Competitive advantage - what we do

www.cadvantage.co.uk
@CompetitiveA
01276 503539
talk@cadvantage.co.uk
A strategic sales and marketing consultancy exclusively
for the building products and construction sector
Research
Strategy
Training

@CompetitiveA
What we do
Market research
Business strategy
Sales & marketing training
Specific to the construction industry

@CompetitiveA
01276 503539
Market research

@CompetitiveA
Conducted on your behalf, we use a range of research methods and will recommend the best
option or combination to suit your needs.
Our commercial experience means that as well as reporting research findings we are able to
interpret these effectively and make sound business suggestions.
We also provide a growing number of reports that can be purchased online, covering industry
topics, such as BIM, sustainability, industry communication channels.
Researching construction
Our construction research expertise includes:
 Customer satisfaction measurement
 Customer perception
 Market feedback and evaluation
 Measuring loyalty to your construction brand
 Mystery shopper
 Construction forecasting tailored to your markets
We specialise in research of the construction sector

@CompetitiveA
Competitive Advantage has been conducting construction market research since 2000.
Our commercial experience of the construction industry means that as well as reporting market research
findings, we are able to interpret these effectively and make sound business recommendations.
We use a range of research methods, recommending the best option or combination to suit your project’s
requirements, including focus groups, in-depth interviews, telephone interviews and online surveys.
Our in-house research team are experienced at interviewing construction industry decision makers.
We understand the industry, its channels, and how many products and systems are selected and used.
We conduct market research to meet the relevant requirements of international market research standard
ISO 20252:2006. This defines processes which ensure best practice in the conducting and reporting of
market research.
We work through a check-list to determine the formulae to use and the size of sample. We then balance this
against the practical aspects to propose a sample size which is both representative, practical and
affordable.
We partner with associate research companies in a number of other countries (who are also construction
research specialists). This gives us the capability to conduct international projects.
And if your research identifies a training requirement, or a need for strategy development we have the
expertise to work with you on this.
Why choose us?

@CompetitiveA
What people say about us
A very comprehensive and, as always from you, accurate report.
Your active role has been so important to us in many ways.... you
are an excellent business partner!
Steve Voelzke - President Conduit Division - Robroy Industries
The most in-depth research report held within the Rockfon Group.
Jenny Brookes – Marketing Manager - Rockfon
Excellent report. Well laid out and comprehensive.
Sean Appleton – Marketing Manager – Promat UK
Research with Competitive Advantage can add a lot of value and
help you to move your business forward for years to come.
Chris Coxon – Marketing Manager – Eurocell

@CompetitiveA
01276 503539
Business strategy

@CompetitiveA
The construction industry has complex interrelationships between buyers and decision makers.
With your input we complete research and conduct workshops to gain information that will inform your
strategy. Then we can facilitate the creation of a business strategy that encompasses your end goals and
look at how to implement this in practical terms. Our involvement can be as little as one day or part of an
on-going process.
Taking time to review your strategy will help you stay focused, identify any relevant development required
for your team and also deliver your business objectives.
Implementing business strategy
We have experience in:
 Implementing the marketing mix
 Implementing a strong specification sales strategy
 Developing new channels to market
 Incorporating sustainability into your strategy
 Developing export markets
 BIM and its impact on specification
We are experts in specification strategy

@CompetitiveA
Why choose us?
We have been researching and mapping the evolution of communication
channels in the construction sector since 2008
We understand the dynamics of the construction Decision Making Unit and
are able to draw on our extensive research to inform strategy development
Our research into the Adoption of BIM and membership of BIM4M2 gives us
insight into how it is influencing the construction team
We have over 12 years’ experience of conducting research for the
construction sector, an important element to informing your strategy
Chris Ashworth, founder of Competitive Advantage, is a leading authority in
the development of demand through specification and has extensive
knowledge of the specification process
Our participation in the governments’ Green Construction Board working
group means we understand how sustainability can influence decision making

@CompetitiveA
You are an outstanding business partner and I’m so glad that we have
connected in this way. It is gratifying to work within an environment
where professional contributions can truly lead to progress. Your role
has been very important to all and I wanted to be sure that you know
we are appreciative.
Mark Bruner - J4 Communications USA
Chris is a true expert in marketing, and has an innate understanding of
both specifiers and the wider conntruction supply chain. He delivers
concise, relevant information in an easily accessible way, and can be
relied upon to provide food for thought at any presentation he gives. I
have no hesitation in recommending him as a potential supplier.
Simon Forrester – Association Chief Executive - BPCA
Working with Chris was a real pleasure. With Chris I was able to
develop the Specification Sales Team at Prysmian Cables.
Martyn Corbishley – Business Development Manager - Prysmian
Cables & Systems Ltd
I feel that Chris has an excellent understanding of the construction
industry in general and the specification selling process in particular.
Joachim Backes - Managing Director - Schluter-Systems Ltd

@CompetitiveA
01276 503539
Sales & Marketing Training

@CompetitiveA
Because we are constantly researching the market and participating in various industry groups, we have a
good understanding of what drives industry decision makers – this is included in our material, with
established theory, supported by practical experience.
Sales and marketing training
In-house courses
Held at your premises and tailored to your needs, drawing on material from our
range of standard programmes.
A cost effective means of providing your team with sales and marketing
training specific to the construction market
Courses are run in a relaxed environment, questions and discussion is
encouraged. Whether new to the construction industry or experienced there is
always something to gain from these programmes
Our training is made up of modules. Courses can be for one day or delivered
over a series of dates, to provide a deeper understanding of key areas. This
modular approach allows you to integrate training with internal meetings in a
most effective way for you.
We deliver training specific to the construction sector

@CompetitiveA
We provide easy access training for the busy professional, via one-day courses, webinars, webinar recordings
and eBooks.
Sales and marketing training
Open training courses
Held at the Building Centre in London. Each course lasts one day. Ideal for
companies with just one or two people requiring sales and marketing training
specific to construction
Online training
In the form of one hour webinars, drawing on material from our standard
programmes, as well as topical construction sales and marketing subjects that
reference our construction research findings.
Easy access training in bite size sessions
Affordable and without the need to travel
On demand training
We provide webinar recordings and eBooks, for you to view and read at a time
convenient to you.
We provide training in a variety of formats

@CompetitiveA
Why choose us?
While there are many training providers, very few have a construction focus.
Because we are constantly researching the market and participating in
industry groups, we have a good understanding of what drives industry
decision makers – this is included in our seminar material, with established
theory, supported by practical experience.
Our programme of open courses is now in its 8th year.
Our courses are CPD certified by the Construction CPD Certification Service
and delegates receive copies of all slides used and a digital set of reference
documents.
Training is delivered by course leaders who are regularly working on
consultancy and research projects ensuring they are up to date with current
issues.
Workshop sessions can incorporate subjects relevant to your business.
Training can be delivered as a standard package or bespoke.

@CompetitiveA
I have talked to a number of my team and all said that they found the 2 days
enormously helpful and that they learned a lot. The notes are incredibly
comprehensive and have already been referred to during inter-departmental
meetings.
Maria Simmonds – Managing Director - Lorient Polyproducts Ltd
The course was first class. I can share with you that one of our sales reps has
used a new strategy learned from the course, resulting in the success of
arranging a CPD with a major architect practice that we have not been able to
get into before!
Julie Hunter - HR Manager - Eurobond Laminates Ltd
I found Chris really knowledgeable and he gave good examples from his
personal experiences. The training provided very useful tools to help me
improve and help improve my internal support. Makes me think more about what
I can do and how to use my time more effectively.
Scott Leeder – Director of Sales - Glazing Vision
I would like to take this opportunity to say a big thank you for delivering your
talk on ’2021 Vision’ at NICEIC Live South 2012. You did a brilliant job of
engaging the audience and highlighting the trends our industry is set to follow in
years to come. The feedback I have received about your talk was excellent.
Our Finance Director, Mark Sibley, was particularly impressed. The event was a
success and we could not have made it happen without your support so thank
you once again.”
Mark Smith – Head of Group Marketing - Ascertiva Group

@CompetitiveA
Meet the team

@CompetitiveA
Our specialist team have been drawn from sales, marketing or specification roles
within the construction sector. This experience means we are informed about
current issues, familiar with the industry’s language and practices and
understand the challenges you and your customers face.
We have a presence with the Chartered Institute of Marketing Construction
Industry Group (CIMCIG), the Green Construction Board, Construction Products
Association, BIM4M2 and Construction Marketing Awards.
Chris Ashworth founded Competitive Advantage Consultancy in 1999.
Chris has worked in construction industry sales and marketing for over
thirty five years. His extensive experience includes construction
marketing, specification sales and market research.
Over 125 years combined experience
of the construction sector
Who we are

@CompetitiveA
 We pride ourselves on our flexible, friendly approach
 With support in implementation – if required
 Mentoring can be used as part of implementation, to reduce costs and transfer skills
in-house
 Can be one-off project or on-going support
How we work
We aim to provide high quality information
at an affordable cost

@CompetitiveA
 We have a specialist understanding of the specification process and can help you
deliver an effective strategy in this area.
 Our expertise includes a comprehensive understanding of the different buyer/seller
relationships.
 We understand the changing role of influencers in the construction project process.
 Our specialist team have a construction industry background.
 We have a network of industry experts to support the work we do on your project.
 We can draw on an extensive library of industry reports, supported by our ongoing
research activities, which gives us an extensive and up-to-date understanding of
construction industry issues.
Core Strengths
We understand the challenges faced by sales and marketing
professionals working in the construction sector

@CompetitiveA
Bricks & Blocks
Ceramic Tiles
Cladding
Coatings
Elec. Components
Energy Cables
Facades
Fibre Cement
Fire Alarms
Fire Resistant
Boards
Glazing
Mirror
Product Experience
Heating Systems
Plumbing
Renders
Roofline
Roof Tiles
Structural
Components
Suspended Ceilings
Thermal Insulation
Thermoplastics
Timber Joists
Wall Boards

 Although UK based, we have a number of international partners we work with. These
can support us with international research projects as well as providing local
knowledge
 Members of our team have worked overseas during their careers giving them an
understanding of international practices
 Countries in which Competitive Advantage has conducted research or delivered
training include: Austria, Belgium, France, Germany, Latvia, Netherlands, USA,
Turkey, Czech Republic
International Experience

@CompetitiveA
01276 503539
@CompetitiveA
cadvantagemarketing
companies/competitive-advantagetalk@cadvantage.co.uk
01276 503539
CadvantageConsult
Contact us
Tell us how we can help.
We will happily talk through your construction sales and marketing challenges.

Competitive advantage - what we do

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Competitive advantage - what we do