Hot take · 7:57
// THE QUOTE
“it's a lot of things to balance you always have to be aware that as a manufacturer”
— Charles McCormick · SOPREMA Canada Inc.
The core sales truth: an amazing product 5x the price only sells if you prove labor costs more than material and you're eliminating layers of labor. Tight, opinionated, lands cleanly.
Full episode at 7:57Roof Thermal Scans, Material Shortages & the Case for Recapping: Soprema + IRC Building Sciences on Atlantic Canada's 2021 Roofing Crisis ▸
THE LESSON THIS CLIP CARRIES
Justify premium materials by quantifying the labor they eliminate, not just the product cost — if you can show the expensive membrane saves two layers of install, contractors will buy in.
“if you can justify that price point and make them understand that the labor costs a lot more than material”
THE CHAPTER IT LIVES IN
Soprema: company philosophy, R&D and the architectural-rep role
2:58
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SOURCE: 7:57 of Roof Thermal Scans, Material Shortages & the Case for Recapping: Soprema + IRC Building Sciences on Atlantic Canada's 2021 Roofing Crisis