Who Is the Ideal ASCEND Composite Cladding Customer?

ASCEND Composite Cladding is an impressive exterior product.

That does not mean every homeowner should buy it.

One of the most valuable skills a siding contractor can develop is learning how to match the right product to the right customer.

At Suburban Wholesale & Supply, we encourage contractors to present homeowners with meaningful choices rather than automatically recommending the same siding system on every appointment.

Premium vinyl siding may make the most sense for one project. Steel siding may fit another. But when a homeowner's priorities line up with the characteristics of ASCEND Composite Cladding, it deserves to be part of the conversation.

The key is learning to recognize that customer.

Don't Start With the Product

A common sales mistake is deciding what you want to sell before you understand what the homeowner wants to accomplish.

ASCEND should not be introduced simply because it is a premium product or because you personally like it.

Start with discovery.

Ask the homeowner:

• What do you dislike about your current siding?
• How different do you want the house to look when we're finished?
• Are you primarily concerned about price, appearance, maintenance or long-term performance?
• Do you like the appearance of painted wood siding?
• Are wider siding exposures important to you?
• Do you like board and batten?
• Would additional thermal performance be valuable?
• How long do you expect to remain in the home?

Those answers will tell you far more about whether ASCEND belongs in the presentation than simply looking at the size or value of the house.

Ideal Customer #1: The Homeowner Who Wants a Major Exterior Transformation

Some homeowners simply want their siding replaced.

Others want their house to look dramatically different.

That second customer deserves to see ASCEND.

ASCEND currently offers several architectural profiles, including 5-inch and 7-inch horizontal planks along with 12-inch Board & Batten. These profiles give contractors the ability to create cleaner, wider siding lines and combine horizontal and vertical elements for a more customized exterior.

Contractors can review additional product information on the Suburban Wholesale ASCEND Composite Cladding page.

ASCEND may be worth showing when the homeowner says:

• "I want the house to look more modern."
• "We want something completely different."
• "I don't want the house to look like everyone else's."
• "We like the look of wider siding."
• "We really like board and batten."

When appearance is one of the homeowner's highest priorities, ASCEND should be part of the discussion.

Ideal Customer #2: The Homeowner Who Loves the Look of Wood

This may be one of the strongest ASCEND customers.

Some homeowners love the appearance of painted wood siding but do not necessarily want the maintenance associated with traditional wood cladding.

ASCEND is designed to provide a wood-inspired exterior appearance using a composite cladding system rather than traditional wood.

Its available textures and profiles give contractors options for both traditional homes and more contemporary exterior designs.

If a homeowner keeps showing you pictures of painted wood, wider planks or high-end architectural siding, do not assume traditional vinyl is the only product you should show.

Show them ASCEND too.

Ideal Customer #3: The Homeowner Who Notices Siding Profile and Exposure

Many homeowners initially believe siding is mostly about color.

A good siding salesperson teaches them that exposure, texture and direction also change the appearance of the house.

• 5-inch horizontal plank for a refined horizontal appearance.
• 7-inch horizontal plank for a wider architectural look.
• 12-inch Board & Batten for vertical applications and accent areas.

These profile choices can work well on ranch homes, two-story homes, modern farmhouse designs, contemporary remodels and mixed-profile exteriors.

This is where samples become extremely valuable. Put ASCEND next to the vinyl siding you are already presenting and let the homeowner physically see the difference in profile, texture and appearance.

Ideal Customer #4: The Customer Already Shopping Premium Products

Listen carefully during discovery.

If the homeowner starts mentioning:

• Composite siding
• Fiber cement
• Steel siding
• Insulated siding
• Architectural siding
• Premium exterior products
• Board and batten
• Wide siding profiles

They are already telling you this may not be a strictly price-driven appointment.

That does not mean ASCEND automatically wins. It means ASCEND deserves to be shown before the homeowner makes the final decision.

Ideal Customer #5: The Homeowner Interested in Thermal Performance

ASCEND uses proprietary (GP)² Technology that combines a glass-reinforced polymer surface with graphite-infused polystyrene.

This composite construction provides another performance feature for contractors to discuss when homeowners are interested in adding thermal resistance as part of the exterior remodeling project.

Contractors should explain thermal performance accurately. An R-value should never be presented as a guarantee of a specific percentage of energy savings. Whole-home energy performance depends on insulation, wall construction, air sealing, windows, HVAC equipment and many other factors.

But when a homeowner specifically asks about improving the exterior wall system while replacing siding, ASCEND gives the contractor another legitimate product to discuss.

Ideal Customer #6: The Homeowner Who Wants More Exterior Design Choices

Some homeowners are not just choosing siding.

They are redesigning the house.

ASCEND offers a broad selection of exterior colors along with horizontal and vertical profiles, giving contractors an opportunity to discuss complete exterior design instead of simply asking the homeowner to choose a color.

Show the homeowner the ASCEND color and profile options available through Suburban Wholesale and discuss how different combinations could change the home.

Ideal Customer #7: The Homeowner Who Wants Low Maintenance

This customer is usually easy to identify.

"I love the look of wood, but I don't want to keep painting it."

That statement should immediately make ASCEND worth discussing.

ASCEND is designed as a low-maintenance composite cladding system using materials that do not absorb moisture in the same way traditional wood does.

For homeowners who place a high value on appearance but do not want the regular maintenance associated with traditional wood siding, this can be an important part of the presentation.

Ideal Customer #8: The Homeowner Who Plans to Stay

Ask a simple question:

"How long do you think you'll stay in the house?"

Long-term homeowners often evaluate exterior remodeling differently from someone planning to move relatively soon.

They may care more about appearance, maintenance, comfort, warranty protection and whether they will enjoy the finished exterior for many years.

ASCEND includes manufacturer warranty protection subject to the current written warranty terms and conditions.

Contractors should always refer to ASCEND's current written warranty rather than making warranty promises from memory.

Ideal Customer #9: The Homeowner Comparing Fiber Cement or Other Premium Cladding

This is another strong buying signal.

If a homeowner is already researching premium exterior products, they are telling you they are willing to consider alternatives to standard vinyl siding.

ASCEND provides another product category for them to evaluate.

Instead of immediately arguing against another product, expand the homeowner's comparison.

You can also review Suburban Wholesale's Gentek vinyl siding vs. ASCEND Composite Cladding comparison when preparing for these appointments.

Ideal Customer #10: The Homeowner Who Wants Something Different

Sometimes the strongest buying signal has nothing to do with technical specifications.

"I don't want my house to look like everybody else's."

That sentence should change the direction of the appointment.

Show different profiles. Show wider exposures. Show Board & Batten. Show mixed-profile designs. Show colors. Show premium vinyl. Show composite.

Do not reduce a design-focused customer to a conversation about the lowest price per square.

Who May NOT Be the Ideal ASCEND Customer?

Great salespeople also recognize when a product does not fit.

ASCEND may be less compelling when:

• The homeowner's overriding objective is achieving the lowest initial project cost.
• The homeowner strongly prefers traditional clapboard or Dutch-lap vinyl siding.
• The homeowner is completely satisfied with a premium vinyl package.
• The project requires a profile or application outside the ASCEND product offering.
• Another cladding material better matches the homeowner's priorities.

In those situations, Gentek Sequoia Select .046-inch vinyl siding may remain an excellent recommendation.

Don't destroy the value of your premium vinyl siding presentation just because ASCEND is another option.

Never Prequalify the Customer by Looking at the House

This is one of the most important lessons in this article.

Never look at the neighborhood, age of the home, driveway or vehicle and decide that a homeowner will never spend the money for ASCEND.

You don't know that.

Likewise, don't assume someone with an expensive home automatically wants your most expensive siding package.

Qualify the project through questions, not assumptions.

Listen for These ASCEND Buying Signals

During the appointment, listen for statements such as:

• "We want something nicer than what we have."
• "We're planning on staying here."
• "I love the look of wood."
• "I don't want to paint siding."
• "Can we make the house look more modern?"
• "Do you have wider siding?"
• "I love board and batten."
• "We're considering fiber cement."
• "What is your premium option?"
• "Can we improve the insulation while we're doing the siding?"
• "I don't want the house to look like everyone else's."

Those aren't objections. They are clues.

The Ideal ASCEND Customer Is Usually a Value Buyer

There is an important distinction between price and value.

A price-focused customer asks:

"What is the least expensive way to side my house?"

A value-focused customer asks:

"What do I get if I invest more?"

That second question creates an opportunity to present ASCEND.

The contractor's job is to explain what actually changes: material construction, appearance, profile, thermal characteristics, maintenance, available colors, warranty and total project investment.

Present ASCEND as a Premium Alternative

Contractors should avoid creating a presentation where everything below ASCEND suddenly sounds inferior.

QUALITY VINYL SIDING

A dependable vinyl siding system designed around the homeowner's primary needs, appearance and budget.

PREMIUM VINYL SIDING

A premium .046-inch vinyl system such as Gentek Sequoia Select, with numerous profile, color and design choices.

PREMIUM COMPOSITE ALTERNATIVE

ASCEND Composite Cladding for homeowners who place additional value on composite construction, wood-inspired aesthetics, architectural profiles, thermal performance and distinctive exterior design.

You're not telling the homeowner that one product is good and another is bad.

You're helping them determine which product best matches what they value.

The Siding Sales Academy Rule

Don't ask, "Can this customer afford ASCEND?"

Ask, "Has this customer told me something that makes ASCEND worth showing?"

That small change in thinking makes you a better salesperson.

Your responsibility is to understand the homeowner's priorities, present appropriate products honestly and explain the differences clearly enough that the homeowner can make the decision.

Show the options. Explain the value. Let the homeowner choose.

Learn ASCEND at Suburban Wholesale & Supply

Contractors throughout Davenport, Bettendorf, Moline, Rock Island, East Moline and the surrounding Quad Cities can visit Suburban Wholesale & Supply to learn more about ASCEND Composite Cladding.

Compare ASCEND Composite Cladding with Gentek Sequoia Select vinyl siding and other siding options.

Bring your plans, photographs, measurements, takeoff or HOVER model. Our team can help you review profiles, colors, accessories, installation requirements and material quantities before you present the project to the homeowner.

Continue the Suburban Wholesale Siding Sales Academy

This article is part of the Suburban Wholesale & Supply Siding Sales Academy, created to help siding contractors improve product knowledge, demonstrations, estimating, exterior design and sales.

Explore additional siding products, contractor resources and training at Suburban-Wholesale.com.