Product Manufacturers

Get Specified Earlier. Create More Demand.

I help manufacturers of products used in buildings, landscapes, and real estate projects build relationships with architects and designers, identify relevant projects earlier, and make their products easier to specify.

Discuss Your Growth Opportunities

Where I Help Create Growth

  • Build Relationships With Specifiers

    Become a resource before the next project begins.

    I identify architects, landscape architects, interior designers, and other specifiers whose work aligns with your products and help create meaningful ways for your team to connect with them.

    This can include:

    • Targeted architect and designer outreach

    • Lunch-and-learns

    • CEU and educational programs

    • Product introductions

    • Firm-specific opportunities

    • Ongoing relationship development

    The goal: Build familiarity and trust before a specification decision needs to be made.

  • Find Opportunities Earlier

    Know where your products may fit before the opportunity becomes obvious.

    I help identify projects, firms, owners, developers, and markets where your products have a logical application.

    Rather than simply generating a list of projects, I look at where your product fits, who is influencing the decision, where the project is in the design process, and what could create a credible reason to start a conversation.

    The goal: Create more qualified opportunities earlier in the design and construction process.

  • Make Products Easier to Specify

    Remove friction between interest and specification.

    Getting an architect interested is only part of the process. They also need the information and confidence required to incorporate your product into a project.

    I help evaluate and improve the resources that support specification, including:

    • Product and technical information

    • Three-part specifications

    • CAD details

    • BIM resources

    • Performance information

    • Installation information

    • Application guidance

    • Samples and product requests

    • Technical response processes

    The goal: Make it easier for a designer who wants to use your product to actually do it.

My Process: From Relationship to Specification

  • 1. Identify the Opportunity

    Where could additional specifications and revenue come from?

    We look at your products, existing customers, markets, relationships, competitors, and current sales process to identify where meaningful opportunities may exist.

  • 2. Understand the Specifier

    Who influences whether your product gets selected?

    We identify the architects, designers, owners, developers, contractors, consultants, and other decision-makers who influence product selection—and when those decisions are typically made.

  • 3. Develop the Strategy

    What would make your product more likely to be considered?

    That may involve positioning, architect outreach, education, specification resources, project identification, partnerships, owner engagement, or a different route to market.

  • 4. Build the Relationships

    Who does your team need to know?

    I help create meaningful opportunities to connect with relevant specifiers through introductions, education, project conversations, lunch-and-learns, and ongoing relationship development.

  • 5. Create Specification Opportunities

    Are the relationships turning into real opportunities?

    We track what matters: relevant relationships, meetings, project opportunities, specifications, substitution opportunities, proposals, pipeline value, and ultimately revenue.

More Than Architect Outreach

Education

Create useful reasons for architects and designers to engage with your company through lunch-and-learns, CEUs, technical presentations, demonstrations, and product education.

Specification Support

Make CAD drawings, BIM resources, specifications, product data, technical details, and application information easier for designers to find and use.

Active Projects

Identify projects where your product may be relevant and determine the appropriate people, timing, and approach for beginning a conversation.

Substitution Opportunities

Where appropriate, identify opportunities on active projects and help organize the technical information and comparisons required for your product to be evaluated as an alternative.

Owners & Developers

Where product benefits align with ownership priorities, create opportunities to communicate value directly to the people influencing project requirements and investment decisions.

Strategic Partnerships

Identify complementary manufacturers, contractors, distributors, consultants, associations, and other partners who can create additional routes into relevant projects.

These are all capabilities you're already communicating through SGP; this simply brings them under your broader advisory positioning.

What Success Looks Like

  • Relevant Design Relationships

    Are more of the right architects and designers familiar with your company?

  • Qualified Project Opportunities

    Are we identifying real projects where your products have a credible fit?

  • Specification Opportunities

    Are designers considering, evaluating, or incorporating your products into their work?

  • Pipeline Value

    Is the value of qualified opportunities entering your pipeline increasing?

  • Repeat Relationships

    Are specifiers coming back to your company as new projects arise?

  • Revenue

    Are those opportunities ultimately contributing to business growth?