What Should Be in an ASCEND Contractor Sales Kit?

Selling a premium exterior product is easier when the homeowner can see it, touch it, compare it and understand exactly why it is different.

That is especially true with ASCEND® Composite Cladding.

ASCEND is not simply another siding option that should be mentioned briefly during an estimate. It is a premium cladding system with a distinctive appearance, insulated construction and a number of performance features that deserve to be demonstrated properly.

A well-organized ASCEND contractor sales kit gives your salesperson or estimator the tools needed to explain those differences at the kitchen table, in the showroom or directly at the homeowner's property.

At Suburban Wholesale & Supply in Davenport, Iowa, we encourage contractors to build a repeatable presentation rather than relying entirely on a brochure and a price sheet.

The Goal of an ASCEND Sales Kit

Before deciding what should go into the kit, understand its purpose. Your sales kit should help a homeowner answer four basic questions:

• What is ASCEND?
• Why is it different from traditional siding products?
• What will it look like on my home?
• Why should I consider paying more for it?

If the materials in your sales kit do not help answer one of those questions, they may not belong in the presentation.

1. A Full-Size ASCEND Panel Sample

The most important piece in the kit is an actual ASCEND panel sample. Photographs are helpful, but premium exterior products should be physically demonstrated whenever possible.

Let the homeowner hold the panel. Let them see the profile from the side. Show the thickness, insulated backing, face texture and defined bottom edge.

When homeowners can physically inspect the product, the conversation moves away from simply comparing square-foot pricing and toward comparing actual products and the value each system provides.

2. ASCEND Color Samples

Color is one of the largest factors in a homeowner's siding decision. Your sales kit should include current ASCEND color samples whenever possible.

Give homeowners an opportunity to compare colors against the existing elements of their home, including:

• Brick and masonry
• Roofing
• Stone accents
• Windows
• Entry and garage doors
• Soffit and fascia
• Exterior trim

Contractors throughout Davenport, Bettendorf, Moline, Rock Island and the surrounding Quad Cities can also use the Suburban Wholesale & Supply showroom to help customers compare siding colors and exterior products in person.

3. Current ASCEND Product Literature

Your kit should contain current manufacturer literature. Do not depend entirely on memory when discussing technical product information.

Manufacturer literature can reinforce important information about product construction, available profiles, colors, performance characteristics, installation requirements and warranty coverage.

It also gives the homeowner something professional to review after your appointment.

4. A Good-Better-Best Comparison

One of the biggest sales mistakes is presenting only one siding option.

Instead, build a good-better-best presentation that allows the homeowner to understand the differences between siding systems.

ASCEND can become the premium option in that presentation. The objective is not to criticize another product. The objective is to clearly demonstrate what additional value the homeowner receives as they move into a higher-level cladding system.

Contractors can explore additional siding and exterior product options available through Suburban Wholesale & Supply when building these presentations.

5. Installed Project Photos

Product samples show homeowners what ASCEND feels like. Completed project photographs show them what it can become.

Build a photo library that includes different home styles, colors, elevations and combinations of horizontal siding and accent areas.

Whenever possible, use your own completed projects. Your own installation photos provide proof that your company has experience working with the product.

6. Warranty Information

Premium products deserve a complete warranty discussion.

Keep current ASCEND warranty information in the sales kit and understand the major provisions well enough to explain them accurately.

Avoid making warranty promises from memory. Use the current manufacturer's written warranty as the authority whenever discussing coverage, exclusions, transferability or claim procedures.

7. Installation Details

Homeowners do not need an installer certification course during the sales appointment, but showing a few installation details can help demonstrate why choosing the right contractor matters.

Your kit might include examples or diagrams covering starter systems, fastening, trim details, window and door transitions and proper panel installation.

This changes the conversation from "Who has the cheapest siding price?" to "Who understands how this exterior system should actually be installed?"

8. Design and Visualization Tools

The easier you make it for homeowners to visualize the finished project, the easier it becomes for them to make a confident decision.

Use available visualization technology, photographs and physical samples together. Show the homeowner potential siding colors, accent combinations, trim choices and architectural details.

The goal is to turn an abstract siding estimate into a picture of what their home could actually become.

9. A Frequently Asked Questions Sheet

Keep track of the questions homeowners repeatedly ask about ASCEND and build those answers into your presentation.

Common questions may include:

• What exactly is composite cladding?
• How is ASCEND different from vinyl siding?
• How much insulation does the panel provide?
• What colors are available?
• Can horizontal siding and Board & Batten be combined?
• How is ASCEND maintained?
• What warranty comes with the product?
• How does it handle wind, hail and changing Midwest weather?

A salesperson who confidently answers common questions creates a very different homeowner experience than someone who simply hands over a price.

10. Your Company's Story

Do not build an impressive product presentation and forget to explain why the homeowner should hire your company.

Your ASCEND sales kit should include information about your company, experience, installation standards, warranties, reviews, certifications and local presence.

The homeowner is making two decisions: which product to purchase and which contractor to trust with the project.

Keep the Kit Simple

A contractor sales kit does not need to become a suitcase filled with every piece of literature ever printed.

Keep it organized. Every item should have a purpose.

1. Show the product.
2. Explain the product.
3. Demonstrate the differences.
4. Help the homeowner visualize the project.
5. Answer objections and questions.
6. Establish your company as the right contractor for the job.

Build Your ASCEND Sales Kit at Suburban Wholesale & Supply

Contractors should not have to figure out premium-product sales entirely on their own.

Suburban Wholesale & Supply works with professional contractors throughout the Quad Cities, Eastern Iowa and Western Illinois with siding products, samples, literature, product knowledge, ordering assistance and jobsite delivery.

If you are interested in selling more ASCEND Composite Cladding, stop into our Davenport showroom and start building a contractor sales kit that you can take directly to your next homeowner appointment.

The better you demonstrate the product, the easier it becomes for the homeowner to understand its value.

Sources & Additional Resources

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