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The Sales Manager is responsible for leading all things sales for Element Roofing. This role manages a high-performance residential roofing sales team, works directly with the Director of Operations to expand the team from 3-4 sales representatives to 6-8 over the next year, and owns the sales training, coaching, systems discipline, performance management, lead handling, canvassing strategy, sales forecasting, and customer experience standards needed to grow revenue profitably.
The Sales Manager is expected to model ethical, customer-focused sales behavior, develop representatives who can independently inspect, present, close, document, and hand off roofing projects, and coordinate closely with production, service, office, and leadership teams so customers experience a seamless process from first contact through final payment.
Essential Functions and Responsibilities
1. Sales Team Leadership and Growth
- Directly manage, coach, and hold accountable the current sales team of 3-4 representatives.
- Work directly with the Director of Operations to recruit, onboard, train, and develop the sales team into a 6-8 person team over the next 12 months.
- Assist with interviews, hiring recommendations, onboarding, retention, early-warning performance issues, and role clarity for sales representatives and canvassers.
- Create and maintain a 30/60/90 day onboarding and training path for new reps, including sales process, roof inspection standards, software, financing, objection handling, canvassing, and production handoff.
- Conduct regular one-on-one file reviews, ride-alongs, role plays, canvassing coaching, and performance conversations.
- Lead sales meetings, vendor trainings, objection handling sessions, and weekly or seasonal performance reviews as assigned by the Director of Operations.
2. Revenue, Margin, and KPI Management
- Lead the team toward annual sales targets, margin goals, close-rate improvement, average job size improvement, and profitable growth.
- Track and coach individual and team KPIs, including lead response time, appointments set, inspections completed, estimates sent, close rate, average job size, gross margin, self-generated leads, referral activity, review activity, and pipeline aging.
- Ensure representatives understand company pricing, estimating, financing, scope documentation, change-order expectations, and margin thresholds.
- Maintain accountability for a 45% average team gross margin target and protect the company from unapproved low-margin work.
- Forecast team revenue, identify gaps early, and recommend promotions, canvassing plans, referral campaigns, and partnership strategies to close gaps.
3. Lead Management, Canvassing, and Self-Generated Business
- Schedule, coordinate, assign, and follow up on company-generated leads with urgency and fairness.
- Coach representatives on door knocking, strategic canvassing, storm-event targeting, active-job canvassing, referral generation, networking, and self-generated lead development.
- Personally model field prospecting standards and coach team members who need help with scripts, objections, pre-close language, and confidence in neighborhood canvassing.
- Develop relationships and outreach plans with insurance agents, real estate agents, property managers, HOA contacts, vendors, and referral partners.
- Require self-generated leads to be entered promptly and accurately in JobNimbus..
4. Sales Process, Training, and Quality Control
- Train the sales team on Element Roofing sales process, scripts, objection responses, pre-close questions, good/better/best presentations, financing, referral program, and follow-up expectations.
- Ensure representatives document roof damage with appropriate photos, videos, annotations, attic observations when appropriate, measurements, code items, and insurance-related support documentation.
- Coach representatives on adjuster meetings, scope review, supplements, Xactimate-related documentation, and building-code or damaged-item identification during the first sales appointment when applicable.
- Review estimates, contracts, margins, scope accuracy, CRM status movement, task completion, and handoff materials before production whenever appropriate.
- Assist in building and maintaining documented processes, scripts, forecasts, checklists, training materials, and video or written training resources.
5. Technology, CRM, and Documentation Standards
- Ensure the sales team uses JobNimbus and related sales systems correctly, including lead intake, status movement, tasks, notes, documents, photos, and follow-up scheduling.
- Use and coach on roofing and sales technology, including JobNimbus, EagleView, HailRecon, SalesAsk, CompanyCam, Xactimate, and comparable tools adopted by the company.
- Require booked contracts and work orders to be submitted to the office within company deadlines, generally within 24 hours of booking unless a stricter standard applies.
- Maintain accurate data for sales meetings, scorecards, forecasts, rep coaching, canvassing records, and reporting to the Director of Operations.
6. Customer Experience, Reputation, and Production Handoff
- Protect the company brand by ensuring customers receive professional, timely, accurate, and ethical communication throughout the sales process.
- Coordinate with production, service, and office teams so customer expectations, scope details, deadlines, upgrades, concerns, and special instructions are communicated before work begins.
- Help resolve customer issues, escalations, and negative review risks in partnership with operations and leadership.
Required Experience and Qualifications
- 5+ years of experience managing a high-performance sales team, preferably in roofing, exterior remodeling, construction, home services, storm restoration, insurance restoration, or a comparable field-sales environment.
- Documented success recruiting, training, coaching, retaining, and performance-managing sales representatives.
- Strong understanding of sales KPIs, pipeline management, CRM discipline, margin protection, and rep accountability.
- Experience with both company-generated leads and self-generated lead strategies, including door knocking, canvassing, referrals, networking, and local partnerships.
- Experience coaching field representatives on sales presentations, objection handling, estimating discipline, follow-up, and closing techniques.
- Experience using or managing workflows in JobNimbus, EagleView, HailRecon, SalesAsk, CompanyCam, Xactimate, or comparable roofing CRM, measurement, storm-tracking, photo-documentation, and estimating platforms.
- Willing and able to safely perform and coach field sales activities involving ladders, roof access, roof inspections, and work at heights, with or without reasonable accommodation, while following all company safety requirements.
- Valid driver's license, acceptable driving record, and ability to comply with company vehicle, insurance, GPS, and driver-safety policies when applicable.
- Ability to work a seasonal sales schedule that may include evenings, Saturdays, storm-response periods, customer appointments, canvassing windows, and vendor or team trainings.
- High ethical standards, professional appearance, strong written and verbal communication, strong follow-through, and ability to protect confidential company information.
Preferred Qualifications
- Residential roofing sales management experience in Indiana or the Midwest.
- Insurance restoration experience, including adjuster meetings, scope review, documentation, and supplement-support workflows.
- Experience building a sales team from early-stage or small-team scale to a larger, repeatable sales organization.
- Manufacturer, safety, estimating, sales leadership, or construction-related certifications.
- Experience creating sales scripts, training videos, onboarding materials, dashboards, scorecards, and process documentation.
Work Environment, Physical Requirements, and Safety
- This position includes a mix of office, field, customer-home, jobsite, vehicle, and outdoor work in changing weather conditions.
- Essential field duties may include driving between appointments, walking properties, carrying sales and inspection equipment, using ladders, accessing roofs, documenting exterior conditions, attending adjuster meetings, and coaching reps in the field.
- The Sales Manager must follow all company safety rules, ladder requirements, fall-protection instructions, roof-access restrictions, weather restrictions, PPE requirements, and drug- and alcohol-free workplace policies.
- Roof access must be performed only when conditions are safe and compliant with company policy. The Sales Manager and team should not access very wet, icy, structurally unsafe, or otherwise hazardous roofs.
- Reasonable accommodations may be made to enable qualified individuals with disabilities or known limitations related to pregnancy, childbirth, or related medical conditions to perform the essential functions of this role, unless doing so would create an undue hardship.
Reporting, Communication, and Management Cadence
- Reports directly to the Director of Operations and provides regular updates on team performance, staffing, forecast, lead flow, sales obstacles, training needs, CRM compliance, and customer escalations.
- Serves as a primary sales liaison to production, service, office, vendors, and leadership on active sales files and customer expectations.
- Prepares for and attends required sales, GSR/goal-setting review, management, production handoff, vendor, and training meetings.
- Responds promptly to operational, customer, and team communications, particularly time-sensitive production or customer issues.
- Uses follow-up, scorecards, CRM notes, and documented processes to make sales management visible, measurable, and repeatable.