CertainTeed STM 10th ed

CertainTeed

Shingle Technology Manual T e n t h E d i t i o n

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An in insi side de lo look ok at th the e Sc Scie ienc nce e of manufacturing an asphalt shingle This educational program helps the the professional contractor distinguish himself from the fly-by-night contractor in the eyes of the homeowner. To become a Shingle Quality Specialist™, you must pass the test that covers the material in this manual.

Online Testing Test online at www.certainteed.com/sqstest at www.certainteed.com/sqstest for for instant grading.

Use trade knowledge and credentials to win more jobs. CertainTeed offers the industry’s strongest trade knowledge and most meaningful credential programs. Learn about the latest roofing products, selling strategies and shingle installation guidelines. Then earn credentials as a sign of distinction to separate your company from the competition.

Trade Knowledge Knowledge The Shingle Technology Manual is is a unique source of Information about shingle manufacturing and selling techniques. The Shingle Technology Manual covers covers every aspect of a high-quality roof i nstallation.

Company Credentials The SELECT ShingleMaster™ is the highest level credential available, and differentiates you in the eyes of homeowners even further. The ShingleMaster™ credential shows homeowners your company is ShingleMaster™ credential committed to craftsmanship and professionalism.















Tabl Ta ble e of Co Cont nten ents ts Introduction ............................................................. ............................................................... 2 Section 1 Excellence vs. Low Price: What Is the Objective? ................................................................... 3 Section 2 Selling Styles ............................................................................................................................ 9 Section 3 Shingle Mat ............................................................................................................................ 14 Section 4 Asphalt and Stabilizer ............................................................................................... ............. 16 Section 5 Shingle Granules and Backsurfacing ............................................................ ......................... 21 Section 6 Shingle Design ....................................................................................................................... 26 Section 7 Warranty .................................................................... ............................................................. 30 Section 8 Packaging .................................................................. ............................................................. 37 Section 9 Testing and Quality Assurance.......................................................... ..................................... 40 Section 10 Credentials to Set You Apart ................................................................................................. 43

Shingle Quality Specialist… The Shingle Technology Advantage















Section 1 – Excellence vs. Low Price

What is the the objective? objective? Most manufacturers take both price and quality into consideration in the design and manufacture of their products. But when excellence is the top priority, the product line reflects it. Of course, higher quality may cost a bit more. That higher price from the manufacturer forces the contractor to face the same choice of priorities. If he chooses the higher quality path, he must pay more. And now he must somehow convince his prospect of the higher value of his pass-through price.

More than any other factor, the difference in shingles comes down to

This handbook reveals reveals the details of the design and and assembly decisions a manufacturer must make as he works his way through the high quality vs. low

this: Is the manufac man ufacturer’s turer’s

price issues. In the end, you will be able to choose

first priority low price or

among the shingle products available to make your

excellent quality?

own informed choice. Let’s assume a contractor chooses to spend the extra bucks for excellence. He is then faced with

the task of convincing his prospects that he made the right decision: a decision that’s right, not only for him, but also for them! How does a contractor who offers high grade service and product convince the homeowner that, in fact, it is true that “you get what you pay for”? To put together a convincing argument, the contractor needs to understand that, in the case of both his service and the products he proposes to install, the homeowner’s choice comes down to a very basic concept. Question: Will the proposed new roof system meet his or her objectives? Addressing and meeting the homeowner’s objectives is central to the preparation of an effective sales presentation. Believe it or not, the objectives are pretty much common to all homeowners, although the mix of priorities is not. Here are the four basic objectives. 1.

Simple problem solving: stop the leak

2.

Peace of mind: prevent prevent a leak/assured reliable performance/no stress

3.

Property value: higher resale value value or quick turnover turnover

4.

Pride of ownership: aesthetic improvement

Are you wondering why price price is not included as as an objective? It’s true, almost almost before we introduce ourselves, the question is raised, “How much will it be?” Nevertheless, price is price is not a homeowner objective. It is a hurdle that hurdle that he or she must clear to reach his or her objectives. Keep this in mind as you think about how to use the knowledge in this handbook.

Customer objectives
















buyer wants you to to deliver. Price is an obstacle obstacle that limits limits perfection. If price were were no object, the project would change change drastically. Whether you sell by making face-to-face presentations, direct mail or mailbox drop-offs, you should address the homeowner’s homeowner’s need to reach reach all four objectives. objectives. Many contractors contractors assume that choosing the right contractor is the most important thing on the mind of the prospect. In fact, choosing the contractor is important to the homeowner only because it is another hurdle to be overcome to achieve his true goal, a new roof system. If the buyer could purchase a prefabricated roof system off a shelf or a showroom floor, he would do it without compunction. The need to choose a contractor adds uncertainty to to the purchase. Good contractors are properly obsessed with the task of reducing that uncertainty and proving they are to be trusted. But, in this obsession to prove their own trustworthiness, contractors sometimes lose sight of the basic fact that the homeowner wants a new roof system. He needs a contractor to install it. It is therefore important to present, one way or another, the superiority of your proposed roof system over other possible choices. To show the benefits of the system you propose, talk about its ability to meet the homeowner’s objectives. Do this and you will be talking his/her language. When you know the pros and cons of the basic building block of a residential roof system, the shingle, this task is not difficult. That is what this handbook provides.

Translate features features to benefits Much of the information in this handbook is technical in nature. It focuses on shingle features. A few customers will demand demand the technical facts, facts, but most simply want to understand the benefits of the technical features. To translate the technical features to customer benefits, think about the customer’s objectives and choose language that complements those objectives. Let’s see how to relate features and benefits to the customer’s objectives.

Objective

Feature

Benefit Language

Solve a Problem

• Contractor experience & workforce • Product warranty

• Stops the leak

Peace of Mind

• Contractor referrals • Material quality • Warranty terms and limitations • Manufacturer’s Manufacturer’s service track record record

• Finish the difficult task of contractor selection • Start the job • Get a handle on when the job will finish • Move Move on to other other things that are more fun, fun, less less stressful stressful

• Shingle style • Color

• Makes the house look better than new • Makes resale quicker, easier

Property Value
















Understanding the Interplay of the Objectives If it’s true that all four customer objectives are usually bundled or mixed together, the mix of priorities assigned to each objective in the bundle can vary widely from one homeowner to another. For purposes of the discussion that follows, when we talk about the primary objective, keep in mind that the remaining objectives in the mix are also factors in the homeowner’s decision. It is important to understand that, because the objectives and assigned priorities of each customer can be so different, your sales approach must offer the buying party a choice of roof systems. Only the homeowner can know what mix is right for him. This means making an informed selection among good, better and best alternatives. Materials offered in the

CertainTeed Business Resources Catalog can help you make a “Good-Better-Best” sales presentation. It is strongly recommended you ask for one. For now, your task is to appreciate the variety of the homeowner motivations you face as you attempt to justify the value of your job proposal. 1. Solve a Problem There are some jobs, jobs, like repairs or fix-ups for for resale or commercial commercial maintenance, maintenance, that have pretty much a single objective: stop the leak. This homeowner may be willing to go on patching forever. He/She doesn’t want to apply imagination to the project. He/She doesn’t care about aesthetics. There is literally no shingle in the market that won’t won’t stop a leak for at least least a while, if properly properly installed. Workmanship is the primary variable. You don’t have to know much more about roofing than how to nail on a three-tab shingle and trowel on black plastic roofing cement. To stop a leak, your status as a Shingle Quality Specialist, quite quite frankly, is overkill. Some contractors specialize in this work and can develop a very profitable business. But there isn’t room for too many contractors in this market niche. 2. Peace of Mind Let’s consider the homeowner’s desire for peace of mind. This is where your larger knowledge base can begin to pay off. This homeowner not only wants to stop today’s leak, but he/she also wants to prevent all leaks for a long time. He/She also wants to avoid other problems that might arise. He/She doesn’t know what those problems might be, but wants a promise that there will be “no surprises.” He/She expects you to know all about those surprises and to keep them away. At this level, the information information in the Shingle Technology Manual pays pays off big-time. After reading the book, you will be an expert in the potential surprises a poorly manufactured shingle can spring on the unsuspecting homeowner. You can explain the benefits of spending slightly more for a product now so there won’t be any surprises later. And if your installers are in the CertainTeed Master Shingle Applicator™ program, you can also talk about the possible


















3. Property Value This objective can be be a lot more complex, complex, especially if the homeowner homeowner also assigns high priority to the other three objectives. The customer has a leak, a small one. It comes and goes without much damage (solve a problem). It’s worrying him/her a little. He/She doesn’t want it to get bigger and cause cause serious damage (peace of mind). He/She is thinking about selling the house in about three years, and thinks a new roof might make that sale easier. Some of the other houses in the neighborhood have installed dimensional shingles (property value). He/She and his/her spouse both both agree that their house house is looking a little old-fashioned. old-fashioned. And what if they don’t move? move? Then they definitely definitely want a nice-looking house house without leaks (pride of ownership). To address this bundle of of objectives effectively, effectively, you will have to reach beyond Shingle QualQuality Specialist and Master Shingle Applicator. Shingle Quality Specialist will help you discuss the benefit of SureStart™ protection until the home goes up for sale. You would talk about the benefit of transferring CertainTeed’s warranty warranty to the new owner. Then you should be able to demonstrate with literature and pictures the beneficial “billboard” effect a handsome new dimensional roof can have on a prospective buyer. And if the homeowners decide not to sell, then they’ll have no regrets for choosing a better shingle. 4. Pride of Ownership This objective appears appears to be less complex than than the last. But for the contractor contractor whose notion notion of a sales presentation is centered around low price, this customer is much more difficult to handle effectively. You know that some homeowners homeowners reroof before before the threat of a leak leak ever crosses their minds. minds. If you asked them the right question they might tell you, “We just bought the house last year. I can’t imagine why the former owners ever put white shingles on. I told Bob that our first priority had to be a new roof!” But Bob is worried. He’s thinking, “That’s all true. But this roof doesn’t leak. It has plenty of life left in it. If we make this investment I want to be sure it adds to my property value, and I don’t want any surprises!”


















Good-Better-Best Good-Bette r-Best Selling If you could only know what that mix of objectives really is, wouldn’t you be a heck of a salesperson? You don’t know that mix, but don’t fret. No one salesperson knows a customer’s personal mix of priorities for sure. Not even the g reat ones. The solution is to learn to offer a choice of Good-Better-Best roof systems. This is NOT hard to learn. It does take practice. The great salesman is not born, he’s taught. CertainTeed supports your sales efforts with the Business Resources Catalog, containing very effective brochures brochures and the “Information “Information from Your Professional Roofer” estimate estimate folder that help you sell Good-Better-Best options. In the meantime, here are some rules of thumb about Good-Better-Best selling that will tempt you to seek more information.

GBB Rules of Thumb

Good-Better-Best selling IS NOT:

Good-Better-Best Selling IS:

• Simply offering a price on three different shingles

• Presenting a menu of three choices of roof systems, each with clearly differentiated value and appearance to the buyer

• Offering shingle upgrades at cost • Offering three brands of the same shingle style

• Educating the buyer about the different appearance and benefits of each system • Incrementally pricing the different choices to correspond to the different values • Pricing based on an understanding of your own costs and objectives

As you read the material material that follows, keep in mind mind that this technical information information is meant to to build your confidence in the product you sell and in your ability to convince others that your choice is the one they can trust. Your status as a Shingle Quality Specialist is also a signal to the buyer that you are a contractor who operates on a higher level than others who might be

















Section 1 – Questions

1-1

Price is not a hurdle for the homeowner. A. True True B. False

1-2

Which of the following is is NOT an objective objective of a homeowner when buying a new roof system? A. Stop Stop the leak B. Low price C. Aesthetic improvement D. Higher resale value

1-3

To show the benefits of the system you propose, you should talk about its its ability to meet the homeowner’s objectives. A. True True B. False

1-4

Even though the objectives objectives and priorities of each customer are different, it’s best to offer them more than one option. A. True True B. False

1-5

The Shingle Shingle Quality Quality Specialist Specialist qualification will give you the biggest biggest payoff with with which homeowner homeowner objecti objective? ve? A. Pride Pride of ownership ownership B. Solving a problem C. Peace of mind D. Property value

1-6

Some homeowners reroof before before the threat of a leak ever crosses their minds. minds. This is is which which objectiv objective? e? A. Pride Pride of ownership ownership

















Section 2 – Selling Styles

In the field of sales, how you present the information is almost as important as the accuracy and relevance of the information. Effective communication communication is commonly a weak spot for roofing contractors. In fact, it’s a weakness for a majority of people, regardless of profession. Nine out of ten people will tell you they would rather eat broccoli than give a speech. Here are three approaches to communicating a sales message that are adapted to varying levels of speaking confidence and different selling styles.

Selling Styles There are two distinct distinct approaches used by by contractors to win win jobs, to get work. One is bid submittal. The other is selling. Bidding is the common system used for commercial and industrial contract contract work. It is also the method preferred by most residential roofing contractors. Some contractors have a negative perception of “selling.” Remember, selling is merely communicating effectively with customers to help them them meet their objectives. objectives. So, is bidding really really the right method? Let’s put it this way. It’s a style that, on the surface, is easily learned and commonly understood. Many of your former employees could work up a price and make a bid on a shingle roof. The bidder might make the assumption that materials plus wages plus 10% produces a profit. It’s the typical method to compile low price estimates. Experienced professional contractors who bid jobs inevitably have mixed feelings about the bidding process. It seems to be fair to the homeowner because the odds are in favor of the buyer. These odds allow contractors to feel good about themselves, their integrity and their fairness. On the other hand, sometimes it s eems like an asylum run by the inmates. Pricing can be run down below profitability by contractors who are newcomers, who don’t understand how to price for profitability, or by sinkers who are pricing strictly for short-term cash flow and will soon be out of business. So, is it good for the homeowner? It is, in fact, buyer friendly only if if the buyer is well informed


















To get paid for truly superior work, superior superior products and superior superior service, the contractor contractor has to sell. He has to convince customers through face-to-face communication. communication. Bidding doesn’t cut it. If your bid looks like everyone else’s and you haven’t “sold the homeowner” that you’re superior to the low bidder, and don’t be surprised if price is used as the tie-breaker. We propose for your consideration three three approaches to selling: First is the approach we call “Sort’a Selling.” But Selling.” But don’t let the name fool you. It works. Sort’a Selling adds the Good-Better-Best method to the common mailbox approach. It blends marketing power with bidding. It’s sort of like selling, but it’s not. The second we call “Better-Than Bidding.” You Bidding.” You still get to keep most of your bidding habits, but now you add marketing and the opportunity to hook some face-to-face sales presentations to the process. Third is the real thing, Professional Selling. No Selling. No “sort’a like” or “better than.” No bidding at

all. Just out-and-out professional selling. You can choose one approach approach and stay with with it. Or use alternate approaches approaches for different different types of customer needs. Over time, you can work your way through the various approaches to eventually adopt the style best for you. The first approach, Sort’a Selling, has the least opportunity for profit. The last, using Professional Selling, offers the most profit opportunity. That’s not to say that any one one of them won’t provide provide all the profit you you want or need. Much depends on you and your marketplace.

Sort’a Selling As the name implies, this approach approach isn’t really a sales sales approach. It’s a substitute substitute for a sales approach. It’s really a marketing or advertising approach. It’s for those of you who are so addicted to bidding you just can’t break the habit. Sort’a Selling can bring you more sales. And, if you stick to the principles principles of Good-Better-Best Good-Better-Best Selling, it can also bring bring you more profit. In a nutshell, this is the idea. When you mail your bid to the prospect, include a carefully




















• Also enclose the “Choosing a Professional Roofer” brochure. This helps to chase away low-ball bidders. • Include a cover letter that explains... a. You have provided three options because you believe the customer deserves a choice. b. Point out there are many shingle products on the market. The shingles you are proposing have stood the test of time and earned your confidence. c. Call attention to the benefits of the enclosed warranty. If you are selling CertainTeed, you should point out SureStart™ SureStart™ protection. protection. d. If you propose a CertainTeed Integrity Roof System™, mention the benefits of each component. e. If you have Master Shingle Applicators on your workforce, talk about that. f. Say how soon you believe you could start the work if the job agreement is concluded within 10 days, for example, example, or by a given date. g. Include Include the names or locations of at least least three jobs you have completed nearby. h. The rest is your option.

Better-Than Bidding Better-Than Bidding uses a modified Sort’a Selling approach. However, the objective is not to make a sale by mail, as it is with Sort’a Selling. Rather, we want to generate an invitation from the homeowner to drop by with more information — in other words, to make a sales presentation. The in-home presentation can be more abbreviated than the sales presentation




















Also, it’s a good idea to enclose enclose some brochures and and a cover letter, as as outlined previously. Your estimate is a Better-Than Better-Than bid because because it looks and acts like a bid. bid. But it will never be the the lowest and, therefore, is not intended to win the job by low price, as bids do. It is intended to create an opportunity to get invited to make a sales call. Or, if no invitation is forthcoming, to operate like a Sort’a Selling bid.

Professional Profession al Selling The third option is the full-blown, professional professional Good-Better-Best Good-Better-Best sales presentation. The The seller who employs Professional Professional Selling techniques is able to bring in more profitable profitable work and take the profitable jobs away from those who don’t employ his skills. He is able to take the cream of the crop. This is the highest level approach to selling, one which you can attain! Here are some highlights of Professional Selling techniques: • All leads that meet the company’s customer target criteria will be scheduled for a personal call. • Every sales call is treated as a potential sale. • Sellers arrive at a s ales presentation fully prepared with information information and sales support materials to close the sale at the end of the call. • Lowest price is never used as an argument to close a sale. • No presentation is rushed in favor of moving to the next prospect. Each presentation stands on its own merit.



















Section 2 – Questions 2-1

“Selling” is the most common approach used by most residential roofing contractors. A. True True B. False

2-2

“Sort’a Selling” is … A. A substit substitute ute for for a sales approach approach B. A marketing or advertising approach C. A method of selling that can bring you more sales and profit D. All of the above

2-3

The objective objective of the “Better than Bidding” sales approach approach is to make the sale by mail. A. True True B. False

2-4

Which of the following is not a “Professional Selling” technique? A. Arrive Arrive at the home home prepared prepared to close close the the sale at the end end of the the call B. Pricing is pre-determined and tied to a profit goal C. Use lowest price as an argument to close the sale D. All of the above



















Section 3 – Shingle Mat What is shingle fiber glass mat? Shingle fiber glass mat is the backbone for the shingle. Everything else — asphalt, stabilizer, granules, backsurfacing, back surfacing, release tape, sealant, etc. — depends on the glass mat to carry the shingle through the manufacturing process and provide the majority of reinforcement properties needed for good handling and long life.

What makes fiber glass mat different? different? Fiber glass mat is produced from a uniform dispersion of very fine glass fibers and a binder that holds them together. Weight is one factor that affects the performance of fiber glass mats. CertainTeed’s research in the past indicated that lighter weight glass mats available at the time did not provide sufficient reinforcement to resist tearing during application or cracking during their intended service life. Even though the glass mat is typically less than 2% of the total shingle weight, small differences in its weight can make big differences in the physical “toughness” of the finished shingle. However, glass mat weight alone should not be used to predict the expected performance of a finished shingle. CertainTeed manufactures high quality shingles by optimizing the performance characteristics of the blended components — using specially formulated fiber glass mat, asphalt, stabilizers, granules and asphalt. CertainTeed designs and specifies component materials used in manufacturing shingles so that they combine together to create a superior finished product with characteristics better than than the sum of its parts. Recent proprietary




















Shingle mat provides provides the the majority of reinforcement reinforcement properties properties needed needed for good handling shingles. A. True True B. False

3-2

Fiber glass glass mat weight is not the only factor that should be used to predict predict the performance of a shingle. A. True True B. False

3-3

The minimum minimum tear strength to meet ASTM D3462 is 1700 grams of force. force. A. True True B. False





















Section 4 – Asphalt and Stabilizer What is the role of asphalt in a shingle? Asphalt’s primary purpose in shingles is to serve as a waterproofing agent. This same “coating” asphalt also holds the granules in place and adds to the overall strength of the shingle. Because of the composite nature of the shingle, asphalt serves other critical functions as well. A special grade of asphalt is used to adhere the pieces of laminated shingles together during manufacture, and another asphalt is used as the sealant that will activate on the roof to adhere shingles together to resist wind blow-off.

How do asphalts vary? You might not realize it by looking at a shingle, but asphalts vary by crude oil

Asphalt arriving at a shingle



















Section 4 – Asphalt and Stabilizer All of these factors together help to define the overall quality of the asphalt and can predict the shingle’s performance in extreme temperatures and during the aging process. Here are some examples of how these asphalt characteristics can affect shingle performance: 1. Shingles produced with asphalt that softens at too low of a temperature temperature may scuff easily and be impossible to apply in hot weather without damage. 2. Shingles produced with “brittle” “brittle” asphalt or asphalt having a tendency to become brittle over time will be more susceptible to cracking, and thus may have a shorter life. Shingles produced with asphalt that lacks flexibility will also be difficult to form onto hips or ridges and are more likely to fail prematurely.

What is coating asphalt?



















Section 4 – Asphalt and Stabilizer

All CertainTeed fiber glass shingles are tested and certified by Underwriters Laboratories to meet the ASTM D3462 standards — and we can prove it. When you see a UL label certifying compliance to ASTM D3462 on a bundle of CertainTeed fiber glass shingles, you can have confidence that they meet this tough standard. Copies of CertainTeed’s UL Certificate of Compliance are available on our website (www.certainteed.com). For more information call 800-233-8990.



















Section 4 – Asphalt and Stabilizer Since it is less expensive than asphalt, it is tempting to overload the asphalt with stabilizer. But just as too much sand will harm the strength of concrete, too much stabilizer will weaken the performance and durability of asphalt. The determination of just how much stabilizer to use is one of the most important aspects of a shingle design specification. Although we cannot reveal the exact formulation details of the CertainTeed asphalt and stabilizer recipe, we can say that extensive investment in advanced laboratory test equipment makes possible the precise control of the asphalt/stabilizer formula at each of our plants. Equipment used in this control process includes Nuclear Magnetic Resonance (NMR) technology, which measure filler content by determining the relative number of hydrogen (H) atoms in the filled coating; the laser particle size analyzer, which measures mineral particles for size and size distribution within the asphalt; and several viscosity measuring instruments.




















Asphalt’s primary purpose in a shingle shingle is to serve as a waterproofing agent. A. True True B. False

4-2

Which of the following is NOT an asphalt property monitored monitored when determining if it meets performance requirements? A. Durability Durability B. Softening point C. Color D. Flexibility





















Section 5 – Shingle Granules and Backsurfacing

What are shingle granules? granules?




















aesthetically uniform color appearance. This is due to the variations in light reflecting from the surface of granules that point at so many different angles and directions. These angle




















What about CertainTeed’s CertainTeed’s algae resistance resistance warranties? warranties?




















Descriptively named after its color, “Tobacco Juice” is a dry residue that may accumulate on roofs and walls under certain weather conditions. On steep slopes, this water-borne residue



















Section 5 – Questions

5-1

Which of the following is a function function of a shingle shingle granule? granule? A. Color Color the shingle shingle

























































































































































































































































CertainTeed STM 10th ed

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