Industry
Suppliers and manufacturers
Your product can be specified at design stage and absent from the site. Between specification and order, several decisions sit outside your sales force's reach.
- Specification followed through to the actual order
- Even commercial coverage across regions
- Three audiences addressed with three distinct messages
Specification does not guarantee the sale
A product written into the specification can vanish at purchasing, replaced by a variant deemed equivalent.
The real journey of a material passes through at least three decision-makers: the specifier who names it, the contractor who installs it and the buyer or distributor who orders it. Each has their own criteria, and a sales force organised around only one of them systematically loses part of the value created upstream.
There is also a geographic imbalance: coverage is dense where the company has history and thin elsewhere, without that asymmetry matching the real potential of each territory.
We work on the continuity between the three decision moments and on rebalancing commercial coverage.
Profiles concerned
Materials manufacturers
Industrial output sold through distribution and contractors, with a strong upstream specification stake.
Technical systems manufacturers
Integrated solutions whose value is demonstrated at design stage and lost at purchasing if nothing is done.
Specialist distributors
Players whose value rests on service and availability, competing directly with generalists.
Equipment suppliers
Suppliers whose sales cycle follows the construction programme.
Identified break points
Loss between specification and order
We follow specified projects into the purchasing phase so we can act before substitution.
Uneven coverage
We document real potential region by region so effort can be redeployed.
Access to installation companies
Often neglected, this audience determines whether the product is accepted on site.
Visibility on live projects
We identify operations matching your ranges before the tender phase.
Our method
We reconstruct the decision chain for your products on real projects, won and lost. That reconstruction almost always shows at which stage value dissipates.
The programme is then built around that precise break point, rather than adding uniform commercial pressure across the whole journey.
Mapping the product journey
Specifier, contractor, buyer: who decides what, and when.
A differentiated message per audience
Three arguments, consistent with each other but matched to each audience's criteria.
Specification follow-up
Re-engagement during purchasing, when substitution risk peaks.
How it runs
- 01
Project analysis
Study of a sample of specified projects, won and lost.
- 02
Break point identification
Locating the stage where specification is most often lost.
- 03
Message construction
Three messages matched to the three audiences in the chain.
- 04
Targeted deployment
Priority outreach on the weakest link.
- 05
Project follow-up
Supporting specification through to the order.
- 06
Geographic extension
Replication in regions with identified potential but weak coverage.
What this produces
Better converted specification
Following through to purchasing reduces last-minute substitutions.
Rebalanced coverage
Commercial effort follows potential rather than company history.
A relationship with installers
Buy-in from installation firms secures product preference on site.
A clear read on the market
You know which projects match your ranges and what stage they have reached.
Common mistakes
Concentrating effort on specification alone
Winning the specification without following purchasing means working for the cheapest competitor.
Using one message for three audiences
A technical performance argument has no effect on a buyer comparing delivered prices.
Measuring activity in visits
The useful indicator is the share of specified projects that convert into orders.
Services involved first
Related objectives
Frequently asked questions
Follow specification through to the order
We can analyse a sample of specified projects and identify the stage where value is lost.
Explore further
Related stakeholders
- Engineering firms
The specifiers who name your solutions.
- Subcontractors
The firms that install your products.