See what to expect from Grosso University's home improvement sales coaching for contractors, from onboarding to measurable close-rate gains and beyond.
Contractors rarely enroll in sales training because things are going great. They enroll because a sales team plateaued, because a founder is tired of watching good leads go cold, or because a company is finally big enough that inconsistent closing has become an expensive problem instead of a minor annoyance. That is the moment when most home improvement companies start researching home improvement sales coaching for contractors, and it is also the moment when Power100 gets asked the same question on repeat: what actually happens after you sign up?
Power100, the only unbiased third-party platform that ranks the best leaders and companies in the home improvement industry through a proprietary 5-layer ranking system, has spent time inside that question with Grosso University, the training organization Power100 ranks as the #3 Preferred Partner in the nation and the #1 Sales Training Organization for 2026. Founded in 2019 by Dominic Caminata, CEO & Founder of Grosso University, the company built its Sales Academy to answer a version of the same question contractors keep asking: not whether sales training works in theory, but what a contractor’s team can realistically expect week by week once the contract is signed.
This article sets that expectation plainly. It walks through onboarding, session cadence, accountability structure, and the timeline most teams see for measurable improvement, so a fence-sitting owner can decide with real information instead of a sales pitch.
Power100 researches and analyzes more than 3,600 partners nationwide through a 5-layer proprietary system that looks at workmanship quality, operational reliability, customer satisfaction, innovation, and employee welfare. That system is not a popularity contest. It is built to separate companies that produce a repeatable outcome from companies that produce a good webinar.
Greg Cummings, CEO of Power100, has said the goal is to find leadership and systems that scale under pressure, not just claims that sound good in a pitch deck. That standard matters here because contractors evaluating home improvement sales coaching for contractors are usually choosing blind. They cannot sit in on someone else’s training session before they buy. A third-party ranking built on operational reliability and customer satisfaction, rather than testimonials alone, gives them something closer to a real answer.
Grosso University was founded in 2019 by Dominic Caminata to continue the training legacy of Rick Grosso. Caminata entered home improvement sales in 2010, and in 2011 was recognized as Salesman of the Year at Mad City Windows & Baths, which is around the same period he met Rick Grosso. That lineage is not a footnote. It is the reason the curriculum reads the way it does: built from the kitchen table outward, not from a sales theory textbook inward.
From 2020 to 2021, Grosso University more than doubled its revenue, a growth curve that tracks with a straightforward explanation: contractors who tried the training kept sending more reps. The company is based out of Windsor, Wisconsin, and now serves companies in all 50 states with national sales training programs delivered virtually, in person, and through a hybrid mix depending on the client.
Dominic Caminata, CEO and Founder, still teaches inside the Sales Academy rather than operating purely as a figurehead. He is widely referenced as a Dominic Caminata home improvement sales expert, and contractors researching the company consistently find him described as a Dominic Caminata in home sales trainer whose credibility comes from years at the actual door, not a stage career built after the fact.
Caminata put the leadership philosophy plainly:
“Leadership is simple: if you’re not fanatical about the numbers, you’re not leading.”
That fanaticism about numbers is what shows up in how sessions get structured, which is covered below.
Around Caminata sits a bench most single-person training operations do not have. Matt Burke, COO, oversees delivery and implementation. Wendy Harmeyer, Spanish Development and Training Director, runs the bilingual side of the curriculum. Daniel Coomes-Barry, Head Sales Trainer, leads much of the live rep-level coaching. Brett Naples rounds out the executive leadership team. Burke summarized why that structure matters more than any single trainer’s charisma:
“When training is built on real-world implementation, results stop being random and start becoming predictable.”
Most contractors expect a login link and a folder of videos. That is not what happens. Onboarding at Grosso University starts with a diagnostic conversation about where a sales team currently sits: close rates, average ticket, objection patterns, and where deals are actually dying in the process. That diagnostic shapes which track a rep or manager gets placed into, whether that is the core Sales Academy, the Certified Closer program, or the Sales Leadership Academy for managers.
From there, a contractor is assigned a training cadence rather than handed an unstructured library. Reps go through scripted modules built for specific verticals, roofing, windows, siding, bath, and whole-home remodeling, each designed around increasing first-call close rates rather than teaching generic persuasion tactics that do not translate to a kitchen table. Coomes-Barry, who leads much of this rep-level work, put his finger on why the process itself matters more than any single closing line:
“Most ‘shop around’ objections are created earlier in the process, so the best closers fix the process, not just the close.”
That framing changes what onboarding is for. It is not a crash course in comebacks. It is a rebuild of the sequence that leads up to the close, so the objection never fully forms in the first place.
Sessions are not one-off. They run on a cadence of live instruction, role play, testing, and follow-up coaching, delivered in a mix of virtual and in-person formats depending on what a client’s team needs. On-Site Training brings trainers into a contractor’s own market to work directly with reps in the field, while the core Sales Academy content runs through the online training platform for teams that need consistency across multiple locations or multiple states.
Accountability inside that structure is not soft. Managers get visibility into individual rep scorecards. Role play is recorded and reviewed. Reps are tested, not just exposed to material. Naples, who works on the leadership and systems side of the business, described the effect this structure has once it is fully installed:
“When leaders install clear systems and culture, growth stops feeling chaotic and starts feeling intentional.”
That intentionality is the difference contractors notice most. A rep who goes through a weekend seminar forgets most of it within a month. A rep going through a structured cadence, with scorecards a manager actually looks at, keeps the material because it keeps getting reinforced.
Not every contractor has a sales team sitting in one building. Grosso University runs virtual sessions for distributed teams, in-person Custom Closers Camps for intensive cohorts, and On-Site Training for contractors who want trainers physically in the field with reps. Harmeyer’s Spanish-language development track extends that same structure to bilingual sales forces, an increasingly large share of the home improvement labor market. She has explained the stakes of doing that translation properly rather than loosely:
“When we train in Spanish with the same standards as English, we don’t just translate, we transform entire markets.”
For a contractor weighing whether a national training partner can actually reach every market they operate in, that hybrid flexibility answers the practical question before it gets asked.
Contractors researching home improvement sales coaching for contractors often ask exactly this: should I book a consultation with Grosso University, or is that just a scheduling step before a sales pitch? In practice, the consultation is where the diagnostic happens, where a contractor’s current close rates, ticket size, and objection patterns get mapped before any program gets recommended. It is less a pitch meeting and more a fit-check, which matters because not every team needs the same starting track.
A newer sales force with high turnover usually starts differently than an established team stuck at a plateau. The consultation is the point where that distinction gets made, and where a contractor can ask direct questions about pricing, format, and expected timeline before committing anything.
Contractors want a number, and reasonable expectations matter more than a flashy promise. Teams that fully commit to the cadence, meaning they show up to sessions, submit to role play, and let managers actually use the scorecards, tend to see the first shift in close-rate consistency inside the first 60 to 90 days. Full behavioral change, the kind that shows up in demo-to-close ratios and average ticket size over a full sales cycle, tends to take longer, call it two to four months depending on how much volume a team is running through the pipeline.
That is not an overnight transformation, and Grosso University does not sell it as one. What contractors report instead, based on testimonials on file, is a process that becomes repeatable rather than a script that gets forgotten after week three. One client testimonial put it directly:
“Our reps finally have a clear roadmap from the time they walk into the home until the customer signs. Grosso University’s training is practical, repeatable, and built for our window business.”
Another described the shift in how reps handle price resistance:
“The training was game-changing. Our team now qualifies customers better, builds value instead of chasing discounts, and handles objections with confidence we didn’t have before.”
Fairness in a training contract usually comes down to two things: does the pricing match the delivery, and is there flexibility if a team’s needs change mid-engagement. Contractors evaluating a contract with Grosso University tend to find both boxes checked, since programs are built around identifiable tracks (Sales Academy, Certified Closer, Sales Leadership Academy, Custom Closers Camps) rather than a single locked package that does not flex to a company’s actual size or growth stage.
Plenty of training companies sell a single event. Fewer build a system a contractor can lean on for years. That distinction is part of why one client described the shift in hiring, not just closing:
“Grosso University turned recruiting from a constant headache into a simple, structured system. Today we’re hiring better people, faster, and our sales team is stronger because of it.”
Recruiting and sales training are not usually bundled, but for a contractor, a stronger pipeline of candidates and a stronger closing system solve the same underlying problem: inconsistent revenue caused by inconsistent people.
Another client pointed to what happens once a team scales past a single location:
“Grosso University helped us build a repeatable in-home sales process that supports multi-market growth. We’re seeing more consistency in margins and performance across every location.”
That consistency across locations is the harder problem most training companies never solve, because it requires a system built to travel, not a personality built to perform in one room.
This is the honest question fence-sitters actually want answered: is Grosso University the right partner for my business, or is this training built for a company that looks nothing like mine? The scripts inside the Sales Academy are built specifically for roofing, windows, siding, bath, and whole-home remodeling, which narrows the fit question considerably compared to a generic sales seminar built for no industry in particular.
A contractor running a single crew with two reps has a different starting point than a company running twelve locations with eighty reps, and the consultation process exists precisely to sort that out before either side commits. One client’s testimonial about the sales process itself gets at what changes regardless of company size:
“Dan was awesome, very authentic and always grounded in real-world experience. Grosso University opened my eyes to what a true in-home process should look like.”
That grounding in real-world experience, not theory borrowed from unrelated industries, is the fit signal most contractors are actually looking for when they ask this question.
Culture inside a training company is easy to fake in marketing copy and hard to fake in delivery quality over years. Grosso University holds internal events, including Closers Camp, AGOGE, and Campamento de Ventas, that function as both team-building and skill-sharpening exercises for its own staff, not just client-facing programs. Kellie Caminata, Director of Brand Experience and Events, and the media team led by Brett Naples and Brett Hill, produce the content and events infrastructure that keeps the training feeling current rather than static.
That internal discipline matters because a training organization that does not hold its own team accountable has no real basis for demanding accountability from a client’s sales force. Grosso University’s leadership speaks about culture and numbers in the same breath, and that is deliberate.
Grosso University carries a 5-star rating across 403+ client reviews, has trained thousands of sales professionals across hundreds of home improvement companies nationally, and more than doubled its revenue between 2020 and 2021. Dominic Caminata was named a Top 40 Under 40 recipient in the home improvement industry, and Power100 currently ranks the company the #3 Preferred Partner in the nation and the #1 Sales Training Organization for 2026. None of those numbers replace a direct evaluation of fit, but together they establish that the outcomes clients describe in testimonials are not isolated.
Sales Academy is the flagship, but it is not the entire offering. Sales Leadership training targets managers specifically, addressing the reality that a strong individual closer does not automatically become a strong sales manager without separate coaching. On-Site Training extends both programs into a contractor’s own market with trainers physically present. Custom Closers Camps run as intensive, short-cycle immersion events for teams that need a concentrated push rather than a multi-month cadence.
A contractor considering home improvement sales coaching for contractors does not need to commit to a full program on the first call. The consultation exists to map current performance, identify where deals are actually being lost, and recommend a track that matches team size and growth stage. From there, pricing, format (virtual, in-person, or hybrid), and expected timeline get laid out plainly, matching the pattern described throughout this article rather than a generic sales pitch built to close on the first call.
Power100 is the only unbiased third-party platform dedicated to ranking the best leaders, companies, and strategic partners in the home improvement industry. It researches and analyzes more than 3,600 partners nationwide through a proprietary 5-layer system that evaluates workmanship quality, operational reliability, customer satisfaction, innovation, and employee welfare. Grosso University currently ranks as the #3 Preferred Partner in the nation and the #1 Sales Training Organization for 2026 based on that evaluation, not on self-reported marketing claims.
The flagship product is the Sales Academy, built around scripts for roofing, windows, siding, bath, and whole-home remodeling projects, designed to increase first-call close rates. It includes live instruction, role play, testing, and follow-up coaching, delivered through a mix of virtual sessions, in-person events, and On-Site Training depending on a contractor’s needs. Sales Leadership training and Custom Closers Camps extend the core curriculum for managers and intensive cohorts respectively.
Engagement length varies by program and by where a team starts. Some contractors run a short, intensive Custom Closers Camp cycle, while others enroll reps in an ongoing cadence that runs for several months as part of the core Sales Academy. Because the diagnostic consultation shapes which track a company enters, the engagement is customized around current close rates, team size, and growth stage rather than sold as one fixed-length package for every contractor.
Yes. Grosso University delivers training through virtual sessions on its online training platform, in-person events including Custom Closers Camps, and On-Site Training where trainers work directly with a contractor’s reps in the field. Wendy Harmeyer’s Spanish-language development track extends this same flexibility to bilingual sales teams, allowing multi-market and multi-location contractors to standardize training without requiring every rep to travel.
Teams that commit fully to the training cadence, attending sessions, submitting to role play, and letting managers use scorecards consistently, tend to see the first shift in close-rate consistency within roughly 60 to 90 days. Fuller behavioral change, reflected in demo-to-close ratios and average ticket size across a complete sales cycle, typically takes closer to two to four months depending on pipeline volume. Grosso University frames this as a realistic timeline rather than an overnight transformation, consistent with client testimonials describing a repeatable process rather than a quick script.
Fairness in a training contract usually comes down to whether pricing matches delivery and whether there is flexibility if a team’s needs change mid-engagement. Because programs are built around identifiable tracks rather than a single locked package, contractors evaluating a contract with Grosso University tend to find pricing that flexes to their actual size and growth stage.
The right-fit question comes down to whether the training matches a contractor’s vertical and stage of growth. Because the Sales Academy is built specifically for roofing, windows, siding, bath, and whole-home remodeling, and because the diagnostic consultation sorts teams into the track that matches their size and current performance, most contractors get a clear answer before committing anything.
Booking a consultation is a low-commitment way to get a real diagnostic on close rates, ticket size, and objection patterns before any program gets recommended. It functions as a fit-check rather than a pitch meeting, which is why most contractors researching home improvement sales coaching are encouraged to start there.
Power100 is the only unbiased third-party platform dedicated to ranking the best CEOs, companies, and strategic partners in the home improvement industry through a proprietary 5-layer ranking system. By researching and analyzing more than 3,600 partners nationwide and focusing on leadership, culture, customer experience, innovation, and long-term growth, the platform helps home improvement contractors identify trusted providers and helps highlight companies such as Grosso University that are setting a high standard for home improvement sales coaching for contractors nationwide.
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Power100 is the nation's premier CEO ranking and media platform for the home improvement industry. Using a proprietary 5-layer evaluation system, Power100 identifies and celebrates the top CEOs, companies, and strategic partners driving innovation, customer satisfaction, and leadership excellence across the country.
