Proyecto hotelero 100% SpanishDesign. La reforma del hotel Hotel Bel Air, en Castelldefels, cuenta con el diseño español d e RED en su lobby. / Hotel project 100% Spanish Design. The
refurbishment of the Bel Air Hotel, in Castelldefels, which boasts the best Spanish design in its lobby.
The management of the Contract
Channel from companies´ viewpoint
The contract is a very dynamic and sometimes
ephemeral channel that moves at breakneck
speed, not only for the projects that appear
globally, but also for businessmen, and of
course brands, which need to be up-to-date
in terms of decorative trends, innovation, and
communication and marketing. It is an increasingly
emotional channel, which moves in a
very specialized manner, as at each stage there
is greater personalization in terms of the different
types of audience plus there is greater
exactingness from the products.
The approach of this strategy implies a major
knowledge of brands and services of the companies.
For this reason it is very important to
visit trade fairs, not only from the standpoint
of the exhibition of products but also because
it is “educational” to see what other brands
are working on, what is happening in the market,
to take advantage of visiting cities from
an analytical perspective: new openings for
business, projects, decorative styles ... networking
for a company should be essential,
not only to sell a product, but also to look for
possible partners for projects. All this gives us
26 spaincontract. Meeting Point. Mireia Cervera
very clear ideas about the approach to be used
and the segment in which we should move.
First, you have to analyze where you want to
go, what kind of contract project you want,
not all are for all companies plus a ‘no-defined’
strategy can cause disastrous commercial results
that translate into lots of work and little
sales. There are companies that arrive by
brand-authority and others by service-authority.
In both cases there is always a binomial
product-service / service-product.
Not all projects are for all company profiles or
brands. You have to position yourself, draw a
road map and start driving.
The commercial departments in this channel
should comprise professionals with very up
to date profiles in terms of decorative trends
and brands, hence the importance of using the
fairs as “training”. The client with whom you
work is not the final customer, so you should
know how to convey to the buyer-designer
why he should work with a brand or product,
and be very clear about the added value and
differentiation of a product with respect to the
Prior to the sales visit, it is essential to research
if the buyer-designer suits a particular product
a process that nowadays the networks have
facilitated and greatly expedited. It is necessary
to identify the type of projects and products
that he is involved in and to decide if he is has
the right profile in order to optimize the negotiation
time of both parties.
The visits must be very agile; they must serve
to identify the projects he may be working on
and what support he may require, for example
by running through a catalog.
The catalogs are all on the websites and we
face businessmen who are receiving us for
two reasons: they need our product-services
or unfortunately and too frequently, because
of brand ignorance. Spanish brands are the
great unknown and what invites reflection is
that they are even more so in our country, something
that is alarming.