The 5 Costliest Manufacturer Mistakes

The 4specs newsletter in December 2010 cover the same topic. It is still valid today. You can see the original newsletter here:

Influencing Specifications: The 5 Costliest Manufacturer Mistakes

The concepts presented there are still valid 12 years later. As Phil Kabza had written part of the older newsletter, I asked Phil for his comments when I planned to use this newsletter. He replied:

Of course, ARCOM is now Deltek, but I don’t think you want to get into changing that. What was aimed at “post-recession” is now “post-Covid,” but little has changed, except there are fewer specifiers working longer hours and figuring out how to be more efficient. [emphasis added] Are good quality manufacturer specs an answer? Of course. But those in-house prepared specs still can’t be used in architect’s project manuals.

The newsletter is summarized [in this pdf] If you do not want to view and read the entire newsletter. I have some additional thoughts on the 5 key topics.

Marketing to AEs without understanding their specification process
A great way to learn more about the specification process is to subscribe to Phil Kabaza's CDT One Day at a Time emails. These are 60 days of emails to review the design, specification and construction process. Free. I also recommend you attend local CSI dinners and meet the specifiers.
Targeting the pre-covid specifier in the post-covid market
Remote working has complicated the ability to meet and contact specifiers to present your product information.
Using expensive shotgun marketing instead of targeted marketing
In next month's newsletter I plan to describe my .50 BMG sniper rifle strategy and actions verses a blunderbuss approach taken by many companies.
Providing specifications that meet your needs but not the AEs' needs
I am asked where a manufacturer can find the information they need to write their own specification. I refer them to an independent specifier (aka 1099-contract specifier) to write the spec for them
Providing small specifications and expecting big projects
Are your specifications detailed enough to help the specifier determine if your products are equivalent to the ones currently being specified and meeting the project requirements.

Contact me if you have any questions.

Colin

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Colin Gilboy
Publisher - 4specs
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