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UP TO THE MINUTE

Go beyond the surface of fluid-applied roofing
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CoatingsCoffeeShop.com > CCS Influencers
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CCS Influencers

Meet all the Influencers here.

CCSI Joe Sorrentino Mar 2026
Coatings vs. Single-ply: Understanding the personality of the roof
April 29, 2026 at 10:30 a.m.
CCS Influencer Joe Sorrentino says there are inherent advantages to both taking care of your roof and having a proactive look at life cycle cost. Editor's note: The following is the transcript of a live interview with Joe Sorrentino of JoeSorrentino LLC. You can Read the interview below, Listen to the ... Read More

 

Latest Updates

Selling fluid-applied systems to skeptics starts with how you frame the conversation
CCS Influencer John Kenney says successful contractors position themselves as advisors who understand multiple solutions. ... Read More
To sell coatings, build a relationship first
CCS Influencer Will Lorenz says the central parts to being a trusted partner are discussing ... Read More
Creating solutions for liquid applied systems
CCS Influencer Joe Sorrentino offers several strategies to promote liquid-applied roofing systems to non-believers. Editor's note: ... Read More

Coffee Shop Originals

The Coffee Shops™ welcome Enverge!
The Coffee Shops™ welcome Enverge!
Top March articles: Tackling workforce development business management
Top March articles: Tackling workforce development business management
Top February articles: Business strategy, industry advocacy and more.
Top February articles: Business strategy, industry advocacy and more.
The Coffee Shops™ welcome the Canadian Roofing Contractors Association!
The Coffee Shops™ welcome the Canadian Roofing Contractors Association!
Read More Coffee Shop Originals »
 

Strategies for selling Fluid-Applied Systems to Skeptics

CCSI John Kenney - April 2026 - Selling fluid applied to skeptics
Selling fluid-applied systems to skeptics starts with how you frame the conversation
CCSI Will Lorenz Apr 2026
To sell coatings, build a relationship first
CCSI Joseph Sorrentino Apr 2026
Creating solutions for liquid applied systems
Explaining coatings rather than just selling them
Explaining coatings rather than just selling them
Read More about Strategies for selling Fluid-Applied Systems to Skeptics »

Cost Effectiveness: Coatings vs Single-Ply

CCSI Joe Sorrentino Mar 2026
Coatings vs. Single-ply: Understanding the personality of the roof
CCSI John Kenney March 2026
Price vs. performance: Understanding roofing lifecycle value
The market is not as simple as coatings versus single-ply
The market is not as simple as coatings versus single-ply
Read More about Cost Effectiveness: Coatings vs Single-Ply »

Shift to Coating Membrane Systems

The evolution of coatings and membranes
The evolution of coatings and membranes
How fluid-applied systems are evolving into full membrane solutions
How fluid-applied systems are evolving into full membrane solutions
More than maintenance: Roof coatings today
More than maintenance: Roof coatings today
From coating to membrane: What the shift means for roofing contractors
From coating to membrane: What the shift means for roofing contractors
Read More about Shift to Coating Membrane Systems »

Profitable New Year

Measuring success one project at a time
Measuring success one project at a time
Tips for success in 2026
Tips for success in 2026
Setting your coatings projects up for success
Setting your coatings projects up for success
How coating contractors can avoid costly pitfalls in the new year
How coating contractors can avoid costly pitfalls in the new year
Read More about Profitable New Year »

Coatings Innovation Trends

Greg Hlvatay - Silicone is a tool, not a miracle
Silicone is a tool, not a miracle
Shawn Morgan - Looking to the future of coatings
Looking to the future of coatings
Joe Sorrentino - The coating industry in 2026
The coating industry in 2026
John Kenney - What to watch in coatings in 2026
What to watch in coatings in 2026
Read More about Coatings Innovation Trends »

Fluid Applied Systems

The power of a proactive attention to detail
The power of proactive attention to detail
CCSI November 2025 John Kenney
How fluid-applied roofing systems are advancing performance and reliability
Read More about Fluid Applied Systems »

Coating Applications

CCSI John Walker October 2025
Why diversifying might be easier than you think
CCSI Shawn Morgan October 2025
Opening doors to new markets
Image of two people applying a coating to a warehouse, John Kenney’s headshot in the bottom right
How diversifying with coatings opens new avenues for contractors
Two people using rollers to coat a concrete warehouse floor, Joe Sorrentino’s headshot in the bottom right
Diversification and innovation are powerful words
Read More about Coating Applications »

Market Differentiation

CCSI Joe Sorrentino September 2025
Embrace and don't look back!
Image of a hand moving a pink house miniature. In the background are similar houses in black. John Kenney
How contractors can stay competitive amid mergers and acquisitions
Image of a hand moving a pink house miniature. In the background are similar houses in black. Shawn’s headshot is overlayed i
Out-care the competition
Read More about Market Differentiation »

Stakeholder Collaboration

A group of hands put together towards the center, overlay of Will Lorenz’s headshot in bottom right
Keeping everyone on the same page
Hands together in union with John Keneny’s headshot in the bottom right corner
Collaborating with project stakeholders and partners
Hands together in a teamwork huddle, Joe Sorrentino’s headshot in the bottom right
Teamwork makes the dream work
Read More about Stakeholder Collaboration »

Educational Resources

CCSI Joe Sorrentino July 2025
Stay ahead of the curve, one step at a time
Image of a workspace with an open book, phone and person typing on a computer
Stay ahead of the curve
Keeping up with roofing technology and training
Keeping up with roofing technology and training
Read More about Educational Resources »

Warranties and Maintenance

CCSI - June - John Walker
The maintenance mindset
A paper with “warranty” typed on it. In the bottom right is Shawn Morgan’s headshot
Building trust through warranties and maintenance
CCSI Joe Sorrentino - June 2025 - Invest in your success
Invest in your success
Building trust with renewable warranties and maintenance
Building trust with renewable warranties and maintenance
Read More about Warranties and Maintenance »

Navigating Regulatory Pressures

The influence of regulations in the coating sector’s growth
The influence of regulations in the coating sector’s growth
Navigating regulatory pressures
Navigating regulatory pressures: How roofing contractors can prepare for challenges in the coatings industry
Read More about Navigating Regulatory Pressures »

Educating Building Owners

CCSI - Joe Sorrentino - April - The harsh realities of complex insurance policies
The harsh realities of complex insurance policies
Helping building owners navigate insurance policies and regulations
Helping building owners navigate insurance policies and regulations for better roof maintenance and restoration decisions
Read More about Educating Building Owners »

Training Sales for Restoration

Becoming a value added solution strategist
Becoming a value added solution strategist
Training sales teams to identify and communicate building envelope restoration opportunities
Training sales teams to identify and communicate building envelope restoration opportunities
Greg Hlvatay - Learn to see every roof as a restoration opportunity
Learn to see every roof as a restoration opportunity
The value of knowing what
The value of training your team to identify roof issues
Read More about Training Sales for Restoration »

Ethically Using AI

CCSI Feb Will Lorenz
Forming strong customer bonds with AI
Read More about Ethically Using AI »

Managing Cash Flow

CCS - Jan - Greg Serevetas
Cash flow strategies for seasonal markets
Effective cash flow management year-round and in winter for roofing contractors
Effective cash flow management year-round and in winter for roofing contractors
Negotiating seasonality in the industry
Negotiating seasonality in the industry
CCSI Jan Will Lorenz
Understanding the ebb and flow of roofing
Read More about Managing Cash Flow »

2025 Goals

Align all aspects of your company to your initial company goals
Use your initial company goals to organize and strategize
CCSI - John Kenney - Dec - How to communicate company goals effectively for 2025
How to communicate company goals effectively for 2025
Read More about 2025 Goals »

Cause Marketing

Cause marketing starts with local community efforts
Cause marketing starts with local community efforts
CCSI John Kenney - The impact of cause marketing on brand reputation in the roofing industry
The impact of cause marketing on brand reputation in the roofing industry
Read More about Cause Markting »

Preparing for Financial Setbacks

How to account for financial setbacks - Will Lorenz
How to account for financial setbacks
CCSI - John Kenney - How roofing contractors can prepare for unexpected financial setbacks
How roofing contractors can prepare for unexpected financial setbacks
Read More about Preparing for Financial Setbacks »

Training Managers

CCSI - John Kenney - Transforming inexperienced managers into roofing industry leaders
Transforming inexperienced managers into roofing industry leaders
Read More about Training Managers »

Marketing Practices

Marketing for Today
Marketing for today's market
There is no
There is no 'right' way to market
Read More about Marketing Practices »

Balancing Finances

Financial strategies for roofing contractors
Financial strategies for roofing contractors
Read More about Balancing Finances »

Quality Control

CCSI John Kenney - Best practices for quality control with liquid-applied roofing systems
Best practices for quality control with liquid-applied roofing systems
CCSI - Greg Hlavety - Be ready to get the job done right the first time!
Be ready to get the job done right the first time!
CCSI - Lisa Irby - Investing in your employees
Investing in your employees
Read More about Quality Control »

Fluid-Applied System Warranties

CCSI - Jeff Blank - Learn how responsiblity is key to a healthy industry
Responsibility is key to a healthy industry
Read More about Fluid-Applied System Warranties »

Industry Advocacy

CCS Influencer March 2024 - Jeff Blank
Why you should get involved with your local roofing associations
Greg Hlvatay - March - Finding a voice in the industry
Finding a voice in the industry
Read More about Industry Advocacy »

Competitive Strategies

CCSI - Greg Hlavaty - Stand out from the competition by expanding your scope
Stand out from the competition by expanding your scope
Read More about Competitive Strategies »

Getting Started

John Kenney - CCSI - Getting started
Getting started: How to add coatings to your product offering
Arty Molinari February Influencer
Ask Your Distributors for Proper Documentation
Read More about Getting Started »

Training Resources?

Where can contractors find training resources for coatings?
Where can contractors find training resources for coatings?
Read More about Training Resources »

Best Practices

John Kenney Successful coating installations
What are some best practices for successful coating installations?
Read More about Changing Course »

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UP TO THE MINUTE

Go beyond the surface of fluid-applied roofing
By Emma Peterson. Learn why more professionals are treating fluid-applied ...
Roofing Alliance student voices from the 2026 competition highlight what the next generation wants from the roofing industry
By Heidi J. Ellsworth, The Coffee Shops. From culture to ...
Read More
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