I am excited to announce that I have been selected as a featured speaker at the upcoming Business411 Roofing Sales Department Workshop, a 3-day in-person intensive running July 29-31, 2026.

The workshop is hosted by Business411, one of our industry's leading sales training and operational consulting organizations. It is designed for roofing company owners, sales managers, and operators who are ready to stop micromanaging their sales reps and start running a documented, scalable department.

My presentation draws directly from the operational playbook that built Capital City Roofing to $3M in year one and is tracking $10M in year two. More importantly, it is the exact same playbook that our licensed partners deploy via the Capital City Roofing Licensing Platform.

Here is a preview of the framework I will be sharing on stage.

The Bottleneck: The Owner as the Sales Department

Every roofing company that stalls between $2M and $5M has the same issue. The owner is the sales department.

The owner runs the appointments. The owner closes the deals. The owner handles the customer disputes. And when the owner takes a day off, the pipeline goes silent. That is not a department. That is a dependency.

I built Capital City Roofing to run without me. I did not do it by hiring a superstar rep and hoping for the best. I did it by building a system that closes deals whether I am in the room or not.

The Four Pillars of a Systems-First Sales Department

If you want a sales department that scales beyond your personal involvement, you need to establish four core pillars:

### 1. A Documented Sales Process (No tribal knowledge)
The number one reason new sales reps fail is that they are never taught how to sell. They get a truck, a ladder, and a handshake, and are told to "shadow" a senior rep for a few days.

At Capital City Roofing, the process is documented from first contact to signed contract. Every step is structured: speed-to-lead response, inspection protocols, proposal delivery, and follow-up cadences. The rep does not have to guess. They follow the playbook.

### 2. Technology That Enforces the Process
A process that lives in a binder does not work because humans skip steps. A process that lives in a CRM works because the software enforces it.

We co-founded BuilderLync, our proprietary CRM, specifically to solve this problem. In BuilderLync, leads are auto-routed, follow-up sequences trigger automatically, and a rep cannot advance a job stage without uploading the required photos and data. Technology eliminates the variance between reps, ensuring every customer gets a consistent experience.

### 3. A Structured Training Curriculum
You cannot expect consistent results without consistent training. Through Capital City University, we provide our team and our licensed partners with a complete onboarding curriculum. New hires learn product specs, inspection methods, presentation skills, and CRM discipline in a structured, measurable timeline.

### 4. Accountability and Clear Scorecards
We manage by metrics, not by feelings. Every rep has a scorecard tracking metrics they can control (appointments run, proposals delivered, follow-ups logged) rather than just outcomes. This transparency creates peer accountability and clear visibility for management.

Leverage AI as a Multiplier

The real secret to our operational efficiency is our multi-agent AI system. When a lead enters BuilderLync:

  1. The intake agent books the appointment and confirms with the customer.
  2. The measurement agent pulls the aerial data and prepares the roof report.
  3. The proposal agent drafts the estimate using pre-approved company pricing.
  4. The communication agents run follow-up sequences.

This automation lets a lean sales team handle double the volume of a traditional sales force. The machines do the administrative work so the humans can focus on building relationships and presenting proposals.

Join Me in July

If you are serious about building a sales department that runs without you, I hope to see you at the workshop.

Want to learn more about the systems and technology I will be presenting?