Spec Shaman

Spec Shaman: Getting Specified

Building product manufacturers who want to get specified by architects can find strategies and suggestions in our weekly blog posts. Building product specification is crucial for manufacturers and our team offers the best resources available. Blog post topics include: 3 part CSI guide specifications, AIA continuing education, and building product rep training. Building product manufacturers who want to get their products specified can check our platform every week for valuable information about the AEC industry. Guest bloggers are always welcome. Please contact us for submission information and requirements.

On: Apr 10, 2017 By: Brad Blank
Why Building Product Reps Should Avoid Short Term Sales
“Avoid short-term sales at the expense of long-term relationships. Make yourself the design professional’s resource, not his enemy,” says Craig K. Haney, FCSI, CCS. For decades, Mr. Haney has written specs for some of the country’s top building product manufacturers and AEC firms. He offers a unique perspective on how building product manufacturers can forge a successful relationship with design professionals.
On: Mar 31, 2017 By: Brad Blank
How to Create an AIA Continuing Education Course
“An investment in knowledge pays the best interest,” said Benjamin Franklin. AIA continuing education is one of the most powerful tools a building product manufacturer can use to reach architects and spec writers. Education = Specification.
On: Mar 27, 2017 By: Brad Blank
How to Be a Bold Building Product Manufacturer
“The bigger the company, the more the law of averages wipes out any real advantage of a trying-harder approach. History teaches that the only thing that works in marketing is the single, bold stroke.
On: Mar 17, 2017 By: Brad Blank
How Product Manufacturers Can Increase Customer Lifetime Value
Students in business school are taught that a business is worth the sum of its future profits. This criteria is how investors calculate an accurate price of a company’s shares.
On: Mar 14, 2017 By: Craig Haney
The Top 10 Mistakes Made by Building Product Reps
Building Product Reps face numerous obstacles in getting their products specified by design professionals. According to spec writer Craig K. Haney, FCSI, CCS, “many product reps then shoot themselves in the foot by making terrible product presentations.
On: Mar 8, 2017 By: Brad Blank
How to Get Specified by Architects-Part 2
Building products that successfully create habits and alleviate a user’s pain lay claim to a particular feeling. In his national bestseller How To Build Habit-Forming Products, researcher Nir Eyal discusses how a successful product utilizes internal triggers to solve a user’s problem.
On: Mar 3, 2017 By: Brad Blank
How to Accurately Describe Your Building Product
New building products are released in the marketplace every year. Trade shows, magazines, websites, and other strategies are used to promote these new building products. Language can have a major effect on how a building product is received in the marketplace. We offer a few suggestions for building product manufacturers releasing a new product or rebranding a product.
On: Feb 24, 2017 By: Brad Blank
Marketing Warfare Product Manufacturer Strategies
“Marketing is a game of mental warfare. It’s a battle of perceptions. The world of business is populated by big, highly diversified generalists and small, narrowly focused specialists. If line diversification were effective marketing strategies, you’d expect to see the generalists riding high. But they’re not. Most of them are in trouble. The generalist is weak.
On: Feb 16, 2017 By: Brad Blank
Habits- How To Influence Product Specifications
Building Product Manufacturers that form strong user habits enjoy many benefits to their bottom line. Instead of expensive marketing, these manufacturers link their products and services to the user’s routines and emotions.
On: Feb 7, 2017 By: Ron Blank
The 5 Costliest ROI Mistakes Manufacturers Make Trying to Influence the Specification Process
Building product manufacturers face many challenges when trying to get their products specified. Matt Johnson, Head of Software for ARCOM, producer of AIA MasterSpec, has identified five major mistakes that product manufacturers make.