Beyond the sale: How technical reps help contractors succeed with coatings

By The Coffee Shops®. 

Taking a partnership approach to successful roof restoration. 

When contractors think about sales representatives, they often picture someone focused on moving products. But in a recent interview with  Kevin Cuff, Northeast regional technical field manager for KARNAK, he explained that the role of a technical sales representative is much more hands-on and collaborative. “A lot of people assume that we're just here to sell people more product, but realistically, our job's more problem solvers than anything else,” Kevin said. 

Supporting contractors through training, troubleshooting and project planning is a major part of the job. Kevin works across a large territory stretching from Virginia to Quebec City, helping contractors understand coating systems, perform adhesion testing and address technical questions before they become costly problems. 

One of the biggest challenges he sees is inadequate surface preparation. “A coating system is only as good as the substrate it's going on top of,” Kevin said. If a roof isn't properly cleaned before application, even the best coating system can struggle to perform as intended. 

To help contractors avoid common mistakes, KARNAK offers both classroom instruction and hands-on field training. Kevin believes practical experience provides the greatest value. “There's nothing like getting the product into the contractor's hands and letting them mess around with it, letting them see how to use it,” he said. 

Interest in roof restoration and coatings continues to grow, particularly as building owners look for cost-effective alternatives to full roof replacement. Kevin has seen more contractors exploring coatings and expanding their service offerings. At the same time, manufacturers continue to refine products and simplify application processes. 

As coatings gain momentum across the industry, staying informed is more important than ever. Kevin sees technical representatives as a valuable resource that contractors should not hesitate to use. “Don't be afraid to reach out to your technical reps. They're a key asset to you,” he said. “Utilize us as a tool for your business and for your growth as well.” 

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