In the past, when you walked into their homes, prospects might have known what three-tab shingles were. You probably would have had to explain that architectural shingles are heavier, can take more heat, and look better. And then they'd want to know if there would be a Dumpster and whether or not the plants would get ruined.
Massachusetts roofer Jim Lydon once got a call from a client complaining that the roof Lydon had installed was "leaking like a sieve." When he arrived to inspect, Lydon found that the homeowner, hoping to save money on her fuel bill, had plugged up all the soffit vents.