Connecting with Spec Writers

Last night's CSC Ottawa Chapter meeting. The Subject -- EIFS Quality Assurance Program. Sure, the topic is dry, but what happens when your building leaks?

If you are a general contractor, sub-trade, building product manufacturer/distributor, or technology provider, I can think of few better places to connect than your local Construction Specifications Institute or Construction Specifications Canada chapters.

Why?

Who is most likely to know and have a sense of what is about to be built than the people who create the contract documentation for the project? And who will influence the choices of materials and technologies more than the people who tell everyone else down the chain what they must do to comply with the contract?

Of course, participation in your local specifications writers group is not a short term fix. You won't get far (or achieve meaningful results) by joining and pumping for leads. Rather, the knowledge and relationships you build over time will expand your connections and awareness of the industry and lead to the critical early understanding of what is happening, and where things are heading.

The Races and Construction Marketing

Members of the Ottawa chapter of Construction Specifications Canada at the Rideau-Carleton Raceway. My only bet, a $2.00 ticket, lost. Of course I didn't actually purchase the ticket.

Although the local racetrack and slot machine emporium is close to my home, I've never visited the facility since it opened in its new and "modern" form several years ago. The idea of putting coins into machines in hopes of winning big when you know the odds are stacked against you from the start hardly excites my sense of rational business awareness.

More significantly, I know enough risk and chance in day-to-day business ownership. Compare this time last year to where things are today, and I would say that anyone who thinks business planning and assumptions can truly predict your future is dreaming in some very bad form of colour.

The difference between business risk and gambling risk, of course, is that the business owner has some choice in the outcome. I suppose horse racing gamblers have a form of choice -- they can review the handicaps and statistics before placing their bets -- and card game gamblers can try to count cards, but the gambling business has solutions to these risks: Odds adjust automatically as bets are placed, so at the races the house takes its cut (about 25 per cent, I estimate) no matter who wins, and card counters are banned from the casinos.

The world isn't fair, it seems, especially for those who think that dumbly playing the game is the way to win.

Fellow members of the Ottawa Chapter of Construction Specifications Canada are not dumb, however. We know that casinos and racetracks offer enticing deals on meals and entertainment, if you don't gamble. So we didn't. Instead we shared stories of how games are set.

Here is a good example. One member explained the simple convenience store owner rule for "pull tab" games -- you know, those little cards where you pay a dollar and hope to win a jackpot. Convenience store operators fill the jars with these tabs, and watch whether anyone wins as the jar empties. The CSC member explained that if the big winner didn't appear by the time the jar had reached 1/4 empty, the store owner "purchases" the entire remaining jar. Of course, at this point, a win would be inevitable. Knowledge certainly helps stack the odds in your favour.

In fact, in business, our knowledge, instinct and gut feelings, combined with an understanding of the rules and some genuine luck are all essential for success.

One person at my table, who insisted on not being identified or publicized in any way, spends $5,000 annually on a well-known leads service, for example. He then assesses the information and sends out information packages, seeking to sell concrete products to contractors.

He said: "I can't be identified because in fact the products I distribute are also sold by the company's other divisions, and if they have the information, they will compete against me." It turns out the end-user may purchase the same thing from the same company, but the distributor at the race track wins or loses depending on whether others know he is looking for the work and opportunity.

"Could the original supplier save some money by simplifying and consolidating its sales force and arrangements," I asked the distributor. "Sure, in theory," he said. "But the seeming inefficiencies actually spur competition and create more business for the manufacturer."

In other words, by allowing different players to compete in selling the product, the manufacturer actually sells more, at greater profit. This may not make much sense to the bean counters, but it certainly works in the marketplace.

Then the distributor relayed a story which shows how things evolve. A few years ago, before electronic equipment replaced mechanical methods, tolerances of up to 10 per cent were permitted for cut stone. These tolerances remained in the contract language for a major, high-profile project, even though then-recent technology advances had eliminated the need for them. One contractor bid the job, then creatively arranged to have the stone cut to the minimum tolerance, which of course guaranteed a 10 per cent gain -- and possibly even 20 per cent. This certainly improved the margin.

As some of us left early (after the fourth race), and walked through the slot machine section, we felt a sense of rational superiority over the fools playing the machines. They simply don't get it, and are poor as a result. The world is not fair to the dumb and the passive (and sometimes bad luck can bring down even the brightest and most honorable).

But when we are play the business game, we can choose our strategy and change course when we need to find a new direction. We enjoyed our inexpensive, information-sharing evening at the race track. We had found a way to win, sure-fire.

Making connections at connections cafe

At the CSC Ottawa Chapter Connections Cafe, Donna Hicks, Habitat for Humanity NCR CEO, Diane Finley, Canadian federal Minister of Human Resources and Skills Development, and CSC Ottawa Chapter President Paul Butcher. Clearly connections are working here.

Probably one of the most intriguing and valuable networking and business development groups in the construction industry is the association representing specifications writers, Construction Specifications Canada and in the U.S., the Construction Specifications Institute.

Spec writers have the crucial responsibilities of drawing up the construction documentation for new projects, meaning they have practical influence far greater than their academic degree or formal status (they can be technicians within architectural offices, for example).

Spec writers clearly have information of value to downstream general contractors and sub-trades. If they are involved, something is about to be built, somewhere, and if you know this fact, you can work to be on the invited bidders list.

Building materials manufacturers/distributors and technology providers also want to be on good terms with construction specifiers. If specific materials or technologies are specified, it doesn't matter which general contractor or sub trade actually orders the materials or technology; the deal is sealed and the sale is made.

Not surprisingly, this influence -- and the interdisciplinary environment of the specifiers' associations -- create an ideal marketing and business development opportunity for many specialists within the construction industry (including, of course, publishers like us who really gain a lot from connecting with other marketers).

I felt this symbiosis at last night's Connections Cafe, one of the CSC Ottawa Chapter's major events. Although I am always socially awkward, I know enough people in the room to connect well -- and the specifications writers not surprisingly appreciate the free publicity and support we provide in our publications.

We met former clients who will do business with us again, and provided some tangible support to the local Habitat for Humanity chapter. Best of all, I uncovered a new source of leads for our own business.

I asked a building supplies distributor who makes it his business to go out to construction sites and trailers to find and quickly serve building clients if he could let me know of the major projects in town under early stage construction. These represent ideal subjects for advertising-supported features in our publications. With a long-standing mutually beneficial relationship, the representative took all of 10 seconds to agree to the proposal (we will provide him with free advertising for leads which pan out).

I imagine if you are a general contractor or building technology supplier, your connections with architects and spec writers would allow you to develop similar inside-track relationships and leads if you choose to get involved and work with your local CSC or CSI chapters.

Remember that connecting and business development need not cost you much money if you find the right points of influence and relationship development, and CSC/CSI could do just that for your business.

Changing times: When things stop working right

Retired specifications writer John Jensen at our CSC Toronto Chapter No Frills Trade Show booth. Attendance and visitor interest have declined in recent years -- I think because the show organizers have not adapted their event to the online communications environment

A decade ago, you needed to wait in line for the opportunity to exhibit at the CSC Toronto Chapter No Frills Trade Show. Exhibitors and visitors packed the hall at the Metro Toronto Convention Centre and show organizers (wisely) capped the number of booths, creating the ideal marketing environment -- the scarcity of opportunity increased the value of the booths for anyone present, and increased demand even further.

About three years ago, however, the slowdown became visible, and last year (for the first time in decades -- the show has been around 31 years), the organizers failed to sell all their booths. This year, even fewer exhibitors participated and (most disturbingly to the show organizers) the number of guests attending the event dropped even more. Exhibitors began packing up their displays well before the official evening closing time.

The show is a voluntary event, and supports the activities of the CSC Toronto Chapter. CSC -- Construction Specifications Canada -- is the Canadian counterpart to the Construction Specifications Institute -- the multidisciplinary organization dedicated to specifications writing. Manufacturers representatives and service providers traditionally have valued relationships with the spec writers because, if your building material or technology is written into the specifications documentation, you are assured of a fair shot at the business, regardless of who actually builds the project.

The marketing challenge for the CSC show committee is to figure out why the show has stopped working the way it succeeded in the past. I had several conversations with show organizers through the afternoon yesterday to explore the possible reasons for the show's difficulties, and then to see if we can find solutions.

Show organizers say part of the issue is industry consolidation and (more importantly) the fact that manufacturers representatives are covering much larger territories. As well, fewer students attended than in previous years -- this could relate to the slightly later show starting time and the nearness of the show date to exams.

But I think the bigger issue -- and challenge for the show as for other conventional businesses and events -- is the generational shift in technology and the powerful impact of online resources and methodologies on industry practices and relationships.

Specifications writers, for example, today can access virtual libraries online; in fact many are working in the BIM (Building Information Modelling) space. As well their communications and relationships are developed and maintained much more online.

The show organizers, it seems, promoted their event with some limited on-line publicity (one marketing piece sent by a co-operating publisher, unfortunately contained the wrong email contact information), but the entire framework of the show and is general approach to promotion is similar to the past, with more conventional publicity and mailings.

But I don't think just "some online marketing" is all that the show needs to thrive. More, the show organizers need to recognize the changes in the thought processes and business methodologies of specification writers and the organizations wishing to sell to them.

I'm more convinced than before that online media are the primary entry points for developing and maintaining relationships; but that print media, shows, and other resources are no less important in the marketing picture. You however, need to truly connect online first and frame your marketing approaches around the electronic resources, including blogs, great websites, relevant social networking sites and Internet forums, and permission-based email marketing (not spam!)

There are generational aspects here -- young people generally have caught on to the new way of thinking, but I and many others with quite a bit of grey hair also have been able to adapt and embrace the Internet.

My advice to the CSC Toronto Chapter show organizers: Think interactive, think electronic, and think year-round. Then the event will recapture the imagination of younger people and others wishing a useful resource for specification and building technology information.

CSC-CSI and marketing

The CSC Ottawa Chapter AGM on May 8. The chapter website is at http://www.cscottawa.ca

Construction Specifications Canada (CSC) and the Construction Specifications Institute (CSI) chapters provide some of the most unique and rewarding marketing opportunities within our industry. The reason is because of the core role of the specification writing process within the planning/construction/cycle. If you can encourage the person writing the specs for the project to use your materials or technologies, you have a 'sale' down the road -- regardless of which contractor or sub-trade actually does the work. And if you are a contractor or sub-trade, the spec writing stage often provides really valuable clues and evidence about upcoming projects now well under way in the planning/designing process, providing clues about future work. Everyone in the industry clearly benefits from clear, consistent specifications -- reducing the risks of change orders, or inconsistent design.

These facts make the specifications writing community a prime marketing focus for building product manufacturers and building technology service providers, of course, but you'll find plenty of other people you want to meet and know at local chapter meetings. So I hesitated not a second in attending the CSC Ottawa annual chapter meeting on May 8. We learned about the multi-million dollar work at the Victoria Memorial Museum Building (Canadian Museum of Nature) and and executive/committee members provided reports on their activities.

Paul Butcher from Ottawa Community Housing Corporation will take the helm as chapter chair.

But the best stuff occurred informally, at the table with people I knew and hadn't met yet -- representing a general contractor, new telecommunications industry members, and a senior representative of the CSC Toronto chapter. (I make it my practice to put all comments and observations at the dinner table for events such as this to be off the record unless we agree otherwise -- otherwise, conversations can become quite stilted and way too over cautious.)

CSC/CSI individual member dues are quite reasonable -- if you haven't already joined, I recommend membership; you'll develop connections and meet some truly worthwhile people (and find business from the process).

To Toronto . . . CSC Toronto Chapter Trade Show

It's 3:30 a.m. In about an hour, I'll be on the highway to Toronto to attend the 30th annual Construction Specifications Canada Toronto Chapter No-Frills Trade Show. We've been attending this one-day event for about 10 years now.

Specifications writers have traditionally been at the foundation of the construction business supply chain. If your product, service or technology is written into the contract documentation in the first place, it doesn't matter which general or sub-trade actually wins the work -- your win the business. So, traditionally, spec writers have been vital influencers in the marketing process and trade shows sponsored by CSC or in the U.S. the Construction Specifications Institute have been vital links in the industry marketing process.

When we first started attending this show, the CSC chapter had developed a finely tuned and standardized event -- so successful it had a waiting list for exhibitors. The sheer demand and limited supply (the organizers decided not to enlarge the show beyond the one hall in the Metro Toronto Convention Centre's North Building) enhanced its impact and interest for exhibitors. Knowing if you didn't renew, you might be locked out next year because of the waiting list helped on the renewal process, of course. Back in the early days of the GTA Construction Report, I really wanted 'in' to this show -- and felt the pain of having to wait. Once in, of course, the relationship evolved: We now are invited and trade advertising space for the show participation, which of course keeps our costs somewhat lower. (Though the main cost of show attendance is not the booth rental; it is getting there, setting up and so on -- not an expense for Torontonians, of course, since this is a one-day event; but significant for us.)

I'll be interested in learning why this year the show apparently did not sell out to capacity. Is there a change affecting the way business is done in the industry; and are the Spec Writers (at least in Toronto) losing some influence.

While at the show and tomorrow morning, I'll be with Chase and our new representative, Leslie Greenwood, who starts working with us today. She'll be launching the Northern Ontario Construction News.

Blogging and e-communication will be a little limited today but if you wish to reach me directly, you can call my cellular at 613-292-3973.