What are specification strategies that can help your company gain market share? What tactics can improve your building product rep’s chances in the field? We list several strategies that may help you reach your specification goals and change the way you think about marketing your products.

Develop an AIA CE course that can be delivered online, as a webinar, and face-to-face.

Register your CE course as a LEED specific hour course to generate 250-500 leads monthly.

Build redundancies into your sales and marketing programs in case an iceberg hits or a key employee quits.

Objects in motion tend to stay in motion so keep improving your specification program and it will make giant leaps over time.

Develop Health Product Declarations (HPDs) for your products before your competitors crush you in the marketplace and dominate specifications.

Don’t let the status quo prevent you from innovating. Knowledge should inform, not constrain. Talent hits a target no one else can hit. Genius hits a target no one else can see.

Getting your products specified is not a short-term endeavor. Get on the team and become a resource. Your job is to educate and assist in product selection, so that specifications can be written. Sometimes you may be forced to recommend your competitor’s product, but that is part of the game.

Optimize your products to remove Red List materials, toxins, and hazardous substances. Contribute more LEED points, open more specification opportunities, and help save the planet.

Hire the right people. A 20-year industry veteran might seem like a great hire but is there too much baggage in the way? Sometimes hiring from outside the AEC industry can bring a fresh perspective.

Imagine you are your top competitor. Design ways to destroy your company and steal your specifications. Now, reverse the role and develop strategies to avert these threats.

Use the least number of resources to solve the greatest amount of specification issues.

The ROI for a specification program should be based on metrics. You should pay for outcomes, not activities. You should judge the success of an AIA webinar by how many design professionals participated and answered the spec survey, not on how pretty the Powerpoint is.

What are your specification strategies? How does your company break through the noise to reach the decision makers?