Learning Outcomes
- Understand the impact of market influences
- Recognise the different contracts used and their impact on decision making
- Appreciate how the residential sector is evolving and its future industry wide impact
- Know different decision makers and how they influence specification
- Effectively use the different sales tools available
- Develop personal strategies to manage the process
Who should attend
The course is suitable for the salesman new to specification selling, those working internally in a technical advisory or lead qualification role and as a refresher for the experienced specification salesman. It is also suitable for those working in the marketing function who wish to identify the areas where support is required for the sales team.
The course requires a basic understanding of selling skills.
Although designed as a stand alone course, delegates may also benefit from attending the course Construction Industry Overview, Key Account Management.
Course Leader is Chris Ashworth
Course Content
Key to effective specification selling is an understanding of the market drivers and how these inter-relate. Products are not specified or selected solely on their performance as a building material, selection can be influenced by many factors; the Building Regulations, Planning Permission, Sustainability and ease of installation to name a few. These are examined in some detail so that the salesman understands the factors influencing the specifier.
Type of contract used for the project is also examined as this will decide the type of specification used, strength of influence during the build and whether the final decision will be made by the architect or contractor.
Product selection and supply with housebuilders is not the same as non-residential construction and this is given some consideration. Some procurement trends developing with housebuilders are also likely to transfer to other sectors of the construction industry in the future.
Having gained an understanding of the background influences behind product selection the process of specification is next examined. There are different types of specification used and the decision to use one type or another is influenced by the background to the project covered earlier. Having understood the types of specification and why they might be selected the course goes on to consider the various influencers on the specification and the implications for the specification salesman.
While it is assumed that the salesman is familiar with the sales process, attention is paid to the process of building relationships with the specifier, how to continue them and the services specifiers are looking for from the salesman. Although the engineer and architect are important in writing the specification, the contractor and distributor also have an influence. This may be at the early stages when the specification is being written, but also during the project when specification switching can occur. The course considers this process and how to defend or attack specifications.
Finally, some suggestions are made for managing the process to make best use of the salesman’s time, including some processes to improve effectiveness.
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6 Hours CPD
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