💡 If you’re still selling the same way you did 10 years ago, you’re already behind.
That’s the brutal truth Ian Hamilton and Sam Frith from Solus discovered when they surveyed their clients.
Architects—the very people showrooms are meant to attract—hate visiting them.
The endless tile displays. The hard sales tactics. The feeling that they’re being pushed toward a product instead of inspired to create.
So, instead of forcing architects to engage with a system that wasn’t working, Solus tore up the rulebook and built something radically different.
🚀 And in this brand new episode of The Heald Approach Podcast, we dive deep into exactly how they did it—and what other businesses can learn from their bold approach.
🎧 Listen to the full episode here:
📺 Watch on YouTube
The Problem with Traditional Showrooms
Architects are creative problem solvers. They don’t want to be sold to—they want inspiration, collaboration, and spaces that fuel their ideas.
But traditional showrooms? They’ve been stuck in the same old pattern for decades:
❌ Static displays that lack real-world context
❌ Hard sales tactics that architects don’t respond to
❌ Little room for creativity and play
❌ A rigid experience that feels like a chore, not an inspiration
As Ian and Sam put it—the industry was broken, and no one was fixing it.
How Solus Transformed the Showroom Experience
Instead of forcing architects into a broken model, Solus built an entirely new way to engage with their space.
✅ No pushy salespeople – Instead of reps hovering, architects can explore freely.
✅ No static displays – Everything is fluid, adaptable, and evolves over time.
✅ Community-first approach – The space is designed for collaboration, not just transactions.
✅ A focus on creativity, not products – Architects leave inspired, not just informed.
By shifting from a sales-first mindset to a creativity-first approach, Solus did what most in the industry were too scared to do—they removed the barriers stopping their clients from engaging.
💡 "We knew that if we created a space where architects genuinely wanted to be, the sales would come naturally." – Ian Hamilton, Solus
What Business Leaders Can Learn from Solus
Solus didn’t just tweak their approach. They fundamentally changed how their industry engages with clients.
And that takes guts.
Here’s what other business leaders—especially in construction, sustainability, and design—can take from their journey:
1️⃣ Your Client Experience Is Everything
If your target audience doesn’t enjoy engaging with your business, they won’t.
Solus recognized that traditional showrooms were actively turning architects off. Instead of doubling down on the old model, they scrapped it.
✅ Actionable Takeaway: Audit your customer journey. What friction points exist? Where are you forcing people into outdated experiences? Fix that first.
2️⃣ Selling Isn’t the Goal—Creating Demand Is
Most businesses think sales is about closing. But real sales happen when clients want to engage.
Solus understood that architects don’t want to be sold to—they want an experience that fuels their creativity.
✅ Actionable Takeaway: Stop selling. Start building irresistible experiences that attract your ideal clients.
3️⃣ Creativity Needs Space to Thrive
A rigid, product-first approach kills innovation. Solus flipped that by creating an environment where architects could play, explore, and experiment.
✅ Actionable Takeaway: How much freedom do your clients have in their engagement with you? If the answer is "not much," you might be losing them.
The Future of Sales in Construction & Design
Industries like construction, architecture, and design are changing fast.
❌ Traditional sales models are failing.
❌ Clients expect more than just a product pitch.
❌ Engagement and experience are the new competitive edge.
Solus isn’t just disrupting showrooms—they’re setting the blueprint for how all businesses in the built environment should be thinking about client engagement.
💬 So, here’s the question: If you could redesign your industry to better serve your clients, what would you change?
Drop your thoughts in the comments or DM me—I’d love to hear them.
📺 Watch the full conversation on YouTube
🎧 Listen to the full episode on The Heald Approach Podcast
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