How to Sell Gentek Deluxe Aluminum Siding at the Kitchen Table

Gentek Deluxe Aluminum siding should not be sold by putting one line on an estimate that says "aluminum siding."

If that's your entire presentation, you're asking the homeowner to make a decision based primarily on price—and possibly on whatever mental picture they already have of aluminum siding.

Bring the product to the kitchen table instead.

At Suburban Wholesale & Supply, we encourage contractors to demonstrate siding instead of simply quoting it. With Gentek Deluxe Aluminum, that means showing the homeowner the smooth finish, profile, color, aluminum construction and complete exterior possibilities before discussing the final installed price.

First, Don't Sell It as "Old Aluminum Siding"

One of the biggest obstacles may exist before you even open your sample bag.

Some homeowners hear "aluminum siding" and immediately picture an older home with siding installed decades ago.

Don't argue with that perception.

Replace it with the actual product.

Put the Sample on the Table Before You Explain It

Don't start with a five-minute speech.

Put the Deluxe Aluminum sample on the table and let the homeowner look at it.

Then ask:

Their answer gives you somewhere useful to start.

Sell the Smooth Appearance

One of the defining characteristics of Gentek Deluxe Aluminum is its smooth appearance.

That gives the salesperson a simple design story.

Deluxe may deserve consideration when the homeowner wants:

• A clean exterior appearance
• A smooth siding surface
• Traditional horizontal siding lines
• An alternative to heavily textured siding
• A metal siding option
• A straightforward, low-maintenance exterior

Don't describe smooth as automatically better than woodgrain. They're different design choices. Let the homeowner decide which appearance fits the house.

Compare Smooth and Woodgrain Side by Side

This is an easy kitchen-table demonstration.

Put a smooth Deluxe Aluminum sample next to a siding sample with a more pronounced woodgrain texture.

Ask:

• Which surface do you prefer?
• Which looks more appropriate for your home's architecture?
• Do you want a cleaner appearance or more texture?

Now you're helping the homeowner make a design decision instead of simply trying to convince them that your preferred product is better.

Explain the Aluminum Construction

Once the homeowner likes the appearance, explain what the panel is made from.

Aluminum has a long history in residential and commercial construction because it is lightweight, corrosion resistant and well suited for exterior building applications.

Keep the explanation simple:

That's enough. The homeowner does not need a metallurgy lesson.

Demonstrate the Profile

Homeowners often choose siding without understanding how much the profile affects the finished appearance.

Don't let that happen.

Use current Gentek samples and literature to show the available Deluxe Aluminum profile choices in your market.

Explain:

• How wide each exposure appears
• How the horizontal lines change the scale of the wall
• How the butt creates a shadow line
• How the profile looks from across the room—and ultimately from the street

Turn the Sample Sideways

This should become a habit during siding demonstrations.

Homeowners usually look at siding samples straight on.

Turn the sample sideways and let them see how the panel is formed.

Show the face, butt, locking system and profile. Explain that the shape of the panel helps determine the shadow lines they will see across the finished exterior.

Explain the Factory Finish

Don't describe Deluxe Aluminum as simply "painted metal."

Explain that the siding has a factory-applied exterior finish designed to provide the color and finished surface of the panel.

Then connect the finish discussion to the manufacturer's current warranty rather than making your own promises about fading, chalking or long-term appearance.

Make Color Part of the Demonstration

Never reduce the color conversation to pointing at a brochure.

Use current Gentek color samples and verify that the selected color is available in the exact Deluxe Aluminum profile being proposed.

Then coordinate the siding with:

• Roofing
• Brick
• Stone
• Windows
• Entry doors
• Soffit
• Fascia
• Gutters
• Exterior trim

You're helping the homeowner design an exterior—not merely select a siding color.

Take the Color Sample Outside

This is one of the simplest ways to improve a siding presentation.

Colors displayed on a screen, photograph or printed page may not look exactly the same as the actual product.

Whenever possible, take the actual sample outside and compare it against the house in natural light before final color approval.

Sell Low Maintenance Without Saying "Maintenance Free"

Homeowners frequently want an exterior that doesn't require the maintenance associated with some traditional materials.

That's a legitimate part of the Deluxe Aluminum story.

But avoid saying "maintenance free."

Exterior siding can collect dirt, pollen and environmental contaminants and may require periodic cleaning and inspection.

"Low maintenance" is more accurate and more credible.

Address the Dent Question Before It Becomes an Objection

Eventually someone will ask:

Don't dodge the question.

Aluminum can be damaged by sufficient physical impact. That's a legitimate product consideration.

If impact resistance is one of the homeowner's highest priorities, compare Deluxe Aluminum honestly with the other siding systems you offer.

Don't Bad-Mouth Vinyl to Sell Aluminum

If you sell both products, don't destroy your own vinyl presentation trying to sell Deluxe Aluminum.

Instead of saying:

Explain the differences.

Compare:

• Material
• Appearance
• Texture
• Profiles
• Available colors
• Installation considerations
• Maintenance expectations
• Written warranties
• Installed price

Let the differences create the value.

Don't Bad-Mouth Steel Either

The same rule applies when Deluxe Aluminum is being compared with steel siding.

Aluminum and steel are different metal siding categories with different characteristics. If the homeowner's priorities point toward a steel system, show them steel.

Your goal isn't to make Deluxe win every comparison.

Your goal is to identify when Deluxe deserves to win.

Sell the Complete Exterior

Don't stop the conversation at the siding panel.

Aluminum gives contractors opportunities to discuss coordinated exterior components such as soffit, fascia and custom trim work.

Ask:

• What condition is the existing soffit in?
• Does the fascia need attention?
• How will the windows be trimmed?
• Are the gutters being replaced?
• What color should the exterior trim be?
• Are there architectural details that need custom brake work?

Now you're designing a complete exterior instead of quoting boxes of siding.

Show Your Brake Work

Aluminum projects can give skilled contractors an opportunity to demonstrate craftsmanship through custom trim details.

Bring photographs of your best completed work.

Show homeowners:

• Window wraps
• Door trim
• Fascia details
• Frieze details
• Transitions
• Outside corners
• Other custom aluminum work

The siding sample demonstrates the product. Your project photographs demonstrate what your company can do with it.

Review the Written Warranty

Don't summarize a siding warranty from memory.

Use Gentek's current written warranty and explain the applicable coverage, limitations, exclusions and transfer provisions.

This is particularly important when discussing finish performance, chalking, color change, physical damage or other issues the homeowner may assume are automatically covered.

Who Is the Ideal Deluxe Aluminum Customer?

Listen for homeowners who say:

• "I like a smooth siding appearance."
• "I don't want a heavy woodgrain texture."
• "I'd like to look at metal siding."
• "I want something low maintenance."
• "My house already has aluminum and I've been happy with it."
• "I'd like to compare aluminum with vinyl and steel."
• "I want a clean, traditional exterior."

Those are reasons to get the Deluxe Aluminum sample onto the table.

When Should You NOT Recommend Deluxe Aluminum?

A strong salesperson should also know when to put the sample away.

Deluxe Aluminum may not be the best recommendation when:

• The homeowner strongly prefers a different siding appearance.
• The desired profile or color isn't available.
• Impact resistance is the customer's dominant concern.
• The homeowner specifically wants an insulated siding system.
• Another product clearly addresses the homeowner's priorities better.
• Your crew is not properly prepared to install the selected system.

Recommending the right product is more important than forcing Deluxe Aluminum into every appointment.

A Simple Deluxe Aluminum Kitchen-Table Presentation

1. Ask the homeowner what they want to change about the existing exterior.
2. Ask what appearance they prefer.
3. Put the Deluxe Aluminum sample on the table.
4. Ask for their initial reaction.
5. Demonstrate the smooth finish.
6. Explain the aluminum construction.
7. Show the available profile choices.
8. Turn the sample sideways and demonstrate its shape and shadow line.
9. Compare actual colors.
10. Take the preferred samples outside.
11. Discuss soffit, fascia and custom trim.
12. Show photographs of your best aluminum projects.
13. Discuss legitimate product tradeoffs.
14. Review the current Gentek warranty.
15. Compare Deluxe with the other appropriate siding options.
16. Then discuss installed price.

A Better 60-Second Deluxe Aluminum Presentation

Don't Talk About Price Too Early

This is where many presentations fail.

If you present the price before the homeowner understands the product, the only thing they have to evaluate is the number.

Demonstrate first.

Price second.

By the time you show the installed price, the homeowner should understand what Deluxe Aluminum looks like, why you're recommending it, how it differs from the alternatives and what the complete exterior project includes.

Let the Homeowner Make the Decision

After you've demonstrated Deluxe Aluminum and the other legitimate options, ask a simple question:

Then listen.

That's a much stronger sales process than trying to talk the homeowner into aluminum simply because that's the sample you brought to the appointment.

Sell Gentek Deluxe Aluminum With Suburban Wholesale & Supply

Suburban Wholesale & Supply works with professional siding contractors throughout Davenport, Bettendorf, Moline, Rock Island and the surrounding Quad Cities, Eastern Iowa and Western Illinois.

Contractors can use our team as a resource for current Gentek siding samples, colors, literature, accessories, product information and sales training.

If you're going to offer Deluxe Aluminum, don't leave the product in the sample rack. Learn how to demonstrate it at the kitchen table so homeowners can see, touch and understand what makes the siding different.

Sources & Additional Resources

• Gentek Building Products — Deluxe Aluminum Siding: Current manufacturer information regarding Deluxe Aluminum siding, profiles, colors, finish and product features.
• Gentek Building Products — Aluminum Siding Warranty: Current warranty information for applicable Gentek aluminum siding products and finishes.
• Gentek Building Products — Aluminum Soffit and Fascia: Current information regarding coordinated aluminum exterior products.
• Gentek Building Products — Color and Visualization Resources: Current resources for exterior color selection and project visualization.
• The Aluminum Association — Building & Construction: Industry information regarding aluminum characteristics and exterior building applications.
• Metal Construction Association: Industry education and technical resources regarding metal exterior products and coatings.