How to Position ASCEND Between Vinyl and More Expensive Exterior Cladding Options

One of the biggest mistakes a siding salesperson can make is giving a homeowner only two choices: basic siding or a dramatically more expensive premium exterior.

There can be a lot of opportunity between those two positions.

That is where ASCEND® Composite Cladding can become an important part of a contractor's siding presentation.

ASCEND gives contractors another category to discuss with homeowners who want more than a traditional vinyl siding system but may not want the price, installation considerations or maintenance characteristics associated with some other premium exterior cladding choices.

At Suburban Wholesale & Supply, we believe the best approach is not to attack one material in order to sell another. Present the differences honestly, build value in each option and let the homeowner decide which combination of appearance, performance and investment makes the most sense.

ASCEND Should Not Be Positioned as "Expensive Vinyl Siding"

This is the first distinction contractors need to understand.

If you introduce ASCEND by saying, "This is our more expensive siding," you have already framed the product around price rather than value.

ASCEND is a composite cladding product with a different construction from conventional vinyl siding. Gentek describes the system as using a glass-reinforced polymer exterior with graphite-infused polystyrene insulation.

Present it as another exterior cladding category—not simply as the next price level of vinyl siding.

Start With Good-Better-Best

A good-better-best presentation gives homeowners context.

Instead of asking, "Do you want vinyl or ASCEND?" show them a progression of exterior choices.

The exact products and pricing will vary by contractor and project. The important lesson is to give homeowners a logical progression rather than presenting every siding product as though it were interchangeable.

Don't Tear Down Vinyl to Sell ASCEND

Quality vinyl siding remains a strong choice for many homeowners.

Contractors hurt their own credibility when they spend ten minutes explaining why vinyl is a good product and then criticize it the moment a homeowner shows interest in upgrading.

Instead, say something like:

"This is a quality vinyl siding option and it may be exactly what you need. If appearance, insulation and moving into a different cladding category are important to you, I also want to show you ASCEND."

Now you are building choices instead of creating contradictions.

Don't Tear Down More Expensive Claddings Either

The same rule applies at the other end of the spectrum.

There are many legitimate premium exterior cladding materials available to homeowners. They can have different strengths, aesthetics, installation requirements and price points.

You do not need to claim that ASCEND is universally better than every more expensive cladding product.

You need to explain where ASCEND fits and why a particular homeowner might find its combination of characteristics attractive.

Position ASCEND Around the Value Gap

Think about the homeowner who says:

"We want something nicer than standard siding, but we don't know if we want to make the jump into some of the most expensive exterior products."

That is an ASCEND conversation.

Instead of immediately discussing price, identify what "nicer" means to that homeowner.

• More distinctive appearance?
• More dimension?
• A wood-inspired exterior?
• Insulated construction?
• Less maintenance than some traditional exterior materials?
• A premium look without moving to the highest-priced option they are considering?

Once you understand the desired outcome, you can determine whether ASCEND actually fits the project.

Sell the Appearance First

When a homeowner is considering premium cladding, appearance is often a major part of the decision.

Start there.

Show the homeowner an ASCEND sample. Discuss the wood-inspired appearance, profile, texture, plank definition, shadow lines and available design possibilities.

Then ask:

"How does this compare visually with the other products you've been considering?"

Let the homeowner tell you whether ASCEND has earned a place in the conversation before burying them in specifications.

Then Demonstrate the Construction

Once the homeowner likes the appearance, turn the sample sideways.

Show them that the product is not simply a decorative surface.

Discuss the composite face and graphite-infused polystyrene backing. Gentek reports an R-value of up to 2.0 for ASCEND Composite Cladding.

Keep the explanation straightforward:

"You liked the appearance. Now let me show you why we don't position this as simply another vinyl siding option. Look at how the panel itself is constructed."

Appearance creates interest. Construction helps establish why the product occupies a different position in your siding lineup.

Compare Attributes, Not Just Prices

If your comparison consists of three prices written on a sheet of paper, the lowest number has an enormous advantage.

Give homeowners more context.

Depending on the products being considered, compare relevant characteristics such as:

• Material construction
• Installed appearance
• Profile and dimension
• Insulation characteristics
• Maintenance requirements
• Color availability
• Design flexibility
• Installation considerations
• Manufacturer warranty
• Total installed investment

Compare only characteristics you can document accurately for the specific products involved. A professional comparison is much more persuasive than exaggerated claims about competing materials.

Price the Upgrade, Not Just the Entire Project

This is an important sales technique.

Imagine the homeowner is considering a quality vinyl siding package and ASCEND.

Do not assume the homeowner will understand the difference by simply seeing two large project totals.

Explain the incremental investment.

For example:

"You've already decided that the siding project needs to be done. The question is whether the additional investment to move from this system into ASCEND provides enough additional value for you."

Now the homeowner is evaluating the upgrade rather than psychologically repurchasing the entire project.

Never Hide the Difference in Investment

Value selling does not mean avoiding price.

It means establishing what the homeowner receives before asking them to evaluate what it costs.

Be clear about the numbers.

If ASCEND costs more than the vinyl option on a particular project, say so. Then explain the relevant differences and allow the homeowner to decide whether those differences are worth the additional investment.

Don't Assume the Customer Can't Afford ASCEND

Contractors frequently make purchasing decisions for homeowners before the homeowner ever sees the options.

The house looks modest, so the salesperson shows the cheapest product.

The homeowner mentions a budget, so every upgrade disappears from the presentation.

That is not good salesmanship.

Your responsibility is to understand the homeowner's priorities, present appropriate options and explain the investment.

The homeowner's responsibility is to decide what they want to purchase.

Use the Monthly or Long-Term Difference Carefully

When financing is legitimately available through your company, homeowners may find it useful to understand how an upgrade affects the payment—not just the total contract price.

However, financing should never be used to disguise the actual cost of an upgrade.

Present the total installed investment clearly first, then explain available payment options accurately and according to the terms of the financing program you offer.

Position ASCEND Against the Homeowner's Priorities

There is no universal feature that closes every ASCEND sale.

Go back to discovery.

If the homeowner said appearance was most important, emphasize appearance.

If insulation was important, explain the insulated construction.

If they want a wood-inspired exterior, spend more time on aesthetics.

If they are comparing several premium products, help them understand the construction, maintenance, installation and investment differences.

The best ASCEND presentation should not sound identical in every house because homeowners do not all have identical priorities.

ASCEND Can Help Fill an Important Hole in Your Product Lineup

Consider what happens when your product lineup has a large gap.

You may have a strong vinyl siding offering at one price level and significantly more expensive exterior cladding choices at another.

What do you show the homeowner who wants to move up but does not want to move all the way up?

ASCEND can give contractors another option to explore within that conversation.

Build an Actual Good-Better-Best Sample Kit

Do not leave this presentation in your head.

Build it.

Your contractor sales kit could contain:

1. A sample of your primary quality vinyl siding system.
2. A sample of your upgraded or insulated siding option.
3. An ASCEND Composite Cladding sample.
4. Current color samples.
5. Manufacturer literature.
6. Warranty information.
7. Installed project photographs.
8. A simple comparison sheet.
9. Good-better-best proposal options.

Contractors can visit the Suburban Wholesale & Supply showroom in Davenport to see siding samples and begin developing a stronger homeowner presentation.

Give the Homeowner Three Real Choices

A strong closing conversation can be remarkably simple.

Instead of asking:

"Do you want to spend the extra money for ASCEND?"

Try:

"We've looked at three good options. Which one gives you the combination of appearance, performance and investment that you feel best about for your home?"

That keeps the homeowner focused on value rather than making the entire decision about which proposal has the smallest number at the bottom.

Sell Choices, Not Pressure

The purpose of positioning ASCEND between traditional vinyl siding and more expensive exterior cladding choices is not to manipulate homeowners into buying the middle option.

It is to make sure they understand that the middle option exists.

Some homeowners will still choose vinyl siding.

Some will choose ASCEND.

Others may decide that another premium exterior is worth the additional investment.

A successful salesperson can be comfortable with all three outcomes because the goal is to help the homeowner make an informed decision while giving your company an opportunity to earn the project.

Build Your ASCEND Presentation With Suburban Wholesale & Supply

Contractors sell premium exterior products more effectively when they have the right samples, product knowledge and presentation tools.

Suburban Wholesale & Supply supports professional 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.

Explore siding and exterior products available through Suburban Wholesale & Supply, learn more about ASCEND Composite Cladding, or visit our Davenport showroom to compare products in person.

The sales lesson is simple: do not make ASCEND compete on price alone. Give it a clear position in your product lineup, demonstrate the differences and let the homeowner determine where they see the greatest value.

Sources & Additional Resources

• Gentek Building Products — ASCEND Composite Cladding product information, technical specifications, colors, profiles and warranty resources.
• Associated Materials — ASCEND Composite Cladding product and technical documentation.
• Vinyl Siding Institute (VSI) — siding product education, installation practices and industry resources.
• U.S. Department of Energy — insulation, R-value and building-envelope educational resources.
• ICC Evaluation Service — building product evaluation and code-compliance resources.
• Suburban Wholesale & Supply — ASCEND Composite Cladding, vinyl siding, contractor samples, product education and distribution support throughout the Quad Cities, Eastern Iowa and Western Illinois.