The expanding role of contractors

When marketing to specifiers there's sometimes a tendency to focus on architectural and engineering practices, and forget about the contractor. But on D&B and PFI projects the architect often works for the main contractor, making them responsible for product decisions. Chris Ashworth explains how that may affect your approach.

When we think 'contractor' we often picture the buyer, estimator or project manager employed by a sub-contractor. But on design-and-build and private finance initiative projects it's the design manager (or someone with a similar title) who plays the key role in product selection. The design manager can be both architect and project manager.

Initially, his or her job is to interpret the client's requirements, often at the bid preparation stage, so that the main contractor can present a winning tender. They must understand what's important and where economies can be achieved. Often, as part of the bid process, they will need to reassure the client that their company has the supply chain in place to deliver the project. This will include demonstrating manufacturer partnerships for key products.

Having won, they will then be responsible for briefing their design team to ensure they understand how the project needs to be specified. This is about delivering best value to the client, and hence the contractor. In many cases the client will be an established customer of the contractor, and there may even be a list of prequalified products which are regularly used. In selecting these products many factors will have been considered, especially in PFI where warranty and maintenance are amongst the needs taken into account.

The design manager will be seeking the most effective solution for the project, which means satisfying the client while minimising the cost. It's a common misconception that the contractor is looking for the cheapest product; often a more holistic approach is applied when looking for best value. Value from a manufacturer or supplier could come from offering a comprehensive product range, good availability, technical support or easy installation. It's also achieved by providing support in meetings, developing new products, or working to solve problems.

So when specification selling on D&B or PFI projects don't just focus on outside architects. Find out who the design manager or the internal architect is and understand their needs. Then present relevant benefits and work to win his or her confidence.

Chris Ashworth is a member of the organising committee of CIMCIG and founder of Competitive Advantage Consultancy, which provides market research and training for the construction industry.

 

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