Strategies for Selling Wraps and Flashings

RESIDENTIAL the building envelope is a system of parts, with each element impacting the performance of the other. Together, the right combination of products and installation techniques will create a sturdy wall system that is durable, energy efficient and moisture resistant.

Although builders and remodelers specify and install wall products, dealers can play a vital role in helping them find the right products for each project. Here are some strategies to consider to help elevate your household packaging sales and flash sales efforts.

  1. 1. Learn as much as possible

Building science is a category in its own right, so much so that the construction industry has companies, schools, and specialists dedicated to it. While you can’t be expected to know all the nuances of the building envelope, having a basic understanding of how the products you sell work together can be a crucial resource for your customers.

Your manufacturer representatives are your best first course of action. They can offer product knowledge sessions for your sales team (and customers), and many offer video tutorials and other options. Be proactive by asking your representative to hold an introductory workshop each time you hire new employees. Many also offer videos, white papers, and other resources for continued learning.

  1. 2. Think of the wall as a system and sell products accordingly

While it’s tempting to sell what you have on hand or switch customers one product at a time, wall systems work best when sold like this – as a system, with each component working together to give moisture a path down and away from the wall. . This also ensures compatibility between products and helps prevent breakdowns. If your customer is buying a house wrap, make sure they are also buying flashing and the correct flashing for that house wrap and wall system application.

Your manufacturers’ representatives can help you understand which flashing products work best with each package you sell. Some manufacturers can promote their products in application-based systems, which makes the process even easier. For example, our air barrier drainable house wrap system, designed to provide the best airtightness and true drainage performance, combines a self-adhesive drainable house wrap, sill treatment corner and flashing tape, liquid applied flashing or UV resistant flashing.

As a reseller, selling the system can make the process more accessible for your sales team. For example, if your customers are installing a trendy open seam cladding system, our UV Protected Rainscreen System, consisting of a UV resistant black film, UV resistant flashing and UV resistant slat style rain screen, accommodates UV exposure behind open siding.

  1. 3. Understand other project factors, especially siding

Each coating is different in both physical structure and material composition, and this will influence what is needed behind the walls. For example, vinyl siding protrudes from the wall and does not absorb moisture, so it does not need a rainscreen behind it; a flat weatherproof barrier will suffice. Engineered wood siding, however, will need a drainage plane provided by a rainscreen or drainable membrane to ensure that water can drain away and not be absorbed by the siding. This is essential to protect the coating and its finish while reducing maintenance requirements. Indeed, some siding materials require specific home trim products to maintain their warranty.

Ideally, all homes will have the strongest and most efficient wall system possible, but monetary expectations and buyer expectations play a role. Dealers with a better understanding of project budget, green/energy certifications, geographic location, and other factors can help their customers find the best possible system.

Finally, advise the builder to use cap fasteners rather than regular staples. It’s an upsell, but it can help achieve maximum warranty coverage.

  1. 4. Create useful displays

Seeing (and feeling) is still believing, and having samples and display panels on hand can help builders visualize how the wall systems you’re selling work together. Displays are also essential for education on new construction systems, such as open joint coatings; this trend calls for a UV resistant wrap solution that is best explained with visuals.

Kaylen Handy is Technical Innovation Manager at Benjamin Obdyke. To learn more or to schedule a virtual training session, please visit