Soffit Delivers Increased Ventilation
know the numbers: Experts recommend and most codes require
a balanced attic ventilation system: 18" of net free
area of exhaust at the roof ridge and 9" of intake at
the soffit areas on each side of the house. CertainTeed’s
new InvisiVent Triple 3-1/3" Super Ventilated Soffit
provides more than 10" of net free intake area per square
foot. That’s more than the minimum recommendation and
at least 50 percent more than most competitors. What’s
more, InvisiVent will provide a balanced ventilation system
with an overhang as short as 10"!
looks like smooth painted wood because the intake vents are
concealed in deep, sharply-flared dovetails between the panel
faces. The soffit has a low gloss, matte finish and is available
in 11 popular siding colors. It installs with a new 3/4"
F-channel, which comes in the matching colors. Installation
instructions for InvisiVent are available at www.certainteed.com
or through our convenient Fax-on-Demand service (800-947-0057;
press 13 for CertainTeed and then 557 for InvisiVent
your local distributor for more information about InvisiVent
Super Ventilated Soffit, or call our Sales Support Group at
Frontline: The Sales Support Group
CertainTeed’s Sales Support Group (SSG) is the frontline
contact for all product inquiries. They provide sales
and marketing support to all customers, including builders,
contractors, architects, distributors, and homeowners.
SSG can provide information about CertainTeed’s
full line of products includ-ing sizes, colors, and options.
They answer routine installation questions and can research
recommendations for special situations. The group is also
the homeowner’s primary resource for maintenance
and warranty information.
The members of SSG are uniquely qualified to dispense
this information because they have the highest level of
cross-product knowledge within the company. “Our
extensive product training enables us to talk intelligently
about all of CertainTeed's building products. We are the
‘product experts’ on the other end of the
phone for callers,” says Robert Clark, Manager of
SSG. To help prepare for the calls and questions about
CertainTeed’s variety of products, especially new
products, the group continually participates in both classroom
and hands-on training.
The classroom teaching includes time with marketing, sales,
research and development, and the plants. In addition,
new employees to the department must pass CertainTeed’s
Product Knowledge and Education courses for each product
group; these courses are followed by installer and architect/designer
continuing education programs.
After the classroom training, several hands-on opportunities
allow members of SSG to apply what they have learned.
“We try to get as much installation experience as
we can for new products and refresh ourselves on old products,”
says Clark. “The training definitely gives us credibility
when we respond to installers in the field.”
For answers to all your product and installation questions,
contact the Sales Support Group at (800) 233-8990.
Did you just learn about the Trade Talk newsletter? Did a friend
or colleague forward it to you? Click
here for your FREE subscription to Trade Talk.
a Leather Bomber Jacket
here and tell us about your selling tip or installation shortcut.
If your tip is published, you’ll win a leather Bomber Jacket.
Watch This Space
Every quarter you’ll have an opportunity to win a different
award for sharing your tip or shortcut.
Click an option if
you’d prefer to unsubscribe
from this newsletter or update
your email address.
this Newsletter to a friend:
Doug Nyberg, Director of Sales Productivity, CertainTeed
issue, we include tips on selling from our Director of Sales
Force Productivity, Doug Nyberg. If you have a comment or
sales tip that you would like to suggest, click
here to let him know.
Drive by a Ford dealership. Which truck is right out front?
The 2005 F-150 FX4. Walk into any electronics
store. Which television do you see first? A new
50-inch flat screen.
Why? Because retailers know the secret: Even though most
sales come from the standard and economy items in their
product line, customers are more likely to buy up or add
extras after they’ve seen the top of the line.
That’s why you should be showing your top-of-line
products—Cedar Impressions, Millennium, True Comfort,
Monogram—at every presentation. Even though the vast
majority of homeowners will choose from our Good and Better
sidings, showing them the Best could open up a new conversation
about the possibility of adding some special touches to
a standard siding project.
Now don't get me wrong. There is obviously a place for the
standard and economy segments; they are our bread and butter.
But the opportunity to sell a premium product is always
there. The upgrade may be Cedar Impressions on a gable or
Millennium in a high-wind area. In extreme climates, True
Comfort could be the solution to a drafty home. Whatever
product you feature, it’s important to remember that
homeowners can’t buy premium products if they don't
know about them.
You should be discussing your premium products on each and
every sales call, even though price invariably comes up
as an objection. That’s where your product knowledge
and salesmanship can shine. Once you establish the relationship
between price and value, homeowners are more likely to grasp
the value of the product and consider using it. On your
next sales call, present your top-of-the-line siding. I
can guarantee that over time your sales of these products
to send a question to Doug Nyberg
Wood Treatments Require New Fasteners
Werner is CertainTeed's in-house application specialist.
A former owner of his own contracting business, Bob has
over 30 years of experience in the industry.
June 2004, the Southern Pine Council issued a new Advisory
on fasteners and connectors for treated wood. The fastener
recommendation has changed because the EPA recently banned
CCA (chromated copper arsenate) as a preservative in some
pressure-treated lumber. The new regulation, which was effective
December 31, 2003, prohibits CCA-treated wood from being
used in residential and general consumer applications like
decks, fences and gazebos. CCA is still permitted in industrial
items like utility poles and marine pilings.
The new “preserved” woods for residential use
are treated with ACQ (alkaline copper quat) and CA (copper
azole). These compounds are less toxic that CCA, but, because
they contain more copper than CCA, are more corrosive to
Corrosion Protection Required
Consequently, the Pressure Treated Lumber Industry has reemphasized
that all metal products in contact with ACQ- and CA-treated
wood be corrosion resistant. (The International Residential
Code defines “metal products” as: flashing,
termite shields, nails, screws, bolts, joist hangers, straps,
hinges, post anchors, and truss plates.) The Southern Pine
Council recommends hot-dipped galvanized steel, stainless
steel, silicon, bronze, or copper. Only ½" (12.7
mm) or larger diameter stainless steel bolts are exempted.
Simpson, manufacturer of StrongTie Anchors, points out that
hot-dipped and mechanical galvanizing are not the same.
In the hot-dipped process, the steel is cleaned, pickled,
fluxed, and then dipped in molten zinc, which bonds chemically
with the steel. Mechanically galvanized steel is cleaned
and loaded into a tumbler with non-metallic impact beads
and zinc dust. As the tumbler spins, the dust mechanically
adheres to the metal.
While mechanically galvanized metal has good corrosion resistance,
hot-dipped galvanized is better because the zinc alloys
with the steel. The important distinction is coating thickness—the
thicker the coating, the more corrosion resistant the fastener.
Goggles and Gloves a Must
Just because ACQ and CA do not contain arsenate, you should
not neglect using personal protective equipment. When cutting
treated wood, use eye protection and a dust mask. To minimize
skin contact with chemicals, always wear heavy-duty gloves
when working with pressure-treated wood.
to send a question to Bob Werner
Market Your Business with MarketZone
you’re a typical contractor, more than 60 percent of your
new business comes from referrals. So why not increase the number
of referrals you get from every job? With MarketZone, CertainTeed’s
proprietary lead generation program, creating your own direct
mail program is fast and cost effective.
MarketZone mailers work because they’re customized for your
business. You determine exactly who you want to contact—by
zip code, by neighborhood, by income, or by the age of the homes
in a neighborhood. The mailers are delivered directly to the audience
you decide is best for your products and services.
Choose a layout from a gallery of templates and personalize it
for your business. Your name, your address, and your personalized
message will appear on the mailer. There’s even a place
to announce a special installation offer or product sale. If you
prefer to create your own mailer or use your own pictures, the
customer service personnel at MarketZone (866-840-9425) will guide
you through the process.
It’s Cost Effective
For example, with a MarketZone mailer, you can contact every homeowner
within a mile of your latest job site for as little as $.66 per
household. Or, you can target an entire township by entering the
zip code. If you calculate the value of your time, you couldn’t
phone or mail every homeowner for $6.66 per person! More importantly,
if you get just one job more than you otherwise would, the mailing
pays for itself.
If you’re web-savvy, you can create a brochure, select a
mailing list, and order on line at www.marketzone.com.
If you don’t want to order online, you can fax your order
directly to MarketZone. Just fax your request to 636-733-3320.
Don’t delay. You’re only as good as your last job—so
turn you last job into a money-maker today.
August 11, 2004, “Personal Journal” section of The Wall
Street Journal featured an article titled Sticker Shock
at the Lumberyard. In it, columnist Avery Johnson reported, “The
wholesale price of low-grade boards and plywood ... is up 24% from
June of last year . . . An ordinary 2 x 4... costs $2.95 today,
up from $1.85 in January 2003... The biggest jumps have come in
plywood... and oriented strand board... ” Johnson attributes
the rise in the cost of building materials to “a collision
of factors as diverse as the war in Iraq, trade with China, the
strength of the dollar, the housing construction boom, and wildfires
in the American West.”
If construction in your area slows down in the winter months, marketing
your business in slow times can reap big profits in the spring.
In The Remodelers’ Marketing Power Pak, Linda Case
and Victoria Downing offer these tips for marketing your business.
Show off with an open house
— Case and Downing remind us that clients
are often delighted to show off a new home or project to their
friends and neighbors. Arrange the open house at a convenient
time, provide the refreshments, and have plenty of business
cards available for prospects interested in hearing how you
can improve their homes.
Donate your time
— The next time a charity asks for money, donate your
time instead. Case and Downing illustrate with the example
of McDowell Inc., a company that “rebuilt the small
building Santa sits in each holiday season.” For its
efforts, McDowell was featured in the local newspaper and
in a plaque on the Santa House that recognizes the company’s
Teach an adult education course
— You be the expert. If your local high school or community
college offers adult education courses, volunteer to teach
one. The topic can be as broad as “Planning Your Next
Home” or as specific as “Installing a New Kitchen
Counter.” Either way, prospects will quickly learn that
construction projects are complicated—and best left
to the experts!
the Business of Remodeling, also by Linda Case, is available
FREE when you complete two Building Solutions education programs.
In addition to this valuable book, as a Building Solutions
Specialist, you’ll receive a certificate that highlights
the CertainTeed programs you have successfully mastered and
preferential listing on our contractor locator site. For more
information on the benefits of becoming a Building Solutions
Specialist, log on to www.certainteed.com
or call (800) 233-8990.
Triple 2" Beaded Soffit, Boardwalk® Composite Decking,
EverNew® Railing, Landmark™ Roofing, and New Castle
XT™ Windows. Ron Bertram and Grant Prud’homme, co-owners
of Ace Contractors, worked closely with homeowners Vince and Carol
D’Annunzio to choose top quality products to complement
the beautiful surroundings of the their new riverfront home.
Award of Excellence Winners Announced
The CertainTeed Award of Excellence salutes our best
customers—the builders, contractors, and remodelers
who create outstanding projects using CertainTeed products.
The 2003 Grand Prize winners include: Ace Contractors
(Hammond, NY), Window & Door Outlet (Edison, NJ),
Van’s Lumber & Custom Builders (Luxemburg,
WI), and Archadeck New Hampshire (Bedford, NH).
Contractors is acknowledged for displaying
creativeness, craftsmanship, and professionalism on
a new home on the St. Lawrence River. A number of CertainTeed
products were used on the project, including Cedar Impressions®
& Door Outlet’s winning entry features
30 squares of Restoration Classic™ Double
4" Siding in Heritage Cream, Vinyl Carpentry™
Triple 2" Beaded Porch Soffit in Snow, and
Vinyl Carpentry Window Crown Molding in White. Owner
Jeff Aversa chose these Wolverine products because,
“Restoration Classic Siding replicates the
classic styling of this 100-year-old home.”
Jeff Aversa, owner of Window & Door Outlet,
designed an award winning project that featured the Wolverine®
brand of Restoration Classic™ Siding. Window & Door
Outlet’s winning design included 30 squares of Restoration
Double 4" Siding coordinated with Vinyl Carpentry™
Triple 2" Beaded Porch Soffit and Window Crown Molding. “Wolverine
products allow us to beautifully restore historic homes,”
says Aversa. “This home is more than 100-years-old, and
Restoration Classic matched the house perfectly.”
Jeff Dorner, sales representative of Van’s
Lumber & Custom Builders, managed an award winning new construction
project that features CertainTeed’s WeatherBoards™
FiberCement Siding. The winning design used WeatherBoards Random
Square Staggered Edge in Clay. “Van’s Lumber &
Custom Builders has used CertainTeed products for many years,”
Dorner says. “As the custom builder of choice for thousands
of satisfied customers, we use only high quality materials from
high quality manufacturers.”
Archadeck, the nation’s largest deck builder,
was presented the Award of Excellence for a Boardwalk deck. Archadeck
is a Virginia-based network of franchises that has 87 locally
owned and operated offices in 31 states. Dan Catlett, Owner of
Archadeck New Hampshire, designed the award winning deck, which
featured 550 sq. ft. of Boardwalk Composite Decking and incorporated
an aboveground pool and gazebo. “We recommend Boardwalk
because of its well designed, complete decking and railing system
and its low-maintenance,” Catlett says.
Award of Excellence entries are judged on creativity, craftsmanship,
attention to detail, and overall presentation. Qualifying
projects must feature CertainTeed or Wolverine Vinyl Siding, CertainTeed
WeatherBoards FiberCement Siding, or Boardwalk Composite Decking
and Railing. To submit your project online:
CertainTeed Vinyl Siding: Click
WeatherBoards FiberCement Siding: Click
Boardwalk Composite Decking & Railing: Click
Roberts of A1 Carpentry in Holden, Maine, is the winner of our
summertime “Feast.” Jeff’s winning tip is a
great way to distinguish your business from the competition.
Jeff says, “I offer free SuperCorners with every vinyl job.
Also, I offer free shutters on the front of the house. The customer
will usually buy shutters for the rest of the house, which covers
the cost of the SuperCorners and the “free” shutters.
I also install a free foundation wrap, which consists of taking
scrap aluminum, bending an "L," and installing it at
the bottom of the house sheathing.
Our own installation guru Bob
Werner adds this advice: If Jeff put one more bend in the
aluminum, making it a “Z,” water would run down the
foundation, with no chance of it entering the house.
Thanks, Jeff. When’s the party?