Podcast 455: How to Build a Roofing Sales Organization That Converts with Ryan Groth

In this episode of The Roofer Show, host Dave Sullivan is joined once again by Ryan Groth from Sales Transformation Group. They dive into how roofing contractors can actually make more money, not by just chasing after more leads, but by getting better at turning those leads into real jobs. Dave and Ryan chat about what it takes to build a strong sales team, why having a clear sales process matters, and how setting up accountability and clear KPIs can make a big difference. Ryan also shares some great tips for handling sales when business is slow, how to use technology to your advantage, and why fractional sales management might be worth considering. If you’re a contractor looking for practical ways to grow your business, run things more smoothly, and build a sales team that really performs, you’ll find plenty of useful advice in this episode.

What you’ll hear in this episode:

• Converting existing leads versus generating more leads for roofing contractors
• Strategies for building effective sales teams within roofing businesses
• The importance of implementing structured sales processes and accountability measures
• Utilizing technology and AI to enhance lead response and booking efficiency
• Having a consultative, question-based sales approach to improve customer engagement
• Tracking key performance indicators (KPIs) to measure sales effectiveness and drive accountability
• Role of referrals and self-generated leads in achieving higher conversion rates
• Planning and strategizing for slower sales seasons to maintain business momentum
• Necessity of creating systems that allow business owners to step back from daily operations
• Ongoing training and coaching for sales teams to foster growth and performance improvement

Resources:

Connect with Ryan Groth and the Sales Transformation Group!

Website Book a Call!

Sales Athlete podcast

LinkedIn

YouTube

Connect with Dave!

Free Strategy Call
Want to grow a more profitable roofing business? Book a free strategy call with Dave here → davesullivan.as.me/free-strategy-call

Free Resource
Download your FREE 1-Page Business Plan for Roofing Contractors → theroofershow.com/plan

Watch on YouTube
Subscribe for weekly tips and full episodes → @DaveSullivanRooferShow

Trusted & Vetted Sponsors

Ruby Receptionists – US-based professionals who answer your phones live, leave a great first impression, and tee up the sale. Get $150 off your first month → theroofercoach.com/ruby.

ProLine – Automate your follow-up and close more jobs with text, email, and CRM integration. Try it FREE + save 50% off your first month with code DAVE50 → useproline.com.

SMA Support – Roofing-specific virtual assistants who know the business. Free up your time by outsourcing admin, marketing, and customer service tasks → smasupport.us.