How to Write Construction CPD that Drives Specification
In the competitive construction industry, Continuing Professional Development (CPD) seminars provide a powerful way for manufacturers to showcase their expertise, introduce their products, and build valuable relationships with specifiers. When done right, CPD goes beyond being just a marketing tool; it positions your brand as a thought leader and a trusted advisor in the industry. Here, we explore how to create engaging CPD that benefits both the construction product manufacturer and the specifier, and offer insights on how to write construction CPD that stands out.
The Importance of CPD Seminars for Construction Professionals
Construction professionals, including architects, engineers, and surveyors, are required by professional bodies such as RIBA and CIBSE to fulfill annual CPD commitments to maintain their professional status. CPD helps these professionals stay updated with the latest industry practices, technologies, and standards. The CPD Certification Service highlights that ongoing professional development prevents skills from becoming outdated, allowing professionals to continually “upskill” or “reskill” themselves.
For specifiers, keeping up with regulatory changes, new construction techniques, and product innovations can be overwhelming. CPD serves as an essential tool for staying informed on critical topics like Building Information Modelling (BIM), sustainability, and evolving industry standards. Knowing how to write construction CPD that addresses these challenges can significantly boost a manufacturer’s influence.
Why Should Manufacturers Offer CPD?
CPD seminars offer manufacturers a unique opportunity to educate construction professionals about their products and how they address specific design, compliance, sustainability, and logistical challenges. By sharing technical knowledge, manufacturers can enhance their profile and build trust with specifiers.
CPD seminars allow manufacturers to engage directly with decision-makers, demonstrate their products’ value, and establish themselves as experts in their field. This helps position the presenter as a go-to resource, fostering a deeper connection with attendees. For further insights on building specifier relationships, check out our guide to specification sales.
Common Pitfalls to Avoid in CPD Presentations
One of the most common mistakes in CPD presentations is turning them into overt sales pitches. Specifiers attend these sessions to learn, not to be sold to. Focus on providing impartial, factual, and technically sound content that is relevant to the audience’s needs. Avoid heavy-handed sales tactics, as CPD accreditation bodies discourage promotional content.
When learning how to write construction CPD, it’s important to keep the presentation engaging and dynamic. Overly technical or dense content can quickly lose the audience’s attention. Instead, aim to create a narrative that relates to their daily challenges and encourages interaction. The goal is to subtly communicate the benefits of your products without making it feel like a sales presentation.
Who Should Write and Deliver CPD?
Crafting a compelling CPD seminar is a collaborative effort that brings together the technical, marketing, and sales teams. While the technical team provides the essential content, marketing can refine it into an engaging narrative, and sales can ensure it addresses specifiers’ real-world challenges.
Start by identifying a relevant topic and gathering detailed technical information. From there, refine the content to make it concise and engaging, and consider collaborating with a design agency for visually appealing presentations. However, be careful not to compromise on the technical integrity of your message.
When it comes to delivering the seminar, it’s beneficial to have the technical sales team lead the session. This approach helps establish them as knowledgeable, credible advisors, enhancing their relationship with specifiers. The presenter should be confident, familiar with the product, and skilled in engaging the audience.
How to Make Your CPD Seminar Stand Out
To attract attention, your CPD seminar needs to be relevant, timely, and uniquely positioned. Promotion is key; use your company website, issue press releases, and encourage attendees to share their experiences on social media. Expanding your reach beyond architects to include engineers, surveyors, and other decision-makers can further increase attendance and impact.
Online CPD: Reaching a Wider Audience
Offering online CPD is an effective way to reach a broader audience with less resource commitment. Online seminars offer flexibility, allowing professionals to learn at their own pace and convenience. However, it’s important to balance this with in-person sessions, which provide valuable opportunities to engage directly and build deeper relationships.
Online CPD should be part of a broader strategy that prioritises key specifiers for face-to-face sessions while offering online options to reach a wider audience. For a more targeted approach, research your market to identify which customers are most important to your business.
Is CPD Accreditation Necessary?
While not mandatory, CPD accreditation can significantly enhance the credibility of your seminar. Accredited CPD acts as a quality assurance mark, helping to reassure CPD coordinators that the session is professional and not merely a sales pitch.
The Importance of Follow-Up
Delivering a CPD seminar is just the beginning; follow-up actions are crucial for turning initial engagement into long-term relationships. Whether the goal is to open new doors or strengthen existing connections, follow up with attendees to keep the conversation going. This will help you maximise the return on your CPD investment and create new opportunities.
For more guidance on developing effective CPD and driving product specification, explore our resources on CPD development and specification strategy. By investing the time and effort to understand how to write construction CPD, you can establish your brand as an industry leader, build lasting relationships, and drive product specification success.
Our CPD Matching Service
Our CPD matching service connects product manufacturers with specifiers such as Architects, Interior Designers, Engineers, and Quantity Surveyors through curated monthly CPD seminars, enhancing collaboration and professional development. For manufacturers, we simplify CPD management, offer targeted outreach, and expand access to large and SME specifiers, supporting both certified and non-certified CPDs. Specifiers gain access to a diverse, quality-controlled CPD portfolio with centralised booking, connecting them directly to leading manufacturers. Our platform not only enhances CPD delivery but also fosters community-building, making us a trusted resource for advancing industry knowledge and networking.
