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

In this episode, Dave Sullivan sits down with sales expert Ryan Groth to explain how roofing contractors can build a sales organization that converts leads consistently, even when the owner isn’t personally involved in every sale.

Hiring salespeople doesn’t automatically fix your sales problems. Without a defined process, training, accountability, and consistent follow-up, adding salespeople can create even more chaos.

Dave Sullivan and Ryan Groth break down what roofing contractors need to build a predictable sales organization. They discuss speed-to-lead, booking rates, consultative selling, sales meetings, coaching, and the key performance indicators every contractor should track.

Ryan explains why many salespeople rely on “quote and hope” instead of following a repeatable process. Dave shares how he managed his own sales organization, used reports to stay informed while away from the business, and held his team accountable without becoming involved in every sale.

The message is simple: before you spend more money generating leads, make sure you have a system that converts the leads you already have.

This conversation was originally published in October 2025. We’re bringing it back because contractors are paying more than ever for leads, making sales conversion and follow-up even more important today.

• Why more leads won’t fix a broken sales process
• How speed-to-lead affects your booking rate
• Why salespeople need a defined, repeatable process
• The difference between consultative selling and “quote and hope”
• How to set realistic individual and team sales goals
• Which sales KPIs every roofing contractor should track
• How to structure an effective weekly sales meeting
• Why ongoing coaching and role-playing matter
• When the owner should manage sales—and when to delegate it
• How better follow-up increases sales without lowering your price

Ready to Find Out Where Your Business Is Losing Money?

Schedule a free Roofing Business Review with Dave Sullivan. We’ll look at where your company is today, where you want it to go, and the problems that may be holding it back.

Book your free Roofing Business Review:

https://davesullivan.as.me/free-strategy-call

The Roofer Coach:

https://theroofercoach.com

Sales Transformation Group:

https://salestransformationgroup.com

ProLine CRM

Automate your follow-up, improve speed-to-lead, and close more of the opportunities you already have. Save 50% off your first month with promo code DAVE50.

https://theroofercoach.com/proline

SMA Support

Get roofing-trained support for lead intake, follow-up, scheduling, estimating assistance, customer communication, and the administrative work that keeps your business moving.

https://theroofercoach.com/sma

GUEST

Ryan Groth

Sales Transformation Group

https://salestransformationgroup.com

HOST

Dave Sullivan

The Roofer Coach

Dave helps roofing contractors grow more profitable businesses, build dependable systems, understand their numbers, and reclaim their time.

https://theroofercoach.com

About The Roofer Show

The Roofer Show Podcast helps roofing contractors grow their businesses, make more money, and have more free time.

Hosted by Dave Sullivan, The Roofer Coach, the show shares practical advice on roofing sales, marketing, operations, leadership, and financial management.