21.05.19
By Erika Anderson

Every architect and designer has an appetite for the new. The most pioneering tool, latest material, or a cutting-edge innovation. Share the benefit of your hard earned knowledge to help them stand out, and you will be remembered.

Architects and Designers are never finished learning. Whether it’s a requirement (continued professional development), an advantage (to stay ahead of competition) or an attitude (my craft is my life), the culture of their job is one of constant improvement. So be the one to help them improve - across all three motivations for learning. Make it your business to know everything about theirs.

Continued Professional Development (CPD)

Specifiers are more likely to invest their precious time with you if they feel they’ll they’ll learn something new, or believe you’ll deliver the sector-leading knowledge they rely on. Challenge yourself to deliver the year’s most memorable CPD session.

“Continued Personal Development (CPD) sessions are always a good way to access our wider team.”

Competitive Edge

Whether you share a pre-launch preview of an innovative product range, invite them to an industry event or publish a piece predicting future building reg policy trends, being the one to help them outshine their competitors makes you indispensable.

Kindred Creatives  

Share the kind of knowledge that inspires them in unexpected ways. Showing a unique angle on their industry that’s relevant to the challenges they face lets them see you in your element.

Takeaway: teach them something new to give them an edge

  1. Get creative
    How you share knowledge is in your control. What format are you using to share the expert knowledge you’ve worked so hard for? Is it locked away inside the head of your soon-to-retire Head of Sales, or is it out there for your customers to see? Don’t settle for a sweaty powerpoint when you could be hosting events, running factory tours or sharing live product demos.

  2. Make it relevant
    Think back to the idea of saving time versus spending time in our first article of this series – are you sharing relevant knowledge when they want to hear from you most? Share the knowledge they need, when they need it.

  3. Play the long game
    To elevate their perception of you from supplier to expert partner, don’t be too obvious about the payoff for you. Show you invest and participate in their industry despite winning the work.  

  4. Show only your best self
    Don’t ‘do’ thought leadership in areas where you’re not a thought leader or claim expertise where you have none. There will be elements of what you do that excite specifiers - it’s up to you to find them.

This is Uniform's second blog in our specifier series. Read yesterday's blog on the time-poor specifier here.

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