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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
www.twitter.com/CSIConstruction
www.linkedin.com/in/joysdavis
www.facebook.com/CSIJoy
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