How to relate from having BIM objects or working with BIM methodology to report an increase in sales, align marketing campaigns and structure the customer service and management perspective for the whole firm.
The design phase is crucial, and it is where the simulations and planning are done. If manufacturers get their products to the specifiers in those early stages, they will warranty their choice of them in the construction phase. That is why providing BIM files is so important, but also have more reasons to consider it in a marketing plan.
8 Reasons why BIM systems support the business
1. Better visibility
The display of 3D models created by the user on demand without needing any specific software or knowledge to expand the brand and product awareness on the market. It is an opportunity for the brand to be present in the project, becoming a collaborative part.
2. Generate engagement and leads
The possibility of tracking the number of downloads and converting them into future leads. The primary indicator of genuine product interest is getting the BIM content downloaded, then is to convince to integrate the products into the model and make it to specification. By adding download statistics to the CRM system, suppliers can directly link them to contract wins.
3. Boost the products
The increase in BIM object downloads bumps the company’s products. Online libraries for manufacturers enlarge your audience, the ones looking for inspiration, technical or practical product information, and objects for their designs. Access to the manufacturer’s product range and the ability to add objects to their projects is a great advantage.
4. Reduce the cost per lead
By addressing potential customers through the BIM objects. Rather than creating interest with the effort involved, the people who downloaded the product already have that interest, so it is just a simple follow-up to convert those leads into sales.
5. Increase retention and loyalty
A 2020 report by Harvard Business Review states that 74% of architects, engineers, and contractors feel that satisfying relationships with manufacturers’ products in the early stages of the project will be significant to project success over the following years, making the firm a top-of-mind household name.
6. Turn the deals into partnerships
By providing attractive, filled, and reliable BIM objects directly from the manufacturer. Ensuring that your products can be specified as components of a BIM project is critical for not only getting business – but establishing frictionless collaboration and flourishing partnerships that make you a top-of-mind household name.
7. Grow credibility
Having a consistent structure and emphasizing the importance of the quality of data and their source -directly from manufacturers- will increase credibility and sales. Suppose design or construction teams know about the data regarding the manufacturers’ products and have the geometry of their products. In that case, they are more likely to select those products and use them within buildings.
8. Direct contact and presence
A manufacturer can help their client to solve a problem, either at the design stage or during the execution of the project. In this case, the manufacturer is involved in the result, providing their knowledge about the product and technical experience in its applications, generating a relationship of trust that seeks to retain the customer. In short, the Technical Specification Department helps improve the sales ratio for the Sales Department through BIM.
Some supporting numbers
In the paper ‘Capturing the Return on Investment of All-In Building Information Modeling: Structured Approach’ by Ken Stowe, Sijie Zhang, Jochen Teizer, and Edward J. Jaselskis published in January 2014, they conducted a study on over eight countries and carried out 35 workshops.
- 61% of the respondents realized an increase in overall project profitability.
- 2/3 of the users experienced a positive ROI on their BIM investment, and 93% of the users believe there is potential to gain more value in the future.
- Almost 60% found overall project duration reduced by as much as 50%. The construction phase (about 60%) and the operations and maintenance phase (about 30%) were the most beneficiated.
Author: Enrique Nadales Clavero, Tequma & TylkoAdvisors