How to Sell ASCEND 7" Plank Based on Design

When presenting ASCEND® 7" Plank to a homeowner, there is a temptation to immediately start discussing composite construction, insulation, R-value, impact resistance and warranty coverage.

Those are important parts of the ASCEND story.

But they may not be the best place to start.

Start with what the homeowner is going to see every day: the design.

ASCEND Composite Cladding 7" Plank gives contractors a distinctly different horizontal exterior to present. Its tall 7-inch exposure, flat-face design, substantial projection, available textures and broad color palette can create a premium exterior before you ever begin discussing what is happening behind the face of the panel.

At Suburban Wholesale & Supply, we encourage contractors to sell ASCEND 7" Plank as an exterior design system first. Help the homeowner imagine the completed house. Then use ASCEND's construction and documented performance to reinforce why the product deserves premium consideration.

The First ASCEND Question Should Be About the House

Before you show a sample, ask the homeowner what they want the finished exterior to look like.

Try questions such as:

• Do you want the house to look similar to what you have now or completely different?
• How important is curb appeal in this project?
• Are you looking for a traditional exterior or something more contemporary?
• Do you like the appearance of natural wood?
• Are there homes or exterior styles you have seen that you really like?
• Would you consider combining different siding profiles on the same house?

If the homeowner is excited about creating a distinctive exterior, ASCEND 7" Plank deserves to become part of the design conversation.

Sell the 7" Exposure

The 7-inch exposure is one of the defining visual characteristics of ASCEND's horizontal plank.

Homeowners may not walk into an appointment asking for a 7-inch exposure, but they can understand what that scale does to the appearance of a wall.

Put the ASCEND sample next to a siding profile with a smaller exposure and ask:

"Notice how the wider exposure changes the scale of the wall. Which appearance do you prefer?"

Now the homeowner is participating in the design decision rather than listening to you recite a product specification.

Explain Why Fewer Horizontal Lines Can Change the Exterior

As siding exposure becomes taller, fewer horizontal courses are needed across a given wall height.

Visually, that can create a broader, cleaner appearance.

"The taller plank changes the scale of the exterior. You have fewer horizontal lines across the wall, which can help create a more substantial architectural appearance."

That is a design discussion homeowners can understand.

Sell the Flat-Face Appearance

Profile shape matters just as much as profile width.

ASCEND's 7" Plank uses a clean horizontal profile that helps contractors present it as a distinctive architectural choice.

"Instead of concentrating only on the siding material, look at the overall lines this profile will create across the home."

The objective is to help the homeowner evaluate the finished architecture rather than simply compare individual siding samples.

Demonstrate the Projection and Shadow Lines

Turn the ASCEND sample sideways so the homeowner can see the depth of the profile.

"This depth helps create dimension and defined horizontal lines across the exterior. When natural light hits the house, the profile can produce shadow and depth instead of the wall appearing completely flat."

Turn the specification into something the homeowner can actually visualize.

Texture Is Part of the Design

Texture can create very different exterior personalities.

A wood-inspired finish may appeal to homeowners looking for more natural exterior character, while a smoother or more subdued appearance may fit homeowners who prefer a cleaner architectural style.

Whenever possible, put actual samples in the homeowner's hands and ask which appearance fits their vision for the home.

Don't Sell Color as an Afterthought

Color is not simply the selection that happens after the siding contract is signed.

Color can help sell the project.

Discuss how siding color will interact with:

• Roof color
• Brick
• Stone
• Window frames
• Entry doors
• Garage doors
• Soffit and fascia
• Gutters
• Exterior trim

Contractors can visit the Suburban Wholesale & Supply showroom in Davenport to compare siding colors, textures and exterior products in person.

Take the ASCEND Samples Outside

Exterior color should be evaluated outside whenever possible.

Natural lighting can substantially affect how a color appears next to roofing, brick, stone, windows and other permanent elements of a home.

Encourage homeowners to evaluate real product samples in the environment where the material will actually be installed.

Use the 7" Plank Across the Entire House

ASCEND 7" Plank can become the primary design element across a complete exterior.

Show homeowners whole-house examples, especially when they want:

• A clean horizontal profile
• A substantial wood-inspired appearance
• A more contemporary exterior
• A premium alternative to conventional siding profiles
• A strong architectural base that can be combined with accent materials

Do not assume ASCEND needs another material beside it to make the exterior interesting. A thoughtfully designed 7" Plank exterior can stand on its own.

Combine 7" Plank With ASCEND Board & Batten

One of the strongest ASCEND design opportunities is combining horizontal and vertical profiles.

Show combinations such as:

• 7" Plank across the main elevations with Board & Batten in front gables
• 7" Plank on the main walls with vertical siding around an entrance
• Board & Batten on a garage projection with horizontal cladding elsewhere
• Horizontal and vertical profiles in the same color
• Horizontal and vertical profiles in complementary colors

You are no longer selling siding by the square. You are designing the elevation.

Same Color, Different Profile

Changing profile orientation can create architectural interest without requiring dramatic color contrast.

This can be useful for homeowners who want a sophisticated exterior but prefer a more restrained color palette.

Put horizontal and vertical samples together and let the homeowner see how profile alone can change the design.

Different Color, Different Profile

For homeowners who want a stronger transformation, introduce both profile and color contrast.

A primary 7" Plank color can be paired with a different Board & Batten accent color to emphasize gables, entries or architectural projections.

The exact combination should depend on the architecture and the homeowner's preferences—not on a one-size-fits-all design formula.

Use Visualization During the Sales Process

One siding sample cannot show a homeowner what an entire exterior will look like.

Visualization can help bridge that gap.

Create several concepts whenever possible:

1. The existing exterior.
2. 7" Plank in a lighter color.
3. 7" Plank in a darker color.
4. 7" Plank with Board & Batten accents.
5. Alternative trim combinations.
6. Different entry-door or accent colors.

Let homeowners react to the different designs before assuming which one they will choose.

Ask: "Which House Would You Rather Come Home To?"

Instead of asking whether the homeowner wants to "upgrade," show them several exterior concepts and ask:

"If these exterior designs all cost exactly the same, which one would you rather come home to every day?"

Their answer identifies preference before price enters the discussion.

Once you know which design they actually want, you can explain the investment required to achieve it.

Now Transition From Design to Construction

Once the homeowner likes the appearance, the technical ASCEND story becomes more powerful.

Turn the 7" Plank sample sideways and explain how the panel is constructed.

"You already like what ASCEND can do for the appearance of your home. Now let me show you why the construction is different too."

Appearance creates interest. Product construction then helps support the premium positioning.

Don't Lead With R-Value

Thermal performance is useful information, but consider when to introduce it.

A homeowner primarily interested in transforming the look of the house may respond more strongly to color, profile and architectural design first.

Insulated construction then becomes another reason to consider a product they already like rather than the only reason you are asking them to invest more.

Design the Trim at the Same Time

Premium cladding deserves a complete trim conversation.

Discuss:

• Outside corners
• Window surrounds
• Door surrounds
• Horizontal-to-vertical transitions
• Accent bands
• Soffit and fascia
• Gutter colors
• Stone transitions

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

Don't Make ASCEND a Single Line on the Estimate

If the only difference between your standard siding proposal and the ASCEND proposal is one product name and a larger number at the bottom, the homeowner has not been shown enough value.

Your ASCEND proposal should reflect the exterior you designed.

Include details such as:

• ASCEND 7" Plank profile
• Selected color
• Selected texture
• Board & Batten accent areas, when applicable
• Trim package
• Soffit and fascia selections
• Installation details
• Warranty information

Make the premium proposal look like a premium exterior plan.

Build the Upgrade Around What the Homeowner Values

Do not give the same ASCEND presentation to every customer.

If the homeowner loves architecture, discuss design.

If they prefer deeper colors, explore those options.

If they want a wood-inspired appearance, focus on texture and profile.

If they are concerned about thermal performance, explain ASCEND's insulated construction using the manufacturer's current specifications.

Features become more valuable when they answer something the homeowner has already told you matters.

Don't Decide ASCEND Is Too Expensive for the Customer

Contractors sometimes decide which siding a homeowner can afford before the homeowner ever sees the options.

Show an appropriate range of choices. Demonstrate the differences. Explain the investment honestly.

Then let the homeowner decide whether ASCEND's design and product characteristics justify the additional investment for their home.

Build a 7" Plank Design Kit

If you want your salespeople to sell ASCEND based on design, give them design tools.

1. A substantial ASCEND 7" Plank sample.
2. Current texture examples.
3. Current ASCEND color samples.
4. Whole-house 7" Plank project photographs.
5. Dark-color project photographs.
6. Light-color project photographs.
7. 7" Plank and Board & Batten combinations.
8. Trim and accessory samples.
9. Manufacturer literature.
10. Technical specifications.
11. Warranty information.
12. Visualization tools.

Contractors can visit the Suburban Wholesale & Supply showroom in Davenport to compare siding products, samples and exterior design options.

Practice a 30-Second ASCEND 7" Plank Design Presentation

"You told me that changing the appearance of the house is one of your biggest priorities. I want to show you ASCEND 7-inch Plank. The taller horizontal profile gives it a substantial architectural appearance, and we can use it across the entire home or combine it with ASCEND Board & Batten for more contrast. Let's look at the colors and see what this could do to your house."

Then stop talking and start designing.

Sell ASCEND 7" Plank as Architecture, Not Just Material

If you sell ASCEND exclusively by the square, the homeowner is likely to compare it primarily by price.

If you sell it as part of a complete exterior transformation, the conversation changes.

Discuss:

• Scale
• 7-inch exposure
• Horizontal lines
• Projection and shadow
• Texture
• Color
• Trim
• Board & Batten combinations
• The architecture of the homeowner's actual house

Now you are selling a finished exterior rather than a carton of siding.

Build Your ASCEND 7" Plank Presentation With Suburban Wholesale & Supply

Premium exterior products become easier to sell when contractors have the right samples, design tools, product knowledge and presentation materials.

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 and exterior products from Suburban Wholesale & Supply, or visit our Davenport showroom to see products and samples in person.

When presenting ASCEND 7" Plank, start with the question homeowners care about most: "What do you want your house to look like?" Help them create that exterior first. Then explain the construction and performance behind the design they already want.

Sources & Additional Resources

• ASCEND Composite Cladding — official 7" Composite Plank technical information.
• ASCEND Composite Cladding — official profile and design resources.
• ASCEND Composite Cladding — official color and visualization resources.
• ASCEND Composite Cladding — professional contractor resources and installation documentation.
• Associated Materials — ASCEND Composite Cladding product resources.
• Vinyl Siding Institute — exterior cladding and siding installation education.
• Suburban Wholesale & Supply — ASCEND products, samples, contractor education and distribution support throughout the Quad Cities, Eastern Iowa and Western Illinois.