BPM tips for getting specifications by architects


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As a Building Products Manufacturer (BPM), trying to identify architects may seem like a daunting task, but it doesn’t have to be. The key is to focus less on selling your products and focus more on building relationships with architects and professionals. Position your company as a leading expert in the types of products you offer and provide them with all the information they need when researching and selecting products to select on their own. How to Determine Here are five tips on how to identify future building projects. These ideas can be implemented to put you ahead of your competition and position you as the first and select architects to turn to when they need technical advice on selecting the right products for their projects. Understanding your market requires a little research. The first step is to understand the types of buildings your products are used in and then identify the leading architecture firms that design them. You want to market to appropriate segments of your products. Speak with architects and professionals to gain an understanding of their specification process. Find out what is most important to them when choosing the products to select. This can vary between architects and even between the different projects they design. Aesthetics and quality may be a top priority in one company where cost and lead time are more important in another. Use your research to create buyer personas so you can effectively market your products. Don’t lose sight of other members of the design team or key decision makers such as the client architect or general contractor. Offer solutions If an architect contacts you, they will not be looking for you to sell something. They are likely looking to solve a design problem and need more information about the product category or specific product you are offering. They don’t want to talk to a salesperson. They are looking for an industry expert and technical advisor. If they ask about a specific product you offer but you have something else that better meets their needs, speak up and tell them. Authenticity is important – be upfront and honest about your products and their capabilities. If your product doesn’t meet the architect’s needs, let them know. You may not be identified on their current project, but you have just established yourself as a trusted advisor they will turn to on future projects. Optimizing your website Engineers and selectors look for information about your products on your website. Make it easy for them to navigate and search your site to do their research. Make sure your website is optimized for search engines so that the architects can find your site when they start searching. Every product you offer should have its own page. At the very least, the product page should contain downloadable specifications, high-quality images or video of the product, product descriptions, and downloadable digital models such as specifications in CAD, BIM, and CSI format. Additional information you should consider adding to your product pages includes: building code requirements, information on meeting requirements for certification programs such as LEED or BREEAM, building product advertisements such as environmental product advertisements (EPDs) and health product advertisements (HPDs), and quantity calculators. Case studies, video testimonials, and how-to videos for installation or application are also must-have resources about your products. Make it easy for architects to request free samples of your products and locate local suppliers and distributors for your products. Architects providing continuing education are required to take a certain number of continuing education units to maintain their licenses or meet American Institute of Architects (AIA) membership requirements. Webinars, lunches, learnings, and other continuing education offerings are a great way to stand up to architects and build brand awareness. These presentations should help educate architects about your product category or provide other information to expand their knowledge base. Commercials should not be glorified about your specific product offerings. Again, the goal is to establish your company as an expert and be the primary source of information for your product category, not just your products. This keeps you top of the line when decision makers choose who gets to be identified in the project. Ensure that your continuing education offerings have been registered and approved by the AIA through the Continuing Education System (CES). Relationships are king This is the best way to get defined consistently. Architects will rely on existing relationships when deciding which products to select on a particular building project. Part of that will be based on confidence from experience with products they know they can rely on. The other part is building relationships through some of the different methods discussed above, such as offering continuing education courses or setting up your company as a trusted technical advisor. Architects and specifiers want to turn to you when they need help solving problems. Your product may not be right for every project they design, but if you build the right kind of relationships with architects, you’ll be the first company they think of when they start defining products. Looking to reach more architects and define your products. Specpoint powered by AIA MasterSpec® launches on September 15, 2021. Specpoint is the smartest way to showcase your products to design professionals and maximize your specs.


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