Why is getting specified different than a sales lead?
Getting your construction products specified by an architect, refers to the process of having architects and designers specify or include a particular product in the construction plans and specifications for a project. Getting specifying your construction products by architects and designers is an important step in the construction process, it determines which products are used in the project. It also ensures the desired performance and aesthetic standards are met.
A sales lead refers to a potential customer or client who has expressed interest in a product or service. A sales lead can come from various sources, such as trade shows, online marketing, or word of mouth. Sales leads are generated by a sales team. Who will then follow up with the lead in order to try to convert them into a customer.
The main difference between a sales lead and getting your construction products specified by an architect is that while a sales lead is a potential customer that may or may not convert into a sale. Getting your product specified by an architect is a step further in the sale process. It’s more like a commitment of using your product in a specific project. Sales leads require more effort and resources to convert into customers. Whereas getting a product specified by an architect ensures that the product will be used in the project and will be paid for by the end-user.
Why is getting specified important?
Getting specified by an architect is important for construction product manufacturers for several reasons:
- Increased sales: When specified on construction plans and specifications for a project, it is likely that the product will be used in that project, providing the manufacturer with a sale.
- Brand recognition: Being specified by an architect for a project helps to increase brand recognition and credibility for a construction product manufacturer. This can lead to more sales, as architects and designers may be more likely to specify the manufacturer’s products in the future.
- Control over product selection: When architects and designers specify products in a construction project, they are making a recommendation to the contractor and owner of the project. The contractor and owner have the final say on which products to use. But getting specified by an architect puts the manufacturer’s product at the forefront of the decision-making process.
- Efficient process: Getting specified by an architect can save time and money for the construction product manufacturer. As it eliminates the need for bidding and competing with other manufacturers.
- Long-term relationships: Building relationships with architects and designers can lead to repeat business and continued success for the construction product manufacturer. As these professionals will likely specify their products in future projects.
- Technical validation: Architects and designers are responsible for making sure that the products used in their projects meet specific requirements. Getting specified means the product was evaluated and approved for use on the project.
In summary, getting specified by an architect is a crucial step for construction product manufacturers. As it can lead to increased sales, brand recognition, control over product selection, and long-term relationships. Specifications by architects and designers also validates the technical aspect of the product, ensuring that it meets the requirements and standards of the industry.
How many projects do I need to get specified on to get a return on investment?
The number of projects a building product manufacturer needs to get specified on by an architect to get a return on investment depends on several factors. Such as the cost of the product, the size of the projects, and the marketing and sales efforts required to get the product specified.
In general, the cost of getting a product specified by an architect can vary greatly. Depending on the resources required to market and promote the product, such as attending trade shows, sending samples, or hiring sales representatives. The cost of these efforts must be taken into consideration when determining the number of projects for achieving a return on investment.
Project Size
The size of the projects can also play a role in determining the number of projects needed to get a return on investment. For example, if the manufacturer’s product is specified in a large commercial project, it could result in a significant return on investment. While a smaller residential project might not provide the same financial return.
It’s hard to give a definite answer, but in general manufacturers will aim to get their products specified on as many projects as possible. Since it is the most efficient way to increase sales and maximize the return on investment in marketing and sales efforts.
It’s also important to keep in mind that getting specified on multiple projects is not a guarantee for return on investment. The success of the project, project tracking, and payment of the invoices need to be taken into consideration. But, the larger number of projects the product is specified on, the higher the chances are for a return on investment. Additionally, it may also depend on the manufacturer’s business model and product line. It’s important to evaluate the market and target projects that align with their product’s strengths, rather than trying to get specified on as many projects as possible.
How many architectural reps does my company need?
The number of architectural reps a building product manufacturer should have depends on several factors. Such as the size of the company, the size of the market, and the product line.
In general, the larger the company and the product line, the more reps will be needed. To effectively cover the market and increase the chances of getting specified by architects. A large company with a wide range of products requires a large architecture team to ensure the project are being promoted and specified.
For smaller companies or those with a narrower product line, a smaller team of reps may be sufficient to cover the market and increase the chances of getting specified by architects. However, the company should take into consideration the competition, the size of the market, and the resources they can allocate to the team.
Training
It’s also important to note that the quality and training of the reps are also important factors in getting products specified. Highly skilled and trained reps is more effective than a larger number of reps with less experience or training. Therefore, the manufacturer should also consider investing in their reps training and giving them the necessary tools for success.
A good starting point for a manufacturer would be to have at least one rep for every five to ten architects in their target market area. This ensures that reps have the ability to effectively reach out to architects and increase the chances of getting products specified. However, again, the needs may vary depending on the company’s resources and priorities, and manufacturers should assess and optimize their architectural rep team to meet their specific needs.
I would suggest the number of architectural reps a building product manufacturer needs depends on several factors. Such as the size of the company, the size of the market, the product line, the competition, and the resources they can allocate to the team. A larger company with a wide range of products may need a larger team of reps, while a smaller company with a narrower product line may require fewer reps.
The quality and training of the reps are also important factors in getting products specified. A good starting point for a manufacturer is to have at least one rep for every five to ten architects in their target market area. But this can vary depending on the company’s specific needs and priorities.
Architectural rep salary
The salary for an architectural rep can vary depending on a number of factors. Such as the size and type of the company, the location, the level of experience, and the specific responsibilities of the position.
According to the U.S Bureau of Labor Statistics, the median annual wage for sales representatives, wholesale and manufacturing, technical and scientific products was $70,580 in May 2020.
On average an architectural rep can expect anywhere between $50,000 to $150,000 per year. However, it can go higher or lower based on the company, location, level of experience, and additional responsibilities. Some architectural reps work on a salary+ commission basis. Pushing them to perform and achieve set goals on how much they get specified.
Many architectural reps also receive benefits such as health insurance, retirement plans, and paid time off. Outsourcing your architectural rep services is an alternative to hiring.
How long does it take to train an architectural rep?
The length of time it takes for an architectural rep to begin seeing a return on investment (ROI) will vary depending on several factors. Such as the rep’s level of experience, the company’s sales process and the industry they are in.
For a new rep who is just starting out with the company, it can take 3 months or longer to become fully trained on the products. Understand the architectural sales process and developing relationships with potential architects also takes time. The training process will also include learning the industry, understanding the target market and developing a successful approach to working with architects. As well as getting familiar with the company’s standards and procedures.
Experience
Fully trained reps will will take 12 to 24 months before seeing a return on investment. This is because building relationships and trust with clients can take time. And it takes time to close sales and generate revenue.
Highly experienced reps with a strong track record of sales will generate revenue faster. For them the return on investment will be quicker.
It is important for the company to provide ongoing training, resources, support and mentorship for the reps to be more effective in their role and optimize their performance.
Setting clear and realistic expectations, and keeping track on their progress will allow your team to make adjustments.
Once your architectural reps are trained, it’s time to create a go to market strategy.