Specifiers are humans!
%20Paste%20Marketing%202024.jpg)
Specifiers are humans!
Yes, spoiler alert, architects, mechanical engineers, interior designers, they’re all just humans. So don’t treat them like a number or a conquest.
They might work in a big shiny firm and be running a big prestigious project, or they might work in a tiny office in a sleepy town. They are both people with lives.
Something that surprised me when I first started going around construction sites when I was 18 was just how compressed the site offices were. All the time I was calling round a list of different numbers on a site, I was just ringing all these people who were sitting next to each other - not just annoying one person, but a whole office. The same applies to specifiers’ offices.
When you’re young and enthusiastic, it can seem tempting to believe that persistence is key and that by continually emailing or calling you will finally win. Unfortunately, the likelihood is, you’ll just annoy them - a lot.
If a specifier isn’t replying to your emails or returning your calls, there are three likely scenarios:
- They aren’t ready to specify that area. If you’re offering decking whilst they’re still pouring the slipform, you’re unlikely to get any interest.
- It’s outside their scope. Whilst architects, if they are the principal designer, will take responsibility for the overall design, they can’t be experts in everything. Depending on your product or service, you might need to talk to one of many other people who could be involved in the scheme, such as engineers like mechanical, electrical, fire, public health, etc.
- They already have a solution. Unfortunately, you’re either too late or the practice has an SOP (standard operating procedure) which you’re not part of.
It’s all about being timely, relevant and engaging. Learn at what construction stages the different players will be interested in your product or service. For example, an M&E engineer might be interested when an architect isn’t.
If it’s well-proven that the relevant people leave your part of the project too late which causes issues, educate the industry as a whole via CPD, social and resources but don’t expect to change an industry mindset overnight, it will take time.
What’s the take-away? It’s not to be afraid of trying hard and being politely persistent, but it’s about being respectful of people’s timings and processes and not making a bad name for yourself. Be timely and relevant and you will win.
If you’re not succeeding with a project or a practice, don’t worry, there are lots more opportunities where your offering will be a better fit.
