Inside the Building Products Talent Market- A Q&A with James Bowesman and Michael Smith from Spec Up

I recently had the pleasure of doing a Q+A with our partners from SPEC UP who we are pleased to have a partnership with. This is some fantastic content for both job seekers and employers. Hiring in the building products sector has never been more critical or more complex. As specification-driven sales cycles lengthen and technical expectations rise, companies are under pressure to find reps who can do more than just sell. They need people who can win and defend specs, navigate compliance risks, and build long-term trust with architects, builders and contractors.

To get a pulse on what’s really happening in the talent market, we sat down with James Bowesman, specialist recruiter and Director of Specified Select. With more than a decade of experience placing high-performing sales and technical talent across Australia's built environment, James offers sharp, no-fluff insight into the roles in demand, hiring mistakes to avoid, and what makes a standout candidate in today’s market.

Michael: What roles are currently most in demand across the building products sector?

James: There are three key roles that I would pinpoint.

Architectural Business Development Managers

Why in demand: Projects are complex and risk-heavy; suppliers need one person who can own the entire bid-to-install cycle.

Skill set:

• Win the specification.

• Defend the spec through value-engineering rounds with builders.

• Drive final sign-off and on-site compliance with contractors.

Value to employers: Protects margin, shortens project churn and removes finger-pointing between departments.

Business Development Managers

Always a demand for revenue generators: Companies will never stop hiring hunters.

Market shift:

Clients now test for deep product knowledge, surface-level “relationship sellers” get screened out.

Demand evidence of cold outreach (call stats, new-account wins, CRM discipline).

What gets offers: Existing Tier-1 builder and distributor contacts, clear territory plans, and numbers that prove year-on-year growth.

Internal Sales & Customer Service Specialists

• Hardest to fill quietly: Turnover bites; every company needs them, yet few candidates see it as a long-term career.

• Why they matter:

• Quote accuracy, supports your sales team and ensures good delivery

• They are the training ground for tomorrow’s external reps.

• Pain points:

• Low flexibility compared with WFH norms in other sectors.

• Generally underpaid relative to the revenue they touch.

Companies are crying out for sales talent that can carry a project from cradle to grave, generate new revenue, and keep customers loyal. Whether external or internal, candidates who can demonstrate technical credibility and proactive pipeline management.

Michael: Are there any noticeable trends or changes in the types of candidates applying?

James: No big change in who’s on the market, the shift is in how we find them.

Job ads are branding tools, not pipelines.

We still post ads, but most replies miss the brief or show the ad wasn’t read. Good for visibility, weak for short-lists.

Proactive sourcing now fills most roles.

The hires we place come from our own database—people we’ve spoken with before, logged by product line, market sector and state.

LinkedIn back-end matters more than front-end.

Years of tagging and mapping in our CRM and LinkedIn Recruiter let us pinpoint talent fast. Candidates with “Open to Work” switched on get approached sooner.

Seek profiles still help.

If your résumé is live and set to “Let recruiters view,” it pops up in keyword searches by salary, title and location. Keep it current.

Referrals close the loop.

Top performers refer peers; they arrive pre-vetted and move quicker than any other channel.

Net result: ads sit in the background while targeted outreach, database search and referrals drive the hires.

Michael: What in your view makes a great candidate? What distinguishes a strong candidate for a role that interfaces with architects, specifiers, or designers?

James: 

Design instinct + construction know-how

For interior products: genuine design passion, project-flow understanding, track record of winning specs with architects and designers.

Technical depth

For envelope or “hidden” products (Structural, waterproofing, back-of-wall plumbing, civil etc): engineering or architectural study adds real weight.

Product mastery

Can explain certifications, performance data and compliance in plain English to specifiers.

Consultative, problem-solving approach

Listens first, links product capability to the project’s aesthetic and technical constraints.

Proactive hunter mindset

Opens doors, chases new business and defends the spec through value-engineering rounds.

Relationship and maintaining them

Nurtures architect and builder ties over long project cycles from concept to final install.

Michael: How important is it for candidates to have prior construction or design industry

experience?

James: Critical. Prior experience in construction or design is a must. It lets you understand how architects and builders work, spot problems before they surface, and talk their language—advantages no outside sales background can match.

Michael: What are the most common mistakes you see building products companies make

when recruiting?

James:

Slow or messy process

Good candidates disappear while managers juggle diaries or add extra interview rounds.

Poor transparency

Vague on package, commission plan, WFH policy and real KPIs, top talent walks.

Exact-match tunnel vision

Rejecting sellers who know the channel because they haven’t sold that precise product.

Ignoring potential

Overlooking high-drive reps from adjacent sectors who can learn fast and bring fresh accounts.

Not probing true motivators

Dismissing a résumé jump without digging into the valid reason behind it.

Michael: Are there typical red flags in CVs or interviews that employers should watch for?

James:

Blaming previous employer

We’ve all faced frustrations, but tact matters, negativity sticks, signals poor judgment and low accountability, and raises red flags about cultural fit.

Short-stay pattern

Repeated 12-18-month stints with no progression can point to poor commitment or performance (always check context).

No numbers

CVs without targets hit, growth % or deal values make it impossible to gauge impact—“grew sales” means nothing without data.

Michael: What are the best interview questions to ask when hiring for a technical sales or specification rep role?

James:

“Describe a project where you partnered with an architect from concept to completion. What was your role, what challenges arose and how did you add value beyond supplying product?”

Why it works: Tests knowledge of the specification workflow, long-term relationship skills and real-world problem-solving.

“Explain your current system to an architect or builder who has never used it.”

Why it works: Live check on translating technical detail into clear benefits - assesses communication, product mastery and consultative style.

Michael: How can employers assess whether someone can learn complex products quickly and build trust with architects?

James:

Early-stage collaboration

“Tell me about a project where you worked with an architect from concept to completion. What was your role, what challenges arose and how did you add value beyond just supplying product?”

Why it works: Reveals grasp of the full spec workflow, long-term relationship skills and real-world problem-solving.

Consultative pain-point approach

“You’ve spotted a pain point for a practice—say thermal bridging or acoustic performance. How would you raise it and what solutions would you propose?”

Why it works: Tests consultative selling, need discovery and ability to present integrated, benefit-led solutions.

Second-round tasks

10-minute presentation: “Your 30-60-90-day plan in this role.”

Why it works: Shows presentation style, understanding of the business and concrete steps to gain quick wins.

Case study

Provide a short project brief; ask the candidate to outline how they would secure and defend the specification through to hand-over.

Why it works: Lets you observe live problem-solving and client-facing skills.

Michael: What are the key factors in retaining great staff in this industry?

James:

Fix the internal friction.

Streamline quoting, logistics and customer-service processes so reps can focus on selling, not firefighting.

Back them with a strong inside team.

Skilled internal sales and project coordinators keep specs on track and protect margin—reps stay because they can deliver.

Show a clear career path.

Map progression (BDM → Key Account → Sales Manager) and review it twice a year so ambitious staff see a future with you.

Set realistic targets and pay fairly.

Align KPIs with market conditions and review base + commission annually; retaining proven performers is cheaper than rehiring.

Run regular performance check-ins.

Monthly wins, quarterly deep dives, constant feedback keeps people engaged and heading in the right direction.

Invest in training and development.

Product refreshers, spec-selling workshops and leadership courses signal commitment to their growth.

Maintain a positive, inclusive culture.

Recognise wins, share information and support work-life balance—people stay where they feel valued and heard.

Michael: What are the biggest benefits of using a recruiter who understands the building products sector?

James: The Australian building-products market runs on tight margins, long project cycles and unforgiving technical standards. A generic recruiter will miss the nuances, costing you time, money and credibility. My focus is to make sure that never happens.

What you gain by using a sector specialist

Market fluency

Eight years placing sales, technical and leadership roles—backed by 30 + years of team experience, we know your products, markets and competitors. I can spot CV fluff in minutes and test candidates on real project scenarios.

Deep, pre-qualified network

My CRM and LinkedIn projects are mapped by product family (façade, lighting, roofing, waterproofing, interiors) and by state. Most hires come from this passive pool, which consists of people who have already been screened and are waiting for the proper brief.

Fast access to hidden talent

We act quickly and bring you candidates the market hasn’t seen, high performers who never apply to ads but fit your hardest-to-fill roles.

Credibility with candidates

Reps and engineers take my call because I know their projects, pain points and earnings. Your role is presented accurately, saving you from mismatched or padded CVs.

Speed without shortcuts

Targeted outreach delivers a tight short-list in days, not weeks. Less downtime for your pipeline; less risk of counter-offers derailing the hire.

Trusted industry intel

Live salary benchmarks, competitor moves and project pipelines help you position your offer to land first choice.

Michael: Can you walk us through what your recruitment process looks like and where clients typically see the most value?

James:

Discovery & challenge

Deep dive on culture, product mix, target markets and team dynamics. We test assumptions and lock down the true must-haves before any search begins.

Targeted search

Passive network, mapped LinkedIn projects and referrals only—no spray-and-pray ads. Short-list delivered inside two weeks.

Technical & behavioural vetting

Structured interviews, role-specific case questions and early reference checks. Only fully aligned candidates reach your desk.

Transparent comms

Weekly updates with real-time market feedback so you know exactly where we stand.

Offer management & after-care

Package advice, counter-offer defence and check-ins at weeks 1, 4 and 12 to secure retention.

Clear, open communication underpins every step. If you need sales or technical talent who can win specs, protect margin and deliver projects. james@specifiedselect.com www.specup.agency