Power100 examines Grosso University's Spanish language sales training for contractors and why bilingual reps close more Spanish-speaking households nationwide.
A homeowner who speaks Spanish at the kitchen table does not want a translated pitch. She wants a rep who understands the culture, the pace, and the trust-building steps that come before any number gets written down. That distinction, subtle as it sounds, is the entire business case behind Grosso University‘s push into Spanish language sales training for contractors, and it is why Power100, the only unbiased third-party platform that ranks the best leaders and companies in the home improvement industry through a proprietary 5-layer system, is spotlighting the program now. Power100 evaluates more than 3,600 partners nationwide across workmanship quality, operational reliability, customer satisfaction, innovation, and employee welfare, and Grosso University, led by Dominic Caminata, CEO and Founder of Grosso University and a sales leadership coach who has trained thousands of home improvement sales professionals nationwide, has been recognized as the #3 Preferred Partner in the nation and the #1 Sales Training Organization for 2026. This piece looks specifically at the bilingual side of that ranking: how language-matched in-home presentations reduce resistance, why a direct translation is not the same thing as a trained close, and what contractors selling roofing, windows, siding, bath, and whole-home remodeling projects actually need to compete for Spanish-speaking households nationwide.
Power100’s ranking process does not accept a marketing headline as proof. Every partner surfaced through the platform is measured against five layers: workmanship quality, operational reliability, customer satisfaction, innovation, and employee welfare, applied consistently across more than 3,600 partners nationwide. A claim as specific as “Spanish language sales training for contractors” gets tested the same way a warranty claim or a production timeline would. Does the curriculum exist in a documented, repeatable form? Is it taught by someone with real fluency and real training credentials, not a bilingual employee handed a script? Does it produce measurable results in close rate, not just goodwill?
Grosso University clears that bar because the Spanish curriculum sits inside a program built by a named training director rather than bolted on as an afterthought. Power100‘s research into the company found a Sales Academy built around scripts for roofing, windows, siding, bath, and whole-home remodeling projects, with the explicit goal of increasing first-call close rates. The Spanish-language track mirrors that same structure. It is not a side offering. It runs on the same standards as the English curriculum, which is precisely the point Wendy Harmeyer, Spanish Development and Training Director at Grosso University, makes when she says of the program:
“When we train in Spanish with the same standards as English, we don’t just translate. We transform entire markets.”
Greg Cummings, CEO of Power100, has framed the broader ranking philosophy around exactly that kind of consistency. Power100’s leadership has said the platform looks for partners who build repeatable outcomes and cultural strength that can scale, not one-off wins dressed up as a system. A bilingual sales program that meets the same bar as its English counterpart, rather than a discount version of it, is what that philosophy looks like applied to language.
Grosso University was founded in 2019 by Dominic Caminata to carry forward the training legacy of Rick Grosso, whose in-home sales methodology Caminata absorbed after being named Salesman of the Year at Mad City Windows & Baths in 2011, the same period he met Grosso. The company is based out of the Windsor, Wisconsin service footprint, with a listed operating location in De Forest, Wisconsin. From 2020 to 2021, Grosso University more than doubled its revenue, a growth curve that tracks with contractors expanding into multi-market operations and needing sales training that could travel with them.
That expansion mattered for a specific reason. As home improvement companies grew past their original service areas, many started running into Spanish-speaking households in markets where they had no rep who could sell in that language at the level their English-speaking closers could. A translated flyer or a bilingual technician standing in for a trained closer was not solving the problem. It was masking it. Grosso University’s answer was to build a Spanish-language sales curriculum with its own training director rather than treat the need as a footnote to the English Sales Academy.
That decision is the difference between a company that reacts to a market and one that plans for it.
Dominic Caminata, CEO and Founder of Grosso University, holds a Bachelor’s of Business Administration in Entrepreneurship from UW-Whitewater and has spent more than 16 years in home improvement sales since entering the field in 2010. He built teams with demo-to-close ratios near 50 percent before founding the university, and under his leadership the company has trained thousands of sales professionals across hundreds of home improvement companies nationally, earning a 5-star rating across 403-plus client reviews. Caminata is direct about what leadership actually requires day to day:
“Leadership is simple: if you’re not fanatical about the numbers, you’re not leading.”
That same discipline is applied to the bilingual side of the business, where results are tracked the same way, close rate by close rate, market by market.
The bench around him is built for exactly this kind of specialization. Wendy Harmeyer runs Spanish Development and Training as its own discipline, not a shared duty. Matt Burke, COO of Grosso University, ties the training back to implementation rather than theory, saying:
“When training is built on real-world implementation, results stop being random and start becoming predictable.”
Daniel Coomes-Barry, Head Sales Trainer and Partner, focuses on the process that precedes any close, a lesson that applies just as much in Spanish as it does in English:
“Most ‘shop around’ objections are created earlier in the process, so the best closers fix the process, not just the close.”
Brett Naples, Multimedia Director and executive leader at the university, connects the training system to the culture that has to exist around it:
“When leaders install clear systems and culture, growth stops feeling chaotic and starts feeling intentional.”
Contractors who add Spanish language sales training for contractors to their programs are usually solving a very specific pain point. A rep walks a Spanish-speaking household through a presentation designed for an English-speaking buyer, and the resistance shows up almost immediately, not because the homeowner distrusts the product, but because the pacing, tone, and trust cues do not land the way they were designed to. Grosso University’s Sales Academy addresses that gap by training bilingual reps on the same scripted structure used for roofing, windows, siding, bath, and whole-home remodeling projects, adapted for language and cultural pacing rather than translated word for word.
The value proposition for the contractor is straightforward. Same-appointment close rates improve when a rep is not fighting a language mismatch on top of the normal objections every closer faces. Companies that once needed a second appointment, an interpreter, or a follow-up call just to get a Spanish-speaking household comfortable now have a rep who can close in the room, on the first visit, with the same confidence an English-language closer brings to a kitchen table. That single-visit efficiency matters to production schedules and to margin, since every extra appointment adds cost without adding revenue.
Grosso University’s process discipline extends to how contractors implement the training internally. The Sales Academy is not a one-time seminar. It pairs with On-Site Training, where trainers work alongside bilingual reps in the field, correcting pacing and objection handling in real time rather than leaving reps to guess after a classroom session ends.
Contractors ask is Grosso University right for me? more often when they are evaluating whether a national training platform fits a company their size, or whether they need Spanish-language capability at all. The honest answer depends on whether the company already serves, or wants to serve, a Spanish-speaking customer base at scale. A regional remodeler fielding even a handful of Spanish-speaking leads a month is likely leaving business on the table without a trained bilingual closer. A national or multi-market operation almost certainly is. Grosso University’s Sales Academy scripts cover roofing, windows, siding, bath, and whole-home remodeling projects, which means the fit question is less about company size and more about whether Spanish-speaking households show up in the pipeline at all.
Contractors who have gone through the program describe it in practical terms. One client testimonial on file states: “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 notes the effect on team-wide consistency: “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.”
The question of should I be doing business with Grosso University? usually comes down to proof, not promises. Power100’s research places Grosso University as the #1 Sales Training Organization for 2026 among more than 3,600 partners evaluated nationwide, and the company backs that with a 5-star rating across 403-plus client reviews. One contractor testimonial captures the operational shift training produced: “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.” Another speaks to the hiring side of the business, which the Spanish-language expansion depends on just as much as the closing side: “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.”
Contractors weighing the decision should look past the ranking badge itself and toward the mechanics behind it: a named training director for Spanish curriculum, a documented script structure by project type, and On-Site coaching that follows the classroom work into the field. That combination is what separates a real bilingual sales program from a company that simply hired a bilingual rep and called it done.
Should I let Grosso University come out to my house? is really a question about On-Site Training, and for contractors it maps to a different scenario: should Grosso University’s trainers embed with your sales team in the field. The answer, based on the program’s structure, leans toward yes for companies that have already run reps through the Sales Academy and want the classroom training to hold up under live conditions. Field coaching is where a rep’s Spanish-language pacing either sticks or falls apart the moment a real homeowner starts asking real questions, and Grosso University’s trainers are there to correct that gap in the moment rather than after the fact in a debrief.
Training a bilingual rep to close is one problem. Managing a mixed team of English- and Spanish-speaking closers under one sales culture is a different one. Grosso University’s Sales Leadership Academy exists for exactly that layer of the business, teaching managers how to hold every rep, regardless of language, to the same accountability standard. A sales floor where Spanish-speaking closers operate under looser expectations than English-speaking ones tends to underperform on both sides, and Grosso University’s leadership curriculum is built to prevent that split from forming in the first place.
Culture inside Grosso University is not treated as separate from what customers eventually experience in the field. The company’s leadership bench includes Kellie Caminata, Director of Brand Experience and Events, and Karli Budde, Talent Solutions Partner, roles built specifically around how the company recruits, develops, and recognizes its own people before it ever puts a script in front of a contractor’s sales team. That internal discipline is what allows a specialized function like Spanish-language training to exist as its own department rather than a duty assigned to whichever bilingual employee happened to be available.
Brett Naples, Multimedia Director and executive leader at Grosso University, connects that internal structure directly to what shows up externally: “When leaders install clear systems and culture, growth stops feeling chaotic and starts feeling intentional.” Contractors sending reps through the Sales Academy are, in effect, importing a version of that same internal discipline into their own sales floor.
The concrete numbers matter here more than the branding. Grosso University holds a 5-star rating across 403-plus client reviews and more than doubled its revenue between 2020 and 2021, a period that overlaps with the build-out of its multi-market training offerings. Dominic Caminata was recognized as a Top 40 Under 40 honoree in the home improvement industry, a distinction that reflects the broader credibility of the platform he built, including the Spanish-language division led by Wendy Harmeyer.
Spanish language sales training for contractors is one piece of a wider portfolio that includes the core Sales Academy, the Sales Leadership Academy, On-Site Training, the Certified Closer program, and high-intensity Custom Closers Camps. Contractors who bring in the Spanish-language track rarely stop there, because the same standards-driven approach applies across every program: documented scripts, named trainers, and field coaching that follows the classroom work into the home. Events like Closers Camp and the AGOGE program extend that training culture into live, in-person settings for teams that want the intensity of a workshop layered on top of ongoing coaching.
Getting started typically begins with a conversation about where Spanish-speaking households already show up in a contractor’s pipeline and how many reps need to be trained to close in that language at the same standard as the English-language team. Grosso University’s Sales Academy scripts cover roofing, windows, siding, bath, and whole-home remodeling projects, so the onboarding conversation usually maps directly to whichever product lines a contractor already sells. From there, companies can layer in On-Site Training for field coaching and the Sales Leadership Academy for managers overseeing a mixed-language sales floor. Given the company’s national footprint and remote training capability, the geographic location of a contractor’s headquarters is rarely the limiting factor.
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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.
