The Complete Guide to

Sales & Marketing Training for Roofing Companies


Training Your Team Is Overwhelming

You're in the market for a sales and marketing coach, but you don't know where to start.

You may be thinking...

  • "How much is this going to cost?"
  • "How do I know this is going to work?"
  • "Who can I trust with my roofing business?"
  • "I have so many questions and no one to answer them."

If this sounds like you, keep reading. Roofing Demand is focused on helping you overcome these challenges and provide the most accurate information about finding the right sales and marketing training program for your roofing business.

Chapter 1:

Why Do I Need Coaching for My Business?

A competent sales and marketing team is crucial to your company's success and customer connection. 

To have your team trained effectively, you must:

  • Provide proper training to your sales team to ensure they have the necessary knowledge and skills to answer common customer questions.
  • Equip your team with the necessary knowledge and abilities to become self sufficient.
  • Teach your team to identify and capitalize on potential growth opportunities to help your business expand and thrive.

The more effectively trained your sales and marketing staff is, the more robust your business will become.

Here are some reasons why you might want to consider marketing coaching for your business:

  1. Increase revenue: Grow your business through immediate sales wins and long term marketing strategies.
  2. Increase sales performance: Capture and win more opportunities by becoming the best educator in your area.
  3. Better customer acquisition: Educated customers leads to higher sales and more referrals.
  4. Better customer relationships: Well-educated customers who trust you are more likely to be advocates and promoters of your brand. You can provide a better customer experience when your goal is to educate not sell.
  5. Competitive advantage: Give your roofing company a reason to stand out from the competition in your market.
  6. Improved brand awareness: Generate new opportunities from word of mouth referrals and online promotions.
  7. Enhanced customer experience: Your team can deliver better customer buying experiences and increase customer satisfaction and loyalty.
  8. Increase team morale: When your team is equipped with the tools they need to succeed, their confidence and motivation increase.
  9. Increased adaptability and future-proofing your business: By training and coaching your team to be self-sufficient with their sales and marketing toolset, your roofing business can thrive.


Training your team on how to be the best educators in your area allows you to win more business, faster. Your customers get a better experience, and so does your team.

Chapter 2:

What Does It Take to Succeed?

You might be wondering what it takes to succeed in a training program.

"What kind of tools and resources are required for success?"

"Who needs to be trained and how do I get them on board?"

"Do I need to hire additional staff?" 

Tools and Resources

During training, your coach will likely provide a resource library consisting of videos, templates, and guides to help you and your team put training into practice.

To succeed with inbound marketing and online sales, you'll need robust sales & marketing software, like a modern CRM to connect with customers.

You'll want a CRM that allows users to easily track conversations with prospects and report revenue. 

Your sales team will also need video editing and recording software to send personalized videos to prospects during the sales process.

For marketers and content creation, you'll want a content management system (CMS) that allows for easy collaboration and minimal development work.

It's also important to use web analytics tools to track and analyze your website to monitor the success of your content and make data-driven decisions.

Our suggestion is to use HubSpot which has all of these features and more. It's a platform that allows you to manage your website and blog along with your entire marketing and sales funnel, all in one place.

Who Will Be Trained?

Typically, training is for sales and marketing professionals, including:

  • Content Manager/Marketing Manager: Trained in content creation, visual asset creation, and content delivery (via your website, social, email, and other platforms).
  • Sales Team: Trained on assignment selling, utilizing the content created by marketing to help buyers make a purchasing decision.
  • Customer Service Team: Trained on identifying prospects and engagement channels. Also, how to best facilitate customer service tickets.
  • Leadership Team: Trained in leadership and management skills,  learning from mentors within the company or networking with other professionals in the field. 

The goal is to provide relevant training to employees who play a role in the sales and marketing efforts of the company. 

Additional Staffing Recommendations

Hiring in-house staff for video and content creation can be a crucial part of succeeding in a training program and continuing in growth.

Having dedicated team members that create and manage your content, both in written and video form, will allow you to cultivate a "culture of content" in your roofing company. 

A content marketing manager is responsible for developing and implementing a content strategy that aligns with your overall marketing goals. 

As experts in creating high-quality, engaging, and relevant content that answers buyer questions, these individuals are also responsible for managing and analyzing the performance of the content to ensure that it drives revenue, increases engagement, and generates opportunities.

A videographer is responsible for creating content that can be utilized by both sales and marketing teams. They'll be able to produce high-quality content quickly because they will be familiar with the staff, style, and tone of your business.

Getting Your Team on Board

Getting organization-wide commitment for training and coaching is a critical step in building a successful and competitive team. 

For training and coaching to work effectively, it's essential that company leadership align on shared values that support a culture of learning, growth, and development.

These shared values are:

  • Commitment to learning and development
  • Continuous improvement
  • Collaboration and teamwork
  • Respect for diversity and inclusion
  • Focus on results and impacts

By aligning these shared values, company leadership can create a culture that supports and reinforces the training and coaching efforts.

Additionally, involving key stakeholders in the conversation can help ensure that learning and development benefit both the organization and its employees. 

You'll want to involve your leadership team and all members of your sales, marketing, and customer service teams.

Resistance from team members is common, so it's important to address objections head-on and provide support and incentives to encourage participation. 


Training your sales, marketing, customer service, and leadership teams will allow you to succeed. Hiring additional staff solely dedicated to creating written and video content is strongly recommended.

Chapter 3:

The Cost of Sales and Marketing Training

Marketing training can range from a free online course to investing time and money into a customized training course and marketing coach for your team. 

If you hire a marketing coach, you can expect to pay upfront costs of $3,500 to $10,000 per month. Most coaching programs last 12-24 months, so that’s a total investment ranging from $42,000 to $240,000. 

Training and coaching partners have a finite relationship with their clients, so the financial investment also ends once the relationship ends. 

The approaches and techniques used in training, and the cost associated with these services, are constantly evolving. 

The costs of these services can vary greatly depending on:

  • The type of training and coaching offered: The costs of services can vary greatly depending on the length, depth, and scope of the training and coaching. For example, specialized one-on-one coaching services may be more expensive than group coaching or online training courses.
  • The experience and qualifications of the trainers and coaches: The costs of services can vary greatly depending on the trainers' and coaches' expertise and credentials. Highly experienced and credentialed professionals who know the roofing industry well may charge more for their services.
  • The size and location of the company: The costs of services can vary greatly depending on the size and location of the company offering the services. Larger companies may charge more due to their overhead costs, while companies located in more expensive areas may charge more due to higher living expenses and operating costs.

Additional Costs

Other costs to be aware of are hiring staff and utilizing MarTech software.

  • Hiring a content marketing manager can cost between $50k - $75k annually
  • Hiring a videographer can cost between $45k - $60k annually, plus the upfront costs of video equipment ranging from $2.5k - $5k one-time cost
  • Investing in sales and marketing software can cost $400 - $2,000 monthly


Training can be a large upfront financial investment but will allow you to become self-sufficient in the long term, lowering the costs of outsourcing work.

Chapter 4

The ROI of Investing in Your Team

During and after your training, you'll start to see gains in both your staff performance and your revenue performance. 

Here's what you can stand to gain from investing in training:

  • Knowledge and tools to deliver your message in a way that buyers like to consume content.
  • Become consistent in content creation and delivery.
  • An abundant pipeline through your content creation and by addressing common buyer questions, concerns, and objections.
  • You’ll become the most trusted roofing expert in your area, with buyers coming to you for all their roofing-related needs.
  • Knowledge of how to utilize content and become intentional with your sales process. For example, sales reps can send potential buyers a guide (like what you're currently reading) to answer questions about purchasing your product/service. Educating the buyer on all of their options and how your process works gives them more confidence in purchasing.
  • Learn how to look at your sales pipeline in a way that shows you what you’re doing well, where you can improve, and what actions you need to take so you can grow consistently over time.


When you invest in your team and not in outsourcing, you can win more jobs and be in control of all aspects of your business.

Chapter 5:

Marketing Training vs. Agency

The difference between marketing training and agencies essentially boils down to who is responsible for carrying out the marketing strategy and activities.

Marketing training and coaching is designed to help teams learn the skills and strategies they need to do the work themselves.

In other words, coaches don’t write blog articles and content for their clients; they teach the client how to write for themselves with guidance on how to improve. Clients build an in-house team, which can be large upfront financial and time investment.

Traditional inbound marketing agencies do the work for you. They provide guidance on what should be done and then complete those tasks. They deliver the completed work to the client for feedback and approval. Hiring an agency can be more expensive in the long term.

Take a look at the pros and cons of hiring each type of partner:

Marketing training vs marketing agency infographic with pros and cons


When choosing marketing training or agency service (or both), it's important to consider what will work best for your business regarding budget, goals, and resources.

Chapter 6:

Finding the Right Growth Coach

The goal of a coach is to help you and your business:

  • Become the trusted authority in your market
  • Create content that is authentic to your brand
  • Utilize content that answers customer questions in the sales process
  • Delight customers, making them promoters of your brand

A sales and marketing coach works one-on-one with business leaders to help develop and execute effective marketing strategies. 

Qualifications you should look for include:

Relevant Experience: Look for someone with significant experience in sales and marketing who can provide a credible track record of success. 

Industry Knowledge: A good sales and marketing coach should thoroughly understand the roofing industry and its trends. 

Professional Certifications: A coach with professional certifications in sales and marketing will have the necessary skills to help you reach your goals.

Customer and Client Relationships: A great sales and marketing coach will have strong relationships with clients and customers, enabling them to provide the best insights and advice on how to meet their needs. 

Communication Skills: A good coach should have excellent communication skills, allowing them to guide you through the sales and marketing process effectively. 

Creative Thinking: A great coach should have the ability to think outside of the box and come up with innovative solutions to any challenges you may face.


Finding the right growth partner may involve some thorough research on your part, but keep going. The key is to find someone with experience, excellent communication skills, and, arguably most importantly, someone you like working with and trust with your business.

Chapter 7:

Working with Roofing Demand

When you hire Roofing Demand to train your sales and marketing teams, we help you implement our proven framework that is obsessively focused on answering questions that your buyers are asking.

Step 1: Talk with an Advisor

Once we know your goals and current efforts, we’ll develop a plan to align your team and give you a clear path to success.

Step 2: Train Your Team

We’ll work with your team to produce targeted content, giving sales an edge on answering customer questions even before the first call.

Step 3: Generate Results

Increase your revenue by shortening your sales cycle. You’ll become a trusted authority while maintaining a consistent flow of leads.

Don't hesitate to Contact Us with questions about sales and marketing training. 

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Keith Gutierrez

Founder & CEO


Maddy Mutch

Content Director


Eliza Spain

Content Marketing Manager