High-Impact Sales Training for Blue-Collar Teams Who Want to Win Without the Fluff
We help real sales teams close more deals, lead with confidence, and scale with clarity. No gimmicks. No scripts. Just proven strategies that actually work in the field, because that’s where we come from.
Our Team
Meet Our Commercial Roofing Experts
Patrick Sheehan
Sales AdvantEdge
Pat has more than 2 decades of experience at successfully leading business transformations and driving strategic growth, in both traditional corporate environments and the private sectors.
Pat’s roles have covered the spectrum of Owner, Chief Operating Officer, Chief Revenue Officer, Business Consultant, Franchising Consultant, High Performance Coach and as a Turnaround Specialist certified by the Department of Treasury and the US Bankruptcy Courts. He has hands-on experience working with owners, executives and entrepreneurs in a variety of industries, including Commercial Roofing, Healthcare Administration, Consulting & Coaching, Hotels & Resorts, Large Wineries, Health & Fitness, Retail, and Financial sectors, to name a few.
Pat values helping people accomplish their dreams of creating long term financial safety and security for our clients, their families and employees. His unique ability to create trusting, comfortable environments with open communication helps him to be of significant service to our partners. Without doubt, his approach is serving others with a caring, motivating, loyal, intelligent upbeat yet bottom-line attitude (with a dry sense of
humor sprinkled in).
Sean Murphy
Sales Team Lead
Sean Murphy brings over a decade of B2B sales and coaching experience from a wide variety of verticals including Finance, Digital Marketing, and Commercial Roofing.
Over the last 3+ years, Sean has been working exclusively with contractors to develop the strategies and tactics needed to thrive in an ever-evolving competitive environment. This experience has equipped him with the tools necessary to support the transformation of teams of all shapes and sizes into highly-professionalized and effective Sales Organizations.
Since joining the team at Service AdvantEdge, Sean has been tasked with two key responsibilities: ensuring that every SAE client receives the support they need to build a top-notch Service Division - and bringing more and more growth-minded owners into the SAE network with solutions custom-built to drive long-term success.
Bryan Mitchell
Head Estimating Coach
Bryan began his career in roofing in the 1990s, where he honed his skills in estimating and went on to train estimators across the country.
His expertise led him to join a dynamic, fast-growing roofing company as Vice President, where he played a pivotal role in establishing the service side of the business.
Bryan also set up the reroof and service estimating departments, contributing significantly to the company’s success before transitioning to his current role as VP of Business Development.
Ross Friedman
Service Facilitator Coach
With a strong background in Coaching, Consulting, and Client Success, I’ve dedicated my career to helping contractors optimize their service and maintenance divisions.
Having worked with hundreds of roofing contractors and gained deep expertise in scaling service departments, I focus on guiding companies to embrace what it truly means to be a service-driven organization in the commercial roofing industry.
Nicole Nietfeldt
Service Facilitator Coach
Nicole Nietfeldt is a hands-on coach and trusted partner to roofing contractors looking to build, grow, or streamline their commercial service divisions. Whether helping companies expand beyond residential or optimize an existing service operation, Nicole brings a practical, process-driven approach rooted in real-world experience.
With a background in roofing software implementation and service operations, she understands what it takes to turn big ideas into structured, scalable systems. As a lead coach for the ServicEdge Program, Nicole equips contractors to operate as professional service organizations — not just roofing companies — by building repeatable systems, training high-performing teams, and delivering consistent value to clients.
Her coaching empowers teams to move from reactive to proactive, turning commercial service into a strategic growth engine that drives revenue, retention, and long-term success.
Hear From People We've Helped
James Bush, Visionary Weather Shield Roofing Systems
“A fantastic program that will shortcut your Service learning curve by years and launch your profits higher.”
JIM BUSH - WEATHERSHIELD
GARY KOPP - ROOFCO ONTARIO
“Wow!... An actual road map with real details of how to sell, who to hire, what to bill and everything else you’ll need to create a more profitable service department, no matter where you are on that success curve right now.”
President - Roofco Ontario Inc
ERIC LUECK
RED HAMMER ROOFING
"Bryan's training is precisely what we have been looking for. He is extremely knowledgeable, professional, and delivers in a straight-forward, fun manner. Building a highly profitable service department has long been a dream of mine. Bryan is helping us lay the foundation for great things to come.”
Owner - Red Hammer Roofing
PATRICK CUNNINGHAM MOSER ROOFING SOLUTIONS
"Helpful, insightful and helped launch our service department into the
next level.”
VP of Service - Moser Roofing Solutions, LLC
CASEY MEDINA ROOF MASTER MAINTENANCE & ROOFING
"It’s been a great system so far with tons of resources and information. The steps we have been shown so far are starting to fall in the place in just a few months. Extremely excited and satisfied with where we’re headed.”
Service Manager Roof Master Maintenance & Roofing
PATRICK QUIN PRQ Exteriors
"This program gives us the exact formula for creating a multi-million dollar
service department. It would take me at least 10X longer to figure all of this out
on my own!”
Patrick Quin, PRQ Exteriors
Frequently Asked Questions
Who is this training program really for?
If you're a business owner, sales leader, or manager in the contracting space that is serious about growing a high-performance sales team — SalesEdge is built for you.
What makes this different from other sales training programs?
While other programs try to convert corporate sales techniques to fit the contractor mold, SalesEdge is built from the ground up with your industry in mind. Learn the systems and processes that have driven the sales success of hundreds of blue-collar businesses across the United States — backed by the support and coaching you need for your team to master them.
How long does the program take to see results?
Your team should begin making improvements on day one. However, a typical, committed sales representative should be able to complete all of the training in 90-100 days, and see a dramatic increase in their sales performance within their initial 4-5 months of training and application of their new skills.
Do you work with small teams or solo founders?
Yes —it’s never too early to build out an effective, consistent, and repeatable sales process and the systems needed to grow and develop a killer sales organization. It all starts with you.
Can I just train my team myself?
Many owners try that first. What they find out – after a great deal of trial and error – is that their investment of time and energy as an owner is far better used on other business needs. Why reinvent the wheel when you can replicate the best practices of industry leaders while developing the personalized edge you need to stand out from the crowd.
What if my team isn’t motivated?
That’s exactly why we exist. This program isn’t built on hype or motivation — it’s built on structure, strategy, and accountability. This foundation allows us to pull your team out of the status quo and align their personal and professional goals with your greater growth vision for the company.
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