Let's Fix Construction
  • Blog
  • Why & Who?
  • Workshops
    • Upcoming Workshops
    • A & E Coordination
    • CDT Education Program
    • Let's Fix Construction
    • Social Media & AEC
    • Specifier/Product Rep
    • Specs 101
    • Young Professionals
    • Past Workshops
  • Contributors
  • Submit
  • Accolades
  • Donate
  • Contact

Not “Equal”, Just Equivalent

4/29/2019

0 Comments

 
Picture
Contributed by Michael Chambers
I recently had the opportunity to discuss specification marketing strategies with a former publisher of a national architecture magazine.  I mentioned that a very powerful strategy was to ensure that the appropriate competitors are named in manufacturers guide specifications.  A look of abject horror greeted that remark which, of course, caused me to launch into a primer on specification marketing to design professionals. 
 
Additionally, there has been a significant discussion on 4Specs.com about what specifiers want in manufacturers guide specifications.  Interestingly, naming appropriate competitors was mentioned numerous times. 
 
Specification marketing is second only to continuing education presentations as the most effective branding and marketing tool for construction product manufacturers.  A product representative must be a good educator and highly knowledgeable about specifications to be truly effective with design professionals.
 
Competitive Advantage
 
While the industry understands competitive advantage in terms of faster, better, or cheaper, a product representative's competitive advantage lies in the following 3 critical elements:

  1. Know the limitations of your products
  2. Know competitive products as well as your own
  3. Sell yourself not your product - develop relationships
 
Limitations
 
It is critical for specifiers and designers to understand how not to use or apply a product or system.  This may seem a bit counter-intuitive but it is not.  Many, if not most, product failures begin with the designers and specifiers not understanding how to appropriately use and apply a product or system.  More than anything else help specifiers avoid mistakes.
 
Competitive Products
 
Every competent manufacturer and product representative intimately knows and understands who the competition is and how their products and systems stack up.  Share that information with designers and specifiers and instantly you become the go-to expert and resource.
 
Sole source specifications are a powerful magnet for substitutions.  Make certain that specifiers and designers clearly understand why you are suggesting competitive products and why you consider them equivalent.  Remember, there is no such thing as “equal” products, just equivalent.
 
Offering specifiers a list of equivalent products allows product representatives to level the playing field and narrow the competitive arena.  Be careful to ensure that appropriate competitors are named or your reputation may be damaged.
 
Solutions NOT Products
 
The final, and arguably, most important element of competitive advantage is the product representative=s relationship with designers and specifiers.  Provide solutions not products.  Sell yourself, your expertise, your industry knowledge not your products.
 
Specification Review
 
Whenever possible, request a copy of the specification and offer to review and comment on project specific information.  Any specifier worth their salt will provide project specifications for review.  This is a significant opportunity to expand relationship, build credibility, and find out what the specifiers knows about your product.
 
In the final analysis, what a manufacturer may reasonably expect from a specifier is a well-crafted specification that lists the appropriate competitors.  Who better to help the specifier accomplish that task that a knowledgeable product representative? 
 
Protect your competitive advantage by supporting specifiers in producing complete specifications that contain appropriate requirements and truly equivalent manufacturers and products.

(Editor's Note: Michael D. Chambers, FCSI, FAIA, CCS is Associate Vice President and Senior Project Specifier for HGA and is responsible for the specifications in the four California offices and is principal of MCA Specifications.  Michael also sits on the CONSTRUCT Education Advisory Council with Let's Fix Construction Co-Founders, Cherise Lakeside and Eric D. Lussier. 

NEW FOR CONSTRUCT IN 2019!
The NEW Product Rep University Program has been designed to meet the needs of Manufacturer's Representatives of Architectural Building Products, as integral members of the project team.  The program features a full day of education (6 sessions) to help you stay up to date on current trends in the industry, and refine your interactions and relationships with design professionals. Get additional details on the Product Rep University here: https://www.constructshow.com/en/education/ProductRepUniversity.html  

CONSTRUCT will be held October 9 - 11, 2019 at the Gaylord National Resort & Convention Center in National Harbor, MD. Details and registration will be opening soon. Read more on CONSTRUCT here. )
0 Comments



Leave a Reply.

    About

    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.


    Check out Cherise's latest podcast
    Picture


    Get blog post notifications here

    Enter your email address:

    Delivered by FeedBurner

    RSS Feed


    Archives

    March 2022
    May 2021
    May 2020
    February 2020
    January 2020
    December 2019
    November 2019
    October 2019
    September 2019
    August 2019
    July 2019
    June 2019
    May 2019
    April 2019
    March 2019
    February 2019
    January 2019
    December 2018
    November 2018
    October 2018
    September 2018
    August 2018
    July 2018
    June 2018
    May 2018
    April 2018
    March 2018
    February 2018
    January 2018
    December 2017
    November 2017
    October 2017
    September 2017
    August 2017
    July 2017
    June 2017
    May 2017
    April 2017
    March 2017
    February 2017
    January 2017
    December 2016
    November 2016
    October 2016
    September 2016
    August 2016

    Categories

    All
    Architecture
    Certification
    Collaboration
    Communication
    Concrete
    Construction
    Construction Administration
    Contract Documents
    CSI
    Education
    Estimators
    Fabrication
    Fix
    Manufacturing
    Misconception
    Myths & Facts
    Podcast
    Refresh
    Specifications
    Subcontractors
    Technology
    Training

    Tweets by FixConstruction
© COPYRIGHT 2021. ALL RIGHTS RESERVED.
  • Blog
  • Why & Who?
  • Workshops
    • Upcoming Workshops
    • A & E Coordination
    • CDT Education Program
    • Let's Fix Construction
    • Social Media & AEC
    • Specifier/Product Rep
    • Specs 101
    • Young Professionals
    • Past Workshops
  • Contributors
  • Submit
  • Accolades
  • Donate
  • Contact