Yesterday evening, at the annual Ottawa Construction Specifications Canada chapter meeting, I found a seat with architects and building product manufacturer technical representatives . . . and listened.
What “worked” for the manufacturers and what did the architects want to know?
Trusted, truthful information without product pitches, especially the ability to gather information, explain options and where appropriate, recommend products and services from competing suppliers.
Of course, as some of the manufacturers representatives admitted, competition is a complex thing these days. Sometimes large owners offer competing product lines with their own distinctive brands within the same space — in essence the company is “competing against itself” but of course this is more perceived than real competition. (But the representatives at the table were truthful and open about the jointly owned brands; no deception here, so an architect could discern when and where a second opinion would be appropriate.)
The architectural designer at the table told a story of a manufacturer’s representative appearing at a “lunch and learn” where she pitched her company’s product with astounding claims. The architects in the room found it hard to believe the assertions, so they questioned her assertions. She recovered from the mess by acknowledging she really didn’t know the answers and would get back to them once she did.
She learned the solutions and communicated quickly the necessary information. She had won the architects’ trust.
At my table, the designer asked the representative of a roofing manufacturer a technical question related to a current, specific project. A few minutes earlier, I had asked the roofer representative what he enjoyed and found most challenging about his work. He told me how amazed he is by the number of variations and situations that can occur technically, even within a single roof.
So when the designer asked the question, he did not have the answer and admitted it. They exchanged cards. I’m confident he will find the answer and return the information required quickly.
This is the world of relationships, communication, information-sharing, trust and patience. It is not scripted sales pitches, slick brochures and complex marketing campaigns (though I picked up some intriguing insights into how, for example, paint colours are selected and named by the manufacturers years before they appear in the real world.)
Can you achieve profitable business results by connecting and working with associations such as Construction Specifications Canada (or in the U.S. the Construction Specifications Institute?)
Consider this: If you are a manufacturer or technology service provider, yo are in the front-line of the design process and connecting with people who can specify your products and services and you can build the personal relationships with them on the spot.
And if you are more down-stream, a contractor, builder, or sub-trade, you will gather early intelligence about projects in the works, and discover where the relationships are to build bridges for when the project goes out for bid.
But there is one challenge with this type of relationship-focused marketing. Time. How can you build the quality relationships you need within the constraint of the number of hours you have an the number of people you can meet in groups like this?
I suppose there are two answers to this question. A few key relationships with depth and quality are probably more valuable to you than thousands of insignificant associations, especially because your core relationships contain the seed for connections to an incredibly effective extended network. (If you have been married for a few years with someone you love, you can appreciate the quality vs quantity concept.)
The second is to look at creative ways to leverage your relationships by creating constructive visibility and simple ideas which extend your scope and connections.
Writing, videos, speeches, and effective management of Internet social networks and resources (blogging, even) are great examples.
Just remember to put your product pitch and script aside and remember the person (yes a real, live person) you are working with is far less interested in your message than in your trustworthy ability to assist.