Building for Profit:
The Roofing & Exteriors Business Workshop
Plan. Price. Sell. Grow.
Tuesday, February 16, 2027
11:30am – 12:30pm
Build Your One-Page Business Plan
Most contractors run the year on instinct and find out in December how it went. This working session changes that. Attendees build a one-page plan for their own company on the spot — revenue target, the gross margin required to hit it, breakeven, how many leads and sales that translates to, and what they can afford to spend to get them. Bring last year’s numbers if you have them, or work from estimates. You will walk out with a finished plan, not a template to fill in later.
12:30pm – 1:30pm
Markup Is Not Margin: Pricing Your Work to Actually Make Money
The single most expensive mistake in contracting is confusing markup with margin, and it shows upon every job. This session covers how to recover overhead properly, what a healthy gross margin looks like by job type, how to price change orders and add-ons, and where profit quietly leaks out between the sale and the final invoice. Direct, math-heavy, and immediately usable.
Wednesday, February 17, 2027
11:30am – 12:30pm
Winning at the Kitchen Table: A Live Sales Lab
The job is not won on the roof. It is won at the kitchen table. In this live lab, volunteers from the audience run real in-home sales appointments while the room watches, coaches, and breaks down what worked and what did not. Price objections, “I need to get three bids,” and “I have to talk to my spouse” all get handled in front of the room. No slides, no theory — bring your toughest objection and we will run it.
12:30pm – 1:30pm
AI in the Roofing Business: Sales, Marketing, and Production
Everyone in the industry is talking about AI. Very few contractors are using it for anything that moves revenue. This session explores the entire business and shows where the technology is genuinely working today: how homeowners find contractors and how that search behavior is changing, how marketing content and customer follow-up get produced, how sales teams are being trained and coached, and where AI is turning up in estimating, scheduling, and production. Real examples, honest limits, and a short list of what to do first.
Speaker: Scott Siegal, President, CCN
Scott Siegal started as a roofing contractor in 1989, eventually installing all types of roofing from small residential projects to million-dollar commercial roofing projects to significant historic restoration projects featuring slate and copper restoration. Scott has also been a professional contractor trainer for the last thirteen years. He has spoken at many local chapter and national trade Conventions. Scott is a former Director of the NRCA where he served as Chair for the Steep Roofing Committee of the NRCA, which is responsible for codes and specifications effecting the residential market and was President of the Washington Area Roofing Contractors Association. For thirty years, while in the roofing business, Scott acquired four long-term established roofing companies in the Washington DC area. Since the companies averaged 700-1,000 roofing related contracts per year, Scott knows firsthand the problems and challenges that roofing contractors experience in their businesses. For the last thirteen years, Scott has shared the insights he has learned about the roofing business for the benefit of other roofing contractors through seminars, live training, and internet based training programs. His "Contractor Development Seminars" have been sponsored by major building material manufacturers distributors, and trade associations in every major market in the USA and Canada. Scott is now President of CCN (Certified Contractors Network) and the owner of Maggio Roofing Company. Following a seminar, it is commonplace for contractors to request private consulting or request the opportunity to visit his businesses. Over the years, Scott found that most contractor challenges were very similar from contractor to contractor and market to market. Contractors share common sales problems, field production problems and general management problems. Scott found he could network different contractors, reducing the consulting cost for the individual contractor, which is resulting in the growth of the CCN Network. Today, CCN provides low cost, hands-on consulting and networking between non-competitive contractors. CCN has members in most States in the USA and Canadian Provinces. CCN offers an entire sales, production, and management system for the contractor, from the one-man shop to the one hundred men companies.