Operations, Sales & Marketing, V4I4

Selling Superior Sheds: Beyond the Basics

Photos courtesy of LP Outdoor Building Solutions

When customers start the shed shopping process, it’s usually the aesthetics—paint colors, textures and architecture—that initially grab their attention. Sure, it’s easy to pique interest with surface appeals. But when it comes time to close the sale on a superior shed with premium, high-quality materials, it’s all about going beyond the basics.

Working for a building materials manufacturer, I wanted to get a better idea on how our dealer partners communicate quality to their customers. How do they get the customer to go from seeing a shed as a shiny, new toy to the point where they’re ready to purchase a superior shed because of the high-quality materials constructing it?

To do so, I spoke with Woodtex dealer Nathan Ragan, who took me through the process of how he conveys the value of premium building materials. In this article, I’ll go through his process of closing a shed sale while conveying the value of its materials to provide a better understanding of the end consumer’s priorities and thought process.


First, understand and emphasize the importance of the warranty. It’s not just another selling point; rather, the warranty is one thing that can make or break a shed sale, according to Ragan.

When customers learn about the  warranty, they’re not only comforted by being covered in the future, but it also reassures them that their shed is made with durable, trusted materials that are built to last.

This is the phase where Ragan says, “They truly start to correlate and put everything together, and start noticing the difference in competitors.”

Product Differentiators

Second, explain product differentiators once the customer has instilled trust in the brand and is ensured of its credibility through a warranty.

Although shed exteriors may look generally the same, Ragan says, “Once you dissect an elite, quality-crafted premier shed, customers really realize it’s not always apples to apples. Most customers aren’t ready to buy based solely on beauty, which makes focusing on shed foundation clutch.”

At this point, dealers can start to dig deeper, highlighting things like the water resistance in the flooring, the quality engineered wood texture in the siding, and the durability and strength of the roofing.

Ragan says, “Siding and flooring is the number-one differentiator when it comes to closing a sale.”

With that insight, manufacturers must consistently connect with both shed builders and dealers to better equip them with knowledge on shed material qualities and benefits that go beyond the exterior look and style.

Once customers have been educated on the shed’s core qualities and value, Ragan says authenticity brings him the most success. For customers to truly see the value behind the product, they have to experience it. Testing valuable products results in trusting their value.

Additionally, Ragan is transparent in his experiences with other building materials that haven’t been of superior quality.

He explains to customers, “We’ve used other products and have repaired other sheds made with inferior products time and time again. I’m confident that this shed is made with the best materials available.”

Long-term Value

The last step of the process it to communicate a premium shed’s long-term value.Once the education process is over, Ragan says that “price is just a formality.” Product durability and reputation are two key components to avoid letting price overtake the conversation. Yes, high-quality, durable sheds come at a higher price tag, but they also come with trusted, proven performance results.

And as Ragan explains, in the end, “Once customers understand the value of premier products, they’re usually willing to make the price jump.”

So what’s the moral of the story? Consider following a sales process like Ragan’s:

  1. Gain your customer’s trust.
  2. Build credibility with them.
  3. Demonstrate the value of what you are selling.

As a manufacturer, I would add the caveat to work closely with your manufacturer both before and after the sale. This not only prepares the dealer and manufacturer to address customer needs, it gives them a better understanding of the factors that helped or hindered the customer’s purchasing decisions.

In the end, you’ll likely find that symbiotic, open lines of communication will help all involved, including you and your business, your manufacturers, and your customers.

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