How to Explain ASCEND's Insulated Construction to a Homeowner

One of the most interesting features of ASCEND® Composite Cladding is something homeowners may not fully appreciate by simply looking at the front of the panel.

Turn the panel sideways.

That is when the conversation about ASCEND's insulated construction can begin.

ASCEND Composite Cladding combines a glass-reinforced polymer surface with a graphite-infused polystyrene backing. According to Gentek product information, the system can provide an R-value of up to 2.0, depending on the application.

For contractors, however, simply repeating terms such as "graphite-infused polystyrene" and "R-value" is not necessarily an effective sales presentation. At Suburban Wholesale & Supply, we encourage contractors to translate technical product features into simple homeowner benefits.

Start With the Physical ASCEND Panel

Do not begin this part of the presentation with a brochure.

Begin with the actual product.

Hand the homeowner an ASCEND panel sample and let them inspect it. Then turn the sample sideways so they can clearly see that the panel is more than just the exterior surface.

A simple explanation might sound like this:

"What makes ASCEND different is that the panel incorporates an insulated backing. Instead of looking only at the exterior surface, look at the entire construction of the panel."

Now the homeowner has something tangible to associate with your explanation.

Explain the Construction in Plain English

Contractors should understand the technical terminology, but homeowners usually need the simplified version first.

Gentek describes ASCEND as a composite cladding system featuring a glass-reinforced polymer exterior and graphite-infused polystyrene insulation.

You can break that into two basic components:

• The exterior surface: the composite face provides the visible exterior appearance and protective surface of the panel.
• The insulated backing: graphite-infused polystyrene forms the insulated portion behind the exterior surface.

That is usually enough technical information to establish the basic construction.

If the homeowner wants to go deeper, then explain the materials and specifications in greater detail.

What Does "Graphite-Infused Polystyrene" Mean?

This is one of those terms that sounds impressive but can quickly lose a homeowner if it is not explained.

Polystyrene foam is commonly used as an insulating material. ASCEND uses graphite-infused polystyrene as part of its panel construction.

The homeowner does not need a chemistry lesson.

A better explanation is:

"The backing you see on the panel is an insulating material. Gentek incorporates graphite into the polystyrene insulation to enhance its thermal performance."

Then return to the physical sample. Let the homeowner see and feel what you are describing.

Explain R-Value Without Overselling It

R-value is a measurement of resistance to heat flow. In general, a higher R-value indicates greater resistance to heat transfer.

Gentek reports that ASCEND Composite Cladding can provide an R-value of up to 2.0.

The words "up to" matter.

Contractors should use the manufacturer's current technical information and avoid turning a product specification into an exaggerated energy-savings promise.

A homeowner-friendly explanation could be:

"ASCEND's insulated construction can add thermal resistance to the exterior wall system. Gentek lists an R-value of up to 2.0 for the product. That does not replace the insulation inside your walls, but it can become another component of the home's overall exterior envelope."

That explanation is much more credible than promising a specific reduction in a homeowner's utility bill.

Do Not Promise a Specific Energy Savings Percentage

This is an important sales-training point.

A contractor should be very careful about statements such as:

• "This will cut your heating bill by 20%."
• "Your house will automatically be warmer."
• "ASCEND will pay for itself through energy savings."

Those claims involve far more than the siding product.

A home's energy consumption can be influenced by windows, doors, attic insulation, wall construction, air leakage, HVAC equipment, thermostat settings, weather conditions and homeowner behavior.

Sell what you can substantiate: ASCEND incorporates an insulated backing and provides measurable thermal resistance as specified by the manufacturer.

Explain Continuous Exterior Insulation

This is where the conversation can become especially useful.

Traditional wall insulation is commonly installed within the cavities between framing members. The framing itself can create paths where heat moves through the wall assembly differently than it does through the insulated cavities.

Exterior insulation can help add thermal resistance over more of the wall surface.

You can explain it this way:

"Think about the insulation inside your walls. It is generally located between the framing. An insulated exterior product adds another layer toward the outside of the wall, helping provide additional thermal resistance across the exterior."

Keep the explanation simple unless the homeowner wants to discuss building-science details such as thermal bridging.

Connect Insulation to the Homeowner's Priorities

Do not assume every homeowner is buying ASCEND because of insulation.

Remember the discovery questions from your siding sales presentation.

If the homeowner told you that comfort and energy performance are important, the insulated construction becomes highly relevant.

If their primary concern is appearance, start with appearance and introduce insulation as an additional benefit.

Features become more powerful when they are connected to something the homeowner has already told you matters.

Compare Products Side by Side

One of the easiest ways to demonstrate ASCEND is to place different siding samples next to one another.

Instead of saying that one system is "better," let the homeowner examine the construction.

Compare:

• Panel construction
• Thickness
• Profile and exposure
• Insulated backing
• Surface appearance
• Rigidity
• Color choices
• Warranty information
• Installed appearance

Contractors can visit the Suburban Wholesale & Supply showroom in Davenport to compare siding products, samples and presentation materials for their own sales demonstrations.

Turn the Panel Sideways During Your Kitchen-Table Demo

Sometimes the best sales techniques are extremely simple.

When you demonstrate ASCEND at the kitchen table, do not leave the sample lying flat.

Pick it up.

Turn it sideways.

Point to the exterior surface and then point to the insulated backing.

Ask the homeowner:

"Can you see how this panel is constructed differently?"

Now the homeowner is discovering the difference rather than simply listening to you claim that one exists.

Feature, Advantage, Benefit

A simple sales framework can make this much easier to remember.

Contractors who learn to move from feature to advantage to homeowner benefit will generally give a much stronger presentation than contractors who simply memorize specifications.

Don't Sell an R-Value. Sell the Complete ASCEND System.

Insulation is an important ASCEND feature, but it should not become the entire presentation.

ASCEND should be evaluated as a complete exterior cladding option, including:

• Appearance
• Composite construction
• Insulated backing
• Available colors and profiles
• Installation system
• Maintenance requirements
• Performance characteristics
• Manufacturer warranty

The strongest presentation builds value across several categories rather than depending on a single specification.

Practice a 30-Second ASCEND Insulation Explanation

Every salesperson offering ASCEND should be able to explain its insulated construction clearly in about 30 seconds.

"ASCEND is different from many traditional siding products because the panel incorporates graphite-infused polystyrene insulation behind its composite exterior surface. Gentek reports an R-value of up to 2.0. That insulation does not replace what is already inside your walls, but it adds thermal resistance as part of the exterior cladding system. Let me turn this sample sideways so you can actually see how the panel is built."

Then stop talking and let the homeowner inspect the sample.

Learn How to Demonstrate ASCEND at Suburban Wholesale & Supply

Premium siding products are easier to sell when contractors understand how to demonstrate the differences.

Suburban Wholesale & Supply supports professional siding contractors throughout Davenport, Bettendorf, Moline, Rock Island, the Quad Cities, Eastern Iowa and Western Illinois with siding products, samples, literature, product education, ordering assistance and jobsite delivery.

Learn more about ASCEND Composite Cladding from Suburban Wholesale & Supply, or stop into our Davenport showroom to see product samples in person.

The lesson for contractors is simple: know the technical information, but do not make the homeowner work to understand it. Show the product, explain the construction in plain English and connect the feature to something the homeowner actually values.

Sources & Additional Resources

• Gentek Building Products — ASCEND Composite Cladding product information, technical specifications and product literature.
• Associated Materials — ASCEND Composite Cladding technical documentation and product resources.
• Vinyl Siding Institute (VSI) — siding installation, building science and industry education resources.
• U.S. Department of Energy — insulation, R-value, heat flow and home energy-efficiency educational resources.
• ICC Evaluation Service — building product evaluation and code-compliance resources.
• Suburban Wholesale & Supply — ASCEND products, contractor samples, education and distribution support for Eastern Iowa and Western Illinois.