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Specs don’t defend themselves…
You do.
You got the product specified. The architect loves it.
The project moves forward. And then… silence.
Then one day, you hear the job went to bid… and your product didn’t make it through.
Gone.
Replaced by a knockoff that claims to be “just like yours” for 30% less.
It’s gutting. And if you’ve been in this industry more than five minutes, you’ve felt it.
The villain in this story isn’t the knockoff company. It’s THE GAP.
The gap between when you get specified and when someone actually buys your product. In that gap, your champion (the architect) steps back, and new players (contractors, purchasing agents) step in. They don’t know your story. They only see two numbers on a spreadsheet.
One manufacturer recently shared their frustration:
“We test these offshore versions ourselves. They fail after three years. But by the time the contractor makes a call, no one asks for backup at the award stage. And we refuse to bash the other guys.
So how do we keep the spec alive?”
A fair question. And they’re not alone.
And if you’ve ever watched your spec vanish this way, I’ve got a hard truth:
If you treat getting specified like the finish line, you’ve already lost.
The Complacency Trap
Here’s the common excuse I hear:
“Once it hits the GC’s desk, it’s out of my hands. It’s all about price.”
That’s the lazy answer.
It’s not always wrong, but it leads nowhere. Because once you buy into that mindset, you stop trying. You stop building systems. You stop protecting your spec before it’s even threatened.
That’s how good products lose to bad substitutes.
You can’t control everything, but you can make it a lot harder for someone to erase you from the project without consequences.
That’s where the Sticky Spec Toolkit comes in.
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The Sticky Spec Toolkit
1. Make substitution feel risky (the “Velcro Principle”)
Don’t just say your product performs better. Prove it. And put it in writing.
Make the risk of substitution stick to every conversation.
The “10-Year Test” Guarantee:
- “We guarantee this facade will look identical to day one after 10 years of weather exposure”
- “If it doesn’t, we’ll replace the entire system at our cost.”
- “This guarantee only applies if you use our certified system, installed by our approved contractors.”
Give it a memorable name: “The 10-Year Promise” or “Fade-Free for 15.”
Now, when someone suggests a substitute, the conversation changes from “Can we save money?” to “Are we willing to lose our guarantee?”
Make it visual: Create a simple tent card for every project meeting. One side shows your product after 5 years. The other side shows the typical knockoff after 2 years. No words needed.
2. Turn abstract numbers into real consequences
By the time contractors get involved, they’re not reading spec binders. They’re looking at numbers.
The “True Cost Calculator”: Don’t just show lifecycle costs. Show the actual pain.
Instead of: “Knockoff product costs 40% more over 10 years.”
Try: “The ‘cheaper’ option will cost you $47,000 in emergency repairs when the panels start failing in year three. Plus two weeks of tenant complaints. Plus, the headache of coordinating repairs while the building is occupied.”
The 90-Second Story: Film a building owner standing in front of a failed facade, explaining what the “bargain” substitute actually cost them. A real person. Their actual building. And their deep frustration.
When contractors or owners see consequences instead of just numbers, the math gets personal.
3. Collect stories that age well
Anyone can get a happy quote right after installation.
You want the testimonials that end arguments.
The “Still Perfect” Collection: Start systematically asking architects and building owners after 3-5 years:
- “What does the building look like today compared to opening day?”
- “Any maintenance surprises?”
- “What would you tell another owner considering the cheaper option?”
The magic phrases: “Maintenance team says it still looks brand new” or “Zero touch-ups needed in seven years.”
But don’t just collect quotes. Get photos. Side-by-side comparisons. Before and after time-lapse, if possible.
An Example Knockout Story: Testimonial from a building owner: “The architect warned us about cheap substitutes. We didn’t listen. Eighteen months later, we’re spending $80,000 to fix what should have been a $15,000 upgrade. Next time, we’re trusting the expert.”
That’s more than social proof. That’s social prevention right there.
4. Let third parties build your moat
You don’t have to attack the competition.
Let independent testing create an unfair advantage:
Become the “First and Only”: Work with ICC-ES, UL, or whoever certifies your category. But don’t just get certified. Become the first in your category to achieve a specific certification that matters.
Create the standard others can’t meet: If existing certifications don’t capture your advantage, work with the testing agency to develop new criteria. Now you’re not just certified—you defined what certification means.
Make it simple to understand: “We’re the only exterior panel system certified for ‘extreme weather durability’ by ICC-ES.”
When someone suggests a substitute, the question becomes: “Are you willing to recommend the uncertified option?” Most people won’t take that risk.
Bonus move: Get your certification language written into the spec template. Now knockoffs aren’t just inferior. They’re technically non-compliant.
The follow-up system most reps skip (the “Bridge Strategy”)
What separates pros from amateurs: staying engaged AFTER the spec is written.
Most reps disappear once the architect signs off.
But not you. Not anymore.
The “Project Pulse Check”: You don’t want to just track projects. Create legitimate reasons to stay connected:
- Month 1: “How’s the design development progressing?”
- Month 3: “Any questions coming up during value engineering?”
- Month 5: “Want me to review the substitution requests with you?”
The Contractor Radar Network: Build relationships with 3-5 key contractors in your market. They’ll text you when your spec is under attack. In return, give them priority support and early access to new products.
The “Spec Guardian” role: Position yourself as the architect’s advocate during construction. “I’ll keep an eye on the project to make sure everything stays on track.”
The spec is just a checkpoint, not a finish line. Your job is to bridge the gap between specification and installation.
The bottom line…
You can’t win every time.
But you CAN stop handing over wins by default.
If you want your product to stay in the project, you need to stay in the process. Even after the architect steps back.
Master this so you start landing more specs… and keeping ‘em.
Knockoffs are getting better at faking quality. And this approach is the difference between growing and going backwards.
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→ Ready to build a system that protects your specs?
Here’s a Google Doc sharing my newest and simplest way to work with me to help put your new system in place: ArchitectWhispererMode
Check it out now before I decide to up the price or hit my limit of new clients and close the doors!
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That’s it for this week!
Cheers to building more than just buildings, and see you next week,
Neil “Stickin’-To-It” Sutton
Architect | Speaker | The Product Rep Coach
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