagers and text modules. On top of that come wording guidelines for your teams and briefs for external partners.
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Practising conversations & objections
Your team is prepared for consultations, sampling and sales meetings, and for the first contact with enquiries from campaigns. We practise typical situations and objections as realistically as possible, in modules for marketing, project sales and technical staff, at your premises or online.
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Preparing trade fair teams
Your trade fair team knows how to start conversations with architects at the stand and which arguments carry weight there. We prepare them for this shortly before the fair and write the conversation guides.
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Accompanying visits to architecture practices
Your team tries out what it has learned in real conversations with architects and interior architects. We accompany them on visits to the practices and then review with you what worked and what you will change.
Which format suits your team?
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In-house training & workshops
Whether it’s half a day at your sales conference, a series of several sessions or a compact training session before the trade fair, at your premises or online: we tailor the format to you.
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Open seminars & talks
We regularly host open events on the topics that currently matter to manufacturers in the specification-led project business: as a seminar hosted by an architecture practice or as a short online update. We also give talks or facilitate at your conference.
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One-to-one coaching
Sometimes it isn’t the whole team that needs training but a single person, for example after moving into project sales or before an important meeting at a design practice. In one-to-one coaching, we then work with them on how they lead conversations and on their materials.
Projects in the Training service area
Etex
A training series that helps the Siniat and Promat sales team talk about sustainable construction with more confidence
OBO Bettermann
How OBO presented itself to architects as a design brand at BAU 2025
Vitra
An in-house seminar that gives the international sales team a shared picture of architects
»Working with hej.build, we not only strengthened our internal communication, but also our understanding of the market and our positioning in it. The customised masterclass brought our team closer together and opened up new perspectives for us. Invaluable for Muuto. The individuality and approachability that the hej.build team brings also made the workshop what it was.«
What matters before your training starts:
Which teams is your training suitable for?
For marketing, project sales, product management and technical services. In a kick-off, we clarify who needs which content and put the training together accordingly.
Do architects have a say in the training?
In the open seminars, yes: they are hosted by an architecture practice, and in a Q&A session you talk directly to architects from the practice. For in-house training, where it makes sense, we first ask our Architecture Advisory Board for their view.
Do you also train in English?
Yes. We regularly hold seminars and workshops in English for international sales teams. When the topic is entering the German market, we also explain how design practices work here.
What remains after the training?
As a rule, your team receives a handout for reference, with the key terms, arguments and wording. Depending on the brief, conversation guides, one-pagers, presentations or onboarding material are added.
What trips your team up in conversations with design practices?
Tell us who you want to train and which conversations your people are facing. We’ll then suggest a suitable format, from an in-house workshop to one-to-one coaching.