The key to training your sales team for success

CCS Influencer Greg Serevetas says that a a knowledgeable sales team is a profitable one.

First, understand that the opportunities are there, but if your sales team does not know what to look for, or worse how to communicate it to the building owner then we’re all just leaving work on the table! The key is not just recognizing problems but also confidently explaining why fixing them now saves the owner from a world of hurt (and expense) later.

The first step is training with roofers. If your sales team can’t spot a problem, then they can’t sell a solution. So, we start with the basics. Leaks aren’t always obvious; ponding water, deteriorating sealant and brittle membranes are all signs of trouble long before ceiling tiles start sagging. The problems don’t stop at the roof. If sales reps notice cracks in walls, failing caulking or condensation inside, chances are the owner has issues they don’t even realize. Using technology such as infrared scans, moisture meters and drone inspections makes sales pitches much more convincing when there’s real data to back them up.

Next, get them out of the office and onto roofs. Nothing replaces hands-on experience. Sales reps should do ride-alongs with techs and estimators so they can see problems up close and hear real conversations with troubleshooters and building owners. This helps them speak the language naturally instead of just repeating a script. 

Beyond recognizing issues, sales reps need to sell smart, not pushy. Nobody likes an aggressive salesman and no building owner wants to be told their roof is “basically falling apart” unless it actually is. Instead, train reps to educate first and sell second. Asking the right questions, such as “Are you seeing repeat leaks in the same spots?” helps uncover underlying damage without unnecessary pressure. They should also focus on showing solutions, not just problems so offer repairs versus replacement options, breaking down cost savings and using previous real-life situations other owners have gotten into to make their recommendations more tangible.

Finally, make sure they keep learning. Roofs change, materials evolve and new technology constantly shifts how we find and address issues. Keeping the team sharp with regular training, debriefs on past jobs and updates on industry trends ensures they stay ahead. A well-trained sales team doesn’t just bring in more work; they build trust with customers, which is what keeps us in business.

At the end of the day, a knowledgeable sales team is a profitable one. So, train them well, give them the tools and make sure they understand that identifying problems isn’t about scaring the customer, it’s about helping them protect their investment before it turns into an emergency. That’s what makes a roofing company stand out.