Why investing in contractors matters more than ever

By Heidi J. Ellsworth.  

CertainTeed's Business Building Workshop demonstrates that relationships remain the foundation of roofing success.  

There are many industry events throughout the year, but every once in a while, you attend one that reminds you why you love this industry. That was exactly how I felt participating in CertainTeed's Business Building Workshops (BBW). Through several BBW events, everywhere I looked, contractors were sharing ideas, comparing business strategies and talking openly about the challenges they face every day. CertainTeed team members weren't simply presenting products, they were listening, asking questions and connecting contractors with resources and one another.  

That atmosphere says a great deal about what Business Building Workshops are all about. They are an investment in people. Contractors leave with new ideas, stronger relationships and practical business strategies they can immediately put to work. In today's roofing market, where the economy is challenging and we continue to deal with labor shortages along with one of the fastest growing technology booms we have seen, BBWs offer the type of investment that is more valuable than ever.  

Looking out over historic Fenway Park during the Boston BBW, I had the opportunity to sit down with Mark Rayfield, senior vice president and chief executive officer of Saint-Gobain North America. Having spent more than 27 years with Saint-Gobain and CertainTeed, Mark has helped lead one of the world's largest building products organizations while maintaining a deep connection to the roofing industry. When I asked why the company continues investing in Business Building Workshops, his answer immediately focused on the people who make roofing successful.  

"Our contractor partners are what make this business happen," Mark said. "This is a great way to give them the tools to expand their business, whether it be marketing tools, sales tools or product knowledge. We couldn't do it without them."   

That answer resonated with me because it reflects something I have witnessed throughout my career. Manufacturers that consistently invest in contractor education are investing in the future of the entire industry. When contractors become stronger business owners, everyone benefits: projects run more smoothly, customers receive better service and manufacturers earn long-term loyalty that cannot be created through products alone.  

For years, RoofersCoffeeShop has focused on sharing ideas that help contractors build stronger businesses. We know technical expertise is essential, but we also know successful contractors must be exceptional leaders, communicators, marketers and employers. The workshop embraces that same philosophy by providing education that extends well beyond products and installation.  

As I walked through BBW interviewing contractors, one message surfaced again and again. They appreciated the education, but what they valued most were relationships. They talked about CertainTeed territory managers who understand their businesses, technical representatives who help solve difficult challenges and leadership teams that genuinely want contractor feedback. Those relationships cannot be created with a brochure or a sales presentation. They are built over years of working together, listening and earning trust.  

Mark believes those relationships have always been part of the company's culture. "It's a people company," he explained. "The teams we have in the field connect with contractors, understand their challenges and build these great partnerships. First and foremost, it's always been a strong relationship company."   

I couldn't agree more. One of the reasons roofing remains such a strong industry is because relationships still matter. Contractors choose manufacturers they trust. Manufacturers invest in contractors who share their commitment to quality. Homeowners choose contractors based on confidence and reputation. Even as technology transforms how we communicate and operate our businesses, trust continues to be the foundation that connects every part of the roofing supply chain.  

Those relationships are strengthened every time contractors gather to learn from one another. Some of the best conversations I heard during BBW didn't happen during presentations. They happened in hallways, over coffee and between sessions, where contractors openly shared ideas that had worked in their businesses and discussed challenges they were still trying to solve. Those conversations are often just as valuable as formal education because they remind us that no one succeeds alone.  

Relationships naturally led many of the conversations at BBW to another important topic — workforce development. Every contractor interview talked about recruiting, training and retaining quality employees. It is one of the greatest challenges facing roofing today and Mark spoke passionately about the investments Saint-Gobain and CertainTeed are making to help prepare the next generation of industry professionals.  

CertainTeed continues expanding training opportunities for employees while partnering with vocational schools and technical education programs to introduce young people to careers in manufacturing and construction. Those investments recognize that building tomorrow's workforce requires long-term commitment rather than short-term solutions. It is another example of how education strengthens not only individual companies but the entire roofing industry.   

As someone who has spent decades promoting careers in roofing, I found that especially encouraging. Our industry offers incredible opportunities, but we must continue telling that story. We need to show young people that roofing is about innovation, technology, leadership and entrepreneurship just as much as it is about installing roofs.  

That commitment to learning extends throughout Business Building Workshop. Sessions on leadership, sales, marketing, technology, podcasting and installation are designed to help contractors become stronger business owners. Technical knowledge remains critical, but today's contractors also need the skills to lead teams by building strong company culture and communication while adapting to changing markets.  

Mark also discussed the importance of complete roofing and exterior systems. Homeowners no longer look at roofing products individually. They are investing in complete building envelope solutions that protect their homes while improving long-term performance. Contractors who understand how roofing, ventilation, underlayments, weather barriers and siding work together create greater value for customers while strengthening their own businesses. Education gives them the confidence to have those conversations and differentiate themselves in an increasingly competitive marketplace.   

One of the themes that continued surfacing throughout the workshop was listening. CertainTeed doesn't simply develop educational programming and hope contractors find it useful. The company continually asks contractors what challenges they are facing and then builds future workshops around those needs. New classes are added, existing sessions evolve and every year the educational program becomes stronger because it reflects what contractors are experiencing in the real world.  

That approach may have been my biggest takeaway. The best manufacturers listen to contractors. The best contractors listen to customers. The best leaders listen to their teams. Those conversations create better products, stronger businesses and partnerships that continue moving the roofing industry forward.  

As I walked out of Fenway Park that afternoon after visiting with Mark, I found myself thinking about all the conversations that had taken place over the previous two days in classrooms, during lunch or in the hallway. Those are often the moments that have the greatest impact because they remind us that roofing has always been an industry built on people willing to help one another succeed.  

I have had the privilege of attending hundreds of roofing events over the years and the ones that leave a lasting impression all have one thing in common. They invest in people first. Products matter. Innovation matters. Technology certainly matters. But none of those things reach their full potential without contractors who know how to build successful businesses and lasting relationships.  

Business Building Workshop reflects that belief in every session, every conversation and every opportunity to learn. It is more than an educational event. It is a commitment to helping contractors become stronger business leaders, better employers and trusted partners in their communities. When manufacturers invest in helping contractors succeed, they aren't simply building market share. They are helping build a stronger roofing industry and that is an investment that benefits all of us.  

Learn more about how CertainTeed’s Business Building Workshops invest in contractor education, relationships and leadership to strengthen the future of the roofing industry!