Tips from an expert architect: 5 strategies manufacturers can start right now to get your products specified

Building product manufacturers know the importance of getting their products specified. Not only is it revenue, but it’s the key to forming long-lasting partnerships and future work with builders and architecture firms.

How can a manufacturer increase their chances of getting specified by architects? Derek Guffey is the perfect person to ask. Prior to joining ConstructConnect as the Vice President of Sales for the building product manufacturer segment, Derek was a practicing architect.

“[The] experience I gained as an architect allowed me a unique position to connect building product manufacturers with the architectural community and the design community,” he says.

In this recent podcast with Derek, we asked his advice on what a building product manufacturer might do to improve their chances of getting specified. Here’s what he had to say.

"Liability, time, and cost. All of your go-to-market activity should be focused around those.” Guffey advises.

Regarding Liability

Know Your Products

“To get specified, you have to be trusted,” Guffey says. “You have to protect that architect from liability. You know, architects carry more liability insurance than doctors do.”

That’s because an architect is responsible for designing long-lasting structures that ensure the safety of every person that visits, works, plays, or stays there. To that point, Guffey advises manufacturers to know their product inside and out, including all guidelines and use cases, so that every aspect of that product can be presented to the architects all at once.

"You have to be that trusted resource from, a liability standpoint, to allow them to choose your product with confidence and put that into their building," Guffey says.

Regarding Time

Be Strategic

Time is crucial for building relationships and trust. Guffey stresses that manufacturers must use their time wisely.

“If you think about an architect, they’re on billable hours, and any time they devote to you is billable," Guffey says. “Don’t waste an architect’s time by calling them in the the very early stages during master planning or very early schematic design, because, quite frankly, they’re not thinking about what type of roof they’re going to use now. They’re thinking more big picture at that point.”

He advises using data to understand a project's stage. The ConstructConnect Insight suite of products are trusted tools to find such data, including the status of public and private projects across North America, as well as who is working on what, and who is working with who.

Be Responsive

Being prompt can be the difference between being specified or left behind.

“If [an architect is] calling you with a question about your product or your industry, and you don’t respond to them, they’re going to move on to the next person,” he says.

Guffey’s suggestion for answering those calls is simple. He advises, “We want to not only be strategic, but available for those questions, and [be] consultative to solve those industry questions and questions about your product during those critical times during design development.”

Build Relationships

It takes time to build trust in your brand, and Guffey says networking is an effective way to do it.

A good first step is joining industry associations, such as the Construction Specifications Institute (CSI) and American Institute of Architects (AIA).

ConstructConnect, Deltek, and the AIA partner up to publish the Architect’s Journey to Specification every year. The guide helps architects and manufactures alike stay up-to-date on trends and approaches within the specification process.

“it's a nice playbook for manufacturers talking about the importance of consultative engagement, strategic engagement, and these designers really value these relationships,” he says.

Regarding Cost

Practice Consistency and Honesty

The need for trust also expands into cost. Guffey advises manufacturers to be forthcoming on pricing, and open to input, as early as possible in the design stages.

Being proactive and collaborative about your costs up front can build a stronger rapport with the decision makers, as well as a potential boost to your chances of getting specified.

“I think [being transparent about cost is] just a great tactic to allow them to protect you during the bidding stage and look for reasons why to keep you as products are ultimately being chosen and submitted for that final project.”

Final Thoughts

As Guffey looks to the future, he says it’s not just architects that manufacturers need to be selling to. He sees change coming to the industry.

"[I think] we're moving to a much more agile design approach where things are being released for construction in [a] fast track methodology, more of a design/build mentality,” he predicts.

Guffey’s noticed construction managers and general contractors having more influence on building design. As a result, he is coaching manufacturers to consider including these roles, as well as subcontractors, in all product pitches.

He reiterates, “Consultation early and often—tactically, though. I think that’s very important. Got to build those relationships. Focus on liability, time, and cost and that will drive success.” You can put Guffey’s strategies into practice using ConstructConnect Insight to boost your product specification rates.

ConstructConnect® Insight is a powerful suite of software, tailor made for building product manufacturers. Our Insight solutions include:

• Analyze: Helps build better sales strategies
• Intelligent Leads: Finds the right projects
• Forecast: Leverages industry trends
• Sync: Automates collection of leads, opportunities, accounts
• Pulse: Organizes and optimizes sales teams

To see any or all of these in action, get in touch with us to schedule a live demo.