Creating Demand Through Specification – A Modular Training Course


Specification selling has become an extremely complex process with many influences on final product selection. The company which understands who the different influencers are, what is important to them and the circumstances when they are most important has the greatest chance of sales success.


To maintain or improve market share and profitability manufacturers need to create demand for their products by working with specifiers.

Today this is a complex process involving the contractor as well as various professionals, with the use of tools such as CPD seminars and BIM influencing the outcome. Projects also need to be monitored from conception through to completion, which can take 18 months or more.

Competitive Advantage is a leading authority on creating demand through specification. We draw on practical sales and marketing experience, academic theory and our extensive research into the market.

Our in-house programme can be built from a series of modules . These modules are designed so we can share our understanding with your team in a way that suits your needs. Options include a one day training course, followed by a series of half-day modules providing a deeper understanding of key areas. This modular system allows you to integrate training with your sales meetings in the most effective way for you.

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Although primarily designed for the construction sales team these modules are also beneficial for marketing and technical support teams.

The training provides practical advice at a sales level, suitable for both those new to the construction environment and as a refresher for the experienced construction products sales person.

It also helps those in marketing to understand what support the construction sales team needs and how to use this effectively.

And it helps technical support understand how their role functions as part of the sales process and the ways that they can contribute to business development.

  • Understand the impact of market influences
  • Recognise the different contracts used and their impact on decision making
  • Know different decision makers and how they influence specification
  • Effectively use the different sales tools available
  • Develop personal strategies to manage the process

Course modules include:

Effective specification selling
Trusted advisor
The specification process
CPD and presentation skills
Work smart
Specification influences
Communication channels
Construction industry overview
Telephone skills
Where possible the modules are interactive, involving the team so they can take away actions.


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