My Courses

Selling to construction specifiers is about creating awareness of the benefits of your building product. Developing a construction specification strategy is a whole company activity, requiring technical input and involving the whole supply chain, not just the sales or marketing team. The approach is crucial for any construction product manufacturer that wants to reduce dependence…

Which are the best methods for communicating with Architects and Engineers? Will Architects and Engineers specify my products and if so, how? What is the influence of BIM on product specification? How great is the impact of sustainability on product specification? How do my building products rate against my competitors? What do my customers truly…

There are a number of tools at the disposal of the construction marketer, with some marketing tools relatively unique to construction. In this article we explore how the construction marketer can develop their strategy, using a range of tools, to influence building product selection. In other words, develop an effective specification strategy. Gaining construction market…

In marketing we are all aware of the importance of brand in building recognition and loyalty. But how does this translate when applied to the construction supply chain? Competitive Advantage has conducted numerous research projects for construction clients that included a measure of brand recall. And in December 2018 we have conducted further research of…

For those companies that specification sell, engaging with the architect is key. A very effective means of getting a foot in the door of a practice is the CPD seminar, a technical presentation explaining an element of the design process. As well as informing the audience, it also plays an important part in presenting both your…

CPD is an effective means of engaging with architects, but with over 500 companies offering CPD to architects, who have limited time, securing a booking is increasingly competitive. Therefore manufacturers need to have a strong offering; with this in mind, Competitive Advantage Consultancy conducted research, to help understand what architects want from CPD so that…

From the building product manufacturer’s perspective, there are a whole series of benefits to be gained from offering CPD. Yet it is important to get the delivery right. Architects and Engineers do not want to be sold to. Construction specifiers are looking for informative CPD delivered by someone with technical and design knowhow. Here is…

The construction industry has complex interrelationships between buyers and decision makers which are becoming increasingly complicated, as the market faces new demands and pressures presented by the Modernise or Die report, Hackitt Review and the Carillion Collapse, with Brexit also playing its part. Monitoring changes and understanding industry forecasts can help inform your strategy, making sure you are…