Sales Manager

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.

- Coach representatives to request reviews, promote referrals, identify upgrade opportunities, and communicate Element Roofing differentiators.