Quantum Flooring Accessories: How engaging CPD can lead to specification success

The construction industry moves quickly and it’s crucial that architects keep up with all of the latest developments. In the UK, architects who are RIBA Chartered Members are expected to undergo continuing professional development (CPD) to stay up to date with industry developments and build new skills and specialisms.

This mandatory training presents an exciting opportunity for manufacturers willing to invest in creating their own CPD materials. However, creating CPD materials and having architects engage with them are two different things.  At the 2023 RIBA CPD Forum, Tim Hayes, Specification & Marketing Manager at Quantum Flooring Accessories, shared some of his top tips for developing memorable and engaging CPD to generate leads and build long-lasting relationships with specifiers. 

Reduce risk and prove your credibility

Outstanding CPD should demonstrate how your product reduces risks for the specifier. How are your products better than others on the market? How will it add value to the specifier's project?  

Your CPD should prove that you can do what you say you can do. Case studies are a great way to reinforce your messaging and add credibility.  

Tim always updates his slide deck in order to make the presentation more targeted and relevant to the specifiers he’s speaking to. One effective method he's found is adding three relevant project photos to the presentation, showing the product in situ.  

Be interesting and tell a story

You should deliver your CPD sessions with enthusiasm, or your audience will forget them. Tim points out that he's seen both sides of this, witnessing both: "really boring CPD delivered well and some brilliant CPD slides delivered badly."  

The best CPD content tells a story. “We’re all experts in the types of products that we’re selling, try and tell the story of how your product has evolved and make sure that the presentation flows well. Once you’ve lost your audience’s interest, it can be hard to get it back again.” 

Avoid overcomplication

Remember the 'KISS' acronym, 'Keep it simple, stupid." Overly complex presentations or slide decks don't lead to specifications and can lead to problems.

“Architects often have to specify multiple clauses; our role is to make it easy to for them to make the right product choice.” 

Make it easy for the specifier to remember your brand and product groups, and you’ll have a better of chance of staying at the front of their mind when it comes to making specification decisions.

Follow up on leads

You should proactively encourage CPD bookings via multiple approaches, including your website, social media channels, newsletters and sales team. Utilise every touch point you have with an architect.  

Quantum’s sales team generates interest by sending out sample boxes to specifiers, which also include CPD information and a QR code to book onto a session.  

Tim also finds referrals to be a key channel for generating bookings. “Whenever I do a face-to-face presentation, I always ask ‘is there another practice nearby? Do you know anybody else that would benefit from this CPD?’ That works amazing well.”  

Following the CPD session, you should also follow up with attendees to provide more information about your business and products or systems.  

“CPD is a long-term investment. I once had a phone call from an architect that had attended on of my CPD presentations 6 years previously. He remembered the presentation, found my details and got in touch about specifying one of Quantum’s products.”  

Build partnerships 

Anyone who isn’t your direct competitor could be a partner for your CPD efforts. Choose companies that manufacture complementary products or systems and see if there’s an opportunity to share marketing events or CPD ideas. In some cases, you could collaborate directly to create an even more effective CPD. 

How RIBA and NBS can help

Becoming part of the RIBA CPD Providers Network gives you the opportunity to position your brand as an industry leader, helping you build authority and credibility with architects across the country. 

Here at NBS, we help manufacturers extend their reach even further. Through NBS Source, you can create and share the product information architects need when making specification decisions. 

You can check out Quantum Flooring Accessories' CPD material here.