I am a 40-year veteran of the metal building and insulation industry, so I’ve witnessed many instances of deceptive selling practices. It pains me to say that it remains just as pervasive today as it was 40 years ago, albeit in a different guise. Of the two industries, the metal building salesmen undoubtedly display the most egregious unethical selling practices. This blog will focus on the selling tactics that commission-based salespeople often employ in the metal building industry; however, I keep in mind that some of the tactics listed are also applied to the sale of metal building insulation.
I have found these practices to be premeditative and used to manipulate, mislead, or pressure buyers into closing deals that don’t serve their best interests. When an environment is created that rewards commission-based salespeople for sales, regardless of the means adopted to produce a metal building or pole barn insulation order, these actions are indirectly encouraged. Hopefully, this blog will shed some light on specific gimmicks, enabling the public to be more educated and prepared.
The most common deception associated with the metal buildings is that there is a leftover building that someone supposedly ordered but is no longer able to complete the purchase; therefore, the “so-called” designed and fabricated structure is available at a discounted rate for anyone willing to claim it with a deposit. You may feel that this simple presentation isn’t convincing enough to persuade someone to part with their money; however, when stated by an experienced commission salesman, it will come across like an Oscar-nominated performance. They have been trained to be very cordial and come across as someone genuinely interested in finding out how they can assist you. Then, once they have earned your trust, they will allude to the possibility that there may be an available unclaimed building at the factory close to the size you mentioned you’re looking for. Then they will say they will get back to you once they’ve decided whether or not it is available. Before hanging up the phone, they will ask you questions for the sole purpose of using this information to better assist them in convincing you to buy when they call back. Keep in mind that the average person wants to believe there is a possibility of an unclaimed building because it addresses their hopes of savings. To best serve the public, I will describe a firsthand experience of hearing an Oscar-level deception performance from the owner of a now prominent Steel Building Company years ago.
At the time, he and I were working for a corporation that prioritized hitting quotas and acquiring the highest possible commissions, rather than customer satisfaction. With that being said, the phone rang. I won’t mention the representative’s real name; I will refer to him as Bob.
What initially caught my attention was that Bob responded as though the phone call was accidentally directed to him, indicating it should have been directed to a salesperson. Now I knew this wasn’t true, because Bob was one of the sales representatives. Bob said, “You probably want to speak with one of the company salesmen. I work in the fabrication plant. I thought you were one of the sales reps calling about information on this 40 x 60 x14 unclaimed building here in the plant.”
Now Bob was aware that the company had placed an ad in a local paper, specifically on a 40 x 60 x 14 building. Though it wouldn’t have made a difference, if the ad said 30 x 40 x 12, Bob would have created a new pitch based on that size or features. Needless to say, the customer took the hook and said, “While I got you on the phone, what can you tell me about that building since you are the fabrication plant?”
Do you see where this is going? When Bob, disguising himself as a factory worker, was done speaking about the “unclaimed building,” which was illusionary, the customer was eager to claim the structure.
The customer ended up paying a retail price for this building, which was a bare-bones purchase, meaning no accessories were included in the initial order. When the customer received a list of accessory-priced items to add, the prices were ridiculously high!
Metal Building and Insulation Buyers Beware
When purchasing a steel building, ensure that everything is included in the initial proposal. As a rule of thumb, anchor bolts and foundation plans should be the only additional items you need to acquire on your own.
The most common deceptive tactic is bait-and-switch pricing. Companies purposely leave items out of the initial order so they can make huge profits on them as add-ons. You’re quoted a low price upfront, but once you’re emotionally invested, they add extra costs for things like:
- Walk Doors
- Windows
- Vents
- Skylights
- Closures
- Insulation
- Framed Openings
- Flashing for Framed Openings
- Building Plan Calculations
Here’s a list of High-Pressure Tactics
The “Today Only” Discounts
You would be amazed at how many people accept this deception as accurate. Salespeople claim a huge discount is available only if you buy today, creating a false sense of urgency. In reality, these discounts are usually built into the inflated starting price.
The “Unclaimed-Cancelation Buildings” or “Limited Stock” Pitches
Salespeople say a metal building was “engineered” or “already made” due to a canceled order, and if you don’t grab it, it’ll be sold to someone else. These “leftovers” are often fictitious. Buildings must meet your local codes. Even if there was an unclaimed building, the odds of it meeting your specific codes are rare.
Some commission salespeople will state they have only a few buildings at this price left in stock, which puts pressure on you to make a quick decision. In truth, steel buildings are fabricated per order, and there is rarely “stock.”
Deception just for Deposits
Deposits are often viewed as free money by skilled, deceptive salespeople.
Some sales representatives convince buyers to put down large, non-refundable deposits under false pretenses, then delay delivery or change terms until the buyer is forced to walk away—losing the deposit. You may wonder why anyone would walk away from their money. Well, it takes time and money (a lawyer) to get the money back. Not to mention the emotional toll.
Overstating Gauge Thickness
They advertise “14-gauge steel” but fail to specify whether it refers to the frame or the sheeting. When a company mentions “14-gauge steel,” it refers to the small tube structural members. This statement is often made when a company compares its structures to a solid I-beam Metal Building.
Exaggerating Load Certifications
Salesmen may falsely claim a building is certified for certain snow, wind, or seismic loads—even if it hasn’t been properly engineered or permitted.
Promising Code Compliance Without Permits
Some reps assure buyers that their building will pass local code—even when it hasn’t been engineered for that location. They push responsibility to the buyer after the sale. Some kits sold are not code-compliant, in most jurisdictions, but representatives don’t disclose this information until you’ve already paid.
Pretending to Be a Manufacturer
Many reps work for brokers or third-party dealers but claim to be the factory. This creates a false sense of credibility, making price comparisons more challenging.
Deceptive Visuals
They show high-end renderings or fully loaded model images without disclosing that the price only includes the bare structure—none of the visuals are included.
Cherry-Picking Competitor Info
They’ll criticize competitors using outdated or misleading facts while inflating their credentials.
No Post-Sale Support
Sales reps are often unreachable after the deposit is paid. If the building is delayed, defective, or fails to meet specifications, you’re referred to a customer service department that rarely assists.
Refusing Refunds on Technicalities
Even if the company delays or delivers incorrect specs, the rep might hide behind fine-print clauses that block you from getting a refund.
Misusing the Term “Custom”
They often claim the building is “custom-designed” when it’s a generic, modular kit that gets resold to hundreds of other customers.
Talking Down to Customers
Sales representatives may use overly technical jargon to make buyers feel inferior or uninformed, thereby discouraging them from challenging claims.
Friendly Upfront to Get the Sale
Don’t let a kind voice and demeanor be a significant factor in your purchasing decision. Salespeople can act like your buddy—asking about your hobbies, family, or dreams—to establish trust and emotional buy-in, only to close harder later. Worse, to elude your calls after the sale or stern or mean after the initial order.
How to Protect Yourself from These Tactics
- If it’s not in writing, it isn’t real! Get Everything in Writing. Verbal promises mean nothing—demand complete documentation.
- Insist on a Full Quote. At a minimum, this should include all components, accessories, engineering, and shipping.
- Check Reviews on Third-Party Sites. Google, BBB, Reddit, and Trustpilot are often considered more reliable than company websites.
- Verify that you received Engineering Certified Plans that list Snow and Wind codes. The codes listed on your purchase order must match the local building codes. This is your responsibility, not the seller. If it’s not stamped by a licensed structural engineer for your state, it won’t pass code.
- Walk Away if Pressured. No legitimate deal ever expires in 24 hours.
You now have a resource guide to use when purchasing a metal building or insulation. Use it!
