By Jesse Sanchez. 

Proven methodologies outline how roofing sales professionals build trust, clarity and sustainable results across competitive markets. 

According to an article by John Kenney from Cotney Consulting Group, roofing sales success depends on disciplined methodology rather than installation expertise alone. John outlines core practices guiding roofing sales professionals toward stronger outcomes, focusing on communication, preparation and consistency. The article positions roofing sales as a consultative process built on understanding needs, expectations and decision drivers. 

The foundation begins with market awareness. John explains that researching weather patterns, materials and competitors allows sales teams to align conversations with regional realities. Early rapport also matters. Clear, confident interaction establishes trust quickly and sets expectations before technical details enter the discussion. Education follows, helping homeowners understand materials, warranties and maintenance without confusion. 

Technology plays a practical role throughout the process. Tools such as drone inspections, roof modeling and mobile applications support accuracy and transparency. Consistent follow up maintains momentum, allowing opportunities to ask questions while keeping projects moving forward. 

Compensation structures also shape performance expectations. John explains that roofing sales roles vary between commission only, base plus commission and draw against commission models. Understanding those frameworks affects motivation, planning and long-term satisfaction for sales professionals entering the field. 

Assessing customer needs remains a critical turning point. John stresses thorough inspections paired with open ended questions such as, “What issues have you noticed with your roof?” and “Are you interested in energy efficient roofing options?” Identifying pain points allows solutions to align with priorities rather than assumptions. 

Communication ties each phase together. John advises using simple language, visual aids and benefit focused explanations while listening actively. Structured sales methodologies then guide lead generation, presentations, closing and post sale follow up. Long-term success grows through delivering on promises, maintaining contact and educating customers consistently. 

Learn more about proven roofing sales methodologies that support trust driven conversations, consistency and measurable growth outcomes!

In this Read Listen Watch®, host Karen Edwards is joined by John Kenney of Cotney Consulting Group to break down how robotics and automation are beginning to influence the construction industry and what that means for roofing contractors. Rather than focusing on fear or speculation, the conversation centers on awareness, preparation and operational readiness. John shares where robotics are most likely to show up first, why this shift is more about process discipline than machines and how contractors can begin familiarizing themselves with emerging technology without disrupting crews or culture. This session is about staying informed, strengthening operations and making sure roofing companies are positioned to adapt rather than fall behind.

Register today!

CCS Influencer John Kenney says coatings are not just sold through product performance; they are sold through contractor credibility. 

One of the biggest misconceptions in the coatings segment is the idea that fluid-applied systems are “simpler” than traditional roofing systems. On the surface, they can appear less complicated because they have fewer seams, fewer fasteners and less material handling than some conventional assemblies. But anyone who has spent real time around these systems knows the opposite is often true. Fluid-applied systems are highly dependent on installation quality, and that makes training critical. 

I’ve seen good products fail because crews were not properly trained on surface preparation, environmental conditions or application thickness. In many cases, the material itself wasn’t the problem. The problem was inconsistent installation practices or a misunderstanding of how the system was designed to perform. 

That’s why training has become one of the most important factors separating successful coating contractors from those struggling with callbacks and performance issues. 

Surface preparation alone can make or break a fluid-applied system. Moisture, contamination, adhesion problems and substrate conditions all have to be evaluated correctly before material is ever applied. If the prep work is rushed or handled improperly, the coating system may never perform as intended, regardless of how good the product is. That level of attention requires trained crews, not just labor. 

Environmental awareness matters as well. Temperature, humidity, dew point and cure times all affect performance. Experienced coating contractors understand how weather conditions impact application windows and long-term results. Those decisions are made in the field, often in real time, which is why practical training is so valuable. 

Manufacturer-led training programs have significantly advanced the industry in recent years. Many manufacturers now provide hands-on training, certification programs and field support designed to improve installation consistency. That’s important because fluid-applied systems continue to evolve. New chemistries, reinforcement methods and application requirements require ongoing education, even for experienced contractors. 

The best manufacturer programs do more than explain the product. They teach the system. They walk crews through preparation, detailing, application rates and troubleshooting. That type of training builds confidence in the field and creates more consistency across projects. 

Contractors benefit from that consistency in several ways. Quality improves, warranty issues decrease and crews become more efficient because they understand what the system requires before arriving at the jobsite. Owners and consultants notice that difference quickly. 

At the same time, there are still gaps in industry-wide installer accreditation. Unlike some other roofing segments where broader certification standards exist, fluid-applied systems remain heavily manufacturer-driven. A contractor may be certified by one manufacturer but have very different training or qualification levels compared to another company using a different system. 

That creates inconsistency across the industry and can make it harder for owners and consultants to evaluate contractors' capabilities objectively. In some cases, certification may mean attending a short product session rather than demonstrating long-term installation competency in the field. 

As the coatings segment continues to grow, I believe the industry will eventually need broader conversations about standardized training expectations and installer development. The more fluid-applied systems are positioned as long-term membrane solutions instead of temporary restoration products, the more important installation standards become. 

But regardless of where the industry goes on the accreditation front, contractors cannot afford to wait for formal systems to improve internal training. The companies performing best today are already investing heavily in workforce development. They’re sending crews to manufacturer programs, conducting field training and developing experienced foremen who understand not just how to apply the material but also why each step matters. 

That investment pays off in performance. Fluid-applied systems can deliver excellent long-term results when installed correctly, but they are far less forgiving of shortcuts and inconsistency than many contractors initially realize. 

In the end, coatings are not just sold through product performance. They are sold through contractor credibility. And credibility in this segment is built through training, discipline and the ability to consistently deliver systems that perform as designed. 

In this Read Listen Watch®, host Karen Edwards is joined by John Kenney of Cotney Consulting Group to break down how robotics and automation are beginning to influence the construction industry and what that means for roofing contractors. Rather than focusing on fear or speculation, the conversation centers on awareness, preparation and operational readiness. John shares where robotics are most likely to show up first, why this shift is more about process discipline than machines and how contractors can begin familiarizing themselves with emerging technology without disrupting crews or culture. This session is about staying informed, strengthening operations and making sure roofing companies are positioned to adapt rather than fall behind.

Register today!

CCS Influencer John Kenney says successful contractors position themselves as advisors who understand multiple solutions. 

If you’ve been around this industry long enough, you’ve heard it before. A building owner or consultant looks at a fluid-applied system and says, “I’d rather just replace the roof.” In many cases, that reaction isn’t based on bad information — it’s based on incomplete information or past experiences that didn’t go well. 

The reality is, fluid-applied systems have come a long way. But selling them successfully still requires more than just presenting a product. It comes down to how you guide the conversation, how you position the solution and how well you understand the concerns sitting on the other side of the table. 

Most skepticism starts with one of three concerns: durability, long-term performance or fear of covering up existing problems. Those are valid concerns. The mistake contractors make is trying to overcome them too quickly instead of addressing them directly. 

When someone questions durability, they’re usually comparing coatings to traditional systems like single-ply or modified bitumen. Instead of pushing back, it’s more effective to shift the conversation toward system performance and application. A fluid-applied system is not just a coating — it’s a reinforced, continuous membrane when installed correctly. The key phrase there is “when installed correctly.” That’s where your credibility comes in. 

This is where experience matters. You can’t sell these systems effectively if you don’t understand them in the field. Owners and consultants can tell when someone is repeating a manufacturer’s brochure versus speaking from real job-site experience. When you can explain how surface preparation, detailing and thickness control impact performance, the conversation starts to change. 

Another common objection is the concern that coatings are just a temporary fix. This is where contractors need to reframe the discussion around lifecycle value. Not every building needs a full tear-off at that moment in time. Many roofs still have structural integrity but need protection and extension. A fluid-applied system allows the owner to preserve what’s working while deferring a larger capital expense. 

That doesn’t mean every roof is a candidate. And this is where trust is either built or lost. If you recommend a coating on a roof that clearly needs replacement, you may win the job, but you’ll lose credibility in the long term. The contractors who turn skeptics into long-term clients are the ones willing to say, “This roof isn’t a good fit for a coating system.” That level of honesty carries weight. 

Performance data and track records are important, but how you present them matters just as much as the data itself. Throwing technical sheets at an owner rarely changes their mind. Walking them through real examples does. Show them projects similar to theirs. Talk about how long those systems have been in place, what maintenance has been required and how they’re performing today. 

Better yet, when possible, let them see it. A site visit to a completed project is often more convincing than any presentation. When an owner can walk a roof, see the system's condition and understand how it’s held up over time, skepticism tends to fade quickly. 

Consultants, in particular, want to understand risk. They’re not just evaluating performance — they’re evaluating whether the system will hold up under scrutiny. That’s where proper specifications, documented application processes and manufacturer support come into play. When they see a structured approach, not just a product pitch, confidence increases. 

At the end of the day, selling fluid-applied systems isn’t about convincing someone they’re better than every other option. It’s about helping them understand when they are the right option. That shift in approach changes the entire conversation. 

The contractors who succeed in this space don’t try to “sell coatings.” They position themselves as advisors who understand multiple solutions and recommend the one that fits the building, the budget and the long-term plan. When you approach it that way, skeptics don’t feel like they’re being sold — they feel like they’re being guided. 

And once that trust is established, those same skeptics often become your strongest long-term clients, because they know you’re not just there to close a deal. You’re there to help them make the right decision. 

By Emma Peterson. 

Robotics and automation are coming to the jobsite. Are you prepared?  

Robotics and automation have long been a part of manufacturing processes. But where these two pieces of technology have historically played behind-the-scenes roles, that norm is quickly changing. Both in our personal and professional lives, we are seeing the integration of robotics and automations, whether that’s a robot bartender in Las Vegas or a delivery robot on a college campus. With this shift into day-to-day uses, it’s not hard to imagine how these technologies will be introduced into other roles, such as on the jobsite. 

To learn more about robotics and automation, and how they might influence the construction industry, Karen Edwards will be hosting a Read Listen Watch® (RLW) with John Kenney of Cotney Consulting Group about the topic on May 21, 2026.  

John is the perfect guest for this conversation as he comes with over 45 years of experience in the roofing and construction industries. He started his career as a laborer in a family-run construction business and eventually worked up to being a COO of a commercial contracting firm. Today, John is CEO and co-founder of Cotney Consulting Group; a board member of Roofing Technology Think Tank (RT3); an active part of the National Women in Roofing (NWIR)’s membership committee; and a member of countless other international and national technical associations.  

Each of these experiences have granted him insights into the roles technology has and will continue to play across the building envelope and the trades. From changing the ways businesses operate to how contractors can begin familiarizing themselves with the evolving robotic and automation developments without disrupting crews or culture, he has great advice for navigating these changes. 

The conversation will take on this topic that is often mired in fear and speculation, instead approaching it with an outlook that centers on the importance of awareness and preparation. John and Karen will not only discuss the emergence of new robotics and automations but also dive into how contractors can prepare their operations for the changes these tools bring.  

Want to learn more about how robotics will work in the world of roofing? Tune into the live Read Listen Watch® (RLW) on May 21, 2026! Register to save your spot.  

By Emma Peterson. 

Check out what The Coffee Shops™ readers are clicking on. 

It’s hard to even believe that it’s already April. If your March has been anything like ours has been at The Coffee Shops™, it has been very busy! So, to help our readers keep track of everything that happened in the last month, we put together a list of the top-read articles on RoofersCoffeeShop®, MetalCoffeeShop® and CoatingsCoffeeShop® in March 2026.  

One thing we noticed when looking at the data for our trending article topics was the sheer number of articles focused on workforce development and business advice. For example, Emma Peterson highlighted how SkillsUSA helped two young roofers find a mentor for life and how National Roofing Contractors Association (NRCA) has made workforce development one of their key initiatives.   

Additionally, Jenny Yu shared key information for metal roofers about how Sherwin-Williams' MetalVue program acts as “a comprehensive support system for contractors that connects them to all the tools they might need” to succeed. Additionally, John Kenney of Cotney Consulting Group dove into general construction safety practices and how the fundamentals are key to building a long-lasting, successful business.  

Our top article list from March 2026 

10 - Finding the path to roofing by Emma Peterson 

9 - Navigating a new world of technology by Emma Peterson 

8 - Business-in-a-box for metal roofing by Jenny Yu 

7 - Finding your path through mentorship by Emma Peterson 

6 - Brakes and beyond: Products for efficiency and customization by Jenny Yu 

5 - The state of roofing recruitment and retention by Emma Peterson 

4 - General construction safety principles: The core practices every outdoor trade should follow by John Kenney 

3 - Inspiring the next generation of roofers by Emma Peterson 

2 - A new safety frontier by Emma Peterson 

1 - Level up your team with training by Emma Peterson 

By Emma Peterson. 

Explore how early planning, clear processes and documentation prepare your business for its next chapter. 

One of the hardest moments for any business owner or entrepreneur to properly prepare for is when it’s time to take a step back and pass the company on to the next leader. But it is a moment that comes for all of us, and one that you want to be prepared for. When you’ve put years or even decades of work into a company, it becomes your legacy, and that should be protected through proper preparations. To talk about the process of leadership transitions, Heidi J. Ellsworth, Megan Ellsworth and John Kenney (CEO of Cotney Consulting Group) hosted an Affinity Webinar to discuss navigating different forms of succession planning.  

Passing the torch on to family 

Many roofing companies become part of family legacies as they are passed down from parent to child. This is often a great way to make sure your business is cared for by someone who is as invested in its success as you are. But this succession method also comes with some challenges. John explained:  

There’s a saying about the first generation having success, and every generation after that has a higher chance of failure. Why? Oftentimes when companies are passed through families, going from that first to second, or second to third generation, the processes, procedures and understandings aren’t passed down as well. 

What John is pointing out is that, in these family hand-offs, the plan is often to simply hand the company to the next generation, and plans do not extend beyond that. In order to set that next generation up for success, you need to plan beyond who gets the business. As John put it, “There is a lot of planning and even financial type of setting up to do, if you want to set them up for success. At the end of the day, if everything is not in order, the succession's not going to work.”   

Making a sale 

Another form of succession that we see frequently in the roofing industry is sales. This can be to another contractor or private equity. And the main thing to know about this path is that your company might not look the same after the sale. John explained, “Sales happen for two reasons. One is they're buying you out because they're going to flip you and get rid of you, and they don't care. So, you have to think hard about if that’s what you want. Or they come in as a partner.” 

If you want the latter, for your company to become partner of the buyers’ business, there is some groundwork that must be done to prepare for sale. John gave some examples, explaining, “They are going to deep dive into what your current org chart looks like, management structure, what your bench strength looks like and how you have planned for the next 5 to 10 year.” By keeping your records organized and clear, you can show them why your business is worth investing in and keeping as a partner, rather than being flipped completely. 

Navigating a merger 

And last but not least, there are mergers and strategic partnerships. This form of succession has been all over the headlines across the industry. While it may sound fancy or complex, John broke it down, saying, “When you're looking at mergers and strategic partnerships, they absolutely become no different than bringing in a family member. The only difference is it's a family member with money.” 

Why does he say that? Similar to older generations preparing to hand off to a younger family member, the most important part of planning for a merger succession is making sure that structures and processes are established and clear. John explained:  

The company is just the structure, and that structure should be able to go on if you've got it built correctly to put different people in different seats as time progresses...And if you don’t have that in place, your absolute sales price, your buyout price, your stock shares or whatever the deal may be, is going to be lower.”  

Overall advice 

You might have started to notice a pattern in John’s advice – succession planning is all about clear organization. And that’s because that is the key to any successful handoff, whether it's to a family member, another contractor or an investor. As John elaborated:  

The first place to start is to look at yourself and your company. You should start building your initial succession plan years before you want to exit. Within 6 month of starting to plan, you should have something that you're ready to start to kick around, and within a year you should know what the goals are and how to get there. From there, you're having quarterly or biannual review meetings, documenting the growth within the company and adjusting the plan to that.  

With this type of strategy, you can be assured that no matter whether you are looking at a family handover, a sale or a merger, you will have set up your roofing company for succession success.  

Watch the whole webinar to learn more about succession planning.

By Jenny Yu.  

Industry experts discuss recent insurance shifts in Florida and what this means for the roof restoration market. 

In a recent CoatingsCoffeeShop® Coffee Conversations, sponsored by APOC, Megan Ellsworth spoke with industry leaders Johnny Walker, national technical manager of APOC, and John Kenney, CEO of Cotney Consulting Group, about the biggest changes in the roof restoration market right now.  

Today, the industry faces insurance-based challenges, starting in Florida and slowly spreading throughout the nation. Between hurricane exposure, litigation issues and claims activity, insurance companies in Florida have been trying to reduce risk with roofs as a major focus. “Insurance has tightened eligibility requirements, especially around roof aging,” John explained. “From a contractor perspective, that creates confusion because a roof may still be structurally sound and restorable, but once it crosses a certain age or threshold, the insurance companies are looking at them differently and causing a lot of havoc within the marketplace.” 

Contractors aren’t the only ones affected by these changes in insurance policies. Johnny emphasized their impact on property owners. “It’s very costly,” Johnny lamented. “A lot of folks are living on their retirement incomes and can’t afford to pay the extra amount to have a roof torn off when it could have been restored.” 

Despite these challenges, the panelists spoke to how the industry can adapt and take this as an opportunity for advancing restoration regulations and education. 

“We have to stand up and do what's right for the industry and not be challenged by insurance companies to lead the way, which I'm seeing as a good thing,” John shared. “But the flip side is, contractors need the knowledge and discipline to properly evaluate these roofs and design restoration systems correctly. We can help move our industry along by increasing the benefits of where restoration is a value.” 

Listen to the conversation or Watch the recording to learn more about the economic and sustainability pressures impacting the roof restoration market. 

By Jesse Sanchez. 

Understanding break-even calculations can help protect margins and simplify pricing decisions. 

Many roofing companies judge the success of a year by how much revenue they generate. Yet revenue alone does not determine whether a company is financially healthy. According to industry consultant John Kenney from Cotney Consulting Group, the number that ultimately reveals the true condition of a roofing business is its break-even point. When that number is outdated or poorly understood, contractors may unknowingly price projects below the level required to sustain their operations. 

Break-even analysis serves as the financial foundation behind nearly every operational decision in a roofing company. It influences how contractors set prices, allocate overhead, manage labor and determine when to hire or expand. Because roofing is one of the most economically sensitive construction trades, those calculations must constantly adapt to changing conditions. Labor costs fluctuate, insurance premiums increase, production efficiency shifts and material prices move with market demand. When companies rely on last year’s assumptions, the pricing decisions built on those numbers can quietly undermine profitability. 

The consequences often appear gradually rather than all at once. Jobs may appear profitable on paper while cash flow fails to improve. Crews remain fully scheduled, but margins continue to narrow. Meanwhile, overhead expenses increase as businesses scale operations, yet pricing structures remain unchanged. In those situations, contractors can find themselves working harder each year while earning less from the work they complete. 

A clear break-even calculation depends on understanding several financial realities that are often underestimated. Overhead costs extend far beyond basic office expenses and include administrative salaries, vehicles, software systems, insurance premiums, marketing and facility costs. Labor expenses are similarly more complex than hourly wages alone. Payroll taxes, workers’ compensation, health benefits, paid leave, supervision time and lost productivity all contribute to the true cost of maintaining a workforce. 

John notes that this gap between perceived and actual labor costs frequently surprises contractors. A crew member paid $28 per hour, for example, may ultimately cost a company closer to $52 per hour once those additional obligations are included. After overhead allocation and required profit margin are factored in, a contractor charging $65 per hour could still be operating below the level needed to remain profitable. 

Regularly updating break-even calculations allows contractors to adjust pricing for re-roof projects, service work and time-and-materials jobs with greater confidence. By grounding estimating decisions in current financial data rather than assumptions, roofing companies can protect margins while building more stable and sustainable operations. 

Learn more about how recalculating your break-even point each year helps roofing contractors price work accurately, protect profit margins and make stronger operational decisions!