“Concerning all acts of initiative and creation, there is one elementary truth, the ignorance of which kills countless ideas and splendid plans: that the moment one definitely commits oneself, then providence moves too,” said mountaineer W.H. Murray.

Building product manufacturers should commit themselves to marketing and selling their products with passion. They should take action as quick as possible to get their products specified and being resolute in their actions. Author Goethe once said, “whatever you can do, or dream you can, begin it. Boldness has genius, magic, and power in it. Begin it now.”

When you start your specification journey, you better have the best tools available. Your sales and marketing team need the most effective resources to get your products in front of design professionals. Let’s review three organizations that can help…

AIA Continuing Education

Every product manufacturer should be familiar with the American Institute of Architects (AIA). The AIA can be of tremendous benefit for product manufacturers starting their specification journey. There are over 90,000 AIA members who need AIA continuing education every year. Manufacturers can benefit from these requirements by developing their own AIA course to teach designers about their products.

In our previous blog, How To Get Specified By Architects, we discussed that one of the most effective and economical ways to build brand awareness is through AIA continuing education. Out of sight is out of mind. If an architect is not aware of your product, how are they going to specify it?

Construction Specifications Institute (CSI)

Another great resource available for building product manufacturers is the Construction Specifications Institute (CSI). The CSI was founded to improve the quality of construction specifications. Building product reps new to the industry should join their local CSI Chapter. Local chapters provide an excellent opportunity for product reps to network with local design professionals. CSI chapters book AIA continuing education events which provide an excellent opportunity to build relationships with specifiers, architects, and other design professionals.

US Green Building Council (USGBC)

The USGBC is another organization that manufacturers should be working with. There are over 200,000 LEED credential holders. They provide an audience for your products or services. LEED APs and LEED Green Associates must take GBCI continuing education to maintain their credential. Offering free GBCI courses can help promote your products and generate leads.

LEED v4.1 has been launched as a beta version. The new green building system will offer many opportunities for manufacturers in the Materials and Resources category. The ASHRAE 90.1 energy standard is being updated and this should help some manufacturers as well.
Every journey begins with the first step. Manufacturers can help their sales and marketing team by partnering up with many of the organizations we have discussed. Does your company work with the AIA, USGBC or CSI? What advice do you have for new product reps in the industry?