Time is the bridge between introduction and trust. Achieving mutual trust in a commercial relationship is an evolutionary process. The fundamentals can be anything from a favorably perceived brand to a referral from a colleague. But what about when you are first, when there is nothing that came before you for comparison?

My company has evolved over 32 years from a general glass shop to a highly custom manufacturer of decorative architectural glass. During this time, our relationships with our customers have changed dramatically. Today, the enjoyment we get from our specifier interactions is much more stimulating than anything we experienced in our earlier years.

In the very early glass and mirror days, our shop customers could get anything from generic table tops to windshields. The business was general in nature and customers’ needs were simpler. Soon glass usage became more integrated into design expression. I wanted to challenge my team, leverage my investment in equipment and satisfy my desire for greater expression.

Along the way, we have developed proprietary products and innovative methods. Like anything that has never been done before, we gained experience and overcame technical challenges. That was the easier part. With a prestigious following and hard-earned reputation to defend, gaining trust with architects and designers had to be earned and maintained with deeds and not just words; no shortcuts!

Initially, one earns the respect of the architectural and design community based on their value as a content expert. The company, the internal key people and especially the account manager are measured by accurate and speedy communication of available information about techniques, applications, color, finish and structural requirements. As discussed in a previous blog, what we offer in contributing to the knowledge of the A&D community is our brand.

It takes time to be well regarded as an expert and it takes much longer to earn “trusted adviser” status. Genuine interest in the project, combined with an understanding the design professional’s objectives and consideration about our own role in the relationship is the key to success. Becoming consistently reliable is the prerequisite to a credible connection to our constituents.

For a custom manufacturer, building relationships is mostly a one-on-one proposition. Like anything else, some frequency helps in reinforcing your position and desire to be of assistance. But, that can be difficult since everyone is extra busy with a myriad of details; it is difficult to get attention when the focus is elsewhere.

Participation in industry associations may aid in the process of achieving your place and reinforcing your unique reputation. More frequent exposure, participation on important committees and demonstrated tireless effort is much more effective for a specialist than a single print ad or occasional email blast.

As your efforts in supporting the A&D community gains momentum and is recognized, your hard work will start to pay off. It may come as an invitation from your constituents to provide a proposal, present topics for essential learning credits or receiving an important call regarding a specific product you offer.

The architectural and design community is a gateway to growing the individual’s, as well as the organization’s, reputation. This is a place where substance counts for everything. It takes patience and hard work, but once you are recognized for genuine value, you will build a following of interested prospects that will take your calls and willingly open the door to your new ideas.

Thank you for your interest in my blog, I am eager for your feedback as well as the opportunity to build new business relationships. Please contact me at  polishededges@galaxycustom.com