The Role of Specification in Building Product Marketing
In building product marketing, there’s one golden rule: if you’re not specified, you’re not sold.
Specification determines which products make it into project designs. Without it, sales teams face uphill battles on price and substitution.
Why Specification Matters
- Why Specification Matters
Architects and engineers choose products during the design stage. Once specified, contractors are far less likely to swap them out. - Marketing to Specifiers
The key is education, not persuasion. CPDs, BIM objects, technical data sheets and sustainability certifications are evidence based information that will ultimately win trust. - Protecting Specification
Even after specification, marketing supports compliance, cost justification, and performance evidence to stop substitution. - Specification as a Growth Driver
Companies that prioritise specification marketing consistently achieve stronger margins and long-term partnerships.
Specification is the heartbeat of building product marketing. Invest in it, and sales follow naturally.
Want to grow through specification? Talk to BFM.
FAQ’s
- Q: What is specification in construction?
A: It’s when a product is written into design documents by architects or engineers. - Q: Why is it so important?
A: Because products not specified rarely make it onto site. - Q: How do you influence specification?
A: Through CPDs, technical support, BIM objects, and sustainability data. - Q: Can specifications be lost?
A: Yes — without cost justification and compliance evidence, substitutions can occur.
