From Concept to Construction: Understanding the Designer's Perspective

For building product representatives, understanding the mindset of design professionals supports collaborative working relationships, the product selection process and specification in construction projects. Unlike consumers selecting a new automobile, design professionals make selections based on a well-defined set of parameters with little room for emotional influence. This article examines key considerations in design and provides insights into how building product representatives can effectively present their products to meet the needs of design professionals.

General Product Considerations

Proven Performance vs. New Innovations

Design professionals must balance the allure of new, innovative products with the reliability of time-tested options. While many designers are excited about the latest industry advancements, the decision-makers within a firm—often those responsible for managing risk and liability—prefer products with a proven track record. This preference is driven by the need to avoid potential failures and the lawsuits that can accompany them. Senior design professionals are acutely aware that their firm's professional liability insurance premiums and deductibles can skyrocket with each new legal challenge.

Suitability for Intended Purpose

Certainty that a product is appropriate for its intended use is imperative in the design process. For instance, an interior product used in an exterior application can lead to catastrophic failures. Even subtle changes in application, such as using a glass curtain wall designed for vertical installation in a sloped configuration, can result in significant issues like water leakage. The challenges associated with moisture mishaps from insurance claims to health hazards have worrisome legal implications. Product reps must clearly communicate the appropriate uses and limitations of their products to avoid such pitfalls, the success of their professional reputation and working relationships depend on it.

Traditional vs. Unique Installations

The familiarity of installers with a product and its installation procedures significantly impacts project success. Deviating from standard construction practices can lead to costly mistakes, especially in complex projects like high-rise buildings. When unique techniques are required, product reps should provide thorough training and support to ensure that new or unique installation methods are well understood and correctly executed.

Availability and Lead Times

A fantastic product is of no use if it cannot be delivered on time. Construction projects operate on tight schedules, and delays can be costly. Product reps must be transparent about lead times and availability and be ready to suggest alternative products if delivery issues arise. This honesty can build trust and demonstrate a commitment to the project's success.

Distribution, Installation, and Maintenance

Design professionals prefer products that are easily accessible, can be installed by certified professionals, and are maintainable by the owner's staff. While it is rare for a single entity to handle distribution, installation, and maintenance, understanding and clearly communicating who is responsible for each aspect can simplify decision-making for design professionals.

Equivalent Products and Competitive Bidding

Most construction projects, especially those funded publicly, require open and competitive bidding. While manufacturers often desire exclusive specifications, design professionals must consider equivalent products to comply with bidding laws and to ensure cost efficiency. Product reps should be prepared to highlight their product's unique benefits while acknowledging the competitive landscape.

Compatibility with Other Products

Not all building materials are compatible with each other. Products like joint sealers, waterproofing, and coatings require careful consideration to ensure they work well with other materials used in the project. Product reps must provide detailed information about compatibility to prevent issues that could compromise the integrity of the project.

Sustainability and Green Building

Evolving Standards and Avoiding Greenwashing

Sustainability has become a critical factor in construction, driven by rating systems like LEED (Leadership in Energy and Environmental Design). Products must meet stringent sustainability criteria, and misleading claims, known as "greenwashing," can damage a manufacturer's reputation. Product reps should stay current with evolving standards and ensure that their sustainability claims are accurate and well-supported.

Best Product vs. Best Product for the Project

Cost and Project Goals

This point cannot be stressed enough - the best product on the market is not always the best product for a specific project. Budget constraints and the project's goals must be considered. For developers focused on short-term investment, cost-effective products that meet basic requirements may be preferred. Conversely, projects with long-term occupancy in mind might prioritize higher-quality, more durable products. Product reps should tailor their pitches to align with the project's financial and performance goals.

Other Selection Considerations

Aesthetic Issues

Design Professionals are highly design-focused, and aesthetics play a significant role in product selection. A product that meets performance criteria but is aesthetically unpleasing may be rejected. Product reps should understand the design vision and how their products can complement or enhance it. Providing samples and visual aids can help demonstrate the aesthetic value of a product.

Performance Characteristics

Performance is a top priority for design professionals, who are often the first to face legal action if a product fails. Products must meet building codes and perform reliably under expected conditions. Detailed performance data and case studies demonstrating successful use in similar projects can help build confidence in a product's reliability.

Installation

As mentioned earlier, ease of installation is a critical factor. Products that can be installed with minimal complexity reduce the risk of errors and delays. Providing clear installation instructions, training programs, and on-site support can make a product more attractive to design professionals.

Safety

While jobsite safety is typically the contractor's responsibility, design professionals are concerned about fire safety, life safety, and physical safety post-installation. Products must comply with fire and life safety codes, and their performance in these areas should be clearly communicated. Additionally, understanding potential hazards, such as slip resistance for flooring, can influence product selection.

Accessibility

Since the implementation of the Americans with Disabilities Act (ADA), accessibility has become a critical consideration in building design. Products must meet accessibility standards, which can vary by jurisdiction. Product reps should be knowledgeable about these requirements and ensure their products are compliant.

Durability

Durability is essential, particularly in high-traffic areas or harsh environments. Products must withstand the intended use conditions without significant degradation. Providing data on freeze/thaw resistance, UV resistance, and pollutant resistance can help design professionals make informed choices.

Cost Considerations

Both initial cost and life cycle cost are important. While the upfront price must fit within the project's budget, the long-term performance and maintenance costs can significantly impact the overall value. Product reps should provide cost analyses that include both initial and long-term costs to help design professionals evaluate the true cost-effectiveness of a product.

Manufacturer’s History and Reputation

A manufacturer's reputation can greatly influence product selection. Design professionals prefer to work with reputable companies known for their reliability and customer service. Demonstrating a strong track record and a commitment to standing behind products can build trust and preference.

Warranties

Warranties offer a measure of security, but their value depends on the manufacturer's financial stability and the warranty's terms. Design professionals scrutinize warranties to understand what is covered and any exclusions. A strong warranty from a reputable manufacturer can be a deciding factor in product selection.

Codes and Standards

Compliance with building codes is mandatory, while reference standards ensure quality. Product reps must be familiar with relevant codes and standards and ensure their products comply. Providing documentation of compliance can simplify the specification process and reassure design professionals.

Wrap UP

Building product representatives must understand how design professionals think and make decisions to effectively present their products. By addressing key considerations such as proven performance, suitability, availability, sustainability, cost, and compliance, product reps can better align their offerings with the needs of design professionals. Establishing trust through transparency, detailed information, and a strong track record is essential for developing collaborative working relationships, product selection and ultimately, specification in construction projects.

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.