How to Sell the Appearance of ASCEND Before Discussing Performance

Contractors love specifications.

Homeowners usually love how their house is going to look.

That difference matters when presenting a premium exterior product such as ASCEND® Composite Cladding.

ASCEND has plenty of technical information worth discussing. Its composite construction, insulated backing, performance characteristics and installation system can all become important parts of a professional sales presentation.

But those features do not necessarily need to be the first things you discuss.

At Suburban Wholesale & Supply, we encourage contractors to think about the order of their presentation. When appearance matters to the homeowner, start by helping them imagine what ASCEND could do for their home. Then use the technical features to reinforce that interest.

Homeowners Buy the Finished Home, Not the Specification Sheet

Imagine starting an ASCEND presentation with a long explanation about polymers, insulation, R-values and installation details.

The information may be accurate, but you could be answering questions the homeowner has not asked yet.

Instead, start with the outcome.

What could this house look like with a new exterior?

Once homeowners become interested in the finished appearance, they generally have a stronger reason to learn what makes the product different.

Start With a Discovery Question

Before pulling out a siding sample, ask the homeowner about appearance.

Try questions such as:

• What would you like to change about the appearance of your home?
• Do you want the house to look similar to what you have now, or completely different?
• Are there exterior styles you really like?
• Do you prefer a traditional, contemporary, rustic or modern appearance?
• How important is curb appeal in this project?
• Are there colors you have already been considering?

Now listen.

If the homeowner starts talking enthusiastically about transforming the house, architectural style, deeper colors, wood-inspired appearance or curb appeal, you have an opportunity to introduce ASCEND visually before getting technical.

Sell the Transformation

Do not simply say, "Here is ASCEND."

Connect the product to the homeowner's vision.

You might say:

"You mentioned that you want the house to have a more distinctive, upscale exterior. Let me show you one of the products I think you should consider."

That sentence is powerful because the recommendation is based on something the homeowner already told you.

You are not randomly introducing a premium product. You are matching a product to a stated goal.

Put the ASCEND Sample in Their Hands

ASCEND should be demonstrated physically whenever possible.

Give the homeowner a sample and let them inspect it before providing a long explanation.

Encourage them to notice:

• The surface appearance
• The wood-inspired texture
• The plank definition
• The profile
• The shadow lines
• The rigidity of the panel
• The overall substantial feel of the product

Let the product create the first impression before you explain everything happening behind the face of the panel.

Talk About the Wood-Inspired Appearance

Many homeowners appreciate the warmth and character associated with wood exteriors but may also be concerned about the maintenance requirements of natural wood.

That creates an important ASCEND conversation.

Gentek designed ASCEND Composite Cladding to provide a premium wood-inspired appearance without simply being another traditional wood siding product.

Keep the language homeowner-friendly:

"If you like the character and dimensional appearance associated with wood siding, this is a product I think you should see."

Then let the homeowner decide whether the appearance appeals to them.

Discuss Shadow Lines and Dimension

Homeowners may not walk into an appointment asking for "stronger shadow lines," but they can understand the visual effect when you show it to them.

Exterior cladding is not viewed from six inches away. It is viewed from the street, driveway, sidewalk and yard.

Profile depth and shadow can help give an exterior more dimension.

Use a physical sample and installed project photographs to demonstrate how the profile affects the overall appearance of the home.

Color Should Be Part of the Sales Presentation

Do not treat color selection as something that happens after the siding sale.

Color can help make the sale.

Show homeowners actual color samples and discuss how those colors could coordinate with:

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

Take the samples outside whenever practical. Exterior colors can look different in natural daylight than they do under interior lighting.

Contractors can also bring customers to the Suburban Wholesale & Supply showroom in Davenport to compare siding samples, colors and exterior design options in person.

Help the Homeowner Design the Exterior

There is a major difference between quoting siding and helping design an exterior.

Contractors who only measure the walls and provide a price can quickly turn siding into a commodity.

Instead, discuss design possibilities.

Depending on the home, those conversations might include:

• Horizontal siding across the primary elevations
• Board & Batten accent areas
• Gable accents
• Contrasting trim
• Stone or masonry accents
• Different color combinations
• Entry-door colors
• Window and exterior trim coordination

When you help homeowners think about the complete exterior, the discussion becomes much bigger than the cost of an individual square of siding.

Use Visualization Whenever Possible

Some homeowners have difficulty imagining a major exterior transformation from a small siding sample.

Help them.

Use available visualization tools, project photography and product samples to demonstrate potential combinations.

The closer you can bring the homeowner to seeing the finished project before construction begins, the easier it can become for them to confidently choose a design.

Use Your Own ASCEND Project Photos

Manufacturer photography is valuable, but your own completed projects can be even more persuasive.

Build a photo library organized by:

• Color
• Home style
• Horizontal applications
• Board & Batten applications
• Accent combinations
• Before-and-after transformations

Local examples are especially useful.

A homeowner in Davenport, Bettendorf, Moline or Rock Island may connect more strongly with an exterior transformation completed on a home in the Quad Cities than with a manufacturer photograph from another part of the country.

Ask for Their Reaction

Do not demonstrate for ten minutes without knowing whether the homeowner even likes the product.

Ask.

"What do you think of the appearance compared with the other options we've looked at?"

Or:

"Could you see this style on your home?"

Their response tells you where to take the presentation next.

If they love the appearance, you have earned the opportunity to explain why ASCEND is more than an attractive exterior.

Now Transition Into Performance

Once the homeowner is visually interested, transition naturally.

Try:

"The appearance is what gets a lot of homeowners interested in ASCEND. Now let me show you what is happening behind the surface, because the construction is just as interesting."

Then turn the sample sideways.

Now you can discuss ASCEND's composite construction, graphite-infused polystyrene backing, thermal performance and other manufacturer-documented characteristics.

Appearance created interest. Performance now helps justify the investment.

Think About the Order of the Presentation

A strong ASCEND presentation might follow this sequence:

1. Discover: Ask what the homeowner wants the finished house to look like.
2. Show: Introduce the ASCEND sample.
3. Design: Discuss colors, profiles, accents and exterior possibilities.
4. Visualize: Use photographs and visualization tools to show the potential transformation.
5. Confirm: Ask whether the homeowner likes the appearance.
6. Demonstrate: Explain the construction and performance characteristics.
7. Build Value: Connect those features to the homeowner's priorities.
8. Price: Present the investment after the homeowner understands what they are buying.

That order is very different from opening a brochure and immediately reading specifications.

Appearance Creates Desire. Performance Supports the Decision.

This is the larger sales lesson.

Technical specifications are important, especially with premium building products. Contractors should know them and explain them accurately.

But specifications are strongest when they support something the homeowner already wants.

If a homeowner loves how ASCEND could transform the house, discussions about construction, insulation, durability and other performance characteristics now have context.

You are no longer trying to convince them to care about a specification. You are giving them additional reasons to feel confident about a product they already find attractive.

Don't Skip the Other Siding Options

Selling ASCEND effectively does not mean ASCEND must be the right product for every homeowner.

Give customers choices.

A strong contractor can present quality vinyl siding, insulated options, ASCEND Composite Cladding and other appropriate exterior products without attacking one product to sell another.

Contractors can explore siding and exterior products available from Suburban Wholesale & Supply when developing a good-better-best sales presentation.

Practice the ASCEND Presentation Before the Appointment

Premium products should not be demonstrated for the first time in a homeowner's kitchen.

Practice.

Know which sample you are going to show first. Know the questions you are going to ask. Know how you will discuss appearance. Know how you will transition into construction and performance.

Most importantly, learn when to stop talking and let the homeowner interact with the product.

A professional presentation should feel like a conversation, not a memorized speech.

Build a Better ASCEND Presentation With Suburban Wholesale & Supply

Contractors do not have to build their premium siding presentations alone.

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.

Learn more about ASCEND Composite Cladding, or visit the Suburban Wholesale & Supply showroom in Davenport to see siding products and samples in person.

When selling ASCEND, remember the sequence: help homeowners fall in love with what their home could become, then show them the construction and performance behind that appearance.

Sources & Additional Resources

• Gentek Building Products — ASCEND Composite Cladding product information, colors, profiles, technical specifications and product literature.
• Associated Materials — ASCEND Composite Cladding product and technical resources.
• Vinyl Siding Institute (VSI) — exterior cladding education, installation practices and industry resources.
• ICC Evaluation Service — building product evaluation and code-compliance resources.
• Suburban Wholesale & Supply — ASCEND samples, contractor education, siding products and distribution support throughout the Quad Cities, Eastern Iowa and Western Illinois.