Five Questions That Can Identify an ASCEND Customer

One of the most important skills in siding sales is learning how to discover what the homeowner actually wants before you start recommending products.

That is especially important when discussing a premium exterior product such as ASCEND® Composite Cladding.

Not every homeowner is going to be an ASCEND customer—and that is perfectly fine. Your job is not to force every customer into the most expensive option. Your job is to uncover what matters to them and then present products that match those priorities.

At Suburban Wholesale & Supply, we encourage contractors to spend more time asking questions before they start demonstrating siding. Five good questions can often tell you whether ASCEND deserves a prominent place in your presentation.

Stop Trying to Identify an ASCEND Customer by Looking at the House

A large house does not automatically mean the homeowner wants premium siding. A modest house does not mean the homeowner is only interested in the lowest price.

Contractors can make a major sales mistake by deciding what a customer can or cannot afford before asking the customer what they value.

Instead of qualifying homeowners based on assumptions, qualify them through conversation. Ask questions, listen carefully and let the homeowner tell you what matters.

Question #1: “What Do You Want Your Home to Look Like When This Project Is Finished?”

Start with appearance instead of price.

Listen carefully to the words the homeowner uses. Do they simply want the old siding replaced, or are they talking about transforming the appearance of the home?

Statements such as these should get your attention:

• “We want the house to look completely different.”
• “We really like the appearance of wood siding.”
• “We want something more upscale.”
• “We are trying to modernize the exterior.”
• “We want better curb appeal.”
• “We plan on staying here for a long time.”

Those answers tell you that appearance is important enough to influence the buying decision.

ASCEND is designed to provide a premium exterior appearance with distinctive plank definition and realistic wood-inspired aesthetics. When appearance ranks high on the homeowner's list, it deserves to be part of the conversation.

Question #2: “Besides Price, What Is Most Important to You in New Siding?”

This may be one of the most valuable questions in the entire appointment.

Almost every homeowner cares about price. That does not mean price is the only thing they care about.

Give the homeowner an opportunity to tell you what else matters. Their answers might include:

• Appearance
• Durability
• Maintenance
• Energy efficiency
• Warranty
• Wind performance
• Long-term value
• Making the home quieter or more comfortable

Now you have something meaningful to sell.

Instead of giving a generic presentation, connect the features of each siding system to the priorities the homeowner just identified.

Question #3: “How Long Do You Plan to Stay in the Home?”

This question helps establish the homeowner's time horizon.

Someone planning to sell the property next year may approach an exterior project very differently from someone who expects to live there for another 15 or 25 years.

Long-term homeowners may place greater value on:

• Choosing the exterior they really want
• Long-term durability
• Reduced maintenance
• Comfort and insulation
• Premium appearance
• Warranty protection

If a homeowner tells you, “This is our forever home,” do not immediately show them only your entry-level siding package. Give them enough information to make an informed decision about better and premium alternatives as well.

Question #4: “Would You Like to See Good, Better and Best Options?”

Sometimes identifying a potential ASCEND customer can be this simple.

Ask permission to show options.

A homeowner who says, “Yes, I want to see everything,” is giving you permission to build value before discussing the final investment.

This is where a well-designed good-better-best siding presentation becomes extremely useful.

Your presentation might progress from a quality traditional siding system to upgraded insulated options and ultimately to ASCEND Composite Cladding as the premium choice.

Contractors can visit Suburban Wholesale & Supply to compare siding products, samples and accessories that can help build a stronger good-better-best presentation.

Question #5: “If You Found a Product You Liked Better, Would You Consider Investing More in the Project?”

This question gets directly to the heart of premium-product selling.

Notice that you are not asking, “Can you afford more?”

You are asking whether the homeowner is willing to consider additional investment if they can see additional value.

Those are two very different conversations.

If the answer is yes, demonstrate the differences.

Show the product. Let them hold the sample. Discuss construction. Compare appearance. Review insulation characteristics. Explain installation. Discuss colors and design possibilities. Then allow the homeowner to decide whether those differences justify the additional investment.

Listen for the ASCEND Signals

There is rarely one answer that automatically identifies an ASCEND customer. You are looking for a pattern.

Strong indicators may include a homeowner who:

• Places a high value on curb appeal
• Likes the appearance of natural wood
• Plans to stay in the home long term
• Wants to improve comfort or energy performance
• Is interested in premium exterior products
• Wants to compare multiple siding options
• Values long-term performance over the lowest initial price
• Is willing to invest more when additional value can be demonstrated

The more of these signals you hear, the stronger the reason to include ASCEND in your presentation.

Don't Sell ASCEND Before You Discover the Customer's Needs

There is an important order to a professional siding sales appointment:

1. Ask. Learn what the homeowner wants.
2. Listen. Identify the priorities behind the project.
3. Recommend. Match products to those priorities.
4. Demonstrate. Show why your recommendations are different.
5. Price. Present the investment after establishing value.

Reversing that order and leading immediately with price turns siding into a commodity.

Discovery gives you the opportunity to sell solutions instead.

Never Make the Homeowner's Financial Decision for Them

This deserves special emphasis.

Contractors sometimes eliminate premium products before the homeowner ever sees them because they assume the customer will not pay the difference.

That can cost you sales—and it can prevent the homeowner from learning about a product they may have preferred.

Your responsibility is to explain the available choices accurately and clearly.

Let the homeowner decide which option provides the right combination of appearance, performance and investment for their project.

Make ASCEND Part of Your Siding Sales Presentation

If you are going to offer ASCEND, do more than put its name on an estimate.

Build a presentation around it. Carry samples. Understand the product. Know the colors. Learn the installation system. Understand the warranty. Have photographs available and practice explaining the product in simple homeowner-friendly language.

Suburban Wholesale & Supply works with siding contractors throughout Davenport, Bettendorf, the Quad Cities, Eastern Iowa and Western Illinois with siding products, samples, literature, ordering assistance and contractor support.

Contractors interested in ASCEND can also learn more about ASCEND Composite Cladding available through Suburban Wholesale & Supply.

The objective is simple: ask better questions, identify what the homeowner values and then give them the opportunity to see the products that best fit those priorities.

Sources & Additional Resources

• Gentek Building Products — ASCEND Composite Cladding product information, specifications and homeowner resources.
• Associated Materials — ASCEND Composite Cladding technical and product documentation.
• Vinyl Siding Institute (VSI) — siding education, installation and industry resources.
• ICC Evaluation Service — building product evaluation and code-compliance resources.
• Suburban Wholesale & Supply — ASCEND Composite Cladding products, samples, contractor education and local distribution support.