Creating Demand through Specification

Photography © Agnese Sanvito


Designed to help companies reduce the importance of price and create demand at the start of the supply channel through specification, this course is suitable for those in marketing or sales management responsible for developing and implementing strategy as well as the salesmen calling on architects, engineers and contractors.

Specification selling has become an extremely complex process with many influences on final product selection. The company which understands who the different influencers are, what is important to them and the circumstances when they are most important has the greatest chance of sales success.

To maintain or improve market share and profitability manufacturers need to create demand for their products by working with specifiers.

Today this is a complex process involving the contractor as well as various professionals, with the use of tools such as CPD seminars and BIM influencing the outcome. Projects also need to be monitored from conception through to completion, which can take 18 months or more.

This course examines the market dynamics which influence decision making and the specification process itself. It proposes methods of working with specifiers, contractors and distributors and suggests methods to manage the process.

This programme has helped many manufacturers and their sales teams to improve their effectiveness in specification sales activity and gain competitive advantage over their competitors. It provides practical advice at a sales level, suitable for both those new to this environment and as a refresher for the experienced sales person. It also helps those in marketing to understand what support the sales team needs and how to use this effectively.

9.00 Arrive and Coffee
9.30 Market Dynamics

  • Market Structure
  • Future Developments
  • Changing Specifier Influence

10.30 Coffee
10.50 Types of Contract

  • Traditional Contract
  • Design & Build
  • Management Contracting
  • PFI
  • Prime Contracting
  • Documentation

11.50 The Housing Developer

  • Influencers
  • Changing Procurement

12.20 Lunch
13.20 The Specification Process

  • The Specification
  • Customer and Market Dynamics
  • Decision Makers

14.20 Working with Specifiers

  • Building Relationships
  • Using Features and Benefits
  • Sales Tools

14.55 Coffee
15.15 The Contractor and Distributor

  • Price v Value
  • Using the Relationship
  • Monitoring Specifications
  • Switching Specifications

15.45 Managing the Process

  • Customer Strategies
  • Risks and Priorities
  • Knowing the Relationship
  • CRM Systems
  • Project Management

16.00 Close

Cost: £247 + VAT until Wednesday 5 March

£295 + VAT thereafter. Lunch and refreshments included

Time 9.00 – 4.30pm

Please note that we are unable to issue refunds on cancellations made later than two weeks prior to the course date.