Contributed by Michael Chambers
As an architectural marketer, educator, and trainer, I have tried to identify and present the most effective ways of reaching architects, establishing relationships, getting products listed in specifications, developing great educational programs, improving presentation skills, minimizing substitutions, networking, and a host of other strategies and tactics to effectively market architectural design professionals.
Marketing not Sales
I have long pounded home the notion that you don’t sell design professionals; you market them. The critical strategy is how to overcome the “peddler” image of the product rep and become a key resource and industry expert. Time and time again, I have made the point that architects don’t buy products; they specify them. I have offered the notion that marketing is really education; so, don’t sell, educate.
While marketing is a key aspect of the effective construction product representative, it still is not the whole package. Issues on specifying and specifications are integral to success. Developing and presenting outstanding continuing education programs are incredibly effective in opening doors into design professional offices are crucial. Learning to be marketer-educator instead of a salesperson is the hallmark of a successful construction product representative.
What is Missing?
What then is the missing element in highly effective construction product representative? I have found myself coming full circle in the process and am convinced that in the end, the bottom line is selling. Not selling products, no, never that, but selling solutions. Design professionals operate on the basis of identifying problems and developing solutions for those problems.
Products Rarely Solve Problems
Products are merely elements in a solution, and it is critical to being effective with design professionals to make this key differentiation.
Solutions solve problems; products are a part of a solution, but not the solution itself.
Don’t misunderstand, products are critical to good solutions but are rarely the sum total of an actual solution to a problem. Solutions are made up of a series of issues, elements, constraints, and opportunities that can be simple or complex and require a range of responses to solve. A product is merely on element of a solution.
Contributed by Truwin Windows, Doors, & Siding
Insulation is a vital aspect of any home. It maintains the indoor heat during winter, while allowing less cool air to escape during the summer. Heat energy leaving your house or finding its way through raises utility costs and causes discomfort all year round.
Ranging from cellulose, fiberglass to plastic spray foam, insulation ensures that your furnace or air conditioner sustains the right indoor temperature.
As with any other energy efficiency topic, insulation is likewise clouded with myths and misconceptions. Listed below are the most common myths.
Attic and Internal Wall Condensation Result from the Absence of Ventilation
This is not entirely accurate. The right ventilation in a building may allow condensed water to escape the walls or the attics, but the lack of it is not entirely to blame for condensation. The major cause is air leakage during periods of the year where the air outside the building happens to be colder than the indoor air.
The capacity of air to hold moisture together is proportional to the temperature. It means that when the air is too warm, a higher amount of moisture is held. Should warm indoor air find its way into the cavities of the wall or the attic spaces, it cools slowly and penetrates deeper into the building.
Because the air is warm and moist, it leaks into the cavity of the wall and may encounter a sharp temperature gradient. With time, the air ends up losing its ability to hold the moisture leading to condensation and leaking. Condensation at this point occurs in the form of tiny droplets.
The state where temperatures experience a drop leading to condensation is known as the dew point. Any amount of water in the wall cavities can lead to the development of mold. Ventilation in a building is vital, not only to deal with moisture, but also to prevent air leakage and condensation.
R Values Reflect Real World Energy Performance Accurately
R-value remains the most crucial metric in the evaluation of the thermal protection given by insulation. It is the only acceptable standard for measuring the effectiveness of insulation to retard heat transfer in Canada and the US. In fully metric countries, the other similar system used is RSI.
Building inspectors, professional builders, and homeowners all depend on R values, given that there is no other number that can be used to measure the performance of insulation. The problem is this metric often changes depending on what is being measured.
As determined in the labs, there is often a major difference between R values and the real-world energy performance delivered by different insulations. The lab analysis of R values presents significant issues considering that air movement is eliminated from the results.
Any professional builder knows that air movement lowers the performance of insulation, and air currents and drafts occur within the attics and wall cavities. Any insulation product that hinders the flow of air within it gives higher insulation values than those that do allow.
Contributed by Eric D. Lussier
“People are very open-minded about new things, as long as they're exactly like the old ones.” —Charles F. Kettering
There are fewer industries that exemplify that statement than construction. Slower that most to implement technologies and trends, AEC continues to lag behind in keeping up with the times and acknowledging industry and world issues.
We'll be hearing plenty of 2020 vision lines over these next twelve months as we look into this new year and beyond. The economy is strong, construction is booming and "The Times They Are A-Changin'", as Bob Dylan says.
A quick reminder that if you want to do your part in implementing a bit of change and future vision into the construction industry, the time is ripe to submit your thoughts as the initial round for the Call for Sessions for CONSTRUCT 2020 is closing tomorrow evening, January 8.
Being held September 30 – October 2, 2020 at the Gaylord Texan Resort & Convention Center in Grapevine, TX,
CONSTRUCT offers "a platform for exploring and refining innovative solutions to solve complex problems facing the AEC industry today. During the three-day educational program and two-day expo, industry leaders converge with a common goal of educating and inspiring for the betterment of the industry."
The same old sessions need not apply. Industry leaders at CONSTRUCT are looking for solutions to real-world problems, in diverse areas such as:
Your complete presentation does not need to be submitted now. Put your summary and learning objectives together and act fast as the call for education session proposals closes at 11:59 pm PT on January 8, 2020.
Be a part of CONSTRUCT 2020 and be a part of the solutions that the construction industry needs, learn how to submit your proposal and share your knowledge today!
Disclaimer: As the author of this piece, I should let it be known that I have had the honor to be on the CONSTRUCT Education Advisory Council since 2017. The Council assists CONSTRUCT show management in developing the Education Program by reviewing and grading the call for presentations submitted for consideration, providing input and suggestions for improving current and future educational activities, including recommending new and diverse educational presenters, topics, and formats.
Let's Fix Construction is an avenue to offer creative solutions, separate myths from facts and erase misconceptions about the architecture, engineering and construction (AEC) industry.
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