Steel siding can be an excellent premium exterior option.

But that does not mean it belongs on every proposal.

Contractors damage credibility when they decide in advance that the highest-priced product must also be the best product for every homeowner.

The better approach is to match the product to the project.

Gentek's current SteelTek Supreme® Steel Siding offers Galvalume® AZ-50 steel construction, a Kynar® PVDF finish, four residential profiles and substantial written warranty protection.

Those are legitimate reasons to recommend steel when they align with the homeowner's priorities. But at Suburban Wholesale & Supply, we believe contractors should be equally comfortable saying, "Steel is probably not the best fit for this project."

Situation #1: The Homeowner Only Wants the Lowest Initial Cost

There is nothing wrong with a homeowner having a strict budget.

If discovery makes it clear that their primary objective is:

"I need the house sided properly for the lowest reasonable installed price."

a premium steel system may not be the best recommendation.

You can still briefly show steel if appropriate, but do not spend half the appointment fighting the customer's stated priority.

A good-better-best presentation should create choice, not pressure.

Situation #2: The Homeowner Does Not Like the Appearance

Do not try to talk a homeowner into living with an exterior they do not like simply because you prefer the product technically.

Show the SteelTek Supreme profiles.

Gentek currently offers:

Current profile specifications are available through the Gentek SteelTek Supreme product resource.

If the homeowner sees the available profiles and still prefers another material aesthetically, respect that.

Premium does not mean "best looking" to every homeowner.

Situation #3: The Available Steel Colors Do Not Work With the House

Color compatibility matters.

The permanent elements of the home may include:

• Brick
• Stone
• Roofing
• Window frames
• Garage doors
• Existing trim

If the SteelTek Supreme palette does not create a combination the homeowner likes, do not force the product.

Take actual samples outside and compare them in natural light before making the final decision.

Gentek itself recommends making final color choices using actual product samples rather than relying only on screen representations.

Situation #4: The Property Has Significant Salt-Spray or Corrosive Exposure

This is where contractors need to pay close attention to the written warranty.

Gentek's current SteelTek Supreme Lifetime Limited Warranty excludes damage caused by harmful chemicals and by fumes, vapors or salt spray directly applied to the siding or present in the atmosphere.

That does not automatically mean steel can never be used anywhere near salt exposure.

It does mean the contractor should stop and verify whether the project's environment falls within appropriate manufacturer guidance before recommending the system.

Situation #5: The Customer Expects Steel to Be Damage-Proof

Steel is strong.

That does not mean it is indestructible.

Gentek markets SteelTek Supreme as impact resistant and its current product literature discusses resistance to hail damage and denting.

But the manufacturer also publishes specific hail warranty terms rather than promising that hail can never damage the product.

If a homeowner says:

"So if I buy steel, it can never dent?"

correct the expectation.

"Steel is a very strong siding material, but I would not call any exterior cladding damage-proof. Let's look at Gentek's actual testing and warranty coverage."

If the homeowner insists on an impossible promise, do not make that promise to win the project.

Situation #6: The Customer Expects the Warranty to Cover Everything

"Lifetime warranty" does not mean every possible type of damage is covered forever at no cost.

Gentek's SteelTek Supreme warranty contains conditions, limitations and specific remedies.

For example, the warranty excludes certain damage related to:

• Improper installation
• Structural movement or substrate problems
• Certain catastrophic weather events
• Wind-borne objects
• Harmful chemicals
• Salt spray
• Physical abuse or vandalism
• Failure to provide reasonable cleaning

Review the Gentek Warranty Center and the current SteelTek Supreme warranty before making promises.

If the customer will only buy steel based on warranty expectations the manufacturer does not actually provide, fix the misunderstanding before taking the contract.

Situation #7: The Planned Application Is Not an Approved Siding Application

Contractors should never turn a premium product into something it was not designed to be.

The current SteelTek Supreme warranty specifically states that the siding warranty does not apply when the product is used in roofing applications, including mansard and decorative roofing applications.

It also excludes recreational vehicles such as campers and motor homes.

Situation #8: The Contractor Cannot Install the System Properly

This may be the most important reason not to sell steel.

If your crew is not prepared to install the product correctly, do not let the sales department outrun the production department.

Gentek's written warranty specifically excludes damage caused by faulty or improper installation or application.

Before aggressively selling steel, make sure your organization understands:

• Proper handling
• Cutting procedures
• Fastening requirements
• Accessories
• Panel layout
• Window and door detailing
• Transitions
• Manufacturer installation requirements

Selling a premium material and installing it poorly is worse than never selling it at all.

Situation #9: The Wall or Substrate Has Problems That Need to Be Solved First

Siding does not repair structural problems.

Gentek's warranty excludes damage resulting from settlement, shrinkage, distortion, warping, failure or cracking of the wall or materials to which the siding is applied.

If the home has:

• Rotten sheathing
• Major wall movement
• Structural failure
• Serious moisture problems
• Improperly flashed openings

fix the underlying condition first.

Premium siding installed over a bad wall is still a bad siding project.

Situation #10: The Homeowner Plans to Paint the Steel Immediately

This should trigger a warranty conversation before the project is sold.

Gentek's current SteelTek Supreme warranty states that it does not apply to siding that has been painted, varnished or similarly coated over the manufacturer's original finish unless Gentek authorizes it under the warranty.

If the homeowner says:

"We'll just paint it whatever color we want later."

do not simply say yes.

Review the manufacturer's current requirements before the homeowner makes the product decision.

Situation #11: Another Product Better Matches the Customer's Priorities

This is not a failure.

A homeowner may compare steel and decide that a quality or premium vinyl product better fits:

Gentek offers multiple vinyl siding systems, including premium products such as Sequoia Select®.

Your job is not to make steel win every comparison. Your job is to make the project win.

Situation #12: The Customer Simply Does Not See Enough Value in the Upgrade

You demonstrated the steel.

They held the sample.

You showed the profiles.

You explained the Kynar finish.

You reviewed the warranty.

You priced the upgrade.

And the homeowner says:

"I understand the difference. I just don't think it is worth the extra money for us."

Accept the answer.

"That's exactly why we showed you both options. Let's move forward with the siding system that fits you best."

Do not turn a well-qualified vinyl customer into a lost customer because you could not let go of the steel upgrade.

A Quick Steel Siding Stoplight

Use This Script When Steel Is Not the Right Fit

That sentence can build more trust than another ten minutes of selling.

Knowing When Not to Sell Steel Can Help You Sell More Steel

That may sound backwards.

But contractors who recommend steel selectively become more credible when they do recommend it.

If every customer hears:

"Steel is what you need."

the recommendation starts sounding like a sales quota.

If customers sometimes hear:

"For your project, I actually think the vinyl option makes more sense."

then when you tell another homeowner:

"Based on everything you've told me, I think you should seriously consider steel."

that recommendation carries more weight.

Build Better Steel Recommendations With Suburban Wholesale & Supply

Contractors make stronger recommendations when they understand more than one siding system.

Suburban Wholesale & Supply supports professional contractors throughout Davenport, Bettendorf, Moline, Rock Island, the Quad Cities, Eastern Iowa and Western Illinois with steel siding, aluminum siding, vinyl siding, samples, accessories, product education, material assistance and jobsite delivery.

Explore siding and exterior products available through Suburban Wholesale & Supply, compare different systems in our Davenport showroom, and build a product lineup that lets your sales team recommend what actually fits each homeowner.

The strongest steel salesperson is not the one who recommends steel every time. It is the one who knows enough about the product, the project and the homeowner to know exactly when steel deserves the recommendation—and when it does not.

Sources & Contractor Resources