Most roofing contractors don’t have a sales problem — they have a sales system problem.

In this episode, I sit down with Ryan Groth to break down what it actually takes to build a roofing sales organization that converts consistently, not just when the owner is involved.

We talk about structure, accountability, training, and why most sales teams fail before they ever get a real chance to succeed.

Hiring salespeople doesn’t automatically fix your sales issues — and in many roofing businesses, it actually creates new ones.

In this episode, Dave Sullivan and sales expert Ryan Groth break down how to build a roofing sales organization that consistently converts leads into profitable jobs. They explain why most contractors struggle with sales despite having plenty of leads, and how the lack of structure, accountability, and clear expectations causes sales teams to underperform.

Ryan shares practical insights into building repeatable sales systems, training sales reps the right way, and setting up accountability without micromanaging. Dave adds real-world perspective from decades in the roofing business, explaining how sales leadership must evolve as a company grows.

This conversation goes beyond scripts and closes — it focuses on building a sales organization that works even when the owner isn’t involved in every deal.

If you want higher close rates, less chaos, and a sales team you can trust, this episode lays out the foundation.

• Sales problems usually come from system problems
• Clear expectations improve sales performance
• Accountability beats motivation alone
• Training must be ongoing, not one-time
• Structure allows sales teams to scale
• Owners must shift from selling to leading

00:00 – Introduction

03:15 – Why Roofing Sales Teams Struggle

10:51 – Building a Repeatable Sales Process

18:02 – Accountability Without Micromanagement

27:48 – Training and Coaching Sales Reps

36:10 – Owner Transition: From Sales to Leadership

44:32 – Common Mistakes in Roofing Sales Teams

52:05 – Final Advice for Building a Sales Organization

https://theroofercoach.com

https://salestransformationgroup.com

Sales Transformation Group

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👉 Learn more about building systems, leadership, and accountability at

theroofercoach.com