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 Nick Carrillo
(Editor's Note: October is Careers in Construction Month. Please feel free to delve into our previous posts, "Don't Just Look for Employees, Attract Them" and "Changing the Public's Perception")
We’ve done it, we’ve written enough articles to know that the construction industry is facing a workforce shortage, and that shortage isn’t going anywhere anytime soon. The problem is very clearly identified.
If you ask older generations, the reason for our workforce shortage is the lack of desire to work in the trades from the younger generation(s). Or, to put it bluntly, the millennials don’t want to work hard and get dirty.
I can hear it now, “millennials are the ‘everybody gets a trophy’ generation and are entitled!” Those type of casual statements are broadly painting an entire generation as lazy and entitled based on the few. Does that mean that everyone born in the 60’s is a pot-smoking hippie? Or everyone in the 70’s is a disco party maniac? No, it doesn’t.
A quick Google search will show a list of the largest companies in the world run, or founded by, millennials. Facebook, The Honest Company, AirBnB, Lyft and many more companies that we all rely on and that undoubtedly take a lot of hard work to maintain.
Baby boomers may not be outright saying these younger generations are worthless and hopeless when they said, ‘lazy and entitled’. However, I’ve often heard the phrase, “How do we change the mindset of an entire generation?” Hearing it enough, without back story or explanation, it leads the audience to believe that the people being referenced are wrong, and the person saying it is right.
I know, after working so many years alongside baby boomers, the comments are not malicious. I know that when a frustrated owner, manager or supervisor makes these statements, they simply are trying to express the desired change in the way we communicate; a change in the way we perceive the information that one generation has to offer the other.
So, how do we change the mindset of an entire generation? YOU DON’T
Contributed by Eric D. Lussier
I've been saying it for years now. The public's perception of just what is a construction worker has to change.
Sure, the hardhat and overalls wearing carpenter, working outdoors and swinging a hammer does indeed exist. But construction is SO MUCH MORE.
Construction is the process, art, or manner of constructing something.
Using that definition, if you work within the construction industry you could hold one of well over a hundred different job roles or titles. Due to our heavy involvement in the Construction Specifications Institute and CSI's diversified membership base of ALL players within the built environment, when Let's Fix Construction was founded we chose to view the construction industry as this more encompassing whole. We chose AEC - Architecture, Engineering & Construction - as our definition, a term that is more widely recognized and accepted today.
So whether that is more of a skilled tradesman position, such as a flooring installer, cement mason, painter, welder, ironworker or boilermaker, or perhaps it may be on the design end, such as an architect or engineer (or one of dozens of roles within an office), construction is so far beyond our hammer-swinging carpenter that has become the unfortunate public face.
During this Careers in Construction Month, it’s important that we not only talk to, but inform the younger generation on not just what construction is, but what construction can be.
Today, Monday October 7th, is Careers in Construction Day. Meant to be a day of action on social media for those working within construction, please take a moment to share a picture of yourself on the job and post it to social media with the tag #CICDAY2019 in order to give people a true glimpse into our daily lives. While you're at it, feel free to use our hashtag #FixConstruction
Contributed by Michael Chambers
In my perspective from the back of the bus, I often wonder why so many product representatives feel ineffective or intimidated calling on architects. Granted, some architects can be quite a treat. The terms argumentative, aloof, know-it-all, unapproachable, abstract, and expletive deleted are often mentioned. Have you ever stopped to wonder why?
Without trying to defend architects, consider that often an architect’s attitude towards product reps is the result of being misled or over-sold on the applicability, features, and benefits of construction products. Look at a typical reaction to telephone marketers or used car salespersons, what is it that is so offensive? I would suggest two aspects. First, the unrelenting hard-sell without having any idea of your needs or interests; and second, the underlying attitude that the product offered is the only possible choice and how could an architect be so stupid not to immediately understand?
Unfortunately, product representatives must overcome the back wash of less enlightened sales types that have gone before them. However, it is relatively easy to overcome this type of resistance by using a solution-oriented approach rather than a typical product-oriented approach. Architects are primarily concerned with finding the most appropriate range of solutions not the best or greatest product.
In a survey done (editor's note: many years ago) by McGraw-Hill Sweets, architects were asked what they wanted from product representatives. The top 2 results were ‘recommended uses & application of products (92%)’ and ‘guide specifications (88%)’. The last choice was ‘manufacturer’s history, experience, overall capacities & range of products (40%)’. This means that architects want to know how to appropriately apply and integrate products into their designs, not be confused by competitive features and benefits. The need for guide specifications clearly indicates the need write clear, competitive, and enforceable specifications. Lastly, horror of all horrors, the least thing architects want to know is about your company.
Another critical element for effective architectural sales calls is the ability to listen. Practically every time a rep calls on me, the first words are about company history, the president’s ancestors, and how many products have been installed in Outer Slabovia last week. Next, we hear how many years he or she has been in the business, how big their territory is, on and on. Then, a guided tour through the product binder, page by page by never ending page. In all this time, usually 30 minutes, never once has the rep asked about projects, how products are selected, are the office master specifications up-to-date, and the like. The best advice I can offer for effective architectural sales calls is to SHUT-UP AND LISTEN!!!! You will be amazed by the knowledge and insights you can discover about what the architect knows and wants to know about your product. There is a definite reason why the Creator gifted us with 2 ears and one mouth. Here is the outline that I used when making architectural sales calls. These are basic issues and touch points that I found highly effective when dealing with project architects, curmudgeonly specifiers, and firm principals.
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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