Morag Evans | CEO | Databuild | mail me |
We work closely with building product manufacturers and service providers across South Africa’s construction sector. A common question we hear is: “How do we get our products specified by architects?” This is a critical challenge that many face.
Getting specified by architects early in the design process can secure a project, or result in missing out entirely.
To support our clients, we’ve identified key principles that improve specification outcomes.
Importantly, getting specified by architects is not about aggressive selling. Instead, it means understanding architects’ needs, offering real support and building trust over time.
Understand architects’ needs
Start by seeing the world through the architect’s eyes. They don’t want just a product, they want a solution that aligns with their vision and standards. Architects also consider client satisfaction and regulatory compliance in every decision. They carry significant responsibility for each project’s safety and success.
Many even carry higher professional indemnity insurance than some medical professionals.
This makes them cautious about which products they trust.
Next, do your homework on the local context. In South Africa, ensure your product complies with national building regulations and standards. Highlight South African Bureau of Standards (SABS) approval or South African National Standards (SANS) compliance, it signals baseline quality and safety.
Different architects have different priorities. Some focus on cutting-edge design and sustainability, such as Green Star SA certifications. Others care more about cost-efficiency or short lead times. Research firms that suit your product. Understand their typical projects and the challenges they face.
Crucially, respect architects’ time. They work under pressure, with tight deadlines and billable hours. Approach them only when your information is relevant.
For example, avoid pitching a roofing system during early concept design. Use insights from tools to time your outreach effectively. This shows that you understand their process and pressures.
Provide education, not just promotion
When architects reach out, they usually want information, not a sales pitch. Always position yourself as a resource and problem-solver. If another product suits their needs better, say so openly. You may not get that job, but you build credibility. They’ll remember your honesty for future projects.
Make information easily accessible. Architects research online long before speaking to anyone. Avoid cluttered websites that hide technical details. Instead, ensure your site is clear and informative. Include downloadable specs, CAD drawings and BIM objects.
Also provide test certificates, high-quality photos and data sheets. Answer their questions before they even ask them.
Build relationships, not transactions
Getting specified by architects is not a one-time event. It results from long-term relationships and consistent support.
In South Africa, word-of-mouth spreads quickly. Architects prefer working with trusted brands and people. Start by being responsive and dependable. When architects ask questions, reply quickly and helpfully.
If you don’t know the answer, say so and follow up. This shows that you’ll support your product once it’s specified. Be honest about your capabilities and limitations. Never promise what you cannot deliver.
Also, become part of the architectural community. This goes beyond superficial networking. Attend trade shows, local events and SAIA conventions. Join discussions on new building standards and design innovations. Show you care about advancing the industry, not just selling.
All about trust
Ultimately, getting specified by architects is built on trust. You must understand architects’ needs and offer genuine solutions. Support them with education, reliability and partnership. This goes far beyond listing your product in a specification. It’s about earning a place in their trusted network.
