Northwest Region CSIS508

Trusted Advisors:The Role of Product Representatives In Construction

Joy Davis, CSI, CCPRMay 9, 2014

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CSI has been teaching relationship-based marketing strategies to product representatives for decades. This presentation is drawn from some of the key points made in CSI's Construction Documents Technology Certificate (CDT) and Certified Construction Product Representative (CCPR) programs. Using sometimes deceptively simple questions, we'll discuss what specifiers and architects expect in a "trusted advisor" -- the golden rep they call every time.

CourseDescription

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LearningObjectives

1. Understand relationship-based marketing

2. Discuss what information the design team needs, and when they need it

3. Discuss defending against substitution requests

4. Discuss difficult clients, including specifiers who won't see you, and

designers who use your time but don't specify your product

At the end of the this course, participants will be able to:

New Guide for Representatives!

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To purchase: www.csinet.org/store Select “Practice”

Do Architects Buy Products?

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No.

What Architects Do:Evaluate

SelectSpecify

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So What is Your Relationship to an Architect?

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Thought Leadership

Share of Voice:Offer something usefulShare of Voice:Offer something useful

Share of Mind:Gain their respectShare of Mind:Gain their respect

Share of Cash:Become their go-to resource

Share of Cash:Become their go-to resource

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Project Delivery Practice Guide page 209

Relationship = Long Term

Relationship-Building

“A product representative who exhibits detailed knowledge, competence, a willingness to consult, and has a history of honest and ethical dealings is an important resource for the design community.”

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What Kind of Trust Are You Trying to Build?

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Trust in Your Professional Opinion.

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When Should You Contact the Architect?

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If the Project is in Process, You’re Probably Too Late.

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Timing is Everything

“I wish that product reps knew the different phases of a project that an architect works through, and when was the appropriate time to contact them regarding the project and to propose their product for use on the project.” – Anonymous CCS

Download at www.csinet.org/trustedadvisor

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Project Conception

Design Construction Docs

BiddingNegotiationPurchase

Construction FacilityManage.

Code & Reg. Req’s

Product Character

Budget Pricing

Product Lit.

Product Availability

Code Approvals

Installed Cost

Warranty

Installation Details

Compatibly Req’s

Technical Data

Comparable Manufacturer

Price Info.

Product Compliance

SubRequests

Submittals

Installation Req’s

Qualified Installers

Delivery Schedule

Warranty Inspection

Operation & Maint. Instructions

Personnel Training

Demo’s

The Right Info at the Right Time

Page 149, CPRPG #TrustCSI

How Do I Defend Against a Substitution Request?

“How do I get architects and clients to enforce the specifications? So many times, our products or services are lost to competitors solely on price and they are not bidding ‘apples to apples’ or according to Spec.”

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You Don’t. The A/E Does.

“The A/E determines the acceptability of proposed substitutions…” (Page 422, PDPG)

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What if the Competition is a Slime Ball?

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Never Say Anything Bad About the Competition… But You Might Suggest

the Architect Make a Phone Call.

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What If It Really Is a Good Product, But It’s New?

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New = Unproven“It is a good policy to use only those products that have been adequately field-tested…” (Page 204, PDPG)

Respond With: -Test Results-Reports from Others-Responses to AHJs

Specifiers are often in a hurry, and always suspicious.

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Can the Internet Do a Product Representative’s Job?

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No, It Can’t.

Architects Have Relationships with People, Not Websites.

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The Definition of “Network”

“We know these reps through the process of researching the products we were

specifying.” – Liz O’Sullivan, CSI, CCS

Denver Specifier

lizosullivanaia.wordpress.com/2011/06/

www.youtube.com/CSIConstruction to hear Liz discuss “Inside the Mind of a Specifier”

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But The Architect Won’t Talk To You?

“I believe that the difficult architect-product representative relationship is greatly affected by surprise visits. I can’t tell you how infuriating it is to have people show up to my office and ask the receptionist, ‘Is Jori here?’”

-- Jori Smith, CSI, CDT

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Where Social Media Fits In

Social Media Tools Support Your Relationship•Blogs•E-newsletters•Twitter•Facebook•LinkedIn

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www.conspectusinc.com/swblog

What Should I Know About the Architect?

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Stalking As a Best Practice

Research the Targeted Firm•Type of Projects They Specialize in?•Who is the Decision Maker?•Types of Consultants?•Who is in Their Specifications Already?

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What If the Architect Uses My Time, But Doesn’t Put Me In the Spec?

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Why Are You Building a Relationship With This Person?

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Who has the most influence with product decisions for a project?

Specifier, Architect, Associate Architect, Developer, General Contractor, Facility

Manager?

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It Depends. Treat everyone fairly.

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What Do You Need to Know About Construction?

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“Product Reps should understand the design process, including their role in the different stages and how that role changes, critical information about their product

that must be included in specifications, what specifications are, and to some extent, the different

risk/reward profiles of the designer and the contractor.”

-John Guill, CSI, CCS, CCCA

www.twitter.com/specmonkeynorth

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What Do You Need to Know About Your Product?

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You’d Better Know…

• Country of origin, which can affect delivery time, availability of parts, maintenance, warranty service, etc.

• Financial stability• Distribution network• Performance criteria and test results• Technical services and local representation• Warranty and service• What would you add?

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What Should I know to Help Write a Spec?

(11-point Checklist)

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You Had Better Know…1. Generic descriptions of products and systems

2. Understand the work done “by others”

3. Applicable Reference Standards

4. Required work to install

5. Options and accessories

6. Highlight necessary modifications

7. Delivery, storage and handling

8. Installation instructions

9. Limits of the system

10. Required certifications

11. Field Quality Control requirements

Project Delivery Practice Guide,

page 210

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Why Do You Need to Know All That?

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It Validates Your Professional Opinion to Them and to YOU.

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Drawings Vs. Specs?

What’s the Difference?

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Drawings vs. SpecsQuantity vs. Quality (Page 221, PDPG)

“Drawings are graphic representations of the work upon which the contract is based… They show the quantitative extent and relationships of elements.”

“Specifications define the requirements for products, materials, and workmanship… and requirements for administration and performance of the project.”

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Drawings Vs. Specs?

Which Outranks the Other?

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Drawings vs. SpecsNeither – They Are Complementary Documents (Page 242, PDPG)

“The drawings and the specifications are complementary, and both are needed to fully describe a construction project.”

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Drawings Vs. Specs?

What’s My Role With Drawings?

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Drawings vs. Specs

You need to know (Page 210, PDPG):

1. Dimensions & Locations

2. Code Requirements

3. How to Detail Connections

4. What Standard Drawings to Provide

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Where Do Specifications Come From?

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Specifications• Guide Specifications – Your Company’s• Office Masters – The Firm’s• Masterguide Specifications – The Software’s• Contract Documents – What the Contractor Will Build

From

Which one counts in court?

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How Do I Get Into the Master Specification?

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Do not ask.Offer to help with an update.

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How Well Should You Know Your Competitor’s Product?

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Well Enough to Recommend It.

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Seen in the CSI Personals: Wanted: Product Representative who is honest and trustworthy for long-term relationship.

Turn-ons: Detailed information about your product; Patience with last-minute calls.

Turn-offs: Sales-calls; Liars.

Ready to meet? I’ll be the one in the black-framed glasses at the CSI meeting.

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This concludes The American Institute of Architects Continuing Education Systems Course

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CSI Trains Product Representatives• Sign up for the Trusted Advisor Monthly Bulletin at

www.csinet.org/trustedadvisor• Join CSI’s LinkedIn Group • Follow #TrustCSI on Twitter• Monthly FREE webinars posted at

www.youtube.com/CSIConstruction

New! CSI Trusted Advisor Workshop

May 16, Denver

www.csinet.org/trustadvwksp

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CDT/ CCPRFall 2014www.csinet.org/certification

CDTwww.csinet.org/CDT

www.csinet.org/CDTStudyGuide

CCPRwww.csinet.org/CCPR

www.csinet.org/CCPRStudyGuide

CONSTRUCT & The CSI Annual ConventionSept. 9-12

Baltimorewww.constructshow.com

Look for new events and education for product representatives

Contact Me!Joy Davis, CSI, CCPR

Communications/Community/Web Director

800-689-2900 ext. 4795

jdavis@csinet.org

www.twitter.com/CSIConstruction

www.linkedin.com/in/joysdavis

www.facebook.com/CSIJoy

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