Architects are overwhelmed by the need to know so much more. That's the thesis of a recent article in US Glass. Sales reps need to understand this to tailor their approach when calling on designers or specifiers. And marketing execs can diferentiate their products by providing education and simplifying product selection.

The article also includes findings from a survey of the contract glazing:

The article provides solace, and encouragement, to anyone confronted with the challenges of selling to architects.