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.
Contributed by Eric D. Lussier
It is difficult to go a day without hearing of the skilled trade shortage that we are suffering within the construction industry. The issue is by no means new, but has been brought to the forefront by voices like Mike Rowe of "Dirty Jobs" and John Ratzenberger.
These independent voices coupled with prominent companies stepping forward to combat these problems, such as Home Depot and Lowes, gives me hope that we've recognized the need for course correction and we're acting on it.
An industry that is near and dear to me - floorcovering - stepped forward last week to announce their part in addressing the skilled trades shortage with their "We are Part of the Solution" initiative. Kudos to the World Floor Covering Association (WFCA) for fighting this fight. We're only in the early rounds of this 12 round battle if you ask me, but we need more industry associations to drop personal (and political) interests and instead draw industries, businesses and groups together to tackle these matters. We're not going to resolve this overnight, but we will get to the later rounds of the fight, as we all need to be a part of the solution.
Please read on for the official WFCA announcement...
World Floor Covering Association Spearheads Industry-Wide United Front to Address the Labor Shortage Through its “We are Part of the Solution” Initiative
December 12, 2019 – Chattanooga, Tn. At a press conference earlier today, the World Floor Covering Association (WFCA) announced the first ever industry-wide initiative, “We are Part of the Solution,” to impact the most pressing matter facing our industry - the installation crisis. The World Floor Covering Association has committed an initial seed-funding donation of $1.0M and challenges industry leaders to join with the WFCA in solving the labor shortage. This breakthrough collaborative effort will include two distinct initiatives that will serve to broaden industry support and participation. As an initial step, the WFCA has spearheaded the formation
of the Floor Covering Education Foundation (FCEF), an organization dedicated to recruiting and training individuals in preparation for a career in the flooring industry. In another unprecedented move, to be truly inclusive of all industry partners, the WFCA has made its membership FREE to all independent floorcovering dealers.
FCEF exists to lead a collaborative network of industry and educational partners aligned to support student development, training, certification, and transition into the flooring industry workforce, but its initial focus will be on solving the installation crisis at the root level of the problem – student recruitment and education. According to the FCLC (Floor Covering Leadership Council) study, the industry will need to recruit and educate roughly 6 thousand new installers annually for the next 10 years to replace attrition in the workforce, or the crisis will deepen.
Contributed by Rachel Burris
In two years Gen Z is expected to make up one-fifth of the workforce. With 40% of workers estimated to retire by 2030, the construction industry knows that it needs this generation to choose construction.
Yet the estimated workforce shortages and skills gap that we’re facing indicate a distinct lack of new workers joining the industry. The research project, “Restoring the Dignity of Work,” points out that it takes anywhere from eight to 12 years for a craft professional to go from entry-level to fully trained. With the length of time it takes to gain experience, the industry must place an emphasis on recruitment and training.
What can the industry do to start making progress in workforce development?
The first step is begin reaching parents. “Restoring the Dignity of Work” points out that parents are among the main influencers in the career-decision making process of young people. A recent survey of parents, sponsored by National Center for Construction Education & Research (NCCER), found that while 71% respondents would show some sort of support if their child chose a career of construction, 70% would be unlikely to actually advise their child to choose the industry.
To begin changing the perceptions of a career in construction, industry needs to engage in image enhancement campaigns. This includes using dignity in our own language by replacing terms such as “blue collar” with “craft professional” and “middle skilled” with “highly skilled.”
Other areas of image enhancement include showing how safety is held in high regard by the industry, demonstrating the career advancement opportunities available, and showcasing the high salaries that can be earned with little-to-no debt. Build Your Future has free resources industry can use to reach parents, including fact blogs, social media graphics, success stories and more.
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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