The expanding role of contractors
When specification selling there is the tendency to focus on just the architect or engineer forgetting about the contractor. Perhaps this is because when we think contractor it is often the Buyer, Estimator, or Project Manager of a Sub-contractor. But an often forgotten specifier works for the Main Contractor and will be responsible for many product decisions.
On D&B and PFI projects it is the Design Manager, or someone with a similar title, who plays a key role in product selection. Initially his job is to understand the Client’s requirements, often at the bid preparation stage, so that the main contractor can present a winning tender. His role is to understand what is important and where economies can be achieved. Often, as part of the bid process, he will need to reassure the client that his company has the supply chain in place to deliver the project. This will include demonstrating manufacturer partnerships for key products.
Having won the project, he will then be responsible for briefing the design team of external architects and engineers to ensure they understand how the project needs to be specified. This is about delivering best value to the client and hence the contractor. In many cases the client will be an established customer of the contractor and there may even be a list of prequalified products which are regularly used. In selecting these products many factors will have been considered, especially in PFI where warranty and maintenance are amongst the needs taken into account.
The Design Manager will be seeking the most effective solution for the project which means satisfying the client while minimising the cost. It is a common misconception that the contractor is looking for the cheapest product, but often a more holistic approach is applied when looking for best value. Value from a manufacturer or supplier could come from offering a comprehensive product range, good availability, technical support or easy installation. It is also achieved by providing support in meetings, developing new products or working to solve problems.
So when specification selling on a D&B or PFI project don’t just focus on the Architect. Find out who the Design Manager is and understand his needs. Then present relevant benefits and work to win his confidence. From there you can help the architect specify products that the contractor will want to use.
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Chris is founder of Competitive Advantage Consultancy Limited which specialises in market research and training for the construction industry. He is also a member of the organising committee for CIMCIG, the Chartered Institute of Marketing’s Construction Industry Group
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First Published November 2010, by RIBA Insights
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