ARCH-REP XSPECtations - The Art of Connections

by Casey Robb, FCSI, CCPR, CDT, LEED-AP, Distinguished Member - CSI

As Bob Dylan once told us: "Oh my, The Times - They are a Changing!" This has never been more relevant in staying connected and finding a good "trusted advisor"! I don't know about you, but life seems to be a lot easier when you have great connections, the ones you can trust who can help you navigate all the noise and chaos in this world. With almost anything important you may be tackling everyday, like finding a good doctor, or a reliable contractor, or finding a good baby-sitter, trusted connections make all the difference. Guess what, life gets a little easier, you save some time and worry, then your connections grow!

In order for today's Design and Construction Professionals to connect, it's a great time to get “right-side-up” on building strong relationships and finding more trusted resources you can depend upon. They say "time is money" and today saving time to find the best design solution is priceless. So who do you trust in your circle of connections? Is your product rep on the list of "trusted advisors"?

Based on my current research with building product manufacturers, BEC's, specification consultants and architects, we can find an abundance of building product information at our fingertips. However, it's not as well organized as it used to be, prior to the internet and search engines. We've gone astray with structure and format for product information. There are many new platforms claiming to help you coordinate unbiassed product research, while it remains difficult at best to find real knowledge and wisdom from the real experts.

Great product rep's are often referred to as "Golden-Reps". They help bring products and systems together with real knowledge and experience. In order for the product researcher to find those connections with the more talented reps in the industry, they need a trusted resource more than ever and it's never been more critical. Yet in my research, it seems more difficult than ever to find a good rep or get a response. Architects are being asked to do so much more than design buildings and under much tighter deadlines! They simply don't have as much time to filter through all the information needed for their projects. Our ability to connect and create meaningful relationships with trusted resources has been challenged.

REAL CONNECTIONS MATTER! ?

Today, most design-professionals no longer have time for the one-hour update meeting. Finding the firmwide specifier is difficult at best, and the specific project architect or studio lead at the firm does not want to see another "vendor". (don't get me started on this term!)

In fact, the product reps are deemed “only wanted when needed”! We are lucky to get a one-hour generic lunch and learn as they have become the entitled form of entry into the architectural firm. It's all part of the initial vernacular if you can get through to someone. They must be teaching this to their office administrators during orientation. Box lunches are typically planned several months in advance to educate and even introduce your product concepts. So long as we bring in free food, we might get 10 mins to talk about specific products, projects or systems! If all goes as planned, they complete their generic AIA-CES program in a lunch-n-learn session with complete strangers at the firm who are typically the wrong people to make specific product decisions on viable projects. Most product reps can only hope of discussing a real project down the road. That is, if we are memorable.

Today neither party has time to make “hope the only strategy”. With the rapid pace and convoluted scale of complex project delivery, the product reps are often overlooked by the time the architect truly needs a trusted resource. Architects and specifiers always confirm they are way more effective with trusted industry connections, you know the ones! The go-to resources you can call or e-mail for all the tough questions. We used-to hear - "I've got the go-to person for that" - Now you hear, "how do I get a hold of anyone who knows this subject-area in-depth? Or, "What happened to my so and so rep? Specifiers are always asking me "where have all the "Golden-Reps" gone"? My super-power has always been to help others find a great connection who can help!

Mission Critical - “Re-Building the Arch-Rep Relationship”

In 2018, the AIA conducted a survey of Architects called “The Architects Journey to Specifications”. One part of the survey focused primarily on what Architects wanted from Product Reps. Architects wanted "Partners" and indicated they value "strong relationships" with building product manufacturers and their representatives. Architects also wanted “trusted advisors,” in other words, "Golden Rep's" who know their products well, there related categories, the competitive set, the supply chain, and best installation methodology. The Architect also wanted Product Reps who are familiar with creating specifications. They wanted product reps who could demonstrate their unbiassed ability to assist them with the specification process, those with deep product knowledge in their category, including knowledge of their competitors and related systems.

Then, post Covid, we got even better news - The AIA released “The Architects Journey to Specifications" in late 2023. We found many similarities to those we found in 2018, such as “Responsive and Knowledgeable Reps..... and, "Websites that are Easy to Navigate!”.... many of the same factors were listed as helpful to their overall success.

My question today, why are Design and Construction professionals not responding or reaching out more often to seek out and connect with the seasoned product reps who can truly help? Again, I'm just say'in, my recent research indicates much room for improvement.

Even the best Architects and Specifiers are asking me where can I find some help like I used to before Covid? Have they all moved, changed jobs, been downsized? Are they being replaced by A.I, nanobots, or websites? Great questions, and to my knowledge, not yet!

However, even more good news - human connections and relationships are still alive and well. All those great product reps and specifiers I know still talk with and truly appreciate their trusted connections. They continue to build and expand them whenever they can. It takes time to build this network, yet they always seem to know who they can trust with their projects! The numerous advantages of trusted connections in construction well exceeds the investment of time and nurturing it takes to build them in the first place!

This all boils down to respect for one another. Use of the slang terms such as "vendor" for product reps, or "cromudgeons" for specifiers has no place in today's new world! Good product reps, architects, specifiers, and construction professionals genuinely appreciate it when good people can help them save time and money. It also means we must "Respect the Spec" and help deliver good "Construction Documents". The Arch-Rep relationship is a long-term playbook where good relationships are forged like steel! As it evolves, it will definitely lead to stronger results for both parties.

Remember, most great product reps are there to help you be more successful and those "Golden-Reps" really do care about your success especially with the clients you serve! All we need is the opportunity to connect and build strong relationships.

Both Sherry Harbaugh with TRC Consultants and I are on a mission. To help you build stronger relationships through your professional networks and with others in the design and construction process. Remember, it all starts with genuine conversations. For building product manufacturers and product reps alike you should attend the Arch-Rep XSPECtation education session August 22nd, 2024. Sign up through Linked-In today and stay tuned for more to follow in the months ahead!