Chris Ashworth founded Competitive Advantage in 1999, a strategic sales and marketing consultancy exclusively for the building products and construction sector.
At Competitive Advantage we aim to empower you through knowledge by undertaking construction research projects, assisting with strategy implementation and providing training for manufacturing and service organisations in the construction industry.
Chris Ashworth is one of the leading authorities on specification strategy and the drivers that influence this, such as sustainable construction and BIM. He has experience of establishing a Key Account Management approach, helping to develop sales of added value products, has implemented pricing strategy and reorganised marketing departments of merging businesses.
Chris has run construction training programmes for the Builders Merchants Federation, has been an Associate Lecturer at Oxford Brookes University, is a Deputy Chairman of the organising committee for the Chartered Institute of Marketing Construction Industry Group (CIMCIG) a former member of the Green Construction Board Promotional Working Group, former BIM4M2 Promotions Working Group Chair and Steering Group Member and formerly on the External Affairs Committee of the Construction Products Association. He is a regular contributor to industry journals, including Construction News, Building and RIBA Insight’s bulletin.
Chris Ashworth has over 35 years sales and marketing experience in the construction industry
Joining Chubb Fire in 1979 as a marketing graduate, Chris initially worked in their specialist fire fighting vehicle division, progressing onto the export division, travelling overseas, principally to Saudi Arabia and the Gulf states.
Working for Cape from 1984 to 1993, he held front line marketing and key account positions, with responsibility for existing and new products in the building sector. He then took responsibility for development of the company’s Asian business, covering the region from Singapore up to Japan and down to New Zealand. Over a period of 5 years, he developed new markets and opened offices in Singapore and Hong Kong, where he was a resident for 3 years. During this period, he more than doubled the company’s sales in the region.
Returning to the UK in 1991 as National Sales Manager, he managed a sales team selling to specifiers, distributors and contractors. Subsequently, as Head of Marketing, he revitalised Cape Boards’ technical services department and implemented a CRM system.
He was recruited into Saint-Gobain Glass UK as Director of Marketing in 1994. He developed and led a programme which took the UK company out of commodity products into added value, establishing leadership in a number of niche markets, through specification selling. While there, he formed and managed a specification sales team, set up a CRM system and developed a programme to improve the company’s internal communications.