Mark Clemmensen is a distinguished leader in the construction industry with over two decades of expertise in architectural specifications. As one of only 59 Registered Specification Writers (RSWs) in Canada, Mark has set a benchmark for precision and innovation in construction documentation. His career spans diverse sectors, including retail, healthcare, and residential projects, and he is a LEED-certified professional. Mark’s visionary approach led to the founding of V SPECS, where he has begun revolutionizing the industry by certifying high-quality specifications and setting new standards for excellence.
Melissa Clemmensen is a Master NLP Practitioner and Executive Coach with over 20 years of experience in communication and sales psychology. Her expertise lies in empowering professionals to unlock their potential through mindset coaching and strategic communication. Melissa’s unique ability to blend sales psychology with practical coaching has made her a driving force in helping individuals and teams achieve exceptional results.
Together at V SPECS
The leaders of V SPECS, Mark and Melissa Clemmensen, combine to create a powerhouse of technical expertise and human-centric communication. Their unique perspectives marry to transform the construction industry by enhancing the quality of specifications and empowering professionals with the skills and knowledge to excel. Through their innovative approach, V SPECS is not just a consultancy but a catalyst for change in the industry.
V SPECS’ Industry Impact and Growth
“We’re not just fixing specs! We’re building industry trust, one Product Master Section at a time.”
V SPECS was born out of necessity. The architectural industry had a huge gap that no one was addressing. Product sales reps struggled to position their products in specifications effectively, and architects weren’t always getting the best solutions because of communication barriers.
Mark saw the disconnect and asked, “What if we could bridge this gap?” So that is what he did. V SPECS helps Building Product Manufacturers create quality Specifications their sales reps can understand and explain when approached by different decision-makers, as well creating a user-friendly experience to the end user.
V SPECS has made significant contributions to the construction industry by addressing critical gaps in the quality and usability of architectural specifications. The company is pioneering the certification of specifications through its **V SPECS VERIFIED Seal**, ensuring that product specifications meet rigorous quality standards. This innovative approach helps streamline construction documentation, reducing errors and improving reliability in project execution.
Additionally, V SPECS is dedicated to educating design professionals about the importance of high-quality specifications. The company empowers industry stakeholders to create more effective and user-friendly documentation by offering training and insights. Their efforts are setting new benchmarks for precision and excellence in the construction sector.
The Championing Factor
The differentiating factor for V SPECS that keeps it ahead of the competition is that it focuses on the things no one else addresses.
Most sales training programs focus on generic selling techniques, but selling in the architectural industry is different. It’s not just about making a great pitch; It’s about understanding how we build projects, make decisions, and how Specifications drive product choices.
At V SPECS, Mark and his team don’t just teach sales. They provide innovative tools and resources to help manufacturers create quality, user-friendly Specifications and help sales reps succeed, including:
- The VERIFIED Report Card: V SPECS’ patented, comprehensive, 35-point inspection of current Product Master Specifications helps product manufacturers assess how well their Product Master Sections align with industry standards and what improvements they require to increase their specification success, measured by Overall Adaption Rate.
- Overall Adaption Rate Scoring and observations identify areas that prevent target clients from providing a user-friendly Section that their clients will use.
- Sections achieving an Overall Adaption Rate Scoring of “Meeting” or “Exceeding” Industry Standard Practices are affixed a V SPECS VERIFIED Seal. (Adaption Rate = % likelihood that a target client will adopt your specification into their Project or Office Master with little to no required edits.)
- V SPECS is the first and only organization in the world to review, seal and certify Specifications for use in Office Masters and future projects.
- Its Trademark Seal, featured within The V SPECS VERIFIED SPEC NOTE at the beginning of the Section, is valid for 12 months from the issue date.
- All VERIFIED Sealed Sections are provided in Canadian and American versions and hosted on the V SPECS VERIFIED Website, which the Design Community can download for Project and Office Master use in North America.
- Technically Speaking Podcast Interviews: This is a one-of-a-kind technical sales call podcast where where we interview product reps and extract the critical information architects, designers, and engineers need for their projects. Our podcast interview ensures essential product details are making their way into the industry while introducing the technical sales team to the viewer before they opt to book a meeting.
- MP4 Section Reviews: Narrated by the Founder of V SPECS, our MP4 Section Reviews turn dry, technical specification feedback into dynamic, scrollable walkthroughs — making it easy for manufacturers and consultants to see exactly what needs adjustment, and why it matters.
- SPECS SHORTS Newsletter: V SPECS’ weekly comic strip that brings humour to the otherwise dry topic of Specification Writing. Let’s be real, specs aren’t the most exciting thing in the world, so our newsletters teaching style employs a “Learning with Laughter” approach that resonates with our subscribers.
- SPECS SHORTS makes understanding Specification lessons fun by joining Professor V, Coach M., and their sidekick, SPECKY, on their weekly adventures in search of Quality Specifications!
- New-2-Sales Training Video Series: V SPECS’ unique 3-Volume Series of thirty-nine (39) informative micro-learning videos and associated Volume Handbooks are designed to move the client’s sales team away from “You’re Hired, Now Go Sell!” and towards creating a positive, mentoring environment.
- Developed to reinforce proven sales techniques, build confidence in the product offering, and enhance communication skills, ultimately unlocking the sales team’s true potential.
- This series covers:
- How the architectural industry is structured and how to sell to different decision-makers on the project team
- The role of Specifications in sales and how to “Sell the Specifications” to target clients
- Communication strategies that build trust and drive influence
- Objection handling techniques to increase close rates
- Applying NLP principles to sales conversations for increased results and relationship building.
“This isn’t just another sales training; It’s a step-by-step blueprint for architectural sales success,” says Mark.
The Role of NLP in Sales Success
“In architectural sales, trust isn’t sold. It’s earned through real communication mastery.”
Sales isn’t just about what you say; It’s about how you say it and how well you understand the person you’re talking to. That’s where Neuro-Linguistic Programming (NLP) comes in.
- Mirroring & Matching – Helps build instant rapport with clients.
- Pacing & Leading – Aligns with the client’s perspective before guiding them toward a sale.
- Embedded Commands – Influence decisions without resistance.
- Anchoring – Creates emotional connections to products and services.
- Reframing – Turns objections into opportunities.
Why NLP Matters in Architectural Sales
In architectural sales, trust isn’t built through slick pitches but through communication mastery. NLP empowers reps to build trust faster, deeper, and more authentically — turning conversations into connections that lead to real projects.
“The key is that NLP is a toolbox in which everyone must figure out which strategies work best for them and at what times to yield the desired outcome, explains Melissa.
Unleashing Sales Potential with NLP Coaching
Because sales are communication, and NLP is the science of mastering communication! Sales reps need the power to control conversations, easily influence decisions, and handle objections like pros. NLP coaching gives them tools to navigate any sales situation, turning challenges into opportunities and deals into victories.
- Facing tough objections? Master the art of reframing to shift perspectives.
- Losing control of conversations? Learn to pace and lead to steer discussions naturally.
- Struggling to connect with clients? Use mirroring and matching to build instant rapport and trust.
“The best sales reps aren’t just following a script—they’re crafting dynamic, personalized interactions that leave lasting impressions. NLP coaching gives you a competitive edge, transforming you from a script-reliant rep into an unstoppable sales powerhouse,” says Melissa.
Leveraging Technology for its Mission
Technology is the backbone of what V SPECS does. In fact, the “V” in V SPECS stands for “Virtual”.
We live in a world where connections don’t have to be in-person to be impactful. Sales reps, Architects, and Designers are spread across the country, and the ability to meet, train, and strategize virtually has transformed how we operate.
- Web conferencing platforms allow us to break the barriers of the institutional workplace by meeting and presenting globally from our recording studio in Whitby, Ontario, Canada.
- “Generative” AI tools assist in daily communication to ensure the message resonates with our audience, as “written” technical conversations can sound assertive and aggressive, which is never the intent.
- Mark has been writing technical Specifications for over 20 years, so his writing style is what he calls “Legalese.” Generative AI tools quickly sift through his writing and draft communication that makes sense to the recipient.
“AI isn’t the future; it’s here for us to use as a guide to refine and execute our writing more efficiently. As Maya Angelou said, “Do the best you can until you know better. Then, when you know better, do better.” AI is simply a tool that helps us know better and do better,” says Mark.
The Way Forward
Mark observes that the architectural sales industry’s evolution has shifted over the last three years to include the work-from-home lifestyle that architectural firms have dealt with since COVID. The ability to meet virtually, collaborate on work with your teammates in different parts of the globe, and share ideas virtually is shaping how the industry operates daily.
The next generation of designers may never have to experience working on a Project with a large team, all in one room, huddled around the boardroom table, reviewing the Drawings and Specifications submission.
Some of the biggest trends, he points out, shaping the future include:
- Certifying Specifications and Annual Maintenance:
- 3rd-Party VERIFICATION the Industry Trusts – Valid for 12 months!
- Sections affixed with a VERIFIED Seal enroll in V SPECS’ Annual Maintenance Partner Program, which includes yearly reviews and necessary updates, before issuing a new 12-month VERIFIED Seal on the Section.
- Therefore, yearly updates ensure all VERIFIED Sections are current and ready for use on Project Tenders.
- Linking Specifications with BIM: Over the last 10 years, this has been a primary focus as 2D Drawings and 3D Renderings have transformed into Virtual Models that allow clients a walk-through and even select finishes before construction has begun on the site.
- This approach’s difficulty lies in the end-user’s Knowledge gap. With hundreds of material and manufacturer selections within a Project Specification, anyone working on the model must also understand and select the appropriate material and/or system while designing.
- AI and Specification Writing: As AI gains popularity and begins assisting with writing tasks, as mentioned above, there is a consistent point of view that AI will take over Specification Writing. Mark does not believe that AI will “fully take over” Specification Writing, as the technical understanding and intricacies of a Specification would be time-consuming to replicate within an AI platform.
- However, there are powerful “think-logic” Specification Writing Platforms that assist Designers and Specification Writers while writing Office Masters and editing Project Specifications. Tools that will help the end-user edit the Section by removing unnecessary selections in Part 2 and Part 3 based on edits made earlier in Part 1.
“The future belongs to those who adapt, evolve, and position themselves ahead of industry shifts, which is what V SPECS prepares our clients for,” says Mark.
Staying at the Forefront of NLP coaching
Melissa, who handles the NLP Coaching side of the business, stays informed in several ways, such as by seeking personal growth and development.
- Reading industry-leading books: This is her passion, so it’s easy for Melissa to get lost in a book that keeps her mind engaged with various points of view.
- Listening to Podcasts and TED Talks: While she’s completing those daily tasks that don’t seem to go away, listening to different communication styles and techniques seems to melt away those “in-between” minutes.
- Lastly, Melissa works with her coach to check in and discuss interactions that have happened over the course of the week. Aligning her focus every week allows her to best show up for her clients so they, too, can position themselves in the best way possible.
Advice for Businesses Struggling with Sales
Mark and Melissa’s advice is:
“Your success is a direct reflection of your ability to adapt.”
- If something isn’t working, don’t just do more of it! You change your approach.
- If your clients aren’t engaging, change the way you communicate.
- If you keep getting objections, change how you frame your offer.
Sales success is all about being skilled and adaptable, pivoting in real time to get the message across in a way that others around you understand and trust.
“Success doesn’t belong to the loudest voice. It belongs to the clearest communicator.”
Final Thoughts
Mark and Melissa share that at V SPECS, they don’t just train sales reps; they provide the missing pieces they require to master sales in the following ways:
- Selling strategically in the architectural landscape.
- Mastering communication through NLP techniques.
- Understanding how Specifications are structured and their importance within the Project Manual.
- Leveraging AI and technology to stay ahead of the competition.
“And now, with our New-2-Sales Training Video Series, we’ve made it easier than ever for sales reps to learn these essential skills on-demand and apply them immediately in real-world sales conversations,” they conclude.
Quote: “If you want to sell smarter, communicate better, and close more deals effortlessly, the time to invest in your skills is now. Let’s start the conversation.”
About V SPECS
Founded by Mark and Melissa Clemmensen, V SPECS is the industry leader in 3-Part Product Master Section Creation and the only firm worldwide certifying specifications and delivering strategic sales and communication training through our in-house NLP Executive Coach — serving some of the largest Building Product Manufacturers in North America.
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