Finding a voice in roofing sales

By Jesse Sanchez. 

Former opera singer helps contractors fine-tune sales strategy with data and storytelling. 

In this episode of Roofing Road Trips®, the conversation hits an unexpected high note; opera. But Pam Torrey, director of marketing at Ingage, isn’t just talking about music. She’s breaking down the art of building a high-performance sales culture in the roofing industry, and her message is clear: storytelling, structure and data-driven coaching are transforming the way contractor's close deals. 

“I have zero degrees in marketing,” Pam said. “I have two degrees in vocal performance with an emphasis on opera and 19th century art song.” Her unconventional path from Apple B2B sales to a leadership role at Ingage, a sales enablement platform for home improvement companies, reveals how varied experience can power unique insights in today’s roofing industry. 

Pam's focus is on creating a cohesive, intentional sales culture, something many contractors struggle to define. “You have to figure out the why behind your company,” she expressed. “Why are we installing roofs? Why do [sales reps] want to work with you?” 

Rather than letting each salesperson freestyle in the field, Pam urges companies to build unified messaging and ensure consistent communication. Using Ingage’s cloud-based platform, teams can create dynamic presentations with video, compare sliders and embedded analytics, all aimed at improving both delivery and decision making. 

“Are you ensuring that you're having constant communication so that when performance reviews come up, nothing is a surprise?” Pam asked, pointing to the importance of feedback loops and transparency. Ingage even offers a “virtual ride-along” feature that lets managers see exactly what was presented, for how long and in what order, critical for identifying what works and what doesn’t. 

Pam makes the case that a successful sales operation doesn’t just depend on charismatic closers. It thrives on clarity, consistency and coaching. And yes, a bit of showmanship doesn’t hurt either. 

Read the transcript or Listen to the podcast to learn more about how Pam Torrey turned her operatic roots into a sales strategy powerhouse, helping contractors fine-tune performance and unify their sales teams!