In the world of roofing sales, success comes down to leadership, strategy, and execution. Enter the 7 C's Framework, a powerful sales management model that has transformed teams into high-performing powerhouses. Developed and championed by top industry leaders, the 7 C's framework is designed to address every critical pillar of sales leadership.
In this post, we’ll explore each of the 7 C's, drawing on real-world insights from Martin Pettigrew, Mark Godaire, Adam Bensman, Chuck Thokey, and more.
This framework isn’t just theory—it’s a proven strategy used by industry leaders like Monarch Roofing’s Martin Pettigrew and sales coaches like Chuck Thokey. Check out the accompanying video where Adam Sand walks through each C in detail, featuring insights from the industry’s top experts.
[Watch the Full Video: The 7 C’s Framework for Roofing Sales Leadership]
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Consistency is the backbone of success in any organization. As the leader of Monarch Roofing, Martin Pettigrew exemplifies this principle. From standardized processes to reliable follow-ups, Pettigrew’s approach to consistency ensures his team delivers results day in and day out.
It’s no wonder that someone who leads the 4:30 AM Club—a group of dedicated team members who meet weekly at the gym—has built a culture defined by consistency. This unwavering commitment has become the cornerstone of his success, as well as the success of his organization.
Consistency isn’t just about processes—it’s about how people are treated. From the sales team to management, his unwavering fairness and steady leadership create an environment where everyone feels valued and respected. This level of consistency not only earns him the trust and admiration of his team but also fosters a sense of equality that keeps everyone on a level playing field.
Martin Pettigrew exemplifies this principle. It’s the kind of approach that might suggest that trust is built through reliable processes and delivering consistent results, day in and day out.
Great leaders know the importance of building character in their teams. Mark Godaire emphasizes personal growth and integrity, ensuring his sales team operates with transparency and professionalism.
Character growth in sales isn’t something that happens overnight—salespeople aren’t just born with the skills they need to succeed. It takes time, effort, and intentionality to help them perfect their craft. This involves more than just teaching techniques; it requires truly understanding what motivates each individual and discovering the best ways to support their growth. By investing in their development and nurturing their potential, you not only build stronger salespeople but also foster a team that’s resilient, motivated, and equipped for long-term success.
Mark Godaire’s focus on personal growth and integrity reflects the idea that character forms the foundation of long-term client relationships and professional trust.
Closing deals isn’t just the responsibility of the sales team—it’s a critical role for the sales leader as well. A great leader sets the tone, demonstrating the strategies and confidence needed to tip a deal over the edge. When sales leaders step in to help close, they not only secure the win but also empower their team to stay motivated and inspired. This hands-on approach creates a ripple effect, showing the team what’s possible and reinforcing a culture of success.
When it comes to closing deals, Chuck Thokey is a master. His proven frameworks empower roofing sales professionals to confidently lead prospects through the sales process and secure the deal.
Chuck Thokey is a master of proven sales frameworks. His strategies suggest that closing isn’t about pressure—it’s about solving problems and creating value for the customer.
Call recordings are like reviewing game footage for a sales team. Just as athletes analyze their plays to refine their strategy and improve performance, listening to recorded calls provides invaluable insights into what’s working and where there’s room for improvement. By using these recordings as a teaching tool, sales leaders can offer critical, constructive feedback that helps team members sharpen their skills and close more deals.
It’s not just about pointing out mistakes—it’s about showing your team that you’re invested in their growth. When used effectively, call reviews create a culture of continuous learning and improvement, ensuring your team feels supported and equipped to succeed.
Call recordings are an underrated tool for team development and accountability. A principle worth considering is that every recorded call is an opportunity to refine your team’s approach and ensure consistent communication with customers.
Communication in sales leadership goes far beyond just talking—it’s about truly connecting. It starts with understanding where your sales team’s headspace is and meeting them where they are. This means recognizing their challenges, celebrating their wins, and identifying the unique ways to support them.
When team members feel acknowledged and inspired, their motivation and performance soar. A key part of this is knowing both their personal and professional goals. By showing genuine interest in what drives them, you can tailor your support to help them achieve success on their terms. Great communication builds trust, fosters growth, and creates a team dynamic where everyone feels valued and empowered.
Clear and open communication is the glue that holds teams together. Brennan Leong’s strategies for fostering effective communication ensure that sales teams remain aligned and motivated.
Brennan Leong’s methods might suggest that communication isn’t just about delivering a message—it’s about creating meaningful connections that inspire trust and alignment.
Cutting the bottom 10% is about protecting the overall health and productivity of your sales team. Every lead given to a top performer is a potential win, and taking that opportunity away to give it to someone who isn’t delivering can hurt your bottom line. While it’s crucial to provide support and opportunities for everyone to grow, there comes a time when you have to recognize if someone simply isn’t in the right role.
Keeping someone who struggles to thrive doesn’t just impact their own performance—it can ripple through the team. Negative energy spreads quickly, pulling down morale and potentially distracting your top performers. Tough decisions like these aren’t about punishment; they’re about creating an environment where the team as a whole can succeed. By addressing underperformance with honesty and integrity, you ensure that every member of the team is set up for the right kind of success—whether that’s with your organization or elsewhere.
Removing underperformers creates room for rising talent and sets a higher standard for the team.
Healthy internal competition is one of the best ways to keep your sales team motivated and constantly pushing for better results. Salespeople are naturally competitive, and when you structure contests the right way, you create an environment that’s not only high-performing but also fun and engaging.
The key is clarity—make sure everyone knows the rules, goals, and rewards from the start. You can run individual competitions, team-based challenges, or even department-wide contests tied to a specific goal. This versatility allows you to tailor the competition to your team’s dynamics and focus areas.
A six-week competition is a sweet spot for timing. It gives your team enough runway to build momentum while avoiding the fatigue of longer contests. Plus, it helps counteract the “first-week hangover” that often follows closing out a strong month. By setting a clear timeline and rewarding both effort and results, you’ll foster an atmosphere where your team stays energized, focused, and driven to win—both for themselves and the organization.
Healthy competition drives performance. Adam Bensman champions strategies to inspire a sense of competition among sales teams while maintaining a collaborative environment.
Healthy competition drives performance. Adam Bensman’s focus on team motivation reflects the idea that competition pushes individuals to achieve their best while fostering collaboration and culture.
Each “C” in the framework stands on its own but gains exponential power when applied together. By focusing on these seven pillars, roofing sales managers can create a well-rounded, high-performing team that delivers consistent results.
Ready to take your sales team to the next level? At RBP Consulting, we’ve partnered with roofing companies across the U.S. and Canada, leveraging proven systems that have generated nearly $1 billion in revenue. Whether you’re looking to implement the 7 C’s framework, build a culture of consistency, or create winning competitions, our expertise can help you unlock your team’s full potential. Don’t leave your success to chance—reach out to RBP Consulting today and let’s create a customized strategy to transform your sales team into a powerhouse of results. Your next big win starts here!
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