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Take the Drama Out of Getting Building Products Specified

It’s been said that drama is anticipation mingled with uncertainty. For building products marketers trying to get specified by architects and designers, this couldn’t be more true.

You’re anticipating that your marketing communications and sales efforts will lead to specification results. Meanwhile, architects and designers are uncertain if manufacturers will provide them with the proper technical information, inspirational messaging and no-nonsense representation from their sales team. It’s time to take the drama out of getting specified.

In my last blog, I examined how building product marketers can better understand the specification path that architects and designers take and lay a foundation for effectively communicating with them. This week, I’ll highlight some of the biggest mistakes marketers make when attempting to connect with architects and designers. And more importantly, how to avoid them.

Here are some of the mistakes we often see:

  1. Insufficient websites. It’s no secret that architectural libraries are a thing of the past and that architecture and design firms conduct product research through online sources. But we find that many manufacturers’ websites often fall short on delivering the right user experience to their specification audiences. In order to influence specification, your website should have a dedicated section for architects, designers and other specifiers and your assets should be easily accessible. Remove the drama by not making specifiers search for key specification details.
  2. Self-promotional content. A recent study shows that 93 percent of B2B marketers are deploying content marketing tactics that connect directly to their products or services while 75 percent of their audiences seek content to research their own business ideas. There’s clearly a disconnect. Getting specified requires a valued-partner approach, not a typical sales pitch. Remove the drama by educating your specifiers and taking a thought-leadership position that tackles their most pressing challenges.
  3. Break-worthy messaging. The way your messaging is received by architects and designers can make or break you. In one study, an architect indicated that he would never specify a certain product because he disagreed with the way its advertisement described architects and their talents. To avoid this, make sure you fully understand your audience and connect your messaging to their beliefs. Remove the drama by talking to architects and designers on their terms.
  4. Poor representation. One sure-fire way to eliminate your future business with architects and designers is for your salesforce to communicate false information on product lead time or availability. Specifiers value an honest approach, even if that means you can’t deliver on their product requests by their deadline. Remove the drama by employing sales reps that are knowledgeable, trustworthy and straightforward.

For more thoughts around creating better experiences with specifiers, watch our video to see how one architect goes about creating specifications. Rest assured, we left the drama out of it.

Topics: Building Products Manufacturing