The sectors I know from the inside
Products that are specified, stocked and sold through people.
I understand how this industry actually works: the dealer relationships, the specification process with architects and designers, and the long lead times that come with project-based business.
The sectors
- 01
Flooring
Who buys and specifies
Distributors, independent retailers, buying groups, contractors, specifiersResidential and commercial need different stories; the trade calendar runs on shows.
- 02
Furniture
Who buys and specifies
Dealers, architects and designers, fit-out, end usersSpecification is won early and repeated; dealers need marketing that opens doors.
- 03
Lighting
Who buys and specifies
Architects, interior designers, hospitality developers, electrical wholesaleProjects get specified; margin sits in the premium end.
- 04
Interiors & Design Led Products
Who buys and specifies
Interior designers, retailers, consumers, trade pressInspiration first, specification detail second.
Outside these sectors: the same method works for any B2B business whose products are sold through people and specified by professionals. Two current clients are software and digital businesses.
06 · Start a conversation
Is your sector here?
If it is, I probably know your buyers already. If it isn’t, tell me how your products reach the people who choose them and I’ll say honestly whether I can help.