So, why try to influence them? Why devote a significant amount of your time, money and resources promoting your wares to a group of people who will not spend a nickel on them? Because if you are not getting in front of this very influential group, you may be missing a significant opportunity to sell your stone products. Architects, as we all know, create unique structures and suitable environments for their clients, and have a tremendous amount of control and impact on what products are used to construct their designs. Historically speaking, architects are responsible for selecting 95% of the products installed on an average-size project.
A recent study designed to uncover how architects make product decisions yielded a particularly interesting fact: architects, on average, must select 1,500 products and make over 17,000 decisions on what is best for the project and the owner. That's 17,000 answers to 17,000 very important questions. How big? How high? What color? What shape? What style? Moreover, what products will give the owner exactly what they have paid the architect to design? The list of questions about what products to incorporate in a project can be overwhelming for architects and their clients.