Greetings!
This month I have some information to help you with specification selling to architects and engineers. This is a key activity if you want to create demand for your products and reduce the influence of price.
Many companies will be approaching, or already involved in, the budget planning process so I have also included some comments on the market. |
| Please talk to me Mr Specifier |
In the last few weeks I've spoken at a couple of events focused on marketing to specifiers and it has reinforced how very hard it is to communicate with this important group of customers. At "Marketing to Architects" we heard two architects and a sustainability consultant tell us just how busy they were and explain that when selecting products they tend to use what's worked before. They also said that in D&B the Contractor's role is increasing, with the Architect becoming more of a collaborator. An audio recording of these very interesting presentations was made, but it has not been possible to make them available on the organiser, CIMCIG's, website because of the file size. If you would like to browse the presentation slides and hear recordings of the presentations then send me an email with your contact details and I will post you a CD of the presentations and audio. If this group of customers is important to you there is just time to register on our one day training course Effective Specification Selling which is being held at the Building Centre on 22nd October. This explains the complexities of selling to specifiers, a group which includes Clients, Architects, Engineers and Contractors. |
| Engineer Communication Channels |
Competitive Advantage has just published its latest report, Engineer Communication Channels, this complements our report from last year which looked at architect communications. Unlike many reports on this subject, it is completely impartial and can help you make informed decisions for your communications budget for next year.
If you sell to engineers or sustainability consultants this report will give you an insight into the best media and channels to focus your promotional activity on. You can read an overview of the report or purchase it online. |
| So is the Market Recovering? |
Later this week at their forecasting conference the CPA will tell us what to expect for the next few years. Pre-released information suggests that there will be no pleasant surprises. Meanwhile the RIBA's most recent Future Trends survey indicates that architects' workload has improved and there is a greater level of confidence in the sector. Further good news came from the Homes & Communities Agency this week with the announcement that a further £51 million of funding has been released as part of their Kickstart programme. Meanwhile both Whitbread and Travelodge have announced expansion programmes.
For some other industry views see the article "Recession" on CIB's website for the opinions of the editors of some leading industry journals. Also take a look at " Back to the Future" by Sean Rickard of Cranfield. He sees increased future opportunities for UK manufacturing, much of it driven by sustainability.
You can still take advantage of the early bird rates if you book before the end of October. |
