Module 1: Introducing a Specification Strategy
In this introductory module we consider why products are specified, how building product manufacturer, client, architect and contractor will benefit from a specification strategy, and the learning outcomes from the full course.

Module 2: Market Dynamics
The macro influences of construction market dynamics will influence decision making.  They represent the opportunities and challenges which specifiers face.  Building product manufacturer who can present how their products and services make it easier to design and construct buildings while meeting these challenges, will gain attention and improve their chances of being selected.

Module 3: Contract Types
The lead decision maker will vary depending on the type of construction contract, so it is important for manufacturers’ sales and marketing team to recognise the different types of contract and plan their communications and engagement accordingly.

Module 4: The Specification
Getting the product specification right is key to your whole specification strategy.  If it is not well written and readily available, then most of the sales and marketing activity is wasted.

Module 5: The Specification Process
The process that leads to selecting the product to specify and the influences of the different members of the project team – the construction decision making unit.

Module 6: Becoming a Trusted Advisor
We introduce some of the theory of relationships and how this can be used to engage with decision makers through the process of building Trust.

Module 7: Sales Tools
In this module we consider the sales tools available to support selling to specifiers and how to use these to maximum advantage.

Module 8: The Contractor
In this module we consider the role of the main contractor and specialist sub-contractor, both of whom have an important influence on specification and in some circumstances will specify.

Module 9: Defending and Switching Specifications
In this module we consider the issue of specification switching, looking at it from both the perspective of the manufacturer defending their product specification but also in terms of attacking competitor specification as this strategy can provide a short term source of sales.

Module 10: Managing the Process
In this final module we suggest some of the processes to ensure an effective use of the sale and marketing resource to achieve effective specification sales.

Each individual module is for one user and is valid for 30 days from enrollment. If the purchaser will not be the user, please contact us.