Getting the most from CPD
Did you see the recent article in Building Magazine by the RIBA CPD Providers Network suggesting ways that specifiers could earn their CPD? It made some good points, but also reminded me that if you use CPD seminars to sell there is more to it than just writing and delivering a seminar.
When CPD arrived in the construction industry almost 15 years ago it was formalising a process that many manufactures were already involved in – delivering technical seminars. What RIBA did was define the process by requiring architects to complete a specified programme of learning each year and introduce a quality standard for the seminars delivered by manufacturers and suppliers. Today the concept of CPD is well established with most organisations encouraging their staff to undertake continuing development. Although there is a formalised process in place with most professional bodies in the industry CPD does not need to be linked to that organisation. For example a seminar developed for architects may be just as relevant to project managers or estimators, although they may not be interested in the certification.
Many manufacturers have recognised that the decision making unit for building products involves more than the architect. Client, Consultant, Engineer, Contractor and QS are all important decision makers and need to have a technical understanding of the products they use. CPD seminars are an ideal way of delivering this information.
This concept is now being adopted by the CPD certification bodies. The RIBA Providers Network is encouraging providers of CPD to look beyond the architect and the Construction CPD Certification Service are using their broad base outside construction to target client organisations.
It is also time to consider how the information is delivered. In the case of a Client he may require a simple understanding of the concepts around a building system and the benefits this can bring him in the day to day usage of the building. Chances are that your CPD seminar is too complex for this role and needs simplifying. At the other end of the scale the Sustainability Consultant is probably going to want to understand everything there is to know about how your product is manufactured, delivered to site, installed and used. In this case your standard CPD presentation will probably be inadequate possibly frustrating your audience through lack of detail. So why not take your delivery of CPD to the next level?
Start with an initial prequalification process. When organising a CPD seminar establish what your audience already knows about the subject and want to get out of it? Then have three levels for the topic which you can offer;
- Introductory – a superficial overview of the subject, explaining the basic concepts.
- Intermediate – providing a working knowledge of the subject
- Expert – going into all of the detail of how things have been developed and work
The most appropriate one for your audience can then be selected. Not only will this mean that you are delivering memorable presentations, it also reinforces the perception of your company as a professional organisation committed to delivering quality in all that you do.
Useful website links:
RIBA CPD Providers Network
The CPD Certification Service
RIBA CPD core curriculum
What is CPD
Marketing CPD
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Chris Ashworth, founder of Competitive Advantage Consultancy, provides strategic marketing, research and training services to the construction industry. He is a member of the organising committee for the Chartered Institute of Marketing Construction Industry Group (CIMCIG)
First published February 2010
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See also:
Effective use of CPD
Marketing to Engineers
Marketing to Architects
Selling to Specifiers
Communicating with Architects
Effective Specification Selling Training Course
Marketing in the Construction Industry Training Course
Architect Communication Channels Report
Engineer Communication Channels Report