Insights From Sydney Build 2026

Marketing and Selling to the Specifier Channel as a Supplier into Construction

Active Directions recently attended the Sydney Build Show, a major construction and design event that brings together suppliers, architects, engineers, builders and service providers from across the industry. With a growing number of our clients operating in construction, building products and related services, attending the show was an opportunity to step back from day-to-day work and take stock of what is really changing in the market.

One message came through clearly. Success is increasingly shaped early in the project lifecycle. For suppliers, particularly small and family businesses, the way you engage architects and engineers has a direct impact on how often you are specified and how hard you have to fight later in the sales process.

As Paul Stansfield, Principal Consultant, Active Directions reflected during the event, “What really stood out was how early decisions are being locked in. If you are not part of the conversation while designs are taking shape, it becomes very hard to influence outcomes later, no matter how good your product is.”

Why The Specifier Channel Matters So Much

Many of the conversations we had at Sydney Build mirrored discussions we have regularly with clients. There is a growing frustration around being brought into projects late, often under price pressure, with limited opportunity to demonstrate value.

Architects and engineers play a key role in selecting and recommending products long before a contractor is appointed. Larger suppliers have understood this for years and invested heavily in building long term relationships with specifiers. What we are seeing now is that smaller suppliers can also compete in this space, but only if they are intentional about how they show up.

Specifier engagement does not have to be complex or expensive, but it does have to be thoughtful. It requires understanding how these professionals work, what pressures they face, and how to add value without immediately trying to sell.

CPD Remains a Practical Way to Build Trust

One area that generated consistent discussion was CPD accredited engagement. Architects and engineers are required to complete CPD and are actively looking for sessions that are relevant, practical and well delivered.

For suppliers, CPD is one of the most effective ways to start a relationship. When done properly, it creates a genuine exchange of knowledge rather than a sales pitch. It gives specifiers confidence that you understand their world and the challenges they face.

We continue to see CPD underused by small and family businesses. Often this is due to uncertainty about where to start or concerns about time and cost. In practice, a well structured CPD program can be one of the most efficient ways to build credibility and long term presence within the specifier community.

More Targeted Ways to Reach Architects and Engineers

Another noticeable trend at the show was the growth of platforms and service providers focused specifically on the architect and engineer audience. These businesses are building strong networks and offering suppliers more targeted ways to communicate, educate and engage.

This reflects a broader shift away from broad, generic marketing toward more focused effort. Rather than trying to reach everyone, suppliers are being encouraged to concentrate on the people who genuinely influence outcomes.

For smaller businesses without large internal marketing teams, this kind of focus can simplify decisions and ensure time and money are directed where they matter most.

Sustainability Expectations Are Rising

Sustainability was a consistent topic across presentations and panel discussions. What felt different was the level of maturity in the conversation. It is no longer enough to make broad claims. Architects and engineers are increasingly expected to understand and justify the environmental impact of the materials they specify.

Suppliers are being asked to support this with clearer information around lifecycle impact, carbon modelling and supply chain transparency. For many small businesses, this can feel daunting. However, those that take the time to clearly explain what they are doing and where they are heading are often viewed more favourably than those who avoid the conversation altogether.

Ongoing Pressure on Skills and Resourcing

The skills shortage also remained front of mind. A number of exhibitors focused on offshore and onshore resourcing solutions, suggesting savings of roughly twenty to thirty percent on direct labour costs after factoring in visa and immigration considerations.

These models are not suitable for every business or role, but they are becoming more common, particularly in design, documentation and technical support. For family businesses managing cost pressure, it is an area worth understanding, even if only to make informed decisions.

What This Means in Practice

The main takeaway from Sydney Build is not that everything has changed overnight. It is that the gap is widening between suppliers who engage early and those who rely on late stage selling.

Small and family businesses can compete effectively by being clear about who influences their sales, investing in education led engagement such as CPD, and ensuring their marketing and sales efforts are aligned around specification rather than transactions.

How Active Directions Helps

Active Directions works with small and family-owned businesses to build practical, commercially grounded approaches to the specifier channel. This includes helping clarify where effort should be focused, how CPD can be used effectively, and how to build consistency between marketing, sales and technical teams.

If you supply into construction or design and would like support reviewing or strengthening your specifier approach, we welcome the conversation. Contact us today!