265: 3 Mindset Shifts That Turned $1M Roofers into Market Dominators with Chuck Thokey
Guest: Chuck Thokey
Host: Jim Ahlin, Roofing Success Podcast
Listen to the Episode: https://roofingsuccesspodcast.com/mindset-shifts-roofing-business-growth-265
Links:
https://www.instagram.com/chuckthokey/?hl=en
https://topreptraining.com/
https://www.mycoachchuck.com/
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Think Bigger, Scale Faster
When roofing companies get stuck—whether at $1 million or $10 million in revenue—it’s rarely because they can’t sell, don’t have leads, or need fancier software. According to Chuck Thokey, one of the most respected sales trainers in the home services space, the real roadblock is mindset. In this episode, Chuck breaks down the three mindset shifts that can transform an average contractor into a market-dominating leader.
Why Scaling to Sell Doesn’t Work
Too many roofing business owners get enamored with the idea of building a company just to sell it. They set arbitrary revenue goals—$10 million, $20 million—and convince themselves a big exit is the ultimate prize. But Chuck explains that if your only reason to grow is to cash out, you’re setting yourself and your team up for disappointment.
“If you have the mindset to grow, everybody wins. If you have the mindset to sell, there’s only one winner—and everyone else loses,” Chuck says.
Instead of focusing on an exit, Chuck urges owners to ask deeper questions:
- Why do you really want to scale?
- What kind of business do you want to build for your team and your customers?
- How will growth improve lives beyond your own?
This clarity not only energizes your staff but attracts the right sales talent and partners who want to be part of a shared vision.
Belief Drives Behavior
The second critical mindset shift is believing success is inevitable. Owners who doubt their business will grow—who think “this doesn’t work in my market”—inevitably behave in ways that reinforce those limitations. They hesitate to lead boldly, underinvest in people, and avoid the tough calls that drive progress.
“Your belief drives your behavior. If you believe success is unlikely, you’ll show up small and avoid rejection,” Chuck explains.
But if you decide to believe that your company will become a market leader, you take consistent action. You invest in training, you improve your customer experience, and you hire people who push you higher. Chuck encourages leaders to ruthlessly challenge limiting beliefs and replace them with empowering thoughts reinforced by action and repetition.
Seeing Is Believing
Many contractors can’t picture what a high-performing roofing company actually looks like. They’ve never walked through an operation that installs roofs in a day, manages processes with clockwork precision, or generates leads predictably.
One of Chuck’s most powerful tools is simply taking owners to visit these companies firsthand. For example, he helped an Oregon contractor struggling with slow installs and low morale. After visiting a peer business across the country that completed jobs faster with a clear process and an inspired team, everything clicked. That experience inspired them to overhaul their workflow, embrace new goals, and ultimately open additional locations.
“It’s hard to believe what you’ve never seen,” Chuck points out. “Sometimes you have to witness what’s possible before you can become it.”
Price Isn’t the Problem—Mindset Is
Another common mindset barrier is pricing. Contractors often assume the only way to win jobs is to lower their prices. But as Chuck puts it: “Fight lower pricing with higher pricing.”
He coached a concrete coating company that doubled its price per square foot. With training and added value in their offering, they closed more deals at the higher rate than they ever did at the lower one.
“People don’t buy from people they like. They buy from people they trust and believe,” Chuck emphasizes.
When your team truly believes in the product, the price, and the process, homeowners feel it. And they’re willing to pay more for confidence and accountability.
Systematize Everything—And Don’t Negotiate
Even the best intentions collapse without structured processes. Chuck has seen owners sabotage growth by allowing each sales rep or production manager to do things their own way. In high-growth companies, processes are non-negotiable.
“Your procedures are your values,” Chuck says. “The moment you decide you’ll let someone go their own way, it all unravels.”
He calls this “price engineering” and “process discipline.” Not only do you improve your profit, but you create predictability—something that attracts both employees and customers.
The Bottom Line: Mindset Makes Millionaires
Chuck’s advice is simple but powerful:
- Know your numbers.
- Get crystal clear on your purpose.
- Believe success is inevitable.
- See what’s possible.
- Create a system so robust that no one is tempted to improvise.
In a market where AI, private equity, and economic uncertainty are rewriting the rules, mindset is still the one thing owners can fully control.
“Success comes down to how you think, how you act, and how you inspire others to follow you,” Chuck says.
Whether you’re at $1 million or aiming for $100 million, adopting these mindset shifts can transform your company—and your life.
FAQ: Roofers Ready to Scale
Q: How do I start improving my mindset as a tour operator or contractor?
A: Begin by identifying your limiting beliefs—thoughts like “this market is too competitive” or “people here won’t pay premium prices.” Challenge them with evidence of companies succeeding in similar circumstances. Surround yourself with peers who think bigger, and commit to personal development resources like workshops, coaching, or mastermind groups.
Q: What’s the first step to scaling a roofing company?
A: Know your numbers. Understand exactly how many jobs, at what margin, you need to hit your growth targets. Break this down by week, month, and quarter. Without clarity on your metrics, you’re guessing instead of leading.
Q: How can I raise my prices without losing customers?
A: Build value into your offer—better warranties, superior materials, or exceptional service. Train your sales team to communicate that value confidently. When you increase trust and differentiate your company, many customers will pay more.
Q: Why does process discipline matter so much in growth?
A: Consistent processes create predictable results. If each team member does things differently, it’s impossible to scale efficiently. Top companies standardize how they sell, install, and service—and they never negotiate those standards.
Q: What role does pricing psychology play in roofing sales?
A: Huge. Presenting best-better-good options with clear differences helps customers self-select higher-value packages. As Chuck teaches, pricing is as much about perception as cost—design your options to guide the choice you want.
Q: How should I market my roofing company today?
A: Use a diversified strategy. Combine digital campaigns with offline channels like direct mail, networking events, and referrals. The companies winning in today’s market have omnipresence—they show up everywhere.
Q: Can I really compete with large national brands?
A: Absolutely. Many local contractors thrive against big brands by offering a better experience, faster response, and authentic community connection. Mindset and service often outweigh size.
Q: What’s the best way to inspire my team to adopt a growth mindset?
A: Show them examples of success. Bring them to see high-performing companies, share wins frequently, and set ambitious but achievable goals. Celebrate progress as much as outcomes.
Q: How do I prepare my company for economic uncertainty?
A: Focus on profitability over revenue. Improve operational efficiency, raise pricing where justified, and invest in training. The strongest companies adapt by staying disciplined and proactive.
Q: What’s the biggest mistake owners make when scaling?
A: Hiring more sales reps without fixing underlying issues in process, pricing, or mindset. Sales alone won’t cure operational gaps. Build a solid foundation first.
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