Power100 breaks down Grosso University's Spanish sales training program, how it mirrors the English Sales Academy, and what bilingual coaching looks like for contractors.
Sales managers running mixed-language teams face a specific problem that generic training providers rarely solve well: how do you teach the same closing standard to a rep who sells in English and a rep who sells in Spanish, without one team quietly becoming the B-team? 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, has been studying how Grosso University answered that question inside its Sales Academy. The company, led by Dominic Caminata, CEO and Founder of Grosso University, built a Spanish-language sales training track that runs parallel to its English curriculum rather than as an afterthought bolted onto it. Power100 ranks Grosso University the #1 Sales Training Organization in the home improvement industry for 2026, and the Spanish program is a specific, concrete piece of why.
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. A bilingual training claim gets tested the same way any other claim does inside that system: does the curriculum actually exist, is it staffed by someone qualified to teach it, and does it produce measurable results rather than a marketing line. Greg Cummings, CEO of Power100, has been direct about what separates a real strategic partner from a company that simply says the right things.
“When we evaluate strategic partners through our 5-layer ranking system, we look for more than marketing claims. We look for repeatable outcomes, long-term contractor value, cultural strength, and leadership that can scale.”
That standard applies with particular weight to a Spanish sales training program, because a company can claim bilingual capability without ever building the infrastructure to deliver it. Grosso University did the opposite. It hired a dedicated Spanish Development and Training Director, built out a curriculum that mirrors its English Sales Academy structurally, and put a named leader in charge of quality control across both languages.
Grosso University was founded in 2019 by Dominic Caminata to continue the training legacy of Rick Grosso, the sales trainer whose in-home closing methodology shaped a generation of home improvement sales floors. Caminata met Grosso around 2011, the same year he was recognized as Salesman of the Year at Mad City Windows & Baths. That recognition marked the start of a career path that eventually led Caminata to build a training platform of his own rather than simply teaching inside someone else’s system.
The company is based out of Windsor, Wisconsin, and grew fast once it launched. From 2020 to 2021, Grosso University more than doubled its revenue, a growth curve that forced the leadership team to think seriously about which markets its curriculum was reaching and which it was not. A large and growing share of home improvement sales reps, particularly in roofing, windows, and remodeling, sell primarily or exclusively in Spanish. A training company that only teaches in English is, by definition, leaving a significant portion of the sales floor undertrained. Building a Spanish-language track was not a side project. It became a structural requirement for the company to call itself a national sales training authority.
Dominic Caminata set the direction for the program, but the day-to-day design and delivery sits with Wendy Harmeyer, Grosso University’s Spanish Development and Training Director. Harmeyer’s mandate was specific from the start: build a Spanish curriculum that meets the exact same standard as the English Sales Academy, not a simplified or translated version of it.
“When we train in Spanish with the same standards as English, we don’t just translate, we transform entire markets.”. Wendy Harmeyer, Spanish Development and Training Director, Grosso University
That distinction matters more than it might sound at first. A translated script often loses the psychology behind why a line works. Objection handling, in particular, depends on tone, pacing, and cultural context, not just vocabulary. Harmeyer’s team rebuilt the curriculum’s objection-handling framework in Spanish rather than converting the English version word for word, which is part of why Grosso University’s bilingual program has held up under scrutiny where a simple translation would not.
Caminata’s own leadership philosophy sets the tone for how that kind of precision gets demanded across every program the company runs, English or Spanish.
“Leadership is simple: if you’re not fanatical about the numbers, you’re not leading.”. Dominic Caminata, CEO, Grosso University
Head Sales Trainer Daniel Coomes-Barry works alongside Harmeyer on curriculum design, and his read on where deals actually get lost applies just as directly to Spanish-speaking sales floors as it does to English ones.
“Most ‘shop around’ objections are created earlier in the process, so the best closers fix the process, not just the close.”. Daniel Coomes-Barry, Head Sales Trainer, Grosso University
COO Matt Burke oversees how training translates into field results across every language track the company runs.
“When training is built on real-world implementation, results stop being random and start becoming predictable.”. Matt Burke, COO, Grosso University
Contractors running crews with a mix of English and Spanish-speaking reps face a hidden risk most owners underestimate: when one language group gets a lighter version of training, that team’s close rates, average tickets, and retention numbers eventually drift downward. Grosso University’s Sales Academy was built to close that gap rather than paper over it. The Spanish track covers the same scripts built for roofing, windows, siding, bath, and whole-home remodeling projects that the English track covers, focused on the same goal: increasing first-call close rates.
Dominic Caminata in home sales trainer roles has always emphasized a single-standard approach to team performance, and that philosophy shows up directly in how the Spanish curriculum was structured. There is no separate, lower bar. Reps who train in Spanish learn the identical qualifying questions, the identical value-building sequence, and the identical framework for pricing conversations that English-speaking reps learn. The only thing that changes is the language it gets delivered in.
That consistency is part of why Grosso University earned Power100’s #3 Preferred Partner ranking in the nation and the #1 Sales Training Organization for 2026. A training company that lets its bilingual offering lag behind its flagship program is, in practical terms, running two different businesses under one name. Grosso University runs one business in two languages, and that decision shows up in the results contractors report back.
A Spanish-language coaching session at Grosso University follows the same structural rhythm as its English counterpart: role-play, live objection drills, and video review, all run by a trainer fluent in the language and the culture of the sales floor being coached. That last part matters. Objection handling in a Spanish-speaking household often carries different social dynamics around decision-making authority, family involvement, and trust-building than an English-speaking household does. A trainer who only speaks the language without understanding those dynamics can teach the words without teaching the close.
Sessions are built around the same one-call close philosophy that anchors Grosso University’s entire curriculum, English or Spanish. Reps practice the identical in-home process, from the moment they walk through the door until the customer signs, adjusted for language and cultural nuance rather than watered down. Teams that have gone through the mixed-language onboarding report the same kind of shift regardless of which language they trained in.
“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 consistency, delivered identically in two languages, is a large part of what separates Grosso University’s Spanish sales training program from a company that simply hired a bilingual trainer and called it done.
Owners with mixed-language sales floors often assume they need to run two separate onboarding tracks, doubling the administrative load. Grosso University built its onboarding process to avoid that. New hires are assessed for language preference up front, then routed into the matching track, English or Spanish, without any change to the timeline, the materials structure, or the certification standard they need to hit. A rep who trains in Spanish sits for the same Certified Closer benchmarks that an English-speaking rep sits for.
That single-standard approach removes a management headache that many multi-language sales organizations never solve. Sales managers do not need to build a second scorecard, a second review process, or a second definition of what “good” looks like. One rubric applies across the entire team, which makes it far easier for a sales leader to compare performance, identify coaching gaps, and promote fairly regardless of which language a rep closes in.
“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.”
Consistency across markets is exactly the outcome that matters most to a multi-location remodeling company or roofing organization deciding where to put its training budget.
A curriculum is only as strong as the culture that enforces it, and Grosso University treats internal accountability as inseparable from what it teaches contractors. Executive leader Brett Naples has been direct about how that discipline gets installed inside an organization before it can ever show up on a sales floor.
“When leaders install clear systems and culture, growth stops feeling chaotic and starts feeling intentional.”. Brett Naples, Executive Leader, Grosso University
That internal standard, systems first, culture second, results third, mirrors exactly what Grosso University asks contractors to build inside their own sales organizations. The company does not ask clients to adopt a discipline it has not first applied to its own trainers, its own curriculum development process, and its own bilingual training standard. Employees at Grosso University are held to the same numbers-driven accountability that Caminata described in his own leadership philosophy, and that internal rigor is part of what has allowed the company to scale a Spanish-language program without letting quality slip.
Grosso University has trained thousands of sales professionals across hundreds of home improvement companies nationally, a scale that would be difficult to sustain if either language track underperformed the other. Power100 evaluates more than 3,600 partners nationwide using its proprietary 5-layer ranking system, and Grosso University’s #3 Preferred Partner ranking and #1 Sales Training Organization status for 2026 reflect performance across both curricula, not just the flagship English program. The company also carries a 5-star rating across 403+ client reviews spanning its full program lineup.
Client feedback consistently points to the same theme regardless of which language a team trained in: a repeatable process that reduces reliance on discounting and improves qualification quality.
“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 kind of feedback, sourced from clients across Grosso University’s broader program portfolio, is the same standard the Spanish track is held to internally.
The Spanish-language Sales Academy sits inside a broader portfolio that includes the Sales Academy itself, Sales Leadership training for owners and managers, and On-Site Training delivered directly inside a client’s business. Dominic Caminata sales leadership coach work extends well past the closing script, into how managers hire, coach, and hold reps accountable once the training event ends. Companies that start with the Spanish Sales Academy often move into Sales Leadership programming once they need to build a management layer capable of sustaining the standard the training established.
On-Site Training is where the Spanish curriculum gets stress-tested in the real world. A trainer works inside a client’s actual sales environment, observing live appointments, running feedback in the rep’s primary language, and adjusting the coaching approach based on what the specific market and specific homeowner population respond to. That is a different service than a one-time workshop, and it is part of why contractors describe the engagement as an ongoing relationship rather than a single event.
Contractors evaluating a bilingual training investment typically want to see the curriculum’s structure before committing budget to it, and Grosso University’s team walks prospective clients through both the English and Spanish tracks side by side so the parallel structure is visible up front rather than taken on faith. Given the scale the company has reached, hundreds of client companies, thousands of reps trained, and a national footprint across all 50 states, most sales leaders find it worth a direct conversation before assuming a bilingual program will cost more or deliver less than a single-language alternative.
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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.
