Workshop date: July 29-31

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ROOFING SALES DEPARTMENT WORKSHOP

Build your sales department in 3 days: sales management, rep processes and accountability.

July 29-31. 3-day workshop

Fort Lauderdale or join virtually

July 29-31.
3-day workshop

Fort Lauderdale or join virtually

5.0 OUT OF 5

Rated 5.0 out of 5 by 238+ reviews on Google

Helping contractors grow with business development training and resources.

Read our reviews

As of July 2026

Roofing owner, is this you?

You have reps, a sales manager, and a CRM full of activity. But the sales department still depends on you more than it should.

The exceptions still land on your desk: the comp issue, the shaky forecast, the big deal nobody can afford to lose.
Your sales manager is working long weeks and the team is busy, but six months later the department is not easier to run, forecast, coach, or scale.
A few top reps still generate most of your revenue, and you already know what happens to next quarter if one or two of them leave.
When sales slip, everyone has an opinion. Nobody can show you exactly where the breakdown started, who owns it, or what needs to change.
Recruiting only happens when someone quits. There is no bench, no real pipeline, and nobody being intentionally built into the next sales leader.
You have thought, more than once: "I built managers so I could step back. Why does everything still come back to me?"

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

You don't have a sales problem. You have a sales infrastructure problem.

On the surface, sales looks healthy. Revenue is growing, reps are selling, and leads are coming in.

But underneath, the department is still being held together by people instead of systems:

Training varies by rep. Everyone learned a slightly different version of the pitch.
Forecasting is unreliable. Next quarter is a guess with a confident voice on it.
KPIs are inconsistent. The number you look at depends on who you ask.
Leadership development doesn't exist. Nobody is being built into the next manager.
And when something breaks (a top producer leaves, lead flow slows, the sales manager gets overwhelmed, or revenue drops), the owner is still the safety net.

That is not a scalable sales department. That is owner-supported revenue.

The hidden sales management problems of roofing companies

This is the part most sales trainers never reach, because they're still teaching people how to close.

Your sales manager is managing people, not the department

Most of their week goes to answering rep questions, running the meeting, helping close the stuck deal, and putting out the day's fire.

Almost none of it goes to recruiting pipelines, forecasting, territory growth, developing the next leader, or department KPIs.

They're working in the department, not on it. So the department stays busy and never gets stronger.

Revenue is concentrated in a few producers

Your top 20% generate most of your revenue.

That is a concentration risk.

A real sales department produces performers. It doesn't depend on the three you can't afford to lose.

Nobody can tell you why revenue changed

When sales go up, everyone celebrates. When sales go down, everyone has an opinion: the market, the economy, the leads.

Nobody answers the real questions: Where's the breakdown, when did it start, which reps, which lead sources, which stage of the process?

Without KPI and forecasting infrastructure, revenue is something that happens to you, not something you can predict.

What that costs you, specifically

Ask yourself three questions:

If your top three salespeople left tomorrow, what happens to next quarter?
If your sales manager quit next week, who takes over?
If you took 30 days off, would the department keep moving or stall?

For most roofing companies, the honest answers are uncomfortable because too much revenue is still tied to a few key people, a few informal habits, and the owner stepping in when things get messy.

That costs you more than missed sales: It costs you clean forecasts, consistent accountability, a real leadership bench, and the ability to grow without becoming more involved in every exception.

At $3M, strong salespeople can carry the company. At $15M, the company needs a sales system strong enough to carry the people.

This workshop is where you switch playbooks.

The fix is the infrastructure. Here's where you build it.

The Roofing Sales Department Workshop is three days where you build the layer underneath the salespeople: the sales manager role, the recruiting and onboarding system, the KPIs and the forecast, the comp plan, and the 12-month marketing plan that feeds it.

It's the structure that lets the department run without you standing in the middle of it. You build it in the room, for your company, sitting alongside owners at your revenue stage doing the same work.

By the end you have a sales department that has a designed shape, instead of one held together by a few good people and your willingness to step in when it slips.

And it happens in Fort Lauderdale...

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

RoofIT and Gold Medal Roofing

Doug Stroh is the founder and CEO of RoofIT, a CRM platform built specifically for roofing contractors, and the CEO of Gold Medal Roofing, a company known for explosive growth, scaling to over $30 million in annual revenue and 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 & BuilderLync

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. He is also the CEO of BuilderLync, an all-in-one roofing CRM and contractor software platform built to help contractors manage leads, jobs, crews, estimates, scheduling, invoicing, and follow-up automation in one system.

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

From owners who've been in the room

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

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 high-performing sales department.

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

Still not sure? Watch our sales management webinar before you decide

A while back we hosted an online webinar on roofing sales management, and this is the full recording, a little over an hour and twenty minutes.

It's a one-off webinar on the topic, not the 3-day workshop and not a sample of it.

We put it here so you can see how we think about building a sales department before you spend a dollar or block three days in Fort Lauderdale.

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.

Bonus: BuilderLync will be exhibiting at the workshop

BuilderLync is a roofing operating system that runs the CRM, estimating, scheduling, and revenue-dashboard side of a contracting business.

They'll be exhibiting in Fort Lauderdale, so once you've built your sales department structure, you can see the kind of tool that runs the day-to-day of it, live and in person.

The Good Contractors List is a proud partner of the workshop

The Good Contractors List is a contractor vetting and homeowner-trust platform. Since 2011, they've personally screened every contractor on their list and backed each project with a $25,000 guarantee, so homeowners can hire with confidence.

Their work is the trust layer that sits on top of everything you build in this workshop: the systems make you a better operator, and a vetted, guaranteed reputation is how homeowners recognize it.

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