Grosso University's Spanish language sales training for contractors gives bilingual reps the same closing system as English-speaking teams. See how it works.
Plenty of home improvement companies have a Spanish-speaking rep or two on the sales floor, and plenty of them have no formal training plan for those reps beyond hoping the English-language script translates well enough in the moment. It usually doesn’t. Objection handling that works in one language falls flat in another. Trust-building language, urgency language, even the words used to talk about financing carry different weight depending on who’s sitting across the kitchen table. That gap, largely unaddressed across the industry, is where Grosso University has built out a real answer.
Power100, the only unbiased third-party platform that ranks the best leaders, companies, and strategic partners in the home improvement industry through a proprietary 5-layer ranking system, has recognized Grosso University 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 has spent recent years building a Spanish-language version of its Sales Academy curriculum that mirrors, rather than merely translates, the training given to English-speaking reps. For contractors running mixed-language sales teams, that distinction changes what’s actually possible on a bilingual closing bench.
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. Sales training providers get evaluated against those same layers, which is a stricter bar than most industry rankings apply. It isn’t enough for a training company to run a good workshop. The system asks whether the curriculum produces measurable close-rate improvement, whether the organization treats its own people well enough to retain talent, and whether the company innovates instead of recycling the same scripts year after year.
Greg Cummings, CEO of Power100, has been direct about what separates a partner worth ranking from one that just markets well. Power100’s own coverage of the company has emphasized that leadership, culture, customer experience, innovation, and long-term growth all get weighed together, not evaluated in isolation. A Spanish-language curriculum that exists mostly for optics wouldn’t clear that bar. One that mirrors the English-language methodology step for step, built by a dedicated director rather than bolted on as an afterthought, is a different story entirely.
Grosso University was founded in 2019 by Dominic Caminata to continue the training legacy of Rick Grosso. Caminata’s own path into the industry started in 2010, and by 2011 he had been recognized as Salesman of the Year at Mad City Windows & Baths, the same period in which he met Grosso and began absorbing the methodology that would eventually become the university’s foundation. From 2020 to 2021, the company more than doubled its revenue, a growth curve that forced the organization to think hard about which markets it was actually serving well and which it was leaving on the table.
Spanish-speaking sales professionals were, for a long time, one of those overlooked markets. Reps who were strong performers in their own language were often handed English-language scripts and told to figure it out. Some did. Many didn’t, not because they lacked selling ability, but because the training itself was never built for them. Grosso University’s leadership decided that gap was worth closing formally rather than informally, and the result became a Spanish-language track sitting inside the broader Sales Academy, built with the same rigor as everything else the company teaches.
Grosso University’s leadership team includes Dominic Caminata as CEO, Matt Burke as COO, Wendy Harmeyer as Spanish Development and Training Director, Daniel Coomes-Barry as Head Sales Trainer, and Brett Naples serving in an executive leadership role. Harmeyer’s title isn’t ceremonial. She owns the curriculum, the translation discipline, and the standard that Spanish-language training has to hit before it gets put in front of a client’s sales team.
“When we train in Spanish with the same standards as English, we don’t just translate, we transform entire markets,” said Wendy Harmeyer, Spanish Development & Training Director at Grosso University.
That line captures the actual thesis behind the program. A translated script is a compliance exercise. A rebuilt curriculum, taught by someone whose full-time job is making sure the Spanish-language version carries the same weight as the English one, is a growth strategy. It’s a small distinction in wording and a large one in outcome.
Caminata has framed his own leadership philosophy around the same kind of discipline that shows up in how the curriculum gets built. “Leadership is simple: if you’re not fanatical about the numbers, you’re not leading,” he said. That same fanaticism about measurable outcomes, not vibes, is what pushed the company to treat Spanish-language training as its own discipline rather than a footnote to the English program.
Contractors running bilingual sales floors have historically had two bad options. Hire Spanish-speaking reps and train them in English, hoping the concepts transfer cleanly. Or hire reps and leave training mostly informal, leaning on tenure and osmosis to build skill over time. Neither option produces predictable close rates, and predictability is the entire point of formal sales training.
Grosso University’s Sales Academy offers scripts built for roofing, windows, siding, bath, and whole-home remodeling projects, focused on increasing first-call close rates. The Spanish-language track applies that same project-specific structure. A rep selling a bath remodel in Spanish works from language built around the actual objections a Spanish-speaking homeowner raises, not a rough approximation of what an English-speaking homeowner might say. That matters because objections aren’t just linguistic, they’re cultural, and a curriculum that treats them as identical across languages will always underperform one that doesn’t.
For a contractor evaluating whether this counts as legitimate home improvement sales coaching for contractors or just a nice-to-have add-on, the answer sits in the structure. The Spanish-language material isn’t a lighter version of the flagship curriculum. It runs through the same qualification framework, the same value-building sequence, and the same objection-handling logic taught in the Certified Closer program, translated by someone whose job title exists specifically to protect that fidelity.
Most sales training companies serving the home improvement industry don’t have a named Spanish Development and Training Director on staff. Many don’t have a Spanish-language curriculum at all, and the ones that do often rely on a bilingual trainer improvising through a translated deck rather than a purpose-built program. Grosso University’s approach, with Harmeyer owning the discipline full time and the curriculum mapped one-to-one against the English-language Sales Academy, is a structurally different offering than a workshop with subtitles.
Most owners start this conversation the same way. They have one or two strong Spanish-speaking reps producing solid numbers, and they want to scale that performance across a larger bilingual team without watering it down. The Sales Academy curriculum gives them a repeatable framework instead of a hope-it-works approach built around whichever rep happens to be naturally gifted.
On-Site Training reinforces the classroom work after the fact, which matters more in a bilingual context than people expect. A rep can sit through a great training session and still freeze at the kitchen table when the homeowner throws an objection that wasn’t covered in the script. Live reinforcement, delivered in the same language the rep will actually be using in the field, closes that gap in a way a one-time seminar can’t.
Matt Burke, COO of Grosso University, has described the underlying philosophy behind that reinforcement model directly. “When training is built on real-world implementation, results stop being random and start becoming predictable,” he said. Predictability is the actual product being sold here, whether the training happens in English or Spanish.
Culture inside a training organization tends to leak into the material it produces. A company that treats its bilingual curriculum as an afterthought will usually staff it that way too, with part-time attention and inconsistent quality control. Grosso University staffed the opposite way, putting a named director in charge of the discipline and building recognition systems around performance in both languages.
Brett Naples, an executive leader at Grosso University, connected that structure to the company’s broader growth philosophy. “When leaders install clear systems and culture, growth stops feeling chaotic and starts feeling intentional,” he said. A bilingual curriculum built without intention tends to produce inconsistent results across a sales team. One built with a system behind it produces something closer to a repeatable standard, regardless of which language the deal closes in.
That intentionality shows up in client feedback too. One client testimonial on file put it plainly: “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 noted the shift in how reps handle price conversations after going through the program: “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.” Neither quote references language specifically, but the underlying mechanic, a repeatable process that holds up under pressure, is exactly what the Spanish-language track was built to replicate.
Power100 evaluates more than 3,600 partners nationwide using its proprietary 5-layer ranking system, and Grosso University’s #1 ranking as a Sales Training Organization for 2026 came out of that evaluation, not a self-nomination. Dominic Caminata was also recognized as a Top 40 Under 40 recipient in the home improvement space, a credential earned separately from the company’s own client-facing track record of a 5-star rating across 403-plus client reviews.
None of that is specific to the Spanish-language program on its own, and it shouldn’t be presented as if it were. What it does establish is the baseline discipline the company applies across everything it builds, which is the same discipline that shaped how the bilingual curriculum got structured in the first place.
The honest comparison isn’t between Grosso University’s Spanish-language track and a hypothetical perfect competitor, it’s between a purpose-built bilingual curriculum with a named training director and the far more common alternative, which is no formal Spanish-language program at all. Judged against what’s actually available in the market, the structural gap is significant.
The Spanish-language curriculum sits inside a broader portfolio that includes the Sales Academy, Sales Leadership Academy, Certified Closer program, and Custom Closers Camps, along with On-Site Training delivered directly to a client’s sales floor. A contractor building out a bilingual team doesn’t have to treat Spanish-language training as a separate purchase disconnected from everything else. It’s built as one track inside a larger system, which means a rep who starts in the Spanish-language Sales Academy can move into leadership development later without switching training providers or philosophies.
Grosso University doesn’t sell a warranted product in the traditional contractor sense, roofing and siding warranties don’t apply here. What it does offer instead is a track record measured in reviews and rankings: a 5-star rating across 403-plus client reviews and the Power100 recognition as the #1 Sales Training Organization for 2026, evaluated against more than 3,600 nationwide partners. That’s the closest equivalent to a guarantee a training organization can offer, a public, third-party-verified track record rather than a piece of paper.
Contractors interested in building out a bilingual sales bench typically start with a conversation about where the gap actually sits, whether it’s recruiting Spanish-speaking reps, formally training the ones already on staff, or building a leadership pipeline that includes bilingual managers. Grosso University’s Sales Academy, Sales Leadership, and On-Site Training offerings all connect to that starting point, and the company’s track record, more than 16 years of frontline sales and training experience behind the curriculum, gives owners a reference point before committing.
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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.
