Customer connections take center stage

By Jesse Sanchez. 

How personal relationships and steady support can help commercial roofers thrive in challenging economic cycles. 

Service First Solutions took center stage at the Western Roofing Expo with a message that resonated across the trade show floor: commercial roofers can strengthen their businesses by investing time in customers and building dependable service programs that carry clients through uncertain economic periods. 

Speaking from the RoofersCoffeeShop® soundstage, Tracey Donels of Service First Solutions drew on more than 20 years in commercial roofing as he explained why the company continues to expand its coaching and support programs for contractors nationwide. He shared, “I’ve built a team that goes around the country and helps commercial roofers start, grow and scale their commercial service departments.” 

Tracey shared that many booth visitors asked the same question: how to keep customers engaged when capital spending is on pause. He said roofers across the industry are hearing from clients who ask to “extend your pricing to three more months, 60 more days, 90 more days,” because their capital budgets are tightening. His advice was consistent and direct. “We have to have a good repair and maintenance department to be able to take care of the customer’s needs through these times so they’re there and ready for you when that re-roof money becomes available,” he said. 

The conversation kept returning to one theme: face time matters. “You have to go see your customers,” Tracey said. “In business-to-business sales, nobody ever hires someone they don’t like.” He added that trust builds through repeated interactions and that commercial customers already have a roofer, so contractors must show why they are the stronger choice. 

He also shared updates about how Service First Solutions is growing its coaching team. Tracey highlighted the addition of industry veteran Ellisha Loftus, which has allowed the company to create new programs tailored to smaller and busier contractors. These plans require as little as one or two hours a week of coaching. He stated, “If we can just spend one hour a week making our business better, you’re just going to be that much better off for it.” 

Watch the full interview to learn more about how Service First Solutions supports roofing contractors!