During 2014 the Competitive Advantage team has published more than 80 blogs for construction sales and marketing professionals. All are written to inspire you when facing the challenges our complex construction sector presents, so which blogs have proven the most popular? We looked at blog stats to see what story they told.

Delivering what your customers truly want

It seems that providing good service is top of the list, as it should be, and our blog on What is Key Account Management?  is our most popular. It explains how KAM allows you to build relationships and deliver an offering tailored for your customer’s needs.

“Key Account Management (KAM) is a professional sales approach which involves the supplier and client’s business working together to gain understanding of each other’s needs and drivers to achieve common goals. Identifying your key customers and decision makers allows you to work with the Architects, Engineers or Contractors that can make the most impact on your specification strategy.” Read full blog

Understanding specification

Our blog on What is specification sales? comes in second place. Understanding the specification process is key to delivering value and moving away from selling on price alone. This blog is a great introduction to this strategic approach.

“Today, it is very rare that a single person in construction will have full control of the decision to purchase, but many have the influence to prevent the selection of a product. It is thus important to fully understand the decision making chain, where the influence is and to ensure that at every stage, of what could be a 2 year process, specifiers and influencers are happy with your products.” Read full blog

Understanding the Dynamics of the Decision Making Unit

In third place is our blog on Understanding the role of main contractors, which then begins a theme of wanting to understand the different players in the industry. Understanding what architects want is a popular topic. Much of this is summarised in our blog The Decision Making Unit – understanding specification influence.

“For an effective specification strategy it is necessary to understand the type of contract being used, then identify the organisations and decision makers in the project team. This blog takes a look at the key players within the DMU, reviewing their influence on the decision making process.” Read full blog

The tools of specification selling

Next in the line-up is delivering effective CPD , an important tool in the Trusted Advisors toolkit. At Competitive Advantage we are firm believers in what we call becoming the Trusted Advisor and our blog 5 steps to building strong relationships with specifiers has struck a cord, as has the 7 tools of specification selling.

“The specification salesman must create demand, reduce the importance of price and transfer influence away from the supply chain to the manufacturer. This blog article reviews the tools available to the specification salesman in achieving this.” Read full blog


The story our blog stats tells is that your focus is on providing what the customer wants, you want to understand specification influence and the role each decision maker plays in the DMU. Finally you want to understand how to use the tools at your disposal to deliver this.

What would you like us to write about in 2015?

Delivering an effective specification sales strategy:

Our knowledge of the construction sector and the specification process in particular, allows us to understand the challenges faced by sales and marketing professionals. At Competitive Advantage we take pride in supporting and guiding you in your specification strategy. If you would like us to review your specification sales strategy, or if you have a training requirement, the please contact us.

Our top ten blogs of 2014 are:

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