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Developing a Specification Sales Approach |
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Our Client manufacturers specialist high performance components used as part of a structural assembly. These are either assembled on site by contractors, or increasingly used off-site by specialist fabricators and manufacturers. The Client wished to reduce dependence on manufacturers of the assemblies by increasing awareness amongst specifiers, ensuring their product was used in the assembly. In this way they could increase demand and justify a price premium.
The company had one dedicated technical salesmen selling to specifiers, the remainder of the sales team were dealing with contractors, stockists and fabricators. The objective was to develop the whole team so that they could sell to specifiers.
The company had two CPD* seminars, relating to different sections of the Building Regulations, which had previously been delivered by the technical salesmen. A second objective was to give the team the confidence and ability to deliver the CPD seminars.
The importance of the training programme increased in the lead up to the training delivery when the technical salesmen resigned meaning that a clear alternative had to be in place.
The training programme had to demonstrate the importance of specification selling to the sales team, winning their commitment to work in this new area. Not only did they have to understand how to sell to specifiers but they had to be able to use the specialist tools available (e.g. CPD seminars, samples, literature) in an effective manner.
A two day programme was delivered which explained how decision making was influenced by the different members of the project team (Architect, Engineers, QS, Main Contractor, Sub-contractor), the outside influences (Building Regulations, Planning, sustainability) and the type of contract (Traditional, D&B, PFI, Management). It looked at using communications skills, how decision makers' needs vary and how to effectively present relevant benefits to each group. The different sales tools were introduced with techniques to use them effectively. Because the products were technically complex and their use was driven by the Building Regulations, CPD was important both as a door opener and as a means of presenting benefits. Time was spent covering presentation skills, with delegates practicing their skills by delivering the company's CPD seminars. Finally, role play was used to reinforce the lessons learned.
As a result the sales team understood the importance of selling to specifiers, were committed to it and knew how to go about it. They had an opportunity to rehearse their presentation skills and had identified areas where their skills needed to be practiced and developed.
Following the training course, feedback indicated that the delegates had enjoyed the programme and course notes were being regularly referred to in departmental meetings. Despite initial nervousness, the first few CPD seminars delivered were well received, giving the team confidence to continue using this important sales tool.
*CPD or Continuing Professional Development is required of architects, engineers and many other professionals. For architects there is a requirement to complete 35 hours of study each year. A convenient means of achieving this is to attend CPD seminars delivered by manufacturers. Although not mandatory, it is advisable for these seminars to be certified by one of the industry's certification services.
© Competitive Advantage Consultancy Ltd
For further information see:
Selling to Construction Industry Specifiers
Effective Specification Selling Training Course
Open Training Courses
Case Study 8: Sell on Benefits not Price
Article 2: Build Relationships with Specifiers
Article 7: The Changing Dynamics of Product Specification
Article 11: Recruiting a Specification Salesman
White Paper: Specification Selling
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