SPEC POINT OF VIEW

“I have spent a tremendous amount of time evaluating the ineffective programs currently being offered to manufacturers as solutions to drive the specification process. It was time for the next generation of more cost efficient solutions to be developed” – Kenneth Hall

During the past two years I have done extensive research into the communication gap that exists between manufacturers and their customers. 

That gap is the result of the confusion and chaos that is defined as the spec process. The spec process encompasses the communication and selection process of products during a construction project. As a part of that process, there is a critical need for exact information integrated into spec protocols and procedures that have been outlined and created to serve the needs of each project. Yet, what we find are great inconsistencies during the spec process. This is caused by variables that do not meet required expectations and are driven by the individual needs of both manufacturers and the AEC community.  

Very simply, there is no synchronization between what manufacturers provide to customers for the spec process and the reality of what their customers truly need to specify products.

SOLUTION OBSOLESCENCE

There have been several attempts to solve these problems including the development of databases, (ARCAT, Sweets, Reed Data, etc.) and spec writing services (Masterspec, SpecLink, Spec Text). As we have witnessed during the past several years, many of these programs add to the confusion and disintegration of information and communication for the industry. 

The answer is hidden somewhere in between what is available now and new technologies to deliver data to the market. Data that is absolutely critical to the spec process.

Start by understanding where and how the spec process begins.

The architectural community needs access to information. Spec writing services are used by the majority of architects (Over 85%) but the systems drive the architects to manufacturer’s web sites to verify and validate product data. 

In fact, Over 80% of the AEC community ends up at manufacturer web sites to find product data no matter where they begin.  

NEW SOLUTIONS

With that in mind, I believe the web site is the last bastion of differentiation for manufacturers.  Conversely, inside the current database or listing programs, manufacturers are in an aggregate position with their competitors. There are no differentiators that exist. (Placement is based upon dollars spent).

The web site can create a one on one relationship with customers. Manufacturers have the opportunity to capture an audience and guide them through the spec process by simply offering a spec system for their use. The web site becomes a spec solution center and offers support and tools for customer, sales and distribution channels.

RETURN ON INVESTMENT

There are several attempts being made to integrate information and solve these problems based upon new technologies and the paradigm shift in the flow of information that has occurred through the internet. As such, I have hovered above the industry and evaluated the effectiveness of the current programs and tools available for the industry.  Most of these tools, that were designed to help streamline the specification process, have now become obsolete. They are expensive and in most cases and do not provide ways to measure their results. Most importantly, these programs are based upon risk probabilities that are no longer acceptable.

The current economy demands the ability to measure return on investment for most marketing budgets. Gone are the days of spending to maintain market share and spending without a calculated assessment of risk. Now more than ever there is a demand for measurable results; ways to reach a target audience and provide information that helps customers select and specify products.

I looked at this shift in the information flow, not only in this industry but in all industries, and began to map a plan to solve these issues using state of the art technologies that are far more effective, measurable and cost efficient. Just as important, it is not necessary to spend tens of thousands of dollars to strategically develop a specification program for customers.

I gathered groups of AEC members and identified problematic areas during the specification process. We identified problems, addressed solutions, and together we developed answers. 

That information was delegated for interpretation by CSPECS technology. Their job was to develop tangible technology solutions based upon our input.  We needed solutions that were expandable and customizable and solutions that were easily integrated into manufacturer web sites. In other words, the technologies developed had to meet the needs of both the manufacturers and the AEC community. 

The results were very powerful specification tools and programs that provide a comprehensive solution but are still very cost efficient for implementation.

The results are the next logical step in the development of solutions to the specification process for both manufactures and the AEC community.

LOOK CLOSELY

I suggest you look closely at the systems in the market. Try to define the spec process for your products by customer requirements. What you will find is that most manufacturers are not aware of the logistics and intricacies of the spec process. Not because they don’t have the desire to help customers or develop programs for the spec process, but rather, the AEC community closes the curtain during their spec process and does not provide indications of problems or lists of required data and procedures to specify products.

Look closely at the paradigm shift that defines the internet almost every day. What you will find is that the spec process in this industry, as in all industries, is changing. You need to address those changes. Look at your current strategies and be sure that you have the ability to maintain market share, that you have earned, and the ability to grow in the future. 

Do not be left behind. “Lack of information” measured in today’s ever changing world is the corporate kiss of death.  If you do not engage information that is readily available to help you affect the shift in the flow of information in the spec process, then you will certainly be left behind.  

Look closely and compare what is certain to change the landscape of the spec process. It is difficult unless you are open to change.  What I find most frustrating is that most manufacturers believe they already know.