ROOFING SALES DEPARTMENT WORKSHOP

Build a sales department that runs without you.

  • July 29-31. 3-day workshop

  • Fort Lauderdale or join virtually

July 29-31.
3-day workshop

Fort Lauderdale or join virtually

Roofing owner, is this you?

  • You're still the person who closes the biggest deals.

  • Your sales manager is really just your top rep with a new title.

  • Training, onboarding, and accountability depend on you.

  • Revenue feels predictable until suddenly it isn't.

  • The sales department works because you're in it.

If that sounds familiar, this workshop was built for you.

Stop being the top rep. Build the sales department instead.

If your sales team still depends on you to close deals and keep revenue moving, you don't have a sales department. You are the sales department.

The Roofing Sales Department Workshop helps roofing owners step out of the closer seat and build a sales organization with the structure, systems, and accountability needed to grow beyond owner-led sales.

What you'll leave with

  • A sales department structure that doesn't depend on you.

  • A defined sales manager role with accountability systems.

  • A documented sales process your team can follow.

  • A 90-day onboarding framework for new reps.

  • Sales KPIs, dashboards, and reporting visibility.

  • A complete sales growth plan for the next 12 months.

Meet your instructor

Elizabeth Holguin

Founder & CEO at Business 411

Elizabeth has helped over 500+ roofing companies implement systems to grow their sales departments, build teams, and scale.

In this 3-day experience, she'll walk you through implementation and bring in powerhouse roofing leaders to share what’s working today.

Guest speakers

Doug Stroh

Gold Medal Roofing

Doug Stroh is the CEO of Gold Medal Roofing, a company known for explosive growth, scaling to over $30 million in annual revenue and expanding to 11 locations across the country.

Doug brings firsthand experience in building a high-producing roofing sales organization, creating strong accountability, and leading teams through large-volume insurance restoration sales.

Dashaun Bryant

Roof Hustlers

Dashaun Bryant is the founder of Roof Hustlers, a roofing sales training brand known for helping contractors improve door-to-door sales, objection handling, follow-up, and closing performance.

He brings a high-energy, field-tested approach to sales coaching that helps reps build confidence, sharpen their pitch, and turn more conversations into signed jobs.

Tony Vincent

Ultimate Roofing

Tony Vincent is the Owner and CEO of Ultimate Roofing, a West Virginia-based exterior company with a dedicated sales team and multiple service lines including roofing, siding, gutters, windows, doors, and decks.

Tony is known for building a strong sales culture, leading from the front, and growing Ultimate Roofing into a respected, team-driven company in a competitive market.

Diego Dante

RoofCON

Diego Dante is the President of RoofCON, one of the roofing industry’s most recognized events for contractor growth, sales education, leadership, and networking.

Diego is known for building platforms that connect roofing companies with the sales strategies, industry relationships, and leadership training they need to grow revenue and scale their teams.

Brad Strawbridge

Capital City Roofing

Brad Strawbridge is the Founder and CEO of Capital City Roofing, a company that has been recognized for scaling from zero to $3 million in its first year and toward $10 million in year two.

Brad is known for using systems, technology, AI, and strong sales operations to build a fast-growing roofing company with a modern approach to lead management, sales process, and team accountability.

From owners who've been in the room

Hear from roofing operators who attended previous workshops and implemented what they learned.

Testimonial by High And Tight Roofing

Testimonial by Bison Roofing and Solar

Testimonial by Summit Solar and Roofing

Testimonial by Rainstop Roofing

Testimonial by Siding by Ruiz

Testimonial by the Roofing Brothers

Testimonial by Coastline Construction Services

Testimonial by HCR Roofing Specialists

Testimonial by KFR Roofing Solutions

Testimonial by Legacy Exteriors

What's included with your registration

  • Three full days of live workshop training and implementation

  • In-person attendance in Fort Lauderdale or virtual access from anywhere

  • Branded workshop manual customized with your company name and logo

  • Certificate of Completion

  • Networking with roofing owners and sales leaders

  • Lunch provided each day for in-person attendees

Everything you need to build a sales department that doesn't depend on you.

What happens over 3 days

DAY 1, Jul 29

Marketing systems that win

  • Branding & content strategy built for roofers.

  • Door-to-door + organic lead generation.

  • Paid ad strategies + local lead gen.

  • How to track & evaluate marketing KPIs.

  • Funnel audits & real implementation exercises.

  • Case studies from roofing companies that scaled.

DAY 2, Jul 30

Sales department structure

  • Sales manager role, scorecards, and responsibilities.

  • Sales team recruiting strategies that work.

  • Sales SOPs, compensation plans, and KPIs.

  • 90-Day onboarding system for new reps.

  • Leadership mindset to drive performance.

  • Live exercises to build your system on the spot.

DAY 3, Jul 31

Sales execution & team performance

  • Objection handling & live roleplay sessions.

  • How to roll out your sales system internally.

  • Daily, weekly, and monthly sales routines.

  • Tracking dashboards and tools.

  • Creating a culture of accountability.

  • Certification, Q&A, and branded manual delivery.

"I already have a sales manager."

Most roofing sales managers are really top reps with a management title. A real sales manager does four things:

  • Tracks performance daily.

  • Enforces standards and accountability.

  • Develops the team.

  • Owns the outcome.

This workshop shows you how to build that role, measure it, and hold it accountable. Because when the sales manager seat isn't clearly defined, the owner ends up managing the sales department by default.

"My reps need training, not me."

A rep can only perform as well as the system they're trained into.

On Day 2, you'll build the foundation: ownership, process, visibility, accountability, and the sales manager role.

Day 3 focuses on execution: objection handling, roleplay, onboarding, and daily sales routines.

You'll leave with the structure to manage a sales team and the tools to develop one.

"I can't take three days off the business."

If you can't step away for three days, you're probably still carrying too much of the sales department yourself.

On Day 2, you'll build the role chart that defines ownership across the team. On Day 3, you'll build the visibility layer that tracks:

  • Leads generated.

  • Appointments set.

  • Close rate.

  • Revenue closed.

You'll leave with clearer responsibilities, better visibility, and fewer decisions flowing through you.

Rated 5-stars by 230+ contractors

Spots are limited

Complete the form to schedule your call. We'll review your business, discuss the workshop, and determine whether it's the right fit. If it is, we'll reserve your seat.

Founded in 2019, Business 411 helps roofing companies of any size grow, powered by our innovative marketing solutions and educational manuals.

Business 411’s mission is to elevate your business, whether it’s through revamping your brand, implementing marketing strategies, or creating sustainable systems for your growth.

Address: 7771 W Oakland Park Blvd, Ste 231

Fort Lauderdale, FL 33351

Email: [email protected]

Phone: 844-424-9411

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