Understanding the process of "getting specified" is crucial for building product companies, and it's essential to approach it with a clear perspective. At Causeway Technologies, we emphasise that this process involves architects and specifiers conducting research to find, compare, and ultimately select the best products for their projects. Only after this comprehensive research phase can a product be specified in a written specification document.
Let's break down what this means and what truly impacts the "getting specified" process.
Research is key
The heart of the matter is that getting specified is all about specifiers discovering and evaluating your product during their research. They need to know your product exists and consider it as a viable option for their project. This initial step is the foundation of the entire process.
Having the best product
It's not just about being discovered; your product must also stand out as the best choice among the options available. The definition of "best" varies depending on project requirements, specifier preferences, and other factors, such as technical performance, sustainability, and price.
Common misconceptions about 'getting specified'
The next step should be dispelling the common misconceptions about 'getting specified':
- CPDs: While Continuing Professional Development (CPD) courses are valuable for building product companies, they typically provide broad educational content and aren't directly linked to product specification. CPDs might raise awareness of your brand, but they don't guarantee immediate product specification.
- BIM objects and specification clauses: These tools streamline the specification process once a decision has been made to specify your product. However, they don't influence the specifier's initial research or product evaluation stages. They enhance the customer experience but don't directly increase specifications.
How to increase specifications
To enhance the focus of building product companies on increasing specifications, consider the following key strategies:
- Expand specification opportunities: Rather than exclusively targeting specific projects, shift your attention towards broadening your "specification opportunities." This entails ensuring that your products are easily found by the individuals who require them, thereby increasing the likelihood of inclusion in specifiers' research processes.
- Enhance product visibility: To accomplish this goal, emphasise the importance of making your products readily accessible and conspicuous where specifiers typically seek information online. This primarily involves optimising your presence on search engines like Google, product listing platforms such as Causeway SpecifiedBy, and your manufacturer's website.
- Refine product communication: Ensure that your product communication and information are effectively tailored. Gain insights into specifiers' requirements, pinpoint the most suitable project types for your products, and showcase successful utilisation examples. Translate technical specifications into clear benefits and streamline the process for specifiers to determine whether your product aligns with their specific project needs.
If you want to find out more about how Causeway SpecifiedBy can help you generate quality specification leads and make your product information more accessible, click here.