Turning roofing reps into trusted advisors

By Jesse Sanchez.

Turning roofing reps into trusted advisors by equipping them with a video-driven platform that builds homeowner trust, streamlines sales conversations and tracks performance.

In a sea of roofing innovations featured at this year’s International Roofing Expo (IRE), one company’s pitch stood out for its simplicity and sales-savvy impact. Sales Assist, a tech solution designed to modernize and support roofing sales teams, is drawing attention for giving contractors a clear edge at the kitchen table — where most roofing deals are sealed.

Ryan McCoy, a representative from Sales Assist, broke down how the platform evolved from an internal training tool into a full-fledged external product. Originally designed to help technicians understand service calls, the software pivoted when leadership saw its potential for sales. “Our sales team said, ‘Why don’t we use it to train the sales guys?’ And ultimately, they thought, ‘We can sell this externally,’” Ryan explained.

The product now features over 250 video clips tailored for roofing sales conversations, with new content added monthly by an in-house design team. These clips walk homeowners through the entire roofing process — from truck arrival to post-install cleanup — boosting transparency and customer trust.

Sales Assist has built a robust support system aimed at delivering only useful, actionable content to its users. Rather than overwhelming sales teams with irrelevant updates or promotional noise, the platform focuses on providing practical information they can actually use during in-home consultations. This emphasis on real-world utility helps sales representatives communicate clearly with homeowners, guiding them through the roofing process in a way that builds trust and boosts confidence in the company’s services.

One notable selling point is the built-in analytics. Owners can track what videos were shown, by whom, for how long and at what point in the sales cycle. It’s more than training — it's accountability. Ryan said, “When I get the feedback from owners saying, ‘Well, how do I know that my guys are going to use it?’ my response is it can be part of the validation process — they have to go through this, this and this to get their commission.”  

A pilot test with their sister company saw an 8% bump in revenue. Ryan believes smaller teams could see even bigger gains, possibly “well into the double digits.”

Sales Assist’s booth may have been showcasing software, but its message was hard to ignore: in a competitive market, showing beats telling. And when a homeowner hears, “the other guy didn’t have that,” the close might already be won.

Watch the full interview to learn more about how Sales Assist is redefining the roofing sales process — from real-time training and video-driven presentations to powerful analytics and proven revenue boosts!