Smarter path to prescription — get your products and services specified by architects

Case study: Klei by Sonsab, klei.se — from showroom to drawing board: how to get specified more often

Klei by Sonsab, klei.se, set out with the ambition to reach more architects and become the obvious tile supplier in their projects. By combining digital development, marketing strategy, and practical tools, I built a system and process that makes it easy for architects to access and specify Klei’s products.

Klei, an innovative player in tiles and ceramics, faced a common challenge: how to turn a strong product range and showroom presence into concrete specifications in architectural projects.

My work with klei.se covered all parts of the sales process:

• Digital platform: Further development of the website in Webflow to make it easier for architects to quickly find the right product information.
• Colour & assurance: Development of a digital colour coding system supporting NCS, RAL, and Pantone — enabling architects to compare, match, and specify Klei’s products with the same confidence as when using a physical colour chart.
• Project integration: Development of a booking site together with Millimeter Arkitekter to seamlessly connect Klei’s products with architects’ workflows. → [See the project here]
• Marketing plan: Preparation of materials and strategy to ensure Klei communicates the right message in the right channels.
• CRM & communication: Implementation of processes enabling follow-up of client relationships in Klei’s own systems.
• Sample boxes & meetings: Development and distribution of sample boxes for architects, as well as booking and conducting meetings – either together with Klei or independently as their representative.

Case study: klei.se — The Results

klei.se has gained a complete, turnkey system that makes it simple, reliable, and attractive for architects to specify their products — while also making them more accessible and therefore more visible.

• Visibility where it matters: Stockholm’s architects now have Klei’s products top of mind — which has contributed to an expanded customer base.
• Assurance for architects: Colour systems, digital materials, and sample boxes make choices straightforward.
• Efficiency for Klei: A clear thread connects marketing, CRM, meetings, and ordering throughout the process.

👉 And perhaps most compelling of all: the finished solution costs less than employing a half-time marketing assistant.

Offer – three steps to getting specified

1. Analysis & Prioritisation

I always start by analysing where the greatest potential lies. The aim is to focus efforts on those architects and projects where the likelihood of specification is actually highest – rather than spreading resources too thinly.

• Data-driven mapping: I analyse the market and identify the architectural practices, design studios, and developers most relevant to your product category.
• Segmentation & focus: I filter out the “noise” and concentrate on those who actually specify within your field – whether it is interior surfaces, façades, acoustic solutions, or timber products.
• Relationship roadmap: I prepare a clear prioritisation plan: which practices should be approached first, which projects are most important, and which contacts should be nurtured long term. This becomes a concrete plan that can be monitored and measured over time.

👉 The result is a smarter sales and marketing strategy, where you spend time with the right architects on the right projects – increasing the likelihood of actually being specified.

2. Materials & Digital Assurance

Together we create the resources that make your products “architect ready”. This means presentation material, technical data, and colour systems that make choices safe and straightforward.

• Product sheets & technical specifications: I prepare clear and consistent material answering architects’ most critical questions: dimensions, performance, fire rating, environmental data, maintenance.
• Standardised colour systems & assurance in choice: I translate your products into the architects’ language using established standards such as NCS, RAL, and Pantone.
• Digital tools & samples: I develop presentation kits, sample boxes, and other aids that enable architects to easily integrate your products into their workflow – both digitally and physically.
• Architect FAQ: I set up a joint FAQ (which you validate) nswering architects’ most common questions. This can be published online, as a PDF, and as a concise “cheat sheet” for sales and meetings.

3. Digital Marketing & Relationships

Visibility is key – but relationships decide the outcome. I manage your presence in the channels and meetings that matter most to architects.

• Social media: I help you build visibility on Instagram, LinkedIn, and Facebook – where architects seek inspiration.
• Mailings & follow-up: I establish routines and processes that convert interest into specification, often integrated with your CRM.
• Meeting booking & sample distribution: I organise and attend meetings with architects – either together with you or independently as your representative.

Summary Payoff

With this process you receive a complete solution – from identifying the right architects to ensuring your products are actually included in their specifications. All in a clear structure that combines digital presence, technical assurance, and personal relationships.

I am currently building a portfolio of partners across different material categories. This means I do not only promote each brand individually, but can also create smarter meeting structures and more contact points with architects. The more relevant partners I represent, the greater the likelihood that each supplier becomes a natural part of the specification process.

👉 The next step is simple: Book a meeting, and we will review how your company can become part of this approach – and how it can deliver both lower costs and better profitability.