In this episode of Roofing Road Trips®, Heidi J. Ellsworth sits down with Rudy Gutierrez from Shell Roofing Solutions to talk about the concept of selling "performance" in the construction industry and emphasizes the importance for contractors to prioritize products that truly deliver value for their customers. Rudy elaborates on their process for selecting performance products, shedding light on the criteria and considerations involved. Additionally, the conversation explores whether premium products are easier to sell and how they have contributed substantial value to both Rudy’s business and their customers. 

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