How to Sell ASCEND 12" Board & Batten as a Premium Exterior

Board & Batten has moved well beyond being a small gable accent.

Homeowners are increasingly using vertical siding to create dramatic elevations, modern farmhouse designs, contemporary exteriors and complete whole-house transformations.

That creates an important opportunity for contractors selling ASCEND® Composite Cladding.

ASCEND 12" Board & Batten gives contractors a premium vertical cladding option that should be presented as much more than simply "vertical siding."

At Suburban Wholesale & Supply, we encourage contractors to sell ASCEND Board & Batten by starting with architecture and appearance. Let homeowners see what the profile can do to their house before moving into construction, performance and price.

Start With the Exterior Design, Not the Specification Sheet

ASCEND Board & Batten has technical specifications worth understanding, but most homeowners are not going to become interested because you tell them the panel has a certain exposure or projection.

They are going to become interested because they can imagine what it will do to their home.

Start with a question:

"Have you considered using vertical siding to give part—or all—of the house a completely different architectural look?"

Then show them.

Use installed project photographs, manufacturer imagery, visualization tools and actual samples to help the homeowner see the transformation before discussing every technical detail.

Explain What Makes the 12" Profile Look Different

The dimensions of ASCEND Board & Batten contribute directly to its appearance.

The ASCEND 12" Board & Batten profile features a generous 10-inch board with an integrated 2-inch batten, creating a 12-inch exposure. The system also has a 3/4-inch panel projection.

Those dimensions matter visually.

A homeowner-friendly explanation might be:

"Notice how wide the board is and how pronounced the batten looks. That larger profile creates bold vertical lines instead of making the wall look busy."

You are translating dimensions into architecture rather than simply reciting numbers.

Sell the Vertical Lines

Horizontal siding naturally emphasizes the width of a structure.

Board & Batten creates strong vertical movement.

That vertical orientation can completely change how a homeowner perceives an elevation.

Ask homeowners to look at:

• The height of the walls
• Roof peaks and gables
• Entry areas
• Garage projections
• Porches
• Dormers
• Architectural bump-outs

These areas may provide opportunities to use vertical cladding to create separation and visual interest.

Don't Automatically Sell Board & Batten as an Accent

Contractors commonly think of Board & Batten as something that belongs only in a front gable.

That is one option—but it is not the only option.

ASCEND's 12" Board & Batten can be used to create:

• Full gable accents
• Front elevation features
• Garage accents
• Entry-area features
• Entire walls
• Multiple elevations
• Whole-house vertical designs

Give homeowners the opportunity to see both accent applications and complete vertical exteriors. Do not make the design decision for them before they have seen the possibilities.

Show Whole-House Board & Batten

Whole-house Board & Batten can create a dramatically different exterior from a conventional horizontal siding installation.

This can be especially relevant when a homeowner tells you:

• "We want the house to look completely different."
• "We love the modern farmhouse look."
• "We want something less traditional."
• "We want our home to stand out."
• "We don't want it to look like every other house in the neighborhood."

Those statements are signals that you should show more than a small accent application.

Then Show ASCEND Horizontal and Board & Batten Together

One of ASCEND's strongest design advantages is that contractors do not necessarily have to choose between horizontal and vertical profiles.

ASCEND currently offers 5" Plank, 7" Plank and 12" Board & Batten profiles.

That allows contractors to develop exterior combinations such as:

• 7" horizontal plank on the main walls with Board & Batten in the gables
• Horizontal siding on one architectural section and vertical cladding on another
• Board & Batten on the front elevation with horizontal siding elsewhere
• Multiple profiles in coordinating or contrasting colors

The manufacturer specifically promotes mixing ASCEND horizontal profiles with the 12" Board & Batten to create distinctive exterior designs.

Sell the Width of the Board

Not all Board & Batten products create the same visual rhythm.

ASCEND uses a 10-inch board with an integrated 2-inch batten.

Show the homeowner the actual sample and explain why the scale matters.

"The wider board helps create a cleaner, more substantial appearance. Step back from the sample and think about these vertical lines repeated across an entire wall."

Whenever possible, show a large sample or installed photography. A small color chip cannot communicate the scale of a Board & Batten elevation.

Demonstrate the 3/4" Projection

Another specification that should become a visual demonstration is ASCEND Board & Batten's 3/4-inch projection.

Turn the panel sideways.

Let the homeowner see the depth.

Then explain:

"This depth helps give the wall dimension. When sunlight moves across the exterior, those battens can create defined shadow lines instead of the wall appearing flat."

Again, you are turning a technical dimension into something the homeowner can actually visualize.

Show Both ASCEND Board & Batten Finishes

ASCEND 12" Board & Batten is offered in Cedar Mill Grain and Matte finishes.

Do not automatically decide which one the homeowner should prefer.

Put the finishes in their hands.

A homeowner interested in a more wood-inspired exterior may respond strongly to the Cedar Mill Grain texture.

Another homeowner may prefer the cleaner character of a Matte finish.

This is another reason physical samples matter. Texture is difficult to sell from a photograph alone.

Use Color to Make Board & Batten Feel Premium

Color can completely change the personality of a vertical exterior.

ASCEND is currently offered in a palette of 21 colors, ranging from traditional tones to deeper and more contemporary selections.

Instead of handing over a color chart and walking away, help homeowners build combinations.

Discuss how Board & Batten can coordinate with:

• Roofing
• Brick
• Stone
• Window colors
• Entry doors
• Garage doors
• Soffit and fascia
• Exterior trim

Contractors and homeowners can also visit the Suburban Wholesale & Supply showroom in Davenport to compare exterior siding products and samples in person.

Dark Board & Batten Can Create a Completely Different Exterior

Do not limit the conversation to white farmhouse exteriors.

Dark exterior colors combined with vertical profiles can produce dramatic contemporary designs.

Show homeowners examples of light, medium and dark ASCEND colors.

Your objective is not to push a particular color trend. It is to expand what homeowners believe is possible with the house in front of them.

Sell Design Before You Sell Square Footage

A contractor can measure a house in squares.

A homeowner does not experience the finished project in squares.

They experience:

• The view when they pull into the driveway
• The front entrance
• The contrast between materials
• The color combination
• The shadow lines
• The architectural character

Premium siding sales become stronger when contractors sell the finished design rather than reducing the conversation immediately to material quantity.

Now Transition Into ASCEND's Construction

Once the homeowner likes the appearance, give them another reason to consider the product.

ASCEND is a composite cladding system, not conventional vinyl Board & Batten.

The product incorporates ASCEND's composite technology and insulated construction. The current 12" Board & Batten technical summary lists an R-value of 1.6 for the vertical profile.

This is an important detail because contractors should use the specification for the actual profile being presented rather than applying a different ASCEND profile's R-value to every product.

A strong transition is:

"You already like what the Board & Batten can do for the appearance of the house. Now let me show you how the panel itself is constructed."

Then turn the sample sideways and demonstrate the construction physically.

Don't Oversell Performance

Premium positioning should be based on documented differences—not exaggerated claims.

ASCEND's current 12" Board & Batten technical information provides contractors with documented product data including its dimensions, thermal resistance, impact testing and wind-load information.

Use those manufacturer specifications when performance questions come up.

Avoid promising that any siding product is "indestructible," "hail proof" or guaranteed to create a specific energy savings. Accurate selling builds more credibility than exaggerated selling.

Installation Quality Matters to the Appearance

Board & Batten exposes layout mistakes quickly.

Vertical lines make balance important.

ASCEND's installation instructions specifically address planning a balanced wall and centering the batten in a gable peak where appropriate.

This gives contractors another premium-sales conversation:

"A product like this should not simply be started at one corner and run across the wall. We want to plan the layout so the finished elevation looks balanced."

That statement helps differentiate professional exterior design and installation from simply installing panels as quickly as possible.

Show the Homeowner What a Balanced Gable Looks Like

Gables are one of the best places to demonstrate why installation planning matters.

ASCEND's installation guidance recommends laying out Board & Batten so the finished appearance is balanced, including centering a batten in the peak where appropriate.

Explain:

"Look at the peak of your house. We want the vertical lines to look intentional when they reach that peak. Those details are part of what makes a premium exterior look premium."

You have now taken an installation requirement and converted it into a quality story.

Sell the Complete Exterior

Board & Batten is only one part of the finished exterior.

A professional presentation should also consider:

• Outside corners
• Window and door trim
• Lineals
• Transitions between horizontal and vertical profiles
• Soffit and fascia
• Stone or masonry transitions
• Entry-door colors
• Gutter colors

ASCEND offers cladding, trim and accessory components that allow contractors to think beyond the panel itself.

Contractors can explore additional siding and exterior products available through Suburban Wholesale & Supply when building complete exterior packages.

Position Board & Batten as an Upgrade in Your Proposal

Do not hide Board & Batten inside a generic siding proposal.

Give it a defined position.

For example, a proposal might offer:

1. Option One: Quality horizontal vinyl siding.
2. Option Two: Upgraded siding with selected architectural accents.
3. Option Three: Premium ASCEND exterior incorporating horizontal plank and 12" Board & Batten.

The homeowner can now see that Board & Batten is part of a larger design upgrade rather than just another siding profile.

Price the Design Upgrade

Once homeowners have selected a design they like, explain what it costs to move into that design.

Instead of simply presenting a large total price, explain the incremental investment when appropriate.

For example:

"You've already decided to replace the siding. The question is whether the additional investment to create this ASCEND Board & Batten design gives you enough additional value in the finished exterior."

Now the homeowner is evaluating a design upgrade instead of looking at ASCEND as nothing more than a higher material price.

Use Visualization to Sell More Board & Batten

A homeowner may like a Board & Batten sample but still struggle to picture 2,000 square feet of it on a house.

Visualization can bridge that gap.

Create multiple versions when possible:

• Current exterior
• Horizontal siding only
• Horizontal siding with Board & Batten accents
• More extensive Board & Batten
• Whole-house Board & Batten
• Alternative color combinations

Let the homeowner react to the designs before assuming which version they will prefer.

Ask One Powerful Question

After showing the homeowner several exterior concepts, ask:

"If all of these exterior designs cost exactly the same, which house would you want to come home to?"

Their answer identifies the design they actually want before price enters the conversation.

Then you can determine whether the investment required to achieve that design fits their priorities and budget.

Don't Decide That Board & Batten Is Too Expensive for the Customer

Contractors sometimes eliminate premium design options before homeowners ever see them.

That is a mistake.

Your job is to present appropriate choices, explain the differences and price them accurately.

The homeowner gets to decide whether the upgrade is worth it.

A customer cannot purchase an ASCEND Board & Batten exterior that you never showed them.

Build a Board & Batten Sales Kit

If you want to sell more premium vertical siding, give your salespeople the tools to demonstrate it.

Your ASCEND Board & Batten kit should include:

1. A full-size or substantial 12" Board & Batten sample.
2. Cedar Mill Grain and Matte texture examples.
3. Current ASCEND color samples.
4. Whole-house Board & Batten photography.
5. Accent-project photography.
6. Horizontal-and-vertical combination examples.
7. Manufacturer literature.
8. Technical information.
9. Warranty information.
10. Visualization tools.

ASCEND provides contractor resources specifically for the 12" Board & Batten profile, including trade sell sheets, technical information, installation instructions and installation videos.

Practice a 30-Second Board & Batten Presentation

Every salesperson should be able to introduce the product without opening a brochure.

"If you're interested in giving the house a more architectural, premium appearance, I want you to see ASCEND 12-inch Board & Batten. It uses a wide 10-inch board with an integrated 2-inch batten, creating bold vertical lines and a substantial three-quarter-inch projection. We can use it as an accent, combine it with ASCEND horizontal siding or design an entire vertical exterior. Let's look at what that could do to your house."

Then show the homeowner instead of continuing to talk.

Sell ASCEND Board & Batten as Architecture, Not Just Siding

That is the larger lesson.

If your presentation consists of saying, "Board & Batten costs this much per square," you have turned a premium architectural product into a commodity.

Instead, discuss:

• How the vertical lines change the home
• Where Board & Batten should be placed
• Whether the entire home should be vertical
• How horizontal and vertical profiles can work together
• Which colors fit the architecture
• How trim completes the design
• Why careful layout matters

Now you are helping design an exterior rather than simply quoting siding.

Build Your ASCEND Board & Batten Presentation With Suburban Wholesale & Supply

Premium exterior products become easier to sell when contractors have samples, product knowledge, design ideas and a repeatable presentation.

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, contractor education, ordering assistance and jobsite delivery.

Learn more about ASCEND Composite Cladding, explore additional siding products available from Suburban Wholesale & Supply, or visit our Davenport showroom to compare siding products and samples in person.

If you want to sell more ASCEND 12" Board & Batten, start by selling what the homeowner will see every day: the architecture, vertical lines, color, texture and transformation of the finished home. Then use ASCEND's construction and documented performance to reinforce why it deserves to be considered a premium exterior.

Sources & Additional Resources

• ASCEND Composite Cladding — official 12" Board & Batten Technical Summary.
• ASCEND Composite Cladding — official Profiles information for 5" Plank, 7" Plank and 12" Board & Batten.
• ASCEND Composite Cladding — official Color & Design resources, including available profiles, finishes and color palette.
• ASCEND Composite Cladding — official Installation Guide and 12" Board & Batten installation instructions.
• ASCEND Composite Cladding — Professional Resources, including Board & Batten trade sell sheets, technical documentation and installation materials.
• Suburban Wholesale & Supply — ASCEND products, contractor samples, education and distribution support throughout the Quad Cities, Eastern Iowa and Western Illinois.