How to market to specifiers in the construction supply chain

Successful targeting of specifiers and influencers in the construction supply chain is more about engaging and building relationships with potential clients. Then rather than simply promoting a product or service, you start to generate meaningful conversations.

But what does this mean for professionals, contractors, installers, product manufacturers or distributors, who want to put their brand in front of influential players and secure either an appointed or win a new order?

For firms to be more effective when marketing products and services to the construction supply chain, they should be looking to build a presence for their brand by focusing more on how they can help their potential customers achieve their aims and objectives. Just waving a flag is not good enough to gain a competitive edge, successful brands oose go-to-appeal because they are demonstrating how they make a difference.

From the outset, you must understand the needs of your target audience. It’s essential to understand what different supply chain stakeholders are looking for in terms of products and services, and how your product or service can help them to achieve their goals.

Owners and developers want their projects delivered on time, to budget and to the agreed quality, so they look to work with contractors, installers, designers and products that will help them achieve this. What specifiers and influencers want is not another sales pitch, for them to consider something new they must be inspired, and educated, to believe that what is on offer will help them to deliver on their objectives and satisfy their client’s expectations.

If you don’t know the answer to any of these questions, go and ask and, while you’re at it, make sure you know how your competitors pitch their products and services.

The process of selecting products for a building project is complex, with many different factors influencing the decision-making process. This can cover aesthetics, performance, reliability, reputation and technical support, which are among the most considered.

Generally, architects and designers will specify products that they are comfortable with and have worked with in previous contracts. Where they have successfully integrated a product into their designs before, they are likely to be comfortable that the product’s performance worked successfully and will recommend it again.

If a specifier is to recommend your product over another product they have used many times before, they will need to justify their decision to colleagues, clients and other influencers within the project team. They will also need to feel reassured that your product can add value to the project requirements, minimise risk, and ensure project success.

Being seen as a trusted expert will be an essential component in building relationships with key decision-makers so that you avoid being seen as just another product manufacturer or service provider.

The new Building Safety Act has added further pressure on designers, contractors and installers and on relevant projects requires supply chain members to demonstrate that they are competent. Proposed products also need to be backed by comprehensive performance data and a reliable technical team.

With this in mind, think about your marketing strategy and focus on how it is as an opportunity to get in front of influencers and specifiers so that you can inspire and educate them about your product or service.

You’ll need to demonstrate how your product or service works. It’s essential to be clear about how your brand has or can contribute to the bigger picture of the projects that they are involved with.

And you find it easier to inspire and educate your potential clients by drawing on real-life examples. These examples will reinforce how you can help your clients deliver on their objectives and add value to their own client offers. If done successfully you will become a trusted adviser, and in turn, encourage them to specify your brand.

Finally, here are seven top tips to improve the marketing of products and services to the construction supply chain:

  1. Understanding the needs of your target audience:
    Construction suppliers need to understand their target audience’s needs, including contractors, subcontractors, and owners. They need to understand what these stakeholders are looking for in terms of products and services, and how their products and services can help them to achieve their goals.
  2. Creating targeted marketing materials:
    Construction suppliers should create marketing materials that are targeted to their specific target audience. This includes creating content that is relevant to their interests and using the right channels to reach them.
  3. Building relationships with key decision-makers:
    Construction suppliers should build relationships with key decision-makers in the construction supply chain. This includes attending industry events, networking with key players, and providing them with valuable information and resources.
  4. Providing excellent customer service:
    Construction suppliers should provide excellent customer service to their customers. This includes being responsive to their needs, resolving any issues quickly and efficiently, and providing them with the support they need to be successful.
  5. Attend industry events:
    Attending industry events is a great way to meet potential customers and partners, learn about the latest trends in the construction industry, showcase your products and services, and be prepared to answer questions from attendees.
  6. Get involved in industry associations:
    Getting involved in industry associations is a great way to network with other construction professionals and build relationships. Many associations also offer marketing and advertising opportunities that can help you reach a wider audience.
  7. Offer educational resources:
    Offering educational resources, such as webinars, white papers, and case studies, is a great way to demonstrate your expertise and build trust with potential customers. Make sure that your educational resources are relevant to the needs of your target audience, and that they are well-written and easy to understand.

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