Case Study

Case Study: Benjamin Fisher (Big Fish Contracting Co.)

Roofing sales team onboarding that scales: how Big Fish Contracting replaced shadowing the owner with a sales process and grew its close ratio.

Ryan Groth Founder & CEO, Sales Transformation Group
2 min read

Originally published January 10, 2022. Updated September 2026 with a summary, next steps and answers to common questions.

Case Study: Benjamin Fisher (Big Fish Contracting Co.)

Benjamin Fisher, the owner of The Big Fish Contracting Company, was trying to find a way to grow his roofing business. With help from the Sales Transformation Group, he was able to create a better culture for his sales team and greatly improve sales, even during COVID.

His Biggest Pain Point Was Onboarding New Sales Staff Quickly And Efficiently

Though Benny had a couple of sales people, he didn’t really have a process for training and scaling up members of the sales team. His process had been to have his sales team shadow him and try to duplicate his efforts. Recognizing that this wasn’t scalable, Benjamin turned to the Sales Transformation Group who helped implement a new sales training program.

He Learned How To Scale His Team

The new sales training program (Sales Accelerator) was full of sales process training, as well as a variety of resources that helped his team learn faster and more effectively. The Sales Accelerator program was built to help Benjamin with everything from job descriptions to a number of different training programs that were unique to the roofing industry.

$3,000,000 In Sales/Yr Before Joining The Program And After A Year In The program, They Did $5,000,000 In Sales

The improved sales training allowed his company to nearly double its sales in just one year. The scalability of the program, as well as the specificity of the modules created a more competent and confident sales team that was better prepared to find and sell to the right kinds of customers.

27% Close Ratio To A 35% Close Ratio In A Year Due To Consistency And Deliverables

Sales Accelerator also helped The Big Fish Contracting Company better identify the kinds of clients they were looking for, which resulted in a better close ratio. That meant less time chasing bad leads and more time closing.

If you want to learn more about the ways that Sales Transformation Group can help your contractor business, contact us today to sign up for a free 15-minute consultation.

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“To Help Business Owners Focus on Growth allowing them to Create Safety for others.”

Onboarding reps without the owner shadowing them

How do you onboard new roofing salespeople faster?
Replace shadowing with a defined process. Benjamin Fisher of Big Fish Contracting had new salespeople follow him and copy his efforts, which did not scale. Through STG's Sales Accelerator, his team got sales process training, job descriptions and roofing specific training modules, which helped them learn faster and more effectively.
What results did Big Fish Contracting get from sales training?
According to the case study, Big Fish Contracting did $3,000,000 in sales the year before joining the program and $5,000,000 after a year in it, even during COVID. Their close ratio went from 27% to 35%, credited to consistency, deliverables and better identifying the right kinds of clients.
How can a contractor improve their close ratio?
One lever from this case study is better qualifying. When Big Fish Contracting got clear on the kinds of clients they wanted, they spent less time chasing bad leads and more time closing, and their close ratio improved. A consistent sales process that every salesperson follows, with clear deliverables, supports that too.