Winning with Specification Strategy in 2025
Over the last few years, the way building product manufacturers engage with specifiers—architects, engineers, consultants—has changed significantly. While the initial shift was driven by the pandemic in 2020, many of those adjustments have become permanent. Hybrid working is now the norm, and face-to-face meetings are far less frequent. Instead, decision-makers increasingly rely on digital platforms, manufacturer websites, and third-party providers for up-to-date product information.
Sales teams, too, have adapted. Video calls are now a standard way to deliver CPD seminars, answer technical questions, and maintain engagement with project stakeholders. This makes a clear specification strategy more important than ever for marketing and sales teams looking to build long-term demand and secure project wins.
Product performance still matters—but today’s specifiers expect more. Digital readiness, including BIM availability, is now a given. Sustainability credentials, lifecycle costs, and alignment with modern methods of construction are becoming key selection criteria. A successful specification strategy must show clearly how your product supports these priorities.
Contract structure is another critical element. The type of contract used on a project can influence who makes the final product decisions. Understanding the contractual setup early on allows you to direct your efforts towards the right decision-makers and fine-tune your specification strategy accordingly.
Avoiding substitution is a growing concern for manufacturers. As the Grenfell Tower Inquiry has highlighted, vague or poorly defined product specifications can lead to inappropriate replacements under the label of “equivalent”. A sound specification strategy requires robust, precise product descriptions that are difficult to swap out without raising red flags.
It’s also important to remember that specification is a journey, not a one-off event. It evolves through the RIBA Plan of Work—from early design stages to final construction. Different stakeholders influence decisions at different points. An effective specification strategy keeps the manufacturer visible and relevant throughout the process, adjusting engagement and messaging to suit the stage and audience.
Trust plays a huge role in this. Specifiers prefer to work with brands they know, and individuals they believe in. Becoming a trusted advisor takes time and consistency. It requires your specification strategy to be backed by credible content, reliable service, and authentic, helpful engagement—across both marketing and sales.
Sales tools can also help support this strategy, provided they’re used with purpose. Product samples, digital configurators, case studies, and CPD materials all have a role to play—but only when deployed as part of a joined-up specification strategy that focuses on opening conversations and building long-term relationships.
Contractors are often overlooked, yet their influence can be critical. Both main contractors and specialist subcontractors play a key part in whether a product remains in the spec. Building strong relationships here—and understanding their priorities—should be an integral part of your specification strategy, especially when defending or switching specifications.
Ultimately, success in specification selling is about managing the process deliberately and strategically. Without a plan, it’s easy to lose momentum or focus. A strong specification strategy, built around key account principles and informed decision-making, gives your team the best chance of influencing product choice—and keeping it in.
At Competitive Advantage, we specialise in helping building product manufacturers develop effective specification strategies that work. Our Creating Demand through Specification training programme has been updated for today’s market and offers a clear, structured way to build skills and confidence in this space. Delivered online in ten modules, it supports both new and experienced teams in navigating the full complexity of specification sales.
To find out how we can support your team with a tailored specification strategy, get in touch with us today.
