Jonathon Broce

The sales training that Jonathon Broce delivers is not a motivational talk. It's not a guy on a stage telling you to "believe in yourself" and then handing you a workbook you'll never open. This is a complete, structured, field-tested sales system built by someone who has actually sat at the kitchen table, closed the deal, and then scaled a roofing company from $3 million to $17 million doing it. That company got acquired. The playbook was a major reason why.

What makes this training elite is how it teaches sales psychology in a way that feels like common sense. The analogies are simple. The frameworks are memorable. The questioning techniques are genuinely brilliant; they help homeowners talk themselves into the right decision without ever feeling pushed, pressured, or manipulated. Your reps don't learn how to pitch harder. They learn how to listen better, ask smarter questions, and guide homeowners to a decision they feel confident about. That's a completely different game.

The system covers everything, from the moment your rep pulls up to the curb to the handwritten thank-you card they send the next day. It teaches your team how to build trust in the first five minutes, how to make the problem real without being pushy, how to present price in a way that feels justified before you ever say a number, and how to handle every objection your reps hear in the field. It also includes a neighborhood strategy that turns every single job into three to five additional opportunities without spending a dime on digital ads. That alone changes the math on your entire marketing budget.

But here's the part that really separates this from everything else out there: it's not theory. Every piece of this system was built in the field, refined over more than a decade, and proven across 150+ roofing companies. Jonathon Broce isn't someone who read about sales in a book; he's a fourth-generation roofer who grew up on the back of a truck, went in the Marine Corps, and built his career one kitchen table at a time. His company averaged a 58% close rate. His best reps were in the 70s. That's not luck.

That's a system.

The delivery style matters too. He moves fast, he's funny, he keeps the room engaged, and he makes complex sales psychology feel approachable. He simplifies without dumbing things down, which is rare. Your team won't just learn, they'll actually remember what they learned and be able to use it the next day. That's the whole point.

If you're tired of your reps winging it, if you're tired of losing deals to the lowest bid, if you know your team is capable of more but you don't have a repeatable system to get them there, this is the training that fixes that. It's the real deal. And the companies who implement it don't go back to the old way.