How can building product manufacturers increase their product specification opportunities? There are three strategies that successful manufacturers use to increase their specification rates. They include specification outreach, education, and documentation.
Architectural Specification Presentations
Building product manufacturers should make product presentations to architects to increase the likelihood of their products being used. These presentations should be proprietary, discuss the product’s benefits, and can be made in person or virtually.
By educating architects about a product’s innovations and features, manufacturers influence their choices during the design phase. Regular presentations build trust and loyalty, making architects more likely to specify these products. Tailored presentations address specific project needs and provide necessary technical details, helping architects make informed decisions. In a competitive market, such presentations differentiate products through unique selling points and performance advantages. Your architectural specifications presentations should achieve the following:
• Educate the specifier
• Build trust
• Generate leads
• Collect market intel
• Increase future opportunities
The architectural presentation results by your reps should be tangible, trackable, and verifiable. Product reps should be able to illustrate the ROI of their efforts through long term metrics. The presentations are the activities, and the eventual specifications are the outcomes. Activities are important but the outcomes are critical. Don’t ever forget that.
Education
Building product manufacturers need to invest in education to increase their specification opportunities. At the very least, building product manufacturers should have a face-to-face AIA lunch and learn course and online course. These two types of courses offer foundational resources for product reps to educate specifiers and generate leads. In addition, it is recommended to develop the following innovative education tools to significantly increase specification opportunities:
• GBCI course for LEED Professionals
“Neglecting to educate architects on the latest innovations is akin to building a house without a foundation. Manufacturers who fail to impart knowledge to architects are setting themselves up for a future of crumbling opportunities and missed connections.” – R.L.
Documentation
Manufacturers need to provide architects with comprehensive documentation to ensure their products are specified correctly and used effectively in construction projects, including LEED. Some essential documentation includes:
• 3 -Part Product Specifications
• Technical data sheets
• Health Product Declaration (HPD)
• Environmental Product Declaration (EPD)
• VOC emissions testing
• Warranty information
“In an industry where every detail matters, manufacturers who invest in thorough documentation show their commitment to supporting architects in realizing their vision, ensuring smooth projects from blueprint to reality.” -R.L.
In summary, specification programs, education initiatives, and thorough documentation from manufacturers are vital for effective product selection. They equip architects and specifiers with the knowledge and resources needed for informed decision-making, streamlined processes, and successful project outcomes.