Constructing Connections: Technical Assistance for Design Professionals

The building product industry is highly competitive, with design professionals such as architects, engineers, and specification writers being the key decision-makers in selecting materials and products for their projects. Effectively reaching out to these professionals is integral for building product manufacturers, but it can also be a time-consuming and challenging process. This article explores proven methods for successfully engaging with design professionals, emphasizing the importance of technical assistance in making a lasting impact.

Understanding the Importance of Technical Assistance

Technical assistance in the building product industry involves providing design professionals with the knowledge, resources, and support they need to make informed decisions about product selection. This assistance goes beyond traditional sales tactics; it is about building relationships, sharing expertise, and positioning your company as a trusted partner in the design and construction process. By offering valuable technical support, you can enhance your product's visibility, influence specifications, and ultimately drive sales.

Lunch-and-Learns: Building Rapport with Design Professionals

One of the most effective ways to reach design professionals is through lunch-and-learn sessions presenting an (American Institute of Architects) AIA (U.S. Green Building Council/Green Business Certification Inc.) USGBC /GBCI registered course. These sessions are particularly popular because most architects and engineers need continuing education credits to maintain their professional licenses. By offering a lunch-and-learn, you provide design professionals with an opportunity to earn these credits while learning about your product in a relaxed, educational setting.

Members of the AIA are required to earn 18 Learning Units (LU’s) annually, with 12 of those units focused on Health, Safety, and Welfare (HSW) topics. Offering a one-hour, face-to-face course that provides AIA/CES credits is an excellent way to gain access to architects. The demand for these sessions is so high that you might even find yourself waiting for an opening or cancellation to secure a spot.

When developing a lunch-and-learn, the goal is to create an engaging and informative course. The content must be non-proprietary, with only the first and last slides displaying your company’s name. This approach ensures that the presentation is educational rather than promotional, which is a requirement for AIA credits. While some building product representatives may hesitate to deliver a non-promotional presentation, this strategy can actually work to your advantage. By educating architects on the benefits of certain materials or technologies without directly pushing your product, you position yourself as an expert in the field, which can lead to future specifications.

Additionally, many architectural firms now require (Leadership in Energy and Environmental Design) LEED 4.1 documentation , specifically a Health Product Declaration (HPD), before scheduling a lunch-and-learn. Companies like Elixir Environmental can assist in developing these documents, ensuring that you meet the necessary requirements to get your foot in the door.

The Power of Seminars

Seminars are another powerful tool for reaching design professionals, particularly when they are structured as all-day events. These events often allow participants to earn up to eight hours of AIA or USGBC/GBCI credits in one day, making them highly attractive to busy professionals.

During a seminar, multiple speakers typically present one-hour AIA-approved courses to a room full of design professionals. The value of these events lies in the opportunity for face-to-face interaction with potential specifiers after the presentations. Many of these seminars are also registered with the USGBC/GBCI, allowing LEED professionals to earn the continuing education hours required to maintain their credentials.

If you’re interested in becoming a speaker at such events, consider reaching out to organizations like CE Academy , which specialize in coordinating these seminars. By becoming part of their speaker list, you can consistently engage with a captive audience of design professionals.

Blogs: Building Expertise and Relationships

Another way to provide meaningful technical assistance is with blogs and articles. Crafting technical content can be a valuable tool for sharing knowledge, building relationships, and positioning your company as a thought leader in the industry. A well-written blog can educate design professionals on the benefits of your products, showcase their applications, and demonstrate your expertise.

The key to a successful blog is to focus on providing valuable, non-promotional content. Share your insights on industry trends, best practices, and technical details that can help architects and engineers make informed decisions. By doing so, you can build credibility and establish yourself as the go-to expert in your field.

One excellent example of an industry-focused blog is GreenCE’s Spec Shaman , which provides insights into sustainable design and product specifications. By creating similar content, you can connect with potential design professionals and grow your professional network.

Understanding LEED and Green Building

As sustainability becomes increasingly important in the construction industry, understanding LEED is fundamental for building product manufacturers. LEED is the most widely used third-party verification system for green buildings, with approximately 2.2 million square feet being certified daily. There are around 200,000 LEED professionals worldwide, and many architects will involve a LEED professional in their projects.

To effectively communicate with these professionals, it helps to familiarize yourself with LEED terminology and the credits associated with your products. For example, knowing which Material and Resources credits your product can contribute to can be a significant advantage when working on sustainable projects.

For those new to LEED, there are free courses and study guides available, such as those offered by GreenCE . These resources can help you gain a deeper understanding of LEED and how your products can align with green building standards.

Webinars: Reaching a Wide Audience

Webinars have become an increasingly popular method for reaching design professionals across the globe. A webinar, or web-based seminar, allows you to present your product or technology to a live audience via the internet, using video conferencing software. This format is highly flexible, enabling you to connect with architects and engineers regardless of their location.

Webinars are particularly effective for delivering AIA or USGBC courses that provide continuing education credits. As the presenter, you display the content displayed on the attendees' screens, typically through a presentation. The interactive nature of webinars allows participants to ask questions, engage in discussions, and even view product demonstrations.

To maximize attendance, schedule webinars during lunchtime, when design professionals are likely to have a break and can watch while they eat. The convenience and accessibility of webinars make them an excellent tool for expanding your reach and building relationships with a broader audience.

Office Visits: Direct Engagement with Decision Makers

Despite the rise of digital communication, direct office visits remain one of the most effective ways to market your products to design professionals. These visits allow for face-to-face interaction, fostering a deeper exchange of ideas and addressing specific questions or concerns.

There are three types of office visits, each with its own purpose:

1. Introductory Visit: If you find yourself near a design professional’s office, an impromptu introductory visit can be a valuable opportunity. Spend just a few minutes introducing yourself, gathering information about the office, and briefly discussing one product. This visit is primarily for information gathering and establishing a connection. Inquire about scheduling a longer, more detailed presentation in the future.
2. Product-Specific Visit: For a more in-depth discussion, schedule a product-specific visit, ideally lasting 30 to 60 minutes. During this visit, focus on one product line, providing detailed information, literature, guide specifications, and samples. A lunch-and-learn format is often ideal for this type of visit, as it allows you to engage with multiple office personnel.
3. Specification Visit: When a design professional requests a consultation for a specific project, a specification visit is in order. These visits are critical for influencing the specification of your product in a particular project. Spend as much time as needed to address all questions and provide the necessary support. Avoid scheduling back-to-back meetings, as these visits may take longer than anticipated.

In all types of office visits, it is highly beneficial to be well-prepared and knowledgeable about your product, the industry, and relevant building codes. By positioning yourself as an expert, you can build trust and increase the likelihood of your product being specified.

Wrap Up

Reaching design professionals in the building product industry requires a multifaceted approach that combines traditional methods with modern technology. Lunch-and-learns, seminars, blogs, webinars, and office visits are all valuable tools for providing technical assistance and building relationships with key decision-makers. By focusing on education, expertise, and engagement, you can effectively introduce your products and influence specifications.

When it comes to the industries that create the built environment, it is imperative to stay informed about trends like sustainability and LEED certification. By understanding the needs and goals of design professionals, you can provide the right kind of technical assistance during the design and construction process, making it easier to reach and create authentic industry connections.

Ron Blank & Associates, Inc. (RBA) offers solutions with a comprehensive list of specification services and programs to build the bridge between building product manufacturers and the design community. For more information on building product manufacturers representation and how it leads to market exposure, tangible leads, and opportunities for products specification, please schedule a call .