Data That Helps You Sell = Downloads

Real Time Data – Big Time Results

When manufacturers provide a platform for designers and dealers to openly source product design symbols from their website, it facilitates the opportunity to view valuable data. This point of interaction, within the sales process, can provide the opportunity to capture a higher percentage of business.

Here are the kinds of website data that help you sell more

Specific Product

The product being downloaded has the ability to be specified at the time of download. A decision has not yet been made. Downloads are the potential opportunities hidden in the 3D symbols. Without the symbols and website integration tool to track and report this data it will not be effective. Simply put, there would not be any data.

Selection of Products 

Knowing what products that designers and dealers are downloading. Also, the ability to know which products are downloaded at the same time, and the ability to see what products are no longer relevant to your customer.

Format Downloaded 

The file type downloaded is a great way to analyze what software format is being used by your potential customer. It also provides regional insight on areas where certain formats or more popular than others.

Who is Downloading

Manufacturers get to know who is downloading the content and gauge the effectiveness of their strategy in approaching these businesses. Clarity in the business decisions that are made can allow insights that previously were never measurable.

Geographic Location 

The ability to see the future knowing that there will not be a purchase decision made opens the opportunity to go after the area with the most potential. Tracking and measuring these downloads will shed light on the activity level given for a geographic area.

Time

Downloaded products in a geographical area can also give insight on what times, seasons, and types of products your customers are purchasing. Knowing the time and trends helps predict the future.

Sales Projection 

Cleaning up the capabilities by calculating the dollar amount and volume of activity can help manufacturers’ segment projections. Correlate these to time, products, and geographic areas make a more precise projection for sales teams and manufacturing.

Lead Generation

Sales opportunities will be uncovered through tracking downloads. The information can be given to sales teams to help them communicate a clearer message to their dealers and become a valuable source of information to their clients.

Market Standing

Compare your numbers with the industry and begin to understand what products manufacturers are excelling in and areas where they are losing. Look at the dollar amount of downloads compared to the total sales volume captured and make conclusions about overall market standing.

These are all the elements of important information you can extract from symbol downloads on your website that will help you sell more.

Keys To Creating An Online Environment That Increases Specifications

Data shows that manufacturers who have a sales rich websites win in the specification game. Here are the keys to websites that sell more.

Marketing (drive potential customers to your resource page) 

Tell the market that this resource is available through your sales team, front page of your website, social media, email, catalogs, direct marketing, and at industry tradeshows/networking events. The more that people know the more they will use.

Website 

Provide products in multiple downloadable formats and information. According to a survey by Stephen Witte and Associates, interior designers listed manufacturers website as the most used tool resource when researching products. To read more from the report How To Wow Interior Designers In The Furniture Specification Process.

Education 

When a customer requests a product from a sales team or through email drive them to this resource page. You will provide this link, and all they have to do is click it to find a page where all of the manufacturer’s content is available, in multiple formats, for download.

Interaction 

Encourage them to download your products, ask people to interact with products, and request feedback for how you can make the products better for them. Gain insight through interaction.

Analytics 

This online environment will be a place that generates clear analytics about your customers, the market, your products, and improvements/successes that would never go noticed prior to providing this platform. You cannot manage what you cannot measure.

Result 

Constant interaction with dealer/designer decision makers equates to more opportunity. The goal is to create the correct playing field for them.

Why Designers REALLY specify your products

Specification is one of the most powerful positions for contract manufacturers early in the buying process for a project.

The requirements that dealers cannot meet because manufacturers are unwilling to invest in multiple, high cost, labor intensive, and extremely technical design software.

Who would want to either? These new design software technologies are not useful or needed in the process of manufacturing furniture.

What designers and dealers really want from your website:

1. Downloads that are fast and easy 

On the web, downloads are a hassle free. Making dealers and designers login to get a product is a huge mistake. Keep it simple and easy to get the most exposure and usage from your website.

Designers want a response the same day and putting your resources in an easy to download format will make your website an asset.

2. Files that are in the needed format 

DWG/Revit/Sketchup/20-20: the preferred formats that are needed for the project. This helps Architects, Designers, and Dealers enjoy working with one another because there were no hiccups in the planning process.

Providing multiple formats for products eliminates the annoying, time consuming (project delaying) issue that architects and designers have experienced over and over again on manufacturer websites. They want the planning process to be easy, quick, and complete.

When manufacturers do this, designers become loyal to their brand because the download experience is streamlined and easy.

From Stephen Witte Associates "How To Wow Interior Designers In The Specification Process"

3.Customizable 

Designers require variation products to fit the needs of their clients. Dealers receive requests from a designer that can make or a break a deal.

Give the dealer the ability to use the software they can to change and customize finish options and designs. Manufacturers have to focus on participating in this relationship to drive growth and stay competitive.

This is not optional for manufacturers.   It’s imperative for survival, but some manufacturers just do not understand the value behind improving.

They do not see the return on investment and do not see improvements to their sales or products.

4. Presentable

 Providing a dealer with the right information and specifications that designers request will make the process of preparing a presentation happen quickly and correctly.

In Conclusion

Manufacturers will be looked at as up-to-date, innovative, and knowledgeable. Ultimately creating a destination that dealers and designers go to for information becomes a place that is fun and enjoyable to visit.

Creating this environment increases the number of visits and the amount of time dealers and designers spend on a manufacturer’s website.

Dealers and designers start to dive deeper into product families, finish options, and features they did not see before because they were on multiple manufacturers’ websites trying to make decisions.

Spending more time focused on one brand allows a customer to see the deeper value in a manufacturer’s products. At this point it will be extremely hard to NOT be specified.

5 Reasons Why Manufacturers Love CET Designer

Over the last couple of years, we've watched the success of CET Designer in the contract furniture industry, and we've been very impressed.

As you know, CET Designer is a powerful design software that dealer designers use to create spaces and specify products.

More and more manufacturers have created their extensions for CET Designer, so designers can specify and use their products in their designs.

What is an extension?  An extension is a way for you to express your products within CET Designer.

You as the manufacturer create an extension with the name of your company. Dealers download the extension, and then they can access your products to place in their designs.

So why do so many manufacturers love CET Designer? Here are 5 reasons why:

1. CET Designer helps manufacturers connect with dealers 

CET Designer is a marketing and sales channel for manufacturers.

The design software is easy to use and provides a way that designers can interact with manufacturer products in a simple and powerful way. This means that dealers love it and are thankful for manufacturers who offer them products to use in CET Designer.

Configura also offers loads of marketing opportunities for manufacturers who build extensions for CET Designer.

These opportunities include press releases about the launch of your extension, e-blasts to users,  and announcements at Configura’s conferences.

It makes sense that manufacturers are excited about this new way to reach their target audience.  

2. CET Designer reduces mistakes

Designers love CET Designer because product rules are baked into most extensions.  CET Designer only lets designers configure your products based on your rules.

This means that manufacturers help designers reduce mistakes and help their own operations by ensuring orders they receive are possible and accurate.

This shortens the sales cycle for the dealer and speeds up fulfillment on the manufacturer’s end.

3.  CET Designer helps manufacturers internally

A CET Designer render

The fun isn't only for dealers.  Manufacturers use CET Designer for their internal specification and design teams.

The interface is drag and drop, easy-to-use, and rich with the product data that manufacturer internal teams need to sell their products.

CET Designer even has connectivity with ERP systems, so the information that your internal team works with will be compatible with your company-wide data system.

4. All of the major contract furniture dealer channels are on board with CET Designer

Configura’s influence has grown exponentially the last couple of years.  Now all of the major dealer channels (Steelcase, Haworth, Herman Miller, Allsteel, Knoll, Teknion) are either already offering their extensions in CET Designer or planning to do so in the coming year.

This is important for open brands, as open brands want to improve their sales in primary dealer channels.  CET Designer extensions are the perfect way for mid-sized manufacturers to stand out in the crowd.

5. Manufacturers are partners when they develop for CET Designer

Configura is the company behind CET Designer, and they are one of the most open companies I've ever seen.  Configura is extremely friendly with new manufacturers who develop for their CET Designer platform.

They are so friendly, they even call manufacturers and supporting vendors “partners.”

Configura is also great about inviting partners to become part of the development process for the CET Designer platform.  They respond to suggestions on ways to improve the software for their customers.

This also carries over to their user base of over 5,000 designers who they often ask for product feedback.

These are the reasons manufacturers love CET Designer and why you should too.

Our New Virtual Reality Guy

There is a new breed of digital technician out there who create entire worlds that exist within goggles. They're helping your customers learn about your products and environments in ways that you've never imagined possible.  Can you imagine what the world will be like 20 years from now?

Here are 5 questions for our new VR Technician, Alex Fischer:

1. Where are you from originally?

I'm originally from Iowa. I grew up in the suburbs of Cedar Rapids.

2. Where did you graduate from college and what did you study?

I graduated from Tribeca Flashpoint College with a focus in Animation and Visual Effects. While there, I discovered my passion for Real-time Game Engines.

3. What is your favorite technology to play with right now ?

For me, the most exciting technology at the moment is Virtual Reality. After recently acquiring an HTC Vive, I've discovered the entertainment behind Room-Scale VR.

4. Do you think wearing VR goggles will be a new fashion statement this year?

If you've had the opportunity to see some of the newer VR Headsets, you'll notice how they don't necessarily keep a "low profile." 

Given a little time to advance the technology, VR headsets will be much smaller, and more flattering on the user.

5. How do you see VR changing business for manufacturers and architects?

Manufacturers and architects will benefit greatly from using VR. Simply put, the technology is a new form of communication that accurately and clearly shows a product or design.

Learn more about our Virtual Reality Services.

What's New: OFCDesk Connect Features

You can view your designs within the Connect web interface before you start your render.

Show your true colors

Now you can view your designs on the web with enhanced clarity and vibrant color, before you render.

After opening your uploaded design in Connect, you can apply finishes and see the results in stunning color.  You will see the colors applied to all designs that have associated color swatches.

This will help you visualize your designs even better, before sending them to be rendered.  

Revit materials in color: All of the colors that you have applied in CAP, or in the Connect interface, will be attached to the Revit Families that you translate through color materials. 

This means that your customers who use Revit will be able easily change materials inside designs you send them, visualized the way that you created them....with color. 

Take a better picture

Before you render, you can place the camera anywhere you want in the space.

Our Connect camera, found in the viewer window, is new and improved. 

There are no limitations as to where you can place the camera. This allows you full control over what portion of the design you would like to render.

Zoom in nice and close. Pull all the way back, or view from underneath the object, for a long shot of your design.  The choice is yours.

Here is the finished product, after it has been rendered:

Click HERE to learn more about Connect.

7 Ways The Furniture Industry Will Benefit From Cloud Computing

Keep your head in the clouds.

Cloud computing has been around for years, but companies have revolutionized the way they have embrace and use this technology in the last 20 years.  The fundamental process of connecting devices and data through the web has made business easier and will shape the way sales are handled in the contract furniture industry.

So what is "the cloud" anyway?

In short, the cloud is the Internet.  If you wanted to be more practical you could say the "cloud" is a server that is connected to the Internet, where all of your files and designs are stored in one central place that can be accessed on various devices.

A good example of a "cloud computer" these days is a cell phone, an iPad, a laptop, desktop, or even a watch.  This includes any device connected to the web that is ready to interact with information from the cloud.

The cloud gives you the ability to save, manage, and edit your data on the web, where it is safe from theft and lost data.  Let’s look at the 7 ways that the cloud will benefit designers who work in the contract furniture industry:

1. Control costs

Let's discuss the bottom line first.  When you look at software for your business, numbers are the first thing you evaluate.  Each software user in your business equates to another hefty expense added to your yearly budget.

One of cloud-based software’s top benefits is its pricing flexibility.

The modern software model today is moving toward subscription-based licenses. This step reduces your costs to a monthly expense which can be adjusted as your business expands and contracts.

Because the technology resides in the cloud, these changes will be made instantly. The beauty of the cloud is that it helps you avoid costly, long-term software license commitments.

2. Backup and recovery

Did you spill coffee on your laptop again?  Did you drop your cell phone into a full sink of water?  Did you throw your tablet across the room after a bad day at work?  How about the virus that deleted all of your files on your work computer?

Accidents happen.  We all know that files or designs residing on a laptop or desktop computer are vulnerable and could be lost at any moment.  Maybe you remembered to back them up on the network drive, but often this isn't the case.

When your files are in the cloud, they are not only accessible anywhere, they are also backed up automatically, no matter what happens.

3. Improved collaboration

You may remember the days when you had to email a shared document back and forth multiple times until you finally reached the final draft. Oh wait... You probably still use this editing method now!

When your files are in the cloud, they can be accessed from a central point on the web.  Now it’s much easier to edit documents, make notes, and view designs in real-time with your co-worker or client who could be miles away. 

This concept has been popular in the past couple of years on the document level (sharing Excel and Word files).

Take it a step further, at OFCDesk, we want to explore this concept on a grander scale. We give you the ability to share your designs via the cloud.  We love the cloud and that is why our software lives there.

In the contract furniture industry, clients can be located anywhere. Often, you may work with multiple partners to close a deal or assist a customer.  Cloud computing allows this to happen faster, making work easier and gives you instant peace of mind.

4. Instant software updates

 The days of the annoying, recurrent pop-up that tells you to update your software will be a thing of the past. 

Soon, there will be no need to have your IT person imprison your computer for hours during valuable work time.

Cloud computing gives the software developer the ability to change and update software constantly, without disrupting work or making you wait weeks for a new update to fix or improve functionality.

This also means that new features will be readily available to you. You'll have new tools to increase your efficiency monthly and often weekly, as developers make regular changes to the software.

5. Scalability and Customization

Cloud based software shapes itself to your workflow and demand.  Because the software runs off an Internet server, it can be customized to match the changes in your business.

Cloud-based computing also helps with server space and licenses.

As I mentioned above, software subscriptions can be added or removed on a monthly basis, due to your current work demand.  This is important when you look at contract furniture dealers which are primarily project-based businesses.  Projects come and they go. Cloud software can easily adjust and track these changes.  

Server space is the next important flexible area for cloud-based software.

How much space do you need to store your award winning designs or renders in the cloud?  There is often a limit.  More server space can be purchased to adjust to the number of files and designs that you store in the cloud.

6. Work anywhere you want

This is commonly cloud computing's number one benefit.  Because your documents are in the cloud and the software is often accessed via a web browser--you now have the ability to access, edit, manage, upload, download, and review your files anywhere there is a device and an Internet connection.

We take this a step further with our new Connect tool. The cloud-based software gives you the ability to access your CAP designs and edit them on any web-enabled device.

7. Big computer capabilities

When I talk about a "big computer," I mean a computer that has the ability to work harder, longer, and smarter than the laptop or desktop sitting on your desk.

Big computers (servers in the cloud) help designers render and visualize their designs faster, without eating up their own resources. 

How long does it take you to render a product on your computer?  Did it take a long time, and were you able to work while your computer rendered your image?

Cloud technology gives you the ability to create your design and to render your masterpiece in the cloud, without slowing you down.  Let the computer in the cloud do all the work while you move on to the next task in your day.

7 Common Questions About SketchUp with Mark Lauricello

This week we talk to Mark Lauricello from Trimble SketchUp about the powerful, yet simple, design software.  Mark is a SketchUp guru and ambassador for the brand with years of expertise explaining the benefits of SketchUp and the 3D Warehouse. 

With its roots in the architectural and construction space, SketchUp has created a lot of buzz in the interior design and contract furniture industry.  Mark answers some common questions about SketchUp and gives us insight into how manufacturers can use the platform to reach thousands of potential customers.

1. What is SketchUp anyway?

SketchUp is 3D for everyone. We try to make SketchUp the most intuitive way to draw in 3D. 

SketchUp was first developed as a 3D conceptual design tool for architects moving from the drafting board to the computer, but it’s abstract and intuitive nature makes SketchUp great for any application where 3D visualization is important including interior design, product design, construction, engineering, and set design.

We believe SketchUp is the most popular 3D design tool on the planet. 

SketchUp gained a lot of popularity while it was with Google, but it’s now owned by a company called Trimble. Trimble’s focus is on building design and construction, making it a great home for SketchUp.

2. I’ve heard SketchUp is a free software?  Is this true?

This is sort of true. We offer two versions of SketchUp. SketchUp Make is our free version anyone can use for personal home design and DIY projects. SketchUp Pro is our paid version that’s licensed for professional use. Basically, if you’re using SketchUp to make money, we ask you to pay for it. We think it’s pretty inexpensive for what it delivers.

The core experience is the same for both versions, but SketchUp Pro includes features geared for professionals and comes with LayOut -- our presentation and documentation application.

3. Why is it important for the contract furniture industry to learn more about SketchUp?

We think SketchUp is important for the furniture industry because SketchUp provides a common design language for communicating in 3D with project architects, interior designers, builders, and owners. 

We believe that communicating design intent in 3D is important because we see our world in 3D and anyone can look at a 3D model and understand what a finished project will look like.

Most people can’t understand 2D CAD drawings and no one wants to pay for proprietary BIM software to participate in a project, but because of this trend toward 3D and BIM, property owners expect to see photo-real renderings and real-time 3D walk-throughs of a project before they commit. 

SketchUp provides an incredibly forgiving and cost-effective platform for accomplishing this and for overcoming many of the challenges involved in collaborative design-build projects.

4. Do interior designers really use SketchUp?

Absolutely! Behind architecture, interior design is the most common use for SketchUp. 

We know this by looking at SketchUp registration stats, but thanks to our incredible education program, we also know that interior designers have been learning SketchUp in school for years and continue to today.

5. Where do SketchUp users find SketchUp models?

SketchUp comes with 3D Warehouse, our content sharing platform. 3D Warehouse is a free resource where anyone can find, download, and share SketchUp models. With nearly 3 million models, we think 3D Warehouse is the biggest library of models on the web. 

And best of all, every model on 3D Warehouse is free!

One pro-tip for using 3D Warehouse: try the advanced search. 3D Warehouse is so big that it can overwhelm users. 

The advanced search helps narrow your search based on model attributes, popularity, and other parameters that help you zero in on the perfect model.

If you just can’t find what you’re looking for on 3D Warehouse, I recommend checking out Podium Browser, FormFonts, and SketchUcation for great SketchUp content.

6. What’s the best way for contract furniture manufacturers to use SketchUp for marketing?

There are many ways contract furniture manufacturers can use SketchUp for marketing. If connecting with architects and designers is the goal, the best way to do this is by offering light-weight, architecturally appropriate SketchUp models of your products for download on your website and on 3D Warehouse.

You let the design community know your company speaks SketchUp when you share product models. 

By inviting project architects and designers to explore how your products interact with their space in 3D, you can connect with designers when critical decisions are being made and help initiate conversations with project stakeholders.

SketchUp is also great for internal marketing efforts. SketchUp works great for product illustrations both in print and on the web. 

SketchUp provides an excellent visualization platform for setting up renderings. SketchUp even works great for trade show booth design.

7. What’s SketchUp’s future?  Why should I get involved now?

SketchUp’s future is incredibly bright in my view. Trimble has invested a lot in SketchUp since acquiring it and we’re now starting to see this investment bear fruit. 

In just the last year, we’ve added functionality to SketchUp that enables users to work with data from Trimble’s 3D scan technology, we’ve integrated Sketchup with Trimble’s new collaboration platform -- Trimble Connect, and we’ve brought SketchUp into the world of augmented reality thanks to Trimble’s partnership with Microsoft and its Hololens platform.

While I can’t talk about future features, you’ll see us continuing to focus on these themes of reality capture, collaboration, and augmented reality or as we call it “mixed” reality going forward. 

Overall, our plan is to continue SketchUp’s legacy of being an incredibly versatile 3D design tool for everyone.

The best way to get involved is to start designing in SketchUp and communicating your products and ideas in 3D! You can download a free trial of SketchUp Pro at sketchup.com. 

If you’re interested in offering your products in SketchUp format but aren’t sure where to start, please contact Erik for more information about getting started.

Contact us to learn more about SketchUp model creation and SketchUp's 3D Warehouse.

5 Things Designers Dislike About Downloading Symbols From Your Website

Ever wish you could be a fly on the wall when a designer visits your website to find and download your symbols?  Imagine what they might say--would you be proud?

As I always preach (because of repeated confirmation from designers), your website is the #1 place that designers will look for your symbols.

That's a good thing, because on your website you can control your product message.

It's your website that presents all of the spec sheets, photos, and symbols--your site is a shrine to your products.

Here are a few complaints that I've heard from architects and interior designers about manufacturer websites and the challenges they faced when they tried to download the symbol they want.

1.They can't select the individual product symbol they need

Many manufacturers make the mistake of posting their symbol library online by offering a link to a .zip file or folder where the designer has to download the entire product library.

On some occasions this may be the desired way to access your symbols, but more often than not, designers look for an individual product and not the entire product line.

Give them the ability to come to your site and download the exact model they need to get started on their design.


2. There are no product images associated with the symbol search results

Even if you give the designer the ability to download individual products from your website, do you give them the ability to see a thumbnail or an image of the product symbol?

I reviewed several manufacturer sites where the search results lead to an endless tree of product numbers and codes.  You have to drill down through folders and folders of numbers and letters to find what you need.

Then, once you've found the product number you need, how can you be sure what model truly is?

This is the problem with the "folder tree" interfaces that were popularized by Windows '95.  It's too many numbers and alphabets and not enough eye pleasing images.

Designers tend to be visual people, so make sure your symbol search results give them an idea of what they will download.


3. You'll never believe this one... There is NO search field available

Come on!  How many times have I seen symbol search interfaces on manufacturer websites that don't offer the ability to search for the product that is needed.

 In this world of "Google this and Google that," place a search box next to your symbol search interface so designers can search for the specific symbol they need.

4. They can't search by product category or product line

Some symbol search interfaces on manufacturer websites offer the ability place a search via a field but not a way to search by a category (ie: "desk" "chair" etc.), or a way to search by product line.

Let's say a designer sees your new chair at NeoCon, they have a new Revit project, and they would like to include your chair.

They go to your site: furnituremanufacturer.com and find your symbol search interface and search for the Revit chair you offer them.  

But you haven't given them a drop down list of your products... just a search field.  

How will they be able to find your gold winning chair for their design?

On your symbol search interface, give the designer the power to click a drop down of all your products and refresh their memory.

I'm sure they'll find the Revit model they need and will place an order with you!

The same goes for product category.  When they come to your site and they want to find a chair model for their design, give them the drop down menu where there is a list of product categories: "chairs," "desks,"--you name it.

5. There is no way they can search by file type

You've given them all of these creative ways to slice and dice your symbols and download them from your website.  Lets help your customers get even more specific...

Often, manufacturers don't give customers the ability to choose which file type they would like to download which can make for a tedious search experience.

It's important to include a drop-down or selection field where users can pick and choose the file types they want to download, whether that is AutoCAD, Revit, or SketchUp models.

Learn about how Connect Search can make it easy for your clients to download your symbols.

Why GSA Encourages Use Of Revit And BIM For Projects

GSA is a major sales opportunity for most office furniture manufacturers.  Over the years, the organization has come closer to requiring BIM models for their projects.

Before we get lost in the world of acronyms, please remember that Revit is a "BIM" software.

Revit also has the largest market share of BIM software sales.  If it's easier to make sense of the following information about the GSA and BIM, you could swap out "BIM model" for "Revit model."

In 2003, the GSA (General Services Administration) established the National 3D-4D-BIM Program via the Public Buildings Service (PBS).

Since that time, through the Governance Board, there has been a strong collaboration between PBS and its sister organization the Public Buildings Information Technology Services (PB-ITS).

Across all PBS business lines, BIM is supported by the National 3D-4D-BIM Program.

Here is an older GSA video about BIM and why they like the process.  It's a bit dated, but the BIM concepts are still correct.

Why the GSA likes BIM

According to the GSA website, the GSA uses BIM to help their customers in design, construction, asset management, program requirements, and facility management.  BIM gives the organization the ability to simulate, coordinate, and visualize--all from BIM 3D, 4D models.

Not all 3D models are created equal.  Because a model is 3D does not mean that it is a BIM model. AutoCAD, for example, is not a BIM software.  BIM is more than just the geometric representation of the models used in BIM projects.

BIM models in projects

Including supplemental 2D and IFC BIM models, at all project milestones, the GSA often requires BIM deliverables.  All milestones, in these required BIM projects also must include open-standard facility management data.

As it stands now, the GSA requests 3D, 4D, and BIM technology as a solution to the data challenges faced during the project life cycle.  Although BIM is not yet 100% required, it is strongly encouraged by the organization.

The BIM "information" (product data--dimensions etc.) portion is important for optimizing, coordinating, keeping track of facility data, and simulating projects.

BIM, in the eyes of the GSA reduces re-formatting and re-gathering information and aids in project decisions.  The organization says that it is still looking into using BIM through the entire life cycle of a project.

In conclusion

Prepare yourself for a future where BIM models will be required to be considered for GSA projects. If you don't have them, your products won't be considered which is a missed sales opportunity.

3 Reasons Why Your Customers Love Typicals

Render by ofcdesk Connect

Often known as "configurations," "planning ideas," or "planning starters,"  what I call "Typicals" are one of the most powerful selling tools available to you as a manufacturer or dealer.

Lets take a look at the benefits that Typicals offer your customers.

Typical Configurations are pre-configured product arrangements that are often created for marketing materials.  Typicals are also popular for AutoCAD, Revit, and SketchUp product symbols and are a key part of your symbol content strategy.

These appealing product arrangements help your customers understand how your product lines come together in a practical way in a designed space.

Typicals for Furniture manufacturers are similar to the mannequins used in the clothing industry. That pair of jeans looks a lot better when its paired with a nice shirt and a sweater.

This is why you rarely see a single piece of furniture displayed on its own at NeoCon: give your products some complimentary "friends" and watch your customers flock to your showroom display.

This Typical concept carries over to how your design customers work with your products in a virtual space.

Here are some reasons why Typicals should be a part of your symbol content strategy:

Render by ofcdesk Connect

1. Typicals give your customers a place to begin.

The majority of your customers don't have the deep understanding that you do about your products. They don't understand how product number xxxx-xxx fits with product number yyy-yy.

Symbol Typicals put your products in context and help designers see how the parts come together. From there, they can change the arrangement, as needed, by swapping out individual products.

Render by ofcdesk Connect

2. Typicals show how multiple product lines can come together.

Typicals aren't limited to one product line.  You as the manufacturer can mix and match different products in your Typicals to add variety and introduce another product line to the designer.

For example: a designer may have seen an image of your chair and downloaded the Typical that contains the chair.  The Typical that you offered them may also contain a table from an entirely different product line.

Now your customer has been introduced to this new table product line.  Cross selling at its finest.

Render by ofcdesk Connect

3. Typicals are fast.

Whether a designer is in a dealership or an architecture firm, its understood that time is money.

Giving a designer the ability to download a pre-configured Typical right away will save them time. Don't make your potential customer sift through long lists of individual products to figure out how they come together.

Remember, they don't know the details of your products--they just want something that looks nice at the right price.

So what now?

Typicals are important to the design process--not having them could mean leaving money on the table (no furniture pun intended).

Here are some simple steps that you can take to prepare your Typicals right away:

1. Build them: Use your existing Typical arrangements and reproduce them with your AutoCAD, Revit, and/or SketchUp symbols.  If you can't create them all on your own, hire a service to create them for you.  Also, focus on creating Typicals for your most popular product lines first, if you're unable to build them all at once.
2. Create enticing Typical images: Create images for each Typical, so designers can see what they will download and eventually use in their design.  Keep the images clean and place them in a white environment, so the background is not distracting.  See the above images as an examples of Typical renders.
3. Put them on your website: Create a web page on your site where designers can download your Typicals.  Name the Typicals something like "design starters" or "planning starters." 

Do you already have Typicals?  How do they help you sell more?

Why AutoCAD Files Just Don't Work in Revit

Yes, its true:  AutoCAD .DWG files just don't work in Revit.  You can import a .DWG file into Revit, but you won't be pleased with the results.

Because of this, it's recommended that you don't send your customer, who uses Revit, your AutoCAD files.  Watch the video above to see why...

This is the challenge that manufacturers face: they offer symbols, but the majority of them are .DWG files (the most common AutoCAD file type).  This is great for your customers who use AutoCAD, but not so good for Revit users.

Your customers who want to interact with your products in Revit, won't like the fact that they have to insert a .DWG file into their precious design.  

Here are a two additional reasons your Revit design customers won't insert your AutoCAD .DWG files into their Revit projects:

1. AutoCAD .DWG files are HEAVY in Revit

Revit users often work on large scale projects.  Their designs could include entire buildings or floors, so .DWG files are not ideal.

Because .DWG files were not meant to reside in Revit projects, they are "heavy." 

This means that they slow down the Revit software, include too much detail, and are not parametric (the ability for users to turn product options on and off).  

In short, they're not made for Revit and don't allow the user to experience the best functionality that Revit can offer.  

Imagine adding a table and a chair 30 or 40 times into an entire Revit floor using clunky .DWG files. Your Revit project would come to a stand still.

The end result is a computer that crashes and an unhappy customer.

2.  AutoCAD .DWG files are not flexible in Revit

As we have shown in the above video, .DWG files used in Revit are inflexible and stiff.  

Let's say you've created a furniture typical configuration in AutoCAD and you then import it into Revit.  If your customer who uses Revit wants to make a change, they will struggle to adjust the model in Revit.  

The .DWG file in Revit imports just as you created it in AutoCAD and cannot be moved or easily broken apart.  The entire typical is essentially a stiff, unmovable block that slows down your customer's Revit project.

Also, .DWG files that are imported into Revit lose all "data," meaning that any specification information that the .DWG file contained will not show in Revit.

In conclusion: it's not a good idea to offer your AutoCAD files to a Revit user.  Give them the Revit version of your products they need, and they'll place an order.

Rendering: What You See Is What You Get

Render Image by Eduard Lefler

In the old days (less than 20 years ago!) designers, architects, and manufacturers used to rely on design sketches and pictures to help their clients understand their vision.  How did we survive before rendering?

For manufacturers, taking high quality images of their products in showrooms with set dressings was the only way to show new products in their true environment.

The cost was high to assemble furniture, find a suitable space, and hire a photographer for the shoot.  The furniture used often had to be sold at a discount as a "display" model.

Now, manufacturers create photo-realistic renders of their products in synthetic settings.  Their customers are also designing spaces with similar virtual products on their own platforms.

This is all great, and everyone is doing it, but what are the real benefits that renders offer?  How can dealers and manufacturers sell even more with render technology?

Dream faster in the cloud

Everything is moving faster and so are your customers.  Render technology is keeping up with business, but not everyone in business is moving faster.

Are you going overseas to create renders?  Many manufacturers go abroad and there are plenty of companies who create realistic renders in India and China, but that turnaround time is still not fast enough for time-crunched customers.

With new render cloud technology, you can render your designs in the web and not halfway around the world.  Make sure your design tool uses cloud render technology, so you can keep your sales momentum.

Speed is one of the most important elements that renders offer.  No physical products--everything is digital and your design teams across the country are creating professional photographic work on their own at a fraction of the cost.

Image by Fdecomite

Swap it out: quick

Think about how complex your products are.  Imagine showing your customer a finish library that has hundreds of options.

There was a time (and still today) where books filled with all of the variations of your products was the most efficient way to help your customer envision your product in a space.

The problem was, after the sixth book, your products turn into a heavy stack of cloth pasted in a binder.

Options, options, options.  Offer them quickly and at the touch of button in render software. Hundreds, and in many cases, thousands of options are digitized and ready to be applied to your render.

The faster the better.  You can send high quality render-able images off to your client before they decide to spend their money elsewhere.

Condensing your product offerings into a digitized state where the options you want to show are at your fingertips is the second most important way to increase sales with renders.

If the customer doesn't like something--change it, and know that you have thousands of options you can insert immediately.  This is the power of rendering to sell more.

Join us as we explore the world of rendering more in future posts, as ofcdesk adds this technology to their Connect tool.