The secret sauce in service division sales

By Dani Sheehan. 

Discover practical philosophies that can transform your service division – and your business – at ServiceCon 2025. 

With over 22 years of experience, Jeff Broderick is a sales leader in the industry – averaging an impressive $15-$20 million a year in private negotiated commercial roofing sales. While he’ll be the first to admit he’s not the one to join you on the roof, his expertise in sales provides him with a unique lens for building effective service divisions in commercial roofing. Ahead of his presentation at ServiceCon 2025 in Houston, Texas, March 12-14, we sat down with Jeff to discuss his approach and what attendees can expect to learn from him. 

When asked who should attend his session, Jeff’s answer was clear: “If you are a roofing company that feels like there’s a missing puzzle piece you just can’t pinpoint, you need to be there.” Jeff’s presentation promises to deliver actionable insights and strategies, emphasizing his belief in the power of building a team of problem solvers. “One of the common mistakes that a lot of roofing companies make is trying to put too many hats on one person,” he shared. “For example, these companies will take a service tech or an estimator and try to make them a sales representative.” 

One ingredient in Jeff’s recipe for success in sales is the philosophy of total quality management. By investing in specialized roles and avoiding overloading employees with disparate responsibilities, business owners can create cohesive teams where each member excels in their specific role. “Greate sales come when the sales rep can ask, ‘How do I deliver a product in a unique way that sets me apart?’” Jeff explained. “When a salesperson can focus entirely on this question, their motivation and actions naturally drive sales.” Meanwhile, other team members focus on executing the delivery and service to pull the project together. 

With this approach, companies can achieve better quality control. Service technicians can master their craft, coordination teams can ensure smooth communication and sales teams can concentrate on generating new business. This alignment internally results in transparency, consistency and an exceptional experience for the customer. 

But how do you stand out in a competitive market? For Jeff, it’s all about delivering value. “I don’t sell roof repairs or roof replacements,” he said. “I sell extreme value to the people I do business with and that value that they buy into results in repair sales and replacements.” With a value-first philosophy, you can foster long-term relationships that create the foundation for sustained success. 

Don’t miss Jeff’s presentation to uncover his guiding principles. He’ll share insights and strategies to help you build your own recipe for success and transform your business. Register for ServiceCon 2025 today!