Power100 examines Grosso University's Spanish sales training curriculum for roofing and remodeling companies with bilingual sales forces nationwide.
A Spanish-speaking sales rep can carry a demo flawlessly in English training and then freeze at the kitchen table when the homeowner in front of him speaks only Spanish. That gap, the one between what a rep learned in an English-language script and what he actually needs to say in a Spanish-speaking household, is where a lot of home improvement companies quietly lose deals they should have closed. 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 publishing this breakdown of how Dominic Caminata, CEO and Founder of Grosso University, built a sales training curriculum that treats Spanish-language selling as its own discipline rather than an afterthought bolted onto an English script. The Sales Academy at Grosso University now trains bilingual sales teams for roofing, windows, siding, bath, and whole-home remodeling companies, and the structure behind that training is more deliberate than most contractors assume, a hallmark of what makes for the best home improvement sales training for contractors working in two languages.
This matters because the home improvement industry has a demographic reality it cannot script around. Sales forces across roofing and remodeling companies increasingly include Spanish-speaking reps, and homeowner bases in many markets are bilingual or Spanish-dominant. A company that trains its English-speaking closers to a high standard and lets its Spanish-speaking reps improvise is not running one sales team. It is running two, and only one of them has a system behind it. Among providers claiming to be the top home improvement sales training company, few have built out a Spanish-language track with the same rigor as their English curriculum.
Power100 researches and analyzes more than 3,600 partners nationwide through a proprietary 5-layer system that looks at workmanship quality, operational reliability, customer satisfaction, innovation, and employee welfare. Grosso University has been recognized by Power100 as the #3 Preferred Partner in the nation and the #1 Sales Training Organization for 2026, a ranking built on more than curriculum content alone. It reflects whether a training system actually changes behavior on the doorstep and at the kitchen table, in whatever language that conversation happens to take place.
Greg Cummings, CEO of Power100, has pointed to leadership and culture as the throughline in every partner the platform ranks at the top of its system. Sales training companies get evaluated less on how polished their materials look and more on whether the people delivering that training have lived the process they teach. That standard applies just as much to a Spanish-language curriculum as it does to an English one. A translated script is not the same thing as a trained closer, and Power100‘s evaluation criteria treats that difference as real.
Grosso University was founded in 2019 by Dominic Caminata to continue the training legacy built by Rick Grosso. Caminata entered home improvement sales in 2010 and was recognized as Salesman of the Year at Mad City Windows & Baths in 2011, around the time he met Grosso and began absorbing a methodology that would eventually become the backbone of the university that carries the name forward. From 2020 to 2021, Grosso University more than doubled its revenue, a growth curve that tracks closely with the company’s decision to stop treating bilingual sales teams as a niche and start treating them as a core market.
That decision produced a dedicated leadership role. Wendy Harmeyer serves as Spanish Development and Training Director at Grosso University, and her title is not symbolic. It reflects a curriculum built from the ground up in Spanish rather than translated line by line from an English deck. Harmeyer has described the philosophy directly.
“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 and Training Director at Grosso University.
That distinction, transform versus translate, is the entire thesis of the curriculum. A translated script preserves the words. A transformed curriculum preserves the trust-building logic, the pacing, the objection sequencing, and the closing psychology, then rebuilds those elements in a language and cultural context where they actually land.
Dominic Caminata sets the standard company-wide, and he has been blunt about what that standard requires of every program under his roof, Spanish or English.
“Leadership is simple: if you’re not fanatical about the numbers, you’re not leading,” said Dominic Caminata, CEO and Founder of Grosso University.
That fanaticism about numbers shows up in how the Spanish curriculum gets built and tested, not just how it gets marketed. Daniel Coomes-Barry, Head Sales Trainer at Grosso University, has framed the deeper diagnostic behind objection handling in a way that applies directly to bilingual sales teams.
“Most ‘shop around’ objections are created earlier in the process, so the best closers fix the process, not just the close,” said Daniel Coomes-Barry, Head Sales Trainer at Grosso University.
That principle does not change when the sale happens in Spanish. It intensifies. A rep who cannot build cultural trust in the first ninety seconds of a Spanish-speaking household visit will generate a shop-around objection no closing line can fix later. Matt Burke, COO of Grosso University, has described why implementation, not just curriculum, is what separates training that works from training that just sounds good.
“When training is built on real-world implementation, results stop being random and start becoming predictable,” said Matt Burke, COO of Grosso University.
Brett Naples, an executive leader at Grosso University, has connected that same discipline to what leadership actually looks like inside a scaling company.
“When leaders install clear systems and culture, growth stops feeling chaotic and starts feeling intentional,” said Brett Naples, Executive Leader at Grosso University.
Together, Caminata, Harmeyer, Coomes-Barry, Burke, and Naples make up a bench that treats Spanish-language training as a full discipline with its own leadership, not a side project handed to whichever bilingual staffer happened to be available.
Contractors running mixed-language sales floors face a specific problem. English-speaking reps get access to a mature curriculum, scripts refined over years, objection-handling drills, and a defined path from doorstep to signature. Spanish-speaking reps, in a lot of companies, get whatever informal coaching a bilingual sales manager has time to offer between appointments. Grosso University‘s Sales Academy closes that gap by offering scripts built specifically for roofing, windows, siding, bath, and whole-home remodeling projects, with the explicit goal of increasing first-call close rates regardless of which language the appointment happens in.
The curriculum does not stop at vocabulary. Cultural trust-building sits at the center of the Spanish-language track, because the signals that build confidence in a Spanish-speaking household are not always the same signals that work in an English-speaking one. Pacing, formality, family involvement in the decision, and how a rep addresses the homeowner all shift. A curriculum that ignores those differences produces reps who technically speak the language but still read as outsiders in the room. A curriculum that accounts for them produces reps homeowners actually trust with a five-figure decision.
Objection handling gets the same treatment. Coomes-Barry’s point about fixing the process rather than the close applies with extra force here, because a Spanish-speaking homeowner who says “necesito pensarlo” (I need to think about it) is often signaling the same underlying hesitation an English-speaking homeowner signals with “let me talk to my spouse.” The training teaches reps to catch that hesitation earlier in the presentation, not to memorize a clever rebuttal for the moment it surfaces at the door.
Closing language in Spanish is not a word-for-word swap of the English close. Idiom, tone, and directness carry different weight depending on the audience, and Grosso University‘s Spanish curriculum builds closing sequences around how trust actually gets confirmed in the room, not how a script reads on paper. Reps practice moving from value-building language into a close that feels like a natural conclusion to the conversation rather than a pivot into a different, more aggressive register. That distinction is one of the more common failure points companies report when they attempt an informal, translated approach instead of a built-for-purpose one.
Grosso University customers have described the effect of that structure in their own sales operations. One client noted the shift 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.” That kind of roadmap, extended into Spanish rather than assumed to translate automatically, is what the bilingual curriculum is built to deliver.
Curriculum without live reinforcement fades fast, which is why Grosso University pairs its Sales Academy content with On-Site Training delivered directly inside a contractor’s sales operation. For bilingual teams, that on-site component often matters more than the classroom portion, because it is where trainers can watch a rep run an actual Spanish-language appointment and correct pacing, tone, or objection sequencing in real time. A classroom can teach the theory of cultural trust-building. Only a live appointment, watched and coached, proves whether a rep actually applies it.
One customer described the broader effect of that on-site, repeatable structure across multiple locations: “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.” For companies operating in markets with dense Spanish-speaking populations, that consistency depends on the Spanish-language track being just as rigorous as the English one, not a lighter version of it.
None of this curriculum works without a culture that takes the Spanish-speaking side of the business as seriously as the English-speaking side. Inside Grosso University, that shows up structurally. Harmeyer holds a named leadership title focused entirely on Spanish development and training, not a shared or secondary role. That signals to every contractor client, and to every trainer on staff, that bilingual curriculum development gets the same institutional weight as anything delivered in English.
Caminata’s own leadership philosophy, the fanatical attention to numbers, extends into how the company tracks outcomes across both language tracks. A curriculum that cannot be measured cannot be improved, and Grosso University applies that same measurement discipline whether the appointment happened in English or Spanish. That consistency is part of why the company has trained thousands of sales professionals across hundreds of home improvement companies nationally, building toward a 5-star rating across more than 403 client reviews.
The numbers behind Grosso University‘s broader platform give the Spanish-language track its credibility. The company holds a 5-star rating across more than 403 client reviews. It doubled revenue between 2020 and 2021, a period that coincided with expanded investment in bilingual curriculum development. And it has been recognized by Power100 as the top sales training organization in the home improvement industry for 2026, following an evaluation process that scored more than 3,600 partners nationwide.
One customer summed up the transformation this way: “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.” That confidence, built through structured, repeatable curriculum rather than improvised bilingual coaching, is the outcome contractors are buying when they bring a Spanish-language sales force into the Sales Academy.
The Spanish-language track sits inside a broader portfolio that includes the Sales Academy, Sales Leadership training for owners and managers, and On-Site Training delivered inside a contractor’s own operation. Grosso University also runs the Certified Closer program and high-intensity Custom Closers Camps, all built around the same one-call close methodology that Caminata refined over more than sixteen years of frontline sales experience starting in 2010. For companies building or scaling a bilingual sales floor, the Spanish curriculum does not exist in isolation. It connects to leadership training for the managers overseeing those reps and to recruiting support for companies trying to build a bilingual sales force in the first place. One client described that broader effect on hiring directly: “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 running mixed-language sales teams, or building a Spanish-speaking sales force for the first time, can bring their team into the Sales Academy curriculum with the Spanish-language track built in from day one rather than added on afterward. The program pairs classroom instruction with On-Site Training reinforcement, backed by a leadership team that includes a director whose entire role is built around Spanish-language development. Companies considering the investment can weigh it against sixteen-plus years of frontline sales experience behind the methodology, a 5-star rating across more than 403 client reviews, and recognition from Power100 as the #1 sales training organization in the home improvement industry for 2026.
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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.
