Equipping your sales team to spot restoration opportunities

CCS Influencer Shawn Morgan says that a well-trained sales team isn’t just selling a service... they’re helping building owners protect their investments.

Training a sales team to spot restoration opportunities for the building envelope, including roofing, and communicate them effectively to building owners comes down to a mix of knowledge, hands-on experience and solid sales techniques. Here’s what we concentrate on.

Teach the basics (but make it practical). Your sales team doesn’t need to be full-blown roofing experts, but they do need to understand the basics. Train them on different roofing systems (TPO, EPDM, metal, etc.), common signs of wear and tear and when restoration makes more sense than replacement. And don’t stop at the roof; make sure they also understand waterproofing, exterior walls and windows so they can spot potential issues across the whole building envelope.

Show them what to look for. Sales reps need to know what signals a restoration opportunity. Teach them how to spot:

• Cracks, leaks, ponding water and worn-out coatings
• Flashing failures and deteriorated waterproofing
• Signs of storm damage or wear from aging
• Energy efficiency problems or compliance issues

Beyond just looking at the building, have them ask about the history... When was the last repair? Do you know if the warranty still valid? Knowing this helps them strategize their pitch so they are helping solve a problem instead of “selling something.”

Get them in the field. Nothing beats hands-on experience. Have your sales reps tag along with inspectors, project managers or even drone operators to see problems firsthand. Give them real-world case studies of past projects, before and after photos, inspection reports and the solutions that worked. This helps them build confidence when talking to building owners.

Teach them to talk the talk. Identifying issues is just one part — explaining them in a way that resonates with the building owner is the real key. Your sales team should focus on what matters to the owner:

• Cost savings versus full replacement
• Extending the life of their current system
• Educate them on warranty requirements
• Energy efficiency and compliance advantages

The best way to get buy-in? Show, don’t just tell. Using sample warranties, drone images or thermal scans can make a huge difference in helping owners see the problem and understand the need for action.

Continue to educate and train. Roofing and restoration trends change, and so do building codes. Keep your team sharp with regular training... do lunch-and-learns, updates on new materials and techniques, and even competitor insights.

At the end of the day, a well-trained sales team isn’t just selling a service... they’re helping building owners protect their investments.