Providing Meaningful Assistance: The Impact of Product Reps During the Various Phases of Construction Projects

Every project goes through distinct phases, each with its own set of challenges, decisions, and technical needs. For building product manufacturers, it is imperative to understand these phases and how product representatives can support architects, specifiers, interior designers, and contractors throughout the process. By offering timely and targeted assistance, product representatives can position their products to be properly specified and used while building long-term relationships with design professionals. This article walks through the various project phases and highlights how product manufacturers can assist at each stage.

1. Schematic Design (SD) Phase

The schematic design phase is the foundation of any project. At this early stage, architects and design professionals develop the overall concept, including primary exterior and interior building components. However, many of the details are still in flux, and specific product decisions are not yet made.

How to Assist: During this phase, product representatives should focus on providing high-level information. Engage in discussions about primary building components, such as structural materials, exterior cladding options, and major interior elements. This is also the time to furnish preliminary samples, especially for exterior and interior finishes that might influence the overall design direction, such as color selections.

Additionally, product reps can begin gathering as much information as possible about the project, including design intent, scope, and budget constraints. Although the SD phase does not usually involve deep product discussions, being prepared to offer more detailed assistance in the following phase will help the design professional make well-informed decisions.

2. Design Development (DD) Phase

In the design development phase, the project begins to take shape. Design professionals move from conceptual sketches to more refined plans, and product decisions start to solidify. This is when materials, finishes, and systems are explored in more detail.

How to Assist: Product representatives should be ready to expand their discussions beyond primary building components and provide information about other essential elements such as floor finishes, wall assemblies, and specialty products. At this stage, design professionals may want preliminary details on product costs, installation requirements, and performance specifications.

It's important to offer guidance on compatibility between your products and adjacent materials or systems. Product reps should be prepared to discuss technical details, including how their products interact with other components, potential installation challenges, and any sustainability certifications that might affect product selection. Offering guide specifications or preliminary drawings can be highly beneficial, as design professionals begin to incorporate products into their project documents.

3. Contract Documents (CD) Phase

The contract documents phase is where the design is finalized, and all product decisions are locked in. During this phase, architects and specifiers work on producing detailed drawings and specifications that will guide the construction process.

How to Assist: This is the peak period for product representatives to provide assistance. At this point, all product decisions must be finalized, and design professionals will require specific product information such as exact dimensions, installation methods, and performance data. Be prepared to assist in finalizing costs, product details, and specifications, ensuring that all relevant information is incorporated into the contract documents accurately.

One of the most valuable ways product reps can support during this phase is by reviewing the project drawings. Offer to check for correct product placement, proper application, and compliance with local codes. Providing BIM (Building Information Modeling) files, standard drawings, or manufacturer-approved installation details can streamline this process for the design team.

4. Bidding and Negotiations Phase

During the bidding and negotiation phase, contractors are brought into the process, and bids are submitted for the project. The primary role of the product rep at this stage is to provide support for any product-related questions or substitutions.

How to Assist: Assistance during the bidding phase is typically limited to addressing requests for product information or substitutions. Design professionals may receive alternative products from contractors and require your input on whether the substitutions meet the project’s performance, aesthetic, or cost requirements. Be prompt and accurate in responding to these requests, ensuring that the design team has all the necessary information to make informed decisions.

It’s also important to remind the design professional of any special lead times or order processes that may affect product availability. Any delays in providing accurate product information can impact the overall project schedule, so make sure to stay responsive and available.

5. Contract Administration (CA) Phase

The contract administration phase occurs during construction, and the architect is responsible for ensuring that the design is executed according to the contract documents. Product reps can collaborate to make certain that the specified products are installed correctly and meet performance expectations.

How to Assist: During this phase, product representatives may be required to provide various construction submittals, such as shop drawings, samples, and technical data. Each project specification section will include specific submittal requirements, and it’s the product rep’s responsibility to provide all the necessary documents are delivered in a timely and accurate manner.

In addition to submitting documentation, product reps can offer valuable on-site assistance. This includes verifying the correct installation of products, providing field testing, or addressing any issues that arise during construction. If any problems are identified with the product or its installation, product reps should work closely with the contractor and design professional to resolve the issue as quickly as possible.

Additional Ways to Add Value

Beyond the core project phases, product representatives can offer additional support that enhances their relationship with the architect or specifier. Here are some ways to add extra value:

• Cost Estimates: Provide reliable cost estimate information early in the process. Architects and specifiers often work within strict budgets, and offering transparent pricing can help them make informed product choices.
• On-Site Storage Recommendations: If your product requires specific storage conditions (e.g., temperature-sensitive materials or delicate finishes), provide guidance on how the contractor should store your products on-site.
• Code Compliance: Product reps can assist in verifying that their products meet local building codes and reference standards. Keeping design professionals informed about changes in code requirements can also build trust and position the rep as a knowledgeable resource.
• Technical Drawings and Assistance: Providing manufacturer’s standard drawings, BIM files, and other technical documentation is essential for helping design professionals incorporate products correctly into their plans. Offering to review drawings and verify details will ensure that the product is specified and installed according to the manufacturer’s guidelines.

Continuing Education Opportunities

An often-overlooked way to add value is by offering continuing education opportunities for design professionals. Many design professionals are required to complete a certain number of continuing education units (CEUs) each year to maintain their certifications. Product representatives can provide this education through lunch-and-learn sessions, webinars, or seminars that focus on their products’ technology or industry trends.

These educational opportunities are usually registered with organizations like the American Institute of Architects (AIA), the US Green Building Council (USGBC), or the Interior Design Continuing Education Council (IDCEC), allowing design professionals to earn credits while learning about your products.

Wrap Up

Product representatives can be integral to the design and construction process by supporting architects, specifiers, and contractors throughout the various construction project phases. By understanding the unique needs and challenges at each stage, product reps can provide tailored assistance that to support their specified products while building long-term relationships with design professionals. From the early stages of schematic design to the final touches of contract administration, offering reliable, timely, and informed support can make all the difference in the success of a project.

Ron Blank and 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.