Every year, architects and interior designers specify millions of architectural products and building materials, representing billions of dollars in sales. Getting your products on their preferred list requires a deep understanding of how they think, how they work, what they value and how your products fit into their world. If you want to have a part of this billion-dollar industry, you must understand who is specifying and why.
“BUT WAIT,” YOU MIGHT THINK, “I’M ALREADY PAYING SALES REPS TO DO THIS. WHY SHOULD I BUY A DOG AND BARK MYSELF?”. The truth is, you can’t give your sales reps the necessary marketing support unless you understand their customers and what motivates them. This is a common problem for smaller companies with limited resources. They often skip the time investment required to understand their audience and arm their sales reps with the right ammo. And, as a result, they miss out on countless specifications.
If you want your product to be successful, it’s crucial to position it correctly in the marketplace. You’ll need to know which aspects of your product and brand are most valuable to your target market so you can fulfill their needs. But giving your audience what they want might not be as straightforward as you think...
That’s where this guide can help. We’ve worked both sides of this industry—helping architects and interior designers grow their businesses as well as helping companies like yours get their products specified. After years of observation, we can tell you that the building and architectural product companies that understand this unique audience and tailor their marketing efforts to them become industry leaders.