Selling to specifiers and others: getting the right advice to the right person

CIMCIG's Rick Osman considers the role of the different groups involved in the construction specification process, and what each needs to know to specify your products – and keep them specified.

Although construction product suppliers acknowledge the architect's key role, the growing influence of contractors and others in the specification process reinforces the need to communicate with a broad range of 'influencers'. 'Secondary' specifiers and advisors have different priorities, reflecting their differing roles. The supplier's priority should therefore be to ensure that they each receive information that is relevant to them:

Architects: need comprehensive product information; product installation methodology; knowledgeable supplier personnel; rapid response to site problems; and quick and concise solutions to queries.

Building surveyors: need comprehensive product information; easy and immediate advice and samples; knowledge of product installation methods; and rapid response to site problems.

Quantity surveyors: need early indicative pricing; comprehensive product information; easy and immediate advice and samples; and knowledge of product installation methods.

Contractors and house builders have different needs to other professionals.

Contractors: look for rapid response to site problems; consistency of service; guaranteed delivery standards; access to immediate advice by telephone or email; warranties and guarantees.

House builders: need rapid response to site problems; consistency of service; guaranteed delivery standards; access to immediate advice by telephone or email; and knowledge of product installation methods.

Other key factors that interest both construction professionals and contractors include maintenance advice, manufacturing quality control, safety information for risk assessments and lists of approved installers.

Bear in mind that with the immediacy of modern business life much of this material can be delivered through your website. Use it to provide each group with what they need, even where visitors are reluctant to provide much information about themselves or the project they're working on. Too many websites demand detailed information from an enquirer. All you really need is a name and an email address. It's nice to have a phone number and project background, but if you've given your visitor the information that's right for them you can justifiably follow up with a courtesy call or email to offer advice.

Most specifications still start with an architect, even though it might be years – literally – between specification and delivery. Throughout that period there may be pressure to change the original specification – usually based on cost considerations. So you need to ensure that the architect is armed with the necessary information, advice and arguments needed to explain and defend their decision.

Want to know more? CIMCIG is holding a half-day seminar on marketing to architects on 22 September 2010. Designed to help you understand the architect's mindset, and their mechanisms for product selection, it will offer guidance on how to ensure that your products stand the best chance of selection.

For more information and to book (Special discounts available for RIBA Insight clients).

Save £30 off the full price by booking early and as a RIBA Insight customer

RIBA Insight customers should call the CIM Events team on 01628 427340 and quote reference M2A22910.

 

Rick Osman is a CIMCIG committee member and partner in Highwire, a design and marketing agency that specialises in the construction industry. Follow Rick's weekly construction marketing tips every Tuesday on Twitter.

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