Innovative products sell themselves, but reps can help!

By Dani Sheehan. 

Learn more about how one rep firm helps take products to market and why this polyurethane sealant was a no brainer to represent. 

Wayne Heironimus is a managing partner of Delta Rep Group, which serves the state of Florida and operates in both commercial and residential roofing. In a recent article, he shares details about the unique role of manufacturer’s representatives in the roofing industry. In their role, they represent several products and help take them to market, acting as an additional selling point for companies. In an interview with Heidi J. Ellsworth, we asked him to talk more about some of the products he represents and how manufacturers' reps choose which products to stand behind. 

When picking which products to represent, he follows the three A’s: Acceptability, Affordability and Availability. Of the products his team represents, Wayne says, “Each product and system we represent really needs to offer something to the market.... But on top of that, it’s a very competitive market. So, the product needs to be proven, it needs to be innovative.”   

One such product is MasterSeal NP 1, originally a product of Master Builder Solutions, which was recently acquired by Sika Corporation. As Wayne explains, this product is not new to the market. It’s a high performance, gun-grade polyurethane sealant used in all forms of construction and waterproofing applications. It’s an excellent waterproofing sealant, has excellent adhesion and elasticity, and is resistant to UV radiation.  

He continues, “Everybody in roofing knows NP1. And during the acquisitions, it got very strong in waterproofing but moved away from roofing. Our mission was to get it back into the roofing channels... So, when you talk about the value that a rep brings in, you only have limited time in front of a customer and you talk about all the attributes [of the product], and boil it down to, it moves, it sticks and it lasts.” 

NP 1 is a product he trusts and follows the three A’s. The bottom line for selling: “NP 1 moves with the building, with the joint it sticks to, and it lasts. It’s the standard in the industry... It’s backed technology that has been around forever.” They’ve done a great job getting it back into roofing, and even used it in training on caulking and sealing buildings at the University of South Florida.  

Learn more about MasterSeal NP 1 from Sika Corporation and see how Delta Rep Group can help you take your own products to market.