Why relationships still drive success in roofing sales

By Jenny Yu.  

Industry leaders discuss how manufacturer reps continue to bridge the gap between contractors, distributors and suppliers. 

In this episode of Roofing Road Trips®, Heidi J. Ellsworth sat down with Jim Rizzo of PermaBond and Randy Chaffee, RCS Influencer and owner of Source One Marketing, to discuss how manufacturer representatives continue to play a critical role in the roofing and metal industries.  

While digital tools are becoming more common across the industry, both guests emphasized that relationships remain the foundation of successful sales and support strategies. “A lot of people think AI and technology can substitute relationships,” Randy stated. “If you think that having the relationships and fostering those relationships on every level can be substituted by AI, you’re going to lose quickly.” 

Randy also noted that successful reps are not only focused on buyers and executives, but also on counter staff, outside sales teams and contractors. He explained that smaller distributor events and local meetings often create stronger long-term connections than larger trade shows. “To be in that small-town USA with your little tabletop, actually meeting and talking and glad-handing with your customers, that’s something reps do very well,” Randy said.  

Jim agreed, adding that contractor engagement has evolved significantly over the years. He said younger contractors are more collaborative and open to working closely with manufacturer representatives than previous generations. “Younger folks really like that engagement to work together,” Jim said. “Today, you see the younger people really engaging reps a lot more. And I think that’s great.” 

The conversation also explored the growing diversity within the rep community, including more second- and third-generation businesses and increased participation from women in leadership roles. “Back in the day, you didn't see a lot of women,” Jim said. “Now women are in a lot of places, working with a lot of contractors and people in the architectural community. It’s awesome.” 

Both guests stressed that modern reps must adapt communication strategies across generations and platforms. Randy pointed to social media and digital visibility as important ways to stay connected with younger professionals entering the industry. “You have to go where your people live,” Randy said. “The generations see things differently. They don’t have the same interests that some of us older folks do.” 

Read the first article in this series or Listen to the podcast to learn more about the evolving role of manufacturer relationships in roofing and metal construction.