A Building Product Manufacturer's Guide to Fighting the Resistance

Posted On: 
Jun 15, 2017
A Building Product Manufacturer's Guide to Fighting the Resistance

“Most of us have two lives. The life we live, and the un-lived life within us. Between the two stands Resistance,” says author Steven Pressfield in his book “The War of Art.” How can building product manufacturers be the best at what they do? How can product reps overcome obstacles in their professional lives? To engage the challenge of specifications effectively requires learning about the process itself. Resistance is what distracts us and prevents us from succeeding.

Self-Defeating Product Reps

According to Pressfield, “Resistance is not a peripheral opponent. Resistance arises from within. It is self-generated and self-perpetuated. Resistance is the enemy within.” Think about that for a second…how many product reps have you known though out the years that failed because they were undisciplined, self-defeating, and refused constructive criticism? Generally, these ladies and gentlemen have a short employment history with one company and move onto the next one. They never stay in one place very long because they either get fired or they get tired from all the criticism.

Never Let Another Product Manufacturer Outwork You

The building product rep that is at the right place and right time will succeed. Every architect, spec writer, designer, contractor, and design professional is a potential customer. In a previous blog, we discussed that product reps need to be enthusiastic. If you are not excited about your building product, why would an architect get excited? You may be selling concrete aggregate, but as far as you are concerned it is the world’s greatest concrete aggregate, and the architect would be doing his client a great service by specifying it!

Procrastination Is The Enemy

Procrastination is a common obstacle and an expression of Resistance. How many times have you put off a task for tomorrow? Building product reps may be anxious or dread a task at hand. Yet, postponing a visit to an unhappy contractor, refusing to put out fires, and not addressing a product warranty or installation issue can bite you in the tail end! Getting building products specified can be a long process. Each day of hard work is like planting seeds for the future. If you delay an AIA lunch and learn at a prominent AEC firm, you may kill your chances at specification. Procrastination can negatively affect specification opportunities.

How does your company combat Resistance? What strategies do you use to fight procrastination in your company?

For more information or to discuss the topic of this blog, please contact Brad Blank