266: This Roofer Fired His Best Sales Rep—And It Made Them Millions with Elijah Muhm
Guest: Elijah Muhm, Roman’s Roofing LLC
Host: Jim Ahlin, Roofing Success Podcast
Listen to the Episode: https://roofingsuccesspodcast.com/firing-top-roofing-sales-rep-success-elijah-muhm-266
Links:
https://romansroofing.net
https://www.facebook.com/Romansroofingllc
https://www.instagram.com/romans_roofing
https://www.youtube.com/channel/UCCxL3ooHWkkxjD4ao8Rutpg
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In this powerful conversation, Elijah Muhm—one of the six co-owners of Romans Roofing and the host of Roof Trolls—pulled back the curtain on how firing his top sales rep unlocked record-breaking growth. He shared a candid, unfiltered blueprint for turning a small mom-and-pop shop into an eight-figure destination company where sales reps don’t just come to work—they stay for good.
Building a Business Where Sales Reps Retire
Elijah is clear about his purpose: Romans Roofing is designed to be a place where people can build a real career, not just chase commissions for a season. In an industry notorious for high turnover, his vision is bold:
“I want to see a sales rep retire here.”
To get there, Romans offers salaries (rare in roofing), 401(k) plans with matching, company vehicles, and a culture built on accountability and support rather than short-term greed. When he and his partners took over the company, it was a $700,000 operation. Within six months, they had multiplied revenue to $7.5 million—and kept climbing.
When Culture Trumps Revenue
It wasn’t all smooth sailing. Elijah shared how they made the difficult choice to let go of their highest-grossing sales rep.
“Selling jobs is one thing,” he explained, “but when you’re uncoachable, when you poison the culture, that’s the ceiling of your potential.”
That moment forced the team to confront what mattered most. Did they want to maximize profit or build something lasting? They chose the latter. Even after losing four more team members who didn’t buy in, Romans Roofing continued growing faster than ever.
Turning Sales into a Profession—Not a Pit Stop
One of Elijah’s biggest criticisms of the roofing industry is that sales training is inconsistent and outdated. At Romans, they created an immersive onboarding program: a week of training covering everything from paperwork to mindset, followed by intensive shadowing.
New reps don’t just learn to knock doors—they also learn the why behind every process. Elijah believes this is how you turn someone from a hustler into a professional. And he doesn’t shy away from holding the team to high standards:
“If it’s not a clear yes, it’s a clear no.”
Investing in People—Even When It Costs More
The Romans Roofing owners repeatedly decided to invest in people over profit. From buying their building to cement their place in the community to hosting family barbecues and personal development workshops, their approach is all-in.
Elijah emphasized that the company is willing to pay top commission rates but pairs that with long-term benefits and opportunities for advancement.
“You’re never going to make less money bringing someone else up with you,” he shared. “If you want loyalty, you have to care.”
All Business is Show Business
Marketing at Romans Roofing isn’t an afterthought. Elijah believes that roofing companies are in the show business—content, storytelling, and visibility come first. They produce educational videos (even teaching homeowners how to avoid needing their services), run attention-grabbing ads, and share behind-the-scenes stories to build trust.
This approach has transformed Romans into a brand people recognize. And it’s not just about leads—it’s about demonstrating authority and authenticity in a market crowded with transactional competitors.
Collaboration Over Competition
Elijah dreams of a time when roofing companies in the same market join forces to educate homeowners and elevate the industry’s reputation. He sees abundance where others see scarcity.
“Why haven’t we all gotten together on an ad saying, ‘Hire someone credible from this area’? If you’re afraid of losing jobs to other good companies, step your game up.”
Personal Growth: Leading by Example
Elijah doesn’t just expect his team to grow; he lives it himself. Last year, he read 25 books and continues to study sales, leadership, and marketing. He participates in mastermind groups, collaborates with respected coaches, and constantly asks questions to stay ahead.
His mindset is simple:
“I love chasing people I’ll never catch. I have to keep getting better.”
Final Thoughts: A Blueprint for Sustainable Growth
This episode wasn’t about tactics alone—it was about purpose. Elijah showed that when you lead with accountability, culture, and a clear mission, you can build a business where sales reps don’t just work for a paycheck—they work for a cause.
If you’re serious about turning your roofing company into a destination business, consider what Elijah and his partners have modeled:
- Pay well, but care more.
- Invest in training, even if it costs time and money.
- Prioritize culture over short-term revenue.
- Collaborate instead of competing.
- Never stop learning—and expect the same of your team.
“What good is being the man if you don’t have anybody else up there with you?”
FAQs: Roofing Business Takeaways from This Episode
Topic: Operations-Management
Q: How can I create a culture where sales reps want to stay long term?
A: Start by clearly defining your mission and values, then back it up with actions. Offer salaries or benefits uncommon in roofing (like 401(k) matching), invest in professional development, and be willing to make tough decisions to protect your culture—even if it means losing top producers.
Topic: Sales
Q: What’s the first step to improving sales training in my roofing company?
A: Implement a structured onboarding program that goes beyond scripts. Cover company mission, systems, processes, and the mindset needed to thrive. Follow it with ongoing, weekly reinforcement of the basics so your team internalizes them.
Topic: Marketing
Q: How can I make my roofing brand stand out in a crowded market?
A: Treat marketing as “show business.” Create educational content that helps homeowners even if they don’t hire you, share behind-the-scenes stories, and use humor or unique messaging to get attention. Consistency is key.
Topic: Growth-Expansion
Q: Is it better to grow slowly with the right people or scale fast with anyone?
A: Elijah’s experience shows that sustainable growth comes from putting culture first. You may grow slower in the short term if you’re selective, but you’ll build a stronger business long term.
Topic: Customer-Service
Q: How do I balance taking care of clients and supporting my sales team?
A: Elijah believes you must put your sales team first. If they feel valued and supported, they’ll take better care of clients. It’s a cascading effect: great culture drives great customer service.
Topic: Education-Training
Q: What should I look for in a new sales rep’s first year?
A: Look beyond revenue. Evaluate how well they learn processes, support teammates, educate themselves outside work, and contribute positively to culture. Clean, well-documented jobs matter more than volume alone.
Topic: Finance-Accounting
Q: Should I pay higher commissions or invest in benefits for reps?
A: It’s not either/or. Romans Roofing offers competitive pay but also provides salaries, 401(k), and vehicles. These investments build loyalty and reduce turnover, saving money over time.
Topic: Niche Services
Q: How do I get into commercial or multifamily roofing from residential?
A: Start by diversifying your team. Romans Roofing designated reps for retail, commercial, and multifamily accounts. Specialization allows you to tailor training and marketing for each niche.
Topic: Technology-Innovation
Q: What role does video marketing play in modern roofing sales?
A: Video builds trust, authority, and brand recall. Use it to teach, entertain, and show your team’s personality. Even videos teaching people how to do it themselves create goodwill—and often result in more business.
Topic: Legal-Compliance
Q: Why should I consider buying a building instead of renting?
A: Owning your space signals permanence and credibility to clients and employees. Romans Roofing bought their building across from the mayor’s office to show they’re committed to the community for the long haul.
Topic: Operations-Management
Q: How do I know when to fire someone—even if they produce big revenue?
A: If a top producer is uncoachable or damages culture, their short-term revenue isn’t worth the long-term cost. Elijah’s story proves you can grow faster after removing the wrong person.
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