There Is No Perfect Number

There is no universal rule saying every siding contractor should offer exactly two, three or four manufacturers.

The right number depends on:

• The size of your company
• Your local market
• The types of projects you sell
• The experience of your salespeople
• The experience of your installers
• Your distributor relationships
• The products available locally
• Your ability to maintain samples and literature

The goal is not to offer the most manufacturers. The goal is to offer enough products to solve the homeowner's problem without making your own sales process unnecessarily complicated.

For Many Contractors, One Strong Manufacturer Can Cover a Lot of Ground

A broad manufacturer can sometimes provide several siding categories under one relationship.

That can simplify:

• Pricing
• Samples
• Color books
• Warranty knowledge
• Ordering
• Installation training
• Accessory selection
• Manufacturer support

If one manufacturer gives you quality vinyl, premium vinyl, board & batten, steel and aluminum options, that relationship may cover a surprisingly large portion of the residential siding market.

Why Too Many Manufacturers Can Hurt the Sales Process

Every manufacturer you add creates more information your salesperson must remember.

That includes:

• Product names
• Profiles
• Colors
• Panel construction
• Warranty terms
• Installation instructions
• Accessories
• Pricing
• Lead times
• Sales literature

If the salesperson cannot clearly explain the difference between the products, adding more brands can make the presentation weaker rather than stronger.

The Homeowner Does Not Need 20 Siding Choices

Contractors sometimes confuse product availability with customer value.

A homeowner typically does not need to see every siding product available in North America.

They usually need a few understandable choices.

For example:

• Good: Quality vinyl siding
• Better: Premium vinyl or insulated siding
• Best: Steel or composite cladding depending on the project

That is easier to understand than opening six manufacturer catalogs and asking the homeowner where they want to start.

Product Knowledge Builds Confidence

A contractor who knows three siding systems extremely well may be more convincing than a contractor who technically offers 15 but struggles to explain them.

Your salesperson should be able to explain:

• Who the product is best suited for
• What makes it different
• How it is constructed
• How it is installed
• Available profiles
• Available colors
• Maintenance expectations
• Warranty basics
• Why it costs more or less than another option

Depth of knowledge is a competitive advantage.

Your Installers Also Have to Learn Every System

The impact of additional manufacturers does not stop with your sales team.

Your installers may encounter different requirements for:

• Fastener placement
• Clearances
• Cutting methods
• Expansion and contraction
• Starter systems
• Corner details
• Window and door transitions
• Accessories
• Storage and handling

The more siding systems you sell, the more disciplined your training program needs to become.

Inventory Should Influence Your Manufacturer Choices

A great siding product becomes harder to sell if every order takes weeks to arrive.

Ask your distributor:

• What product lines do you stock?
• Which colors are locally available?
• Which accessories are stocked?
• What requires a special order?
• What are typical lead times?
• Can material be delivered to the jobsite?

Local product availability should be part of your sales strategy, especially when you are trying to keep projects moving.

One Manufacturer Does Not Have to Supply Everything

There is nothing wrong with specializing.

One manufacturer may be your primary source for vinyl and metal siding.

Another may provide your composite cladding.

Another company may provide insulation or stone accents.

The goal is to build a complementary product system instead of collecting unrelated brands.

When Should You Add a Second Vinyl Manufacturer?

This is worth careful consideration.

If your current vinyl manufacturer already gives you the profiles, colors, price points and quality levels your customers need, adding another vinyl manufacturer may create duplication rather than value.

A second vinyl manufacturer may make sense when it provides:

• A unique profile
• A color unavailable from your current supplier
• A different price category
• Better availability for a particular market
• A specialty product you regularly need

Do not add another brand simply so you can say you carry another brand.

Samples Become Harder to Manage as Manufacturers Multiply

Every manufacturer needs sales tools.

That can mean:

• Color books
• Physical siding samples
• Profile samples
• Warranty literature
• Brochures
• Installation information
• Demo pieces

If half the material in your sales vehicle is outdated or your salesperson cannot remember which color belongs to which manufacturer, your product offering has probably become too complicated.

Your sales kit should help the customer make a decision—not make your salesperson search through a pile of catalogs.

Pricing Becomes More Complicated Too

More manufacturers mean more pricing structures.

Your estimating team needs to maintain current information for:

• Siding panels
• Accessories
• Corners
• Specialty profiles
• Freight
• Delivery
• Special-order charges
• Waste factors

The more complicated the product lineup becomes, the easier it is to make estimating mistakes.

Warranty Knowledge Matters

Every manufacturer may have different warranty language.

Your salesperson should understand the basics and know where to find the actual written warranty.

Important differences can include:

• Transferability
• Finish coverage
• Fade provisions
• Labor provisions
• Claim requirements
• Exclusions

The more brands you sell, the more difficult it becomes to keep these details straight.

When You May Have Too Many Manufacturers

There are some warning signs.

• Your salespeople avoid certain products because they do not understand them.
• Your color books are outdated.
• Your price lists are difficult to maintain.
• Your crews regularly ask how unfamiliar products are installed.
• You cannot explain why two competing brands are both in your lineup.
• Samples take over the sales vehicle.
• Special orders frequently create scheduling problems.
• You rarely sell several of the brands you technically offer.

If that sounds familiar, simplifying the lineup may actually improve sales.

A New Contractor Should Usually Start Narrow

If you are building a new siding division, resist the temptation to sign up with every manufacturer immediately.

Start with a core manufacturer and learn the products.

Build your demo kit.

Learn the installation system.

Sell some projects.

Then identify what homeowners are asking for that you cannot currently provide.

That customer demand should help guide the next manufacturer you add.

The Distributor Can Help Simplify the Decision

Talk with your building material distributor before expanding your lineup.

Ask:

• Which products are stocked locally?
• Which profiles sell most often?
• Which colors move regularly?
• Where are there gaps in my current lineup?
• Which manufacturers provide training?
• Can I get samples and literature?
• Can you connect me with the manufacturer representative?
• Which products tend to create special-order issues?

A good distributor should help contractors build a manageable lineup—not simply encourage them to add every product available.

How Suburban Wholesale Can Help Build Your Product Lineup

Suburban Wholesale & Supply works with contractors across several exterior product categories.

That includes products from manufacturers such as:

• Gentek Building Products
• ASCEND Composite Cladding
• Progressive Foam Technologies
• Tando Composites
• Other exterior building product manufacturers

Instead of simply collecting manufacturer names, we can help contractors think about where each product belongs in the overall presentation.

The objective is to create a lineup your salespeople can sell, your crews can install and your company can support.