A product rep’s perspective on CSI

by Jennifer Wilson | June 29, 2015 9:18 am

[1]HORIZONS
Brian T. Conroy, CSI
I remember sitting in the back at my first CSI meeting in Philadelphia, taking it all in. After that, I went to all the board meetings, listened to what was going on, and offered my assistance whenever I could. I soon became a director, and then moved quickly into a vice president position.

Throughout this time, I visited the CSI Academies and met many great architects, engineers, and other product representatives. Although I have not been around as long as some members, I believe things are changing.

The monthly Philadelphia chapter meetings open with a casual, social atmosphere as people arrive and take part in light conversation and colleague reunions. After a short time, the group is asked to take a seat, and as is customary, introductions of all in attendance follow. These introductions include names, positions, and workplaces. It is at this point every month I carefully scan the room and ask myself, ‘How can we get more architects to join CSI?’ and, ‘What is the product rep’s responsibility in CSI?’ Both queries are codependent and essential to the success of the CSI chapter. In order to build a great chapter, I believe more architects need to join, and it is partly the product rep’s responsibility to do this.

As a product rep, I come into contact with many architect and engineering firms, and I take the time to ask them whether the firm or any individuals are members of CSI. If the answer is no, I ask why? The most common reply is, “The last CSI meeting I went to I felt like I just walked onto the parking lot of a car dealership and was swarmed by salesmen.”

It is no wonder some of these professionals do not want to come out to a meeting. It goes back to the two key questions from before. ‘How can we get more architects to join CSI?’ and ‘What is the product rep’s responsibility in CSI?’ For the latter, I believe there are five answers

Architect attraction
A key component in building the local CSI chapter is to bring in more architects and engineers (A/Es). It is important for the product rep to encourage the A/E we interact with every day to come to the next meeting, by promising a great social atmosphere, delicious food, and a very informative presentation.

By having more A/Es involved, the product reps will have a better understanding of their needs— this is why I feel it is in their best interest and in the best interest of the industry for more A/Es to join CSI.

Warm and welcome; don’t sell
Remember the handshake of old? Product reps should the architect feel welcome and let the handshake be one without an agenda.

Do not offer any business cards unless they are requested. Try not to ask for theirs either, just take one if they offer it. This is not a sales call—it is a social event, and learning opportunity for industry professionals. Have fun and let the connections happen.

Get certified
Whether it is the Construction Documents Technologist (CDT) designation or Certified Construction Product Representation (CCPR) accreditation, getting one of these certifications can go a long way. With these qualifications, a product representative can gain a full understanding and appreciation of the bigger picture of the project delivery methods and all that is required of the A/E team. Not only will this accreditation help A/E understanding, but it will also advance personal knowledge base and build career résumé and skills.

Understanding the full picture will always help when communicating with architects, engineers, specification writers, general contractors, and others in the industry. These certifications are well-respected—in many ways, they resemble getting an MBA. After obtaining these certifications, one should encourage others to do the same.

Bring relevance
The construction industry is constantly changing, as new products enter the market. If designers are not up to speed on the latest designs and products, the owners will move on. These designers depend on knowledgeable product representatives, so it is imperative reps bring relevant and effective educational presentations to the table. They should be networking with the up-and-coming designers and bringing them to chapter meetings. By speaking with architects, reps can hear what materials the designers are looking for.  By keeping an open ear, new topics may arise that can be brought to the chapter meeting. Some of these topics may even entice some new A/Es to attend a meeting or two.

To specify or not to specify?
Most product reps understand getting into the specifications is positive. However, being a member of CSI and going to meetings are not ‘sales tools’ to get into the specifications—they are networking tools. The meetings are a place to get to know others in the construction industry, and they act as an educational ground.

It is my firm belief building a network is more beneficial than just obtaining a simple specification written around your product.

It is more important to allow others to come to you. When a salesperson is pushy, people tend to avoid them. There is no harm in informing people of your position as a product rep, but try to avoid the ‘hard sell’ approach.

It is about the long-term benefits, the relationship verses the transaction. Eventually, others will refer to you as ‘the go-to person’ of your industry just because you were genuine and did not have an agenda when you interacted at a meeting. That is worth more than a sale—it is priceless.

Brian T. Conroy, CSI, is the northeast representative for Master Wall Inc., an exterior insulation and finishing system and stucco manufacture. With over 20 years of experience in the construction industry and a passion for networking, he continues to explore unique ways to improve project delivery. Conroy is president-elect of the Philadelphia chapter of CSI. He can be reached at briantconroy@masterwallne.com[2].

Source URL: https://www.constructionspecifier.com/a-product-reps-perspective-on-csi/

---